Audi Finding First on Race Day Is Still The Key To Drive Sales

It’s a rare weekend for Audi AG as the best of its R10 TDI racecars only manages a paltry fifth-place finish in an American Le Mans Series event here.

Nevertheless, Scott Keogh, Audi’s chief marketing officer, says his brand’s racetrack success is helping it rack up record sales volumes and at higher transaction prices.

“Some brands have a place they call home,” Keogh says. “Our brand belongs on the track.”

Audi has won the prestigious Le Mans race the past seven years in Europe and has been the overwhelming factor in the ALMS since it entered the series in 2001.


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Agent009 - 7/12/2007 11:18:37 AM

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To those that may disbelieve in the old "Win on Sunday, Sell on Monday" moniker.

“We have two years of orders in the bank for the R8 because of our racing credibility,” Keogh says, noting Audi will sell only between 200-300 R8s this year.

Neverfollow - 7/12/2007 11:39:50 AM

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Those are the US sales projections only. They build about 20 R8s per day mostly by hand. They are built by Audi's most talented craftsmen who have worked hard to make it to the Quattro Gmbh "team". Sales figures should climb as production expands to include other models with different power trains and possibly a "spyder" version down the road. The market will never become flooded with this car. And yes, it costs more to make than what they sell it for in the US. That's the main reason they will always be restricted here for years to come.

Agent009 - 7/12/2007 12:07:50 PM

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good point.

Will_ - 7/12/2007 12:36:20 PM

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Are the R8's orders really about their racing credibility? Or just the R8 itself? Why not let the car stand on its own? The R8 is Audi's hottest car due to many other factors, not just 'cause they win races, I would think.

IamEvilHomer - 7/12/2007 1:48:29 PM

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the racing shows the sole behind the car

Neverfollow - 7/12/2007 2:53:30 PM

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A Porsche is a Porsche because of racing, mainly Le Mans. Why do you think the ignition switch is still located to the left of the steering wheel? It's a throwback to the days when Le Mans started as a foot race from the pit wall. A driver could reach and start the car faster with the switch in that position.

I know Americans don't have any appreciation for this kind of stuff but Europeans take racing heritage very seriously so yes, it makes a difference in sales.

ThierryHenry14 - 7/12/2007 3:50:31 PM

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Its sad that Audi is only putting in 2006 R10s in ALMS. They should use the 2007s that won Le Mans.

Audi is the "it" car, so get into one if you havent already.

truecarlover - 7/12/2007 10:27:20 PM

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The story was about a lot more than just June sales figures. He talked about how they are able to charge higher prices for their vehicles because of the exposure they've gotten. He also explained that it has helped them sell all of their RS4's with no advertising and no incentives. It was also interesting that someone bought an S8 because they didn't want to wait for the R8. It benefits Audi either way.

ThierryHenry14 - 7/12/2007 10:00:47 PM

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jpnuss... But sales YTY and YTD are both up, almost double digit percent.