Success in America is in Audi’s list
Audi is set on making a name for itself in the American market and will be eliminating its image of a poor excuse for a vehicle.
The sad reality hit Audi in the 1980s when drivers raised the issue of confusing the accelerator for the brakes. Although, road safety investigators later said that it was a driver error, the Audi’s image became tainted.
Audi’s sales were most affected especially in 1994 when it reached a low of 12,500. It was during this time that the company thought of pulling out the US market completely. Today, Audi is experiencing some growth of 95,000 and plans to increase that number to 200,000 by 2015. Audi is fully geared on that plan and regain the confidence of the US market.
To succeed in their plan, Audi will take on the notable BMW, Toyota, Honda, Lexus, Acura and Infiniti.
Audi’s plans are part of Volkswagen’s commitment on improving their business into overseas markets and vehicle niches.
According to the Volkswagen’s chief executive, Martin Winterkorn, Volkswagen will increase the production of large vehicles like pick-up trucks and sport utility vehicles, along with focusing on the markets where their rivals are underperforming.
Audi is looking good in Europe and China but loses their touch in the US. Some say that BMW is Audi’s biggest competitor in the US. “There’s a bit of a perception gap between BMW and Audi and Mercedes,” said Dave Zoia, editorial director of wardsauto.com.
“BMW is pretty much at the top of the pyramid - it’s an iconic brand here.”
Another factor is that Audi also need to consider the increasing euro-to-dollar exchange rate. Mercedes and BMW, on the other, have fewer worries since they have manufacturing plants in the US.
Volkswagen is also thinking on building a plant in the US, where Audi vehicles can be later on be produce but there are still no final word regarding the matter.
This story is based on the reports of gulfnews.com