Audi is clearly on a mission to get noticed and to improve their brand image as well as sell more cars.
The R8 is a design that will attract attention, without a doubt. It will also help to improve Audi's brand image of being the "alternative" German brand. The R8 is car to which BMW and Mercedes don't have a competitor to.
We just saw the post regarding Audi's lower prices when compared to BMW. Within 5 years, Audi executives say the 4% pricing gap will be closed and Audi's will cost just as much and probably more than their BMW counterparts.
This is already becoming apparent with the RS4 at $66K and the R8 at around the $100K mark. The A8L 6.0 W12 just increased to $119,350 and the Q7 V8 Premium is more than the X5 4.8i.
The advertising in the U.S. is going to increase substantially with Audi using the new commercials and advertisements such as the one featuring the Q7.
Lastly there is a new product launch currently in progress. First came the Q7, followed by the RS4, now the R8, next is the hugely improved TT followed by the A5 upscale coupe, Q5 (X3 competitor), A7 and redesigned A4 along with A8.
What do you think will be the end result of the increased pricing to match or exceed BMW, new models that will be completed by 2009 and the R8 mid-engine sports car?