| Finally Audi is tired of always being beaten in the US | | | | Venables, Bell & Partners is developing a campaign |
| sales race against Lexus and other luxury brands. | | | | concept for the German automaker and scheduled to |
| According to some auto analysts things will change for | | | | debut in April along with the new TT sports car. |
| Volkswagen’s subsidiary German luxury | | | | According to de Nysschen, "We've challenged our |
| automaker if and only if its three-pronged plan to boost | | | | new agency to build on the brand's history and DNA |
| sales finally succeeds. | | | | for product excellence. We want to make a |
| According to a top Audi executive, the automaker | | | | compelling argument to America's discerning luxury |
| plans to increase the number if vehicles it offers, add | | | | buyers that they should consider Audi." |
| more exclusive dealers and conduct a more | | | | The German automaker’s growth plan is part of a |
| aggressive form of marketing scheme that will boost | | | | much larger strategy. It should be noted that the |
| brand image. They plan that aside from the usual type | | | | automaker was able to sell 905,000 vehicles |
| of advertisements they will also strive for a larger | | | | worldwide in 2006. The company’s long-term plan |
| internet presence. | | | | includes increasing its worldwide sales to 1.4 million units |
| Johan de Nysschen, executive vice president of Audi | | | | hopefully through 2015. It is looking into the great |
| of America Inc., in a speech at the Automotive News | | | | potentials of emerging markets like China and India to |
| World Congress said that he is frustrated over the | | | | help in achieving its goals. |
| lack of the automaker to gain success in the United | | | | In terms of products, Volkswagen’s German |
| States. Last year Audi sold 90,611 vehicles in the United | | | | subsidiary is in the midst of launching nineteen vehicles |
| States while Lexus a much younger brand sold | | | | in the United States from 2005 to 2007. Audi also plan |
| 322,434 units. | | | | to launch their R8 sports car to compete with Porsche |
| De Nysschen further stated that in order to get the | | | | 911 a midsized A5 coupe and new TT. De Nysschen |
| attention of the American buyers it will start acting | | | | further added that they are looking at a small luxury |
| more like an American Brand. "Understatement is | | | | SUV and plans to use diesel engines extensively in |
| inherent in Audi's brand DNA," he said. "It is who we | | | | North America. |
| are. It is our expression of European luxury. Yet we | | | | "We've addressed quality and reliability problems that |
| think it's time for Audi of America to stop being so | | | | dogged us in the '90s and taken major steps to |
| understated and a little more American in telling our | | | | become segment leaders in quality," he said. "Our |
| brand story." | | | | mission and aspiration in the U.S. market is, quite simply, |
| To help the German automaker implement the | | | | to be recognized as a Tier 1 premium brand in the |
| changes that it desires, Audi has hired a new ad | | | | same light as Mercedes-Benz and BMW, as we |
| agency as announced by de Nysschen. The agency, | | | | already are in Europe and elsewhere around the world. |