German auto maker Audi on Wednesday said it planned to gradually raise car prices in the United States as it seeks to return to profitability and close the gap with other premium brands in the world's largest auto market.
Audi, Volkswagen's premium unit, sells its cars for about 4 percent less than rivals BMW and Mercedes Bestifled by a weaker image, said Johan de Nysschen, executive vice president in charge of Auburn Hills, Michigan-based Audi of America Inc.
"We want to close this gap in five years," he told reporters in New York.
The car maker, he said, planned to raise its prices over time as it launches new models and improves its brand image and dealer network. "You can't push pricing too quickly," said de Nysschen.
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