AutoSpies.com Officially Appoints You CEO: If You Ran Audi, What Would YOU Do Differently?

nothing, other than what they're doing.

Bring the RS6 to the US

Oh and give myself a big raise.............

A good friend of mine is a doctor in business psychology and the first thing to lay out to all your employees is your expectations, quality, teamwork... I would not give myself anymore than $80,000. and the employees would only get $20. an hour medical/dental and for the end of the year I would give the employees/myself a percentage of the profits if there were any left. I would reward success. I would defiantly improve quality to be no. one! I would have a warm up every day like they do in Japan and a prep talk once a week on what needs to be tweaked.

Okay there would be these changes:
A1, A2 - I wouldn't bother with any of them. They will only sell about six or maybe seven of them anyway. 5 of them will probably be used for commercials too.
A3 - Make it less expensive so it proves to be a good competitor for its strong opposition.
A4 - Give owners of the 3 Series and C-Class reasons to bother switching to the A4, apart from gimmicky daytime running lights.
A5 - Offer the convertible soon.
A6 - Same with the A4, give owners of 3 Series' and C-Class' reasons to switch.
A8 - It is aging. Badly. Why wouldn't people buy the new 7 Series or S-Class?
Q7 - Make it a bit more appealing and fix up the rear tail lamps. Otherwise great.


Offer more lower-priced quattro models. Also i'd like to see an Audi hybrid.

daytime running lights look cool but, other than that, are silly. Focus on more important things such as a hybrid, as I mentioned above.

Noticed they skipped ACura lol. I guess that thread would be entirely to long.

We will catch Acura prob in the AM. 001 was prob poking me in the ribs here a bit.

No, just thought of Audi first and it was close to midnight.

We'll do Acura as the next one...but after that we will not be going in alphabetical order.

001

"A8 - It is aging. Badly."

I think you're a tad delusional overall, but when I read this it sealed the deal. The A8 is not really aging at all. Compared to the E65 7 Series which came out only a year earlier it looks amazing. Last year it came in second place in a comparison with the S550, LS460L, 750Li and Super V8. The new 7 is obviously miles ahead but the new A8 will probably debut in the third quarter of the new year.

Audi isn't even close to being a headliner. You should change it to one of the Big 3.

did you read the set up...ALL companies are going to be done...started with "A"...

first thing as CEO of Audi, I would not hire you.

If I ran this company I would focus on weight reduction and improving torque. as for styling they pretty much have a handle on that except not to make all the sedans look exactly the same. I would add a 2 door Q7 they took all the 2 door trucks away its time for a come back.

I meant the 2 door trucks went away....I think Audi should start the trend up again before land rover does it

Audi still has a reputation for being finicky, that rep plus a need to integrate there dash design. These things are my vehicle wishes for Audi on the go forward. When was the last good Audi commercial?
Also, I don't see them being very aggresive in the pricing of their autos, not for a company that touts serious growth plans.

As CEO of Audi...not to much I would change, their design department is top notch. Their powertrains are pretty impressive. So in order to cut into more market share I would slash prices. I would try to get people into fully loaded A4's around 30k. That would then put them into competing with the Camry/Accord/Altima/Malibu consumers. Grap more of the "middle class" market share.

In summary - I would drop every Audi price a decent amount to boost sales, except the "S" lines and "RS" lines.

why can't you guys fix the front page!

Be specific

before I trade in my 008 G35 for 09GL450, i went to test drive Q7. it shocked me. its not all that great interior at all. I didn't even test drive it...

Audi is pretty much on the right track. I would do the following two things:
1) Start producing cars with better F/R weight ratios. If Audi wants to be taken seriously as a producer of sporty cars, they need to make their cars less heavy in the front.
2) Dump that lame W12 engine and make a true V12 to play with the big boys.

LOL, so by 1) you mean remove the engine. by 2) you mean take out w12 and put an over used v12? whats with you and removing good audi engines?

Audis are fine, even though i have never owned one, but i give them respect, if i get a sedan within couple years i would consider either a4 or a6. they are beauties.

Currenty: summer car: 07 350z, winter car: 04 x5 3.0
Both cars great on gas, do what they are intended to do and no complaints what so ever.

Kiriller,
I think your response to my posting is awfully naive.
1) I didn't mean remove the engine -- this isn't the Flintstones. Audi engineers need to spend more time trying to get the balance of their cars more towards 50/50. One way would be moving the center mass of the engine behind the front axle instead of having it hang over the front so much. Let's take the Audi S5 for example. It looks great and looks really sporty. However, it's weight distribution (and weight in general) really detracts from its sporting intentions. This is from C&D's Lightning Lap article and it sums it up better than I can: "Nevertheless, the entire mass of the engine—a stout, 7000-rpm 4.2-liter V-8 with a Wagnerian exhaust note—still resides ahead of the front axle’s center line, and weight distribution still suffers as a result: 56.9 percent front, 43.1 rear. And the net effect of this, magnified by a substantial curb weight (3910 pounds), is massive resistance to turn-in that increases as a function of speed."
2) Audi/VW has gotten a ton of mileage out of the W12 with its placement in the A8 and Bentley's. However, I just personally think it is cheesy sticking two V6's together to create a W12. Give me a good old fashioned V12 for my money please.

"Dump that lame W12 engine and make a true V12 to play with the big boys."

Well that's stupid. The W12 was engineered out of necessity--it isn't just a technological showcase. You can't have an AWD sedan with a V12; the drivetrain wouldn't allow the engine to fit. The W12 is far more compact. I don't see any problem with it. It's just as smooth as a V12, if not smoother. I can't think of any disadvantages vs. a V12, really. Name me one.

Me? CEO? Great! I would drive around in an S5. What would i do different? I would NOT expand my line up and keep the current models i have. I would definitely like to see a revised Q7 model as it does not look anywhere as good as BMW's X5. I would also make those cool looking LEDs on the headlights standard on all my models. Its a head turner. I would also try and make the A6 the flagship car, as BMW's have their 3, and MB has their S?, Audi would be snugged right in between. Finally, i would also like to see a coupe that competes somewhere with BMW 6-series or MB CL-class.

ok, yes, this would require me to expand my line up. DOH!

StarSearch, I would hire you to be my second in command!

My first command would be for every car to loose 500lbs no matter the dollar cost. 8 speed Dual clutches for all vehicles. Get rid of the hooky designations, you dont need a base,S,RS model of each car. With the weight lose you could make all base engines the S and the S engines the RS. I would also bring over all my four cylinder and six cylinder diesels. They still have the best styling inside and out of any of the Germans although MB might be catching up with the new E. I agree with the 20dollars per hour and stock options for the workers but I would pay myself 150k per year. Double my quality assurance team and my warranty. Retrain the salesman at the dealerships personally and test them to make sure they keep a standard of knowledge and appearance. Separate my self even more from VW with better interiors and only share parts that are not seen. Contact all venders and suppliers to renegotiate down all contracts by 10percent but allow for slightly longer contracts that will increase back to the original contract in 3 years and increase by 3 percent per year for the next 3 and five for the final year. Total redesign of the A8 with it aiming PAST the NEXT gen S class on all levels. Make the A6 what the BMW 5 series USED to be last gen, which is or was the best car BMW made with the best in class performance ride and handling. If you lower the weight of the A3 by 500lbs and keep the price the same noone will complain about he price. Lastly I would tell Porsche to kiss my azz.

"8 speed Dual clutches for all vehicles."

This would be overkill. It would actually make the cars slower, not quicker. Too much time spent shifting.

That's correct. Just a marketing gimmick. Like something Lexus would do. More weight, less performance, but it sounds impressive!

Diesel Hybrid...

When people talk about Acura's many problems it's pretty much unanimous that a move to RWD is essential, even though they will be offering AWD across their line up soon. Why doesn't anyone mention this about Audi?

Build a US based transplant to Mass produce more Q7 Diesels to capture the American Market of Fuel Efficient Large Wagons as a replacement to the SUV.

Combine VW and Audi into a 1 Roof dealership for people on a budget (VW) and People wanting more performance and Luxury (Audi)

Make the VW Phaeton to target Americans that need a large affordable Business or Family Sedan.

Mass Produce the A8L for those who need an impressive Sedan for business.

Build a dealer network and increase supply to make these cars more mainstream for Americans.

Audi and VW have always been pricey as the Supply tends to be limited driving up the cost. Don't cut costs by cheapening the brand with lower grade materials, the big 3 is now learning this lesson well.

Sorry but i cant agree with this on any level. I wont deboost due to the fact that it is YOUR company. LOL

Use German Engineering to build better Dual Clutch transmissions and beat Ford to the market with superior well made gearboxes.

Swith to a Rear Drive platform to reduce maintenance and less moving parts for better durability.

Understand that 2 wheel drive is a more responsible approach and eco-friendly. AWD should be phased out or limited to special purpose vehicles, not mass produced.

Most importantly, bring large fuel-efficient vehicles to market. Europeans have a love for Sport Wagons. Bring that style to America and inspire Americans to buy Sport Diesel Wagons as a better idea to a Family vehicle. Inspire people to buy Manual Sport Sedans as well.

Let the Front Drive platforms be built by the cheaper, less respected car companies.

RWD would be an absolutely idiotic move backward. AWD is what has distinguished Audi (and Subaru) from marques attempting to build a reputation from focus groups rather than engineering. Those disagreeing with AWD universality are likely MB/BMW folks sabotaging this forum.

Today in Chicago is true Audi weather in which I played in our global warming foot of snow. I've enjoyed driving every inch of the unplowed roads devoid of virtually all RWD traffic.

Serious improvements to Audi's lineup would bring back the pioneering (pre-"Crossover") A6 Allroad and an A4 version as well. Discontinue the ridiculous Q7/Q5 SUV's altogether as they offer no benefit except gargantuan exterior size and unnecessary weight. In fact, every model could benefit from a weight reduction.

Next, bring back universal use of amber rear turn signals that are much easier to notice and interpret than the red ones easily confused with brake lights.

Finally, bring over those wonderful diesels ASAP.

Make more R8's!!!

And, have the next A6 be as cool as the A8 in exterior style. The last few A6's have looked like poo compared to their big brother.

Stop sharing parts with Volkswagens

Lower the price of the A4. Why spend 335i money on a car that doesn't offer nowhere near the performance?

Make the cars more price competitive (A4/A5/A6). Something like a lower performance alternative with Quattro. Instead of a lower performance car that cost more than the competition.

Redesign the A6 and the A8.

Make the TT’s 4 cylinder engine the A4 2.0t engine.

Get rid of the 3.2 liter V6.

Restore the "S" brand to be BMW "M" and MB "AMG" competitors like they once were. Instead of Competition to other makes "standard" cars. The "S" designation has been diluted and doesn’t have any significance.

Stop making cars that are underpowered and overpriced. Audis offer the worse value of all the premium brands

Bring back free maintenance.

Figure out how to give the A5/S5 a real sunroof.

Make it punishable by death if an owner de-badges the grill.

Also, Stop cheapening the interiors. The cost cutting is obvious. All new Audis have lower Quality materials than the previous gen car. I sat in a new A4 and the interior felt a little cheap.

"Lower the price of the A4. Why spend 335i money on a car that doesn't offer nowhere near the performance?"

Not everyone buys cars based on their performance. I'm not saying I don't; I would buy the 335i over the A4 in a heartbeat. It's just that the car enthusiast community is not the buying public. Most people care more about safety, comfort and style, all of which the A4 has in spades. That's why it has managed to still sell in decent numbers while the 3 and G have been, for the most part, falling like rocks.

If I was the CEO of Audi I would sell it for $1 million dollars like that Chicago Lib Governor Blagojevich tried to sell the Senate seat for $1 million dollars.

;-D

But I don't agree with Free Maintenance. They raise the cost of the vehicle to cover the Maintenance, and everyone pays more. I'd rather do my own Maintenance and get the car for less.

Lincoln offers Free Maintenence as well. You can have it.

I don't want mechanics on a stop watch working on my car with haste and forgetting to put oil in the engine becuse some shop manager is looking to set profit records.

Stop sharing parts with VW:

Agreed on High performace parts like steering and Suspension.

Now Cadillac had this problem. Need to buy a Starter for an Impala, $200 oh, You own a Caddilac, your price for a Cadilac Starter is $900.

Ford makes 1 Motorcraft starter, Same price Ford, Mercury, Lincoln. Makes more sense. Inventory Availibily is better as well. A starter is a Starter.

mercuryguy:"Lincoln offers Free Maintenence as well. You can have it."

- So does BMW. Can I have that as well? And besides BMW and Audi are priced roughly the same. BMW offers free maintenance while Audi doesn't.

LexSucks:I sat in a new A4 and the interior felt a little cheap.

Why is it that the Germans tend to penelize buyers of entry level models?

The A8 Dash and center console with the woodgrain is very nice. Why not use the same materials across the fleet?

The Woodgrain is a plastic manufactured process, it can't be very costly to mass produce.

I just love how car companies make such a fuss over giving the customer a little woodgrain or a cupholder as being significant. We are talking about Injection molded plastic.

It is just easier to make my own cup holders out of a real material like marble or real cast Aluminum. those materials are easier to keep clean as well.

NOTE TO AGENT 009 - This is how to suck up to the boss!!!

If I ran Audi, I would devote ALL the money currently allocated to other advertising resources including the just announced Super Bowl funds, and place that advertising budget with the fine folks at AutoSpies.com.

-00J

Oh, and as a side note, I would make sure ALL the Agents are each equipped with an S6 and R8 to carry out their agent duties.

-00J

Audi was a subsidary of VW. Now, of course, Porsche became the new boss. So Audi's CEO is not in a position to do much, but to listen to the directions of the new board.

Porsche will not allow the performance of Audi's cars to threaten the 911.

There is a new performance hierarchy for all the companies under Porsche:

Lambo
Porsche
Audi
VW

Lambo will not be above Porsche and Audi, that is ridiculous. Audi is the most profitable unit with the most technology development. If you have been reading the business news, Porsche values Audi tremendously over all other VAG makes.

Hire the engineers from BMW that develop the steering feel. Oh and Bring back the Allroad and B8 S4 Avant.

Great question

1. Drop the TT, release the R4 and go after the Cayman

2. Make the A5 slightly smaller, more sporty less tourer, it is a coupe.

3. A3 coupe(2.5TFSI), something that resembles a mini Bentley Brooklands with speed that will obliterate the 1 series

4. All quattro would have 75/25 rear bias

Make Quattro standard. Step up like Subuaru and go all in. Get rid of the grill.

Subarus are not all 4wd. Its a marketing gimmick that they stopped selling the FWD models in North America only (and recently) and claim that everything they build is AWD. What a crock! They just don't move enough volume to justify supporting the inventory required to offer a choice. Plus Japanese cars are mostly bought from dealer inventory, unlike German cars that are mostly built-to-order.

There are a lot of good comments but many are only applicable if Audi's market was geared towards NA. Since they compete globally cars like their smaller A-series are an important segment for them to have. Comments like Audi not sharing parts with VW are just ludicrous and narrow minded. Many car companies share parts between product lines and VW makes some very nice cars as well. Their W12 and other "Ws" were developed for a reason. There's absolutely nothing that makes this type of engine inferior to a more standard engine configuration.
Every car manufacture strives for a specific portion of the car market and in some cases try to encompass a wider range. It seems to me that Audi's focus in the US is primarily for the luxury/performance market. If they wanted higher performance they'll have to lose weight and some of the weight gaining luxury features along with it. If they opted for more luxury then performance will suffer even more. It's all a trade-off. While it's possible for them to focus on specific market segments it probably isn't economically feasable to do so when their primary goal is to broaden their appeal or selling power within the more affluent "middle class" buying segment that in my mind is in the USD 30k-102k range.
With this in mind what does Audi need to do for the US market? Mostly, they just need to improve their image. They need to focus on what they do the best. They need to commit to superior quality and have the warranty to back it up. They need to get their dealer's service centers up to speed on their vehicles or drop them from their network. Then need to offer their US customers the "luxury car experience" their buyers demand and expect.

I'd hire Rick Wagoner. I hear he's willing to work for $1 a year...

Funniest comment of the day!!!!

001

I am only speaking of the offerings in the US;

-lower the cost of all Audi vehicles to a price under all of the competitors in each segment.

-lower the weight of all of the vehicles.

-make sure that the interiors differ from 1 vehicle to the next.

-use the differential from the R8 in all of the cars.

-get rid of the 4.2 litre R8 and offer only the 5.2 litre R8.

-focus more on sport than luxury.

Audi won't threaten Porsche...yeah OKAY!

The new R8 only carries a 525 horsepower V10 with 0-60 in 3.8 seconds and a price of $140K. Gee that doesn't like it is similar in performance and price to Porsche's 911 Turbo.

The Audi TT-RS is coming out too. The price will probably be over $60K and it will have similar performance as a Cayman and Boxster S.

Porsche evidently is not stopping Audi from threatening their iconic 911 or Cayman.

Ok, I'm going to take a stab at this. I would definately drop the 3.2V6 from the line up. I might suggest instead the higher performance TTS engine in the S-line versions of the A4 and base engine for the A5. I would bring TDI in for the US in mass. I'd like to see the 3.0TDI in the A4/A5/Q5/A6/Q7. I'd put the 2.0TDI in the A3 and TT and the 4.2TDI in the A8 and then market the hell out of them as the "new" answer to the fuel crisis. Grab the balls and go for it. They have the best diesel engines in the world and they need to prove it by offering and supporting them in the US. I'd offer the A3 Cabrio in the US as well and drop the "sportback" body in favor of a coupe or sedan body style for the US only. The A3 sells just fine everywhere else in it's current form. I would take the A6 up a notch or too in the sportyness and looks department and figure out a way to smoothe out the ride of that car. Even w/o sport suspension, it's pretty harsh. The New A8 is spot on, no need to change it. The new A7 is as well however, I'd like to see them push the envelope a little and make that convertible version with 4 doors in the suicide configuration like discussed way back when. That would be a segment buster and everyone would want one. 7 speed DSG transmissions are coming for every Audi model already so stay tuned.

Some of the suggestions I've read on here I'd like to comment on.

Switching to RWD: Sorry, but RWD is not the answer to everything. Most drivers don't have the talent to drive one to the limit anyway and much of the planet has climates where quattro has real benefits that saves lives and time.

Quattro/reducing weight/shifting the weight bias: All of these are kind of related. The kind of AWD system that Audi uses can handle a lot of power. It also does not induce torque steer like a lot of other systems do when you do ad power to them. It is a symetrical AWD system where the drive shafts are of equal length and come out of the transmission housing. That's going to put the engine in front of the axle every time thus causing this front weight bias you all complain about. You can move the engine back a little like in the A8/A4/A5/Q5 but not much. You'd be better off reducing the weight of everything else up there by utilizing more aluminium in the front and more steel in the rear like in the TT. Moving the batteries to the trunk has already been implemented on all models now except Q7. The benefits of this system far outweigh switching to a RWD platform and then having to deal with the compromises they have. How many of you get pissed when your staggered tires get really loud after 6K miles because you can't rotate them? How many get even more pissed when you get a screw in your runflats and find out you have to replace them instead of patch them, and oh, by the way, you need to replace them in pairs if they have many miles on them. $800+ ouch, for a screw? How about rotors that are so thin and light weight you

How many of you think it's a cheap process to build a car out of aluminium? Sure, it's a common material but extremely hard to work with. You can build a car the way Acura and Jaguar does if you want. Makes it really light weight but don't hit anything with it! Totals the car almost every time. How long before your insurance companies decide not to insure them anymore because of the expense. What about repairablity and survivability? Those are key features of the Audi Space frame technology and why it is recognized by engineers throughout the world as the "best" solution from a weight savings, strengh enhancing, survivability, repairability and cost perspective. That's why Audi charges so much for it. There are hundreds of patents on that technology, not only on the structure itself, but also on all the methods it takes to manufacture anything in this way.

In addition to many other things already suggested:

- Ensure that their bread/butter lineup is feature-set competitive with other brands; eg: qualify nav system, automatic headlights, comfortable suspension option, etc.

- Build mid-range luxury hybrid versions of the A4/A6 which gets 30mpg+ city with 300hp+. Then build R versions of the same.

Bring over the B8 S4 Avant and C6 RS6, maybe the S3 as well.

Do away with all run flat tires and put a full size spare in each vehicle. Run flats and no full size spare are just two reasons not to buy an Audi.

Funny, the only car that Audi makes that offers run flats it the TT.

-Get rid of the FWD models. They should either all be AWD or have RWD as standard.

-A3: make it lighter with partial aluminum construction. Try not to raise the price by too much--take a hit if necessary... they can afford it.

-A4: get rid of the A4 3.2. The A4 lineup should be comprised of the regular A4 (2.0T with 240hp and 260lb ft, $30K), the S4 (330hp supercharged V6, $40K) and the RS4 (450hp V8, $55K). All of them should be available with a seven-speed dual-clutch gearbox and a six-speed manual.

-A6: with the deletion of FWD, the 3.2 would be obsolete. Use a full aluminum spaceframe, because this car is a porker. Engines remain the same; maybe give the 4.2 a 20hp bump and the S6 a 30hp bump--it has a lot of room to grow under the monstrous RS6.

-A8: keep doing what they're doing... make a 400hp V8 as standard (naturally aspirated, to rub in BMW's face, LOL). S8 should have a 500hp naturally aspirated V10.

-Q5: Get rid of the 3.2 and make a highly-tuned 2.0T the standard engine with the 3.0T as an option.

-Q7: ALUMINUM SPACEFRAME!!! It could also stand to shrink a little. Fix the design--it needs it.

-TT: Get rid of the 3.2 (I guess by now you have realized that I don't like Audi's two 3.2 V6s). 2.0T as standard, with the TT-S and TT-RS as the next steps.

-R8: No changes.

Diesels: A3 2.0TDI & 2.7TDI, A4 2.0TDI & 3.0TDI, A6 3.0TDI, A8 4.2TDI, Q5 3.0TDI, Q7 3.0TDI & 4.2TDI, TT 2.7TDI, R8 4.2 TDI (more horsepower than A8 version).

Exterior design: clean it up a bit. Continue with the A5's trend but make sure to differentiate the models more.

Interior design: complete revamp. The A8 should set the tone for a new more elegant and more simple interior design philosophy. Each car should have its own personality inside instead of the austere and identical A4, A5, A6, Q5, Q7 interiors. Materials should be upgraded--it seems they've been slacking. I want that rock-solid feel back.

Brining back the Audi 5000 and making it right this time..

"One this Lexus, BMW, and Mercedes have over the Audi is the reliability and dependability."

Do you really think Mercedes and BMW make more reliable cars than Audi? Surveys have said otherwise, and IMO all three are on very equal footing. So far we have had no problems with our (2008) X5.

"I would fire my electrical engineers, and fix all of the electrical components fo the vehicle. One this Lexus, BMW, and Mercedes have over the Audi is the reliability and dependability."

RIGHT ON!

Remember the Passat's in the 90's that had a bad rating from consumer reports if they had an Automatic Transmission?
There's nothing wrong with the transmission. Its the connections to the electronic brain under the rear seat.
Countless tranny's were replaced at HUGE expense when all that was needed was a shot of spray-contact-cleaner because of CRAPPY ELECTRICAL CONNECTIONS!

That's why you can't let a German car sit. They don't work. They need constant jiggling to keep the corrosion from killing the connections. That is the NUMBER ONE problem with Audi and VW.

If Toyota can afford good connectors in a s41t-box Echo, why can't I get good connectors in my A6?

1. Offer Navi as std. across the entire model range.

2. Offer HID as std. across the entire model range.

3. Offer the "smart key" std. across the entire range.

4. Stop charging for special PAINT colors, that should be std.

5. Stop charging for leather...make it standard also

The individuals that are part of AUDI's target demographic usually pony up the funds for these options anyway...The guys that take the lesser optioned cars, do so because they happen to be part of the dealers stock, and they either dont want to or can't wait 3 or more months for an order.

But $8000 dollar options? Ah come on man...

People SEE $8000 dollars in options and it turns them off...forget the fact that it adds only about $80 bucks to the note, they just see $8000 dollars and they go buy a BMW or BENZ that usually costs MORE because they are usually optioned up the wazzoo too.

Go figure

I would like to change the A6 in such a way that it can really challenge the 5 series.

CEO of the luxury VW, lets see

i would just redesign A6 and A8 ASAP

bring out the A7

A5, Q7 and the R8 are doing fine

Well-If I ran Audi I would still be working for Porsche. The first thing I would do would be to suck up to them as much as possible so I could get some products out that we might jointly produce.(As in R6 and R4 sports cars).I would be very careful to tune the engines so that they made less power then anything Porsche makes. I would also perhaps put the 3.6 VW engine into the A8 and redo the interior with slightly cheaper fixtures to produce an entry level car. I would further offer it in RWD.I would not give the V6 more then 300 HP. For the R6 I would reduce displacement to a 3.0 and 240HP. For the R4(which would share a platform with VW's midengine roadster I would share the same engine but keep the power at about 200HP(say from a 1.4 displacement).I would cooperate with Porsche on other mutliple projects like an RS4 or RS6 Avant.I would put all sedans with AWD on a 200LB diet.I would further work on tuning the suspension for less nose heavy handling.(It turns out that Audi deliberately has tuned the suspension this way.Their engineers say the new A4,S5 etc. could have better handling if corporate would only let them do it.The new weight distribution actually does not need to get better.)Finally I would redo the front schnoz. Yes it's been out for a few yrs now but Walter De Silva's design has never grown on me the way it was intended. It's time to tone it down a notch.

I would work on getting new Audis to America quicker. Right now, they go on sale 6+ month after they do in Europe.

First and foremost- come up with a dedicated Hybrid- NOT a TDI.... AND it should be a sexy sedan. My proposal? A next-gen Audi A8H.....H for Hybrid. this would be the flagship and set the tone. Next.... A Q5H..... cheaper and affordable for the masses.....then.....an A4/A5H. Both the Q5 and the A4/A5H would share the same 300HP 6cyl Hybrid engine and deliver approx 28-30 mpg... Next......immediately change the S4/S5 back to V8's.... Induction 6cyl's are NOT the way to go for a premium "S" model for many reasons. Simply make a Twin Turbo "8" with around 370-380 mpg that gets 21-23 mpg...similar to the new TT V8 that is going into the 2012 350i....Next....more product placement in movies etc.... Next.... hire ME as Managing Director Audi N.A......that alone would ensure Audi's success...lol...

"Next......immediately change the S4/S5 back to V8's.... Induction 6cyl's are NOT the way to go for a premium "S" model for many reasons. Simply make a Twin Turbo "8" with around 370-380 mpg that gets 21-23 mpg.."

If you can figure out a way to make a twin-turbo 380hp V8 achieve over 20MPG combined, call me.

Meanwhile, the supercharged V6 is a much better solution as it gives you the power of the V8, but with 30MPG on the highway (and according to early estimates the new S4 will get 4-5 better MPG in the city).

The only thing missing is the exhaust note, which will be an easy fix by aftermarket tuners. I don't see what's wrong with forced induction, as it has been a huge part of Audi's DNA for decades. The B5 S4 and RS4, with their bi-turbo V6s, are beloved.

As we speak BMW is developing FI engines to replace its naturally aspirated units in the M cars. It is the way to go.

I believe BMW does quite well with the twin turbo 6 they have. It's a great engine and every manufacturer wishes they had one like it.

Do we really need to keep going over this? Audi already invented a very nice and practical "hybrid" system that can be applied to almost every car it builds. They spent the money already and it works! The problem is, the Diesels offer better performance, better fuel mileage, lower emissions and cheaper build cost than adding the Hybrid system. It also takes up less space in the car and is lighter weight than carrying all those batteries around with no recycle issues down the road. I am willing to admit, Hybrid has a place but it is not the universal answer some people on here think it is. Hybrid = marketing success nothing more, nothing less. All of you that blindly believe in that technology are simply victoms of a really successful marketing campaign put on by Toyota and Honda. In the home market of Japan, that technology is the best solution, but in the US, it is not. Get over it!

Ooops I meant 370-380HP...not mpg....too much Grey Goose....

Simple:
Offer DIESEL POWER in EVERY model.

in EVERY TV AD include a 1/4 second clip of AUDI WINNING LeMANS for EACH RACE in the last 10 or so years!

Offer a long-wheel-base A6 so my friends can sit in the back!
(Why do the CHINESE have an A6L and we don't?)

Don't listen to the idiots who say "more power, lower prices" just so you can compete against an inferior BMW with no profit left. DONT'T sell cars that aren't profitable!

Offer more performance parts from the dealership like VW is doing with the body-kits and such. These are extremely profitable, and customers take more pride-of-ownership in a car that they have customized.

Offer factory delivery of ALL models, and pre-arrange shipping of the car (after the Euro holiday) back to the US with a trusted carrier and volume-discounted rates.

First thing's first, I would introduce a car that most people could afford (in the 25-30k range). It would LOOK more expensive in standard trim, but would have individual options to suit to your taste. Having to buy a $3000 package just to get HID's is ANNOYING.
Secondly, I would introduce an entry level CUV like the Q5 but it would have the 2.OTFSI engine as standard, at a lower price poing with standard leatherette, 17" wheels, heated seats and bluetooth. Options like leather, sunroof, HID's, quattro etc would be all individual. MSRP would be 28-32K.
Introduce the Diesel 4 and 6 cyl in the A4 and only a turbo 6 cyl diesel on the A6, with optional V8.
Audi's current design directions is fabulous. I love the bold grille, LED daytime running lights, and edgy tail lights, so no issues there. It's just getting into the "masses" to make it more profitable, while keeping the cache of a high end manufacturer. There is a difference betweek high volume crap and high volume treasure. Look at the BMW 3 series.

nothing.IMPOSSIBLE TO BEAT BMW OR MERCEDES. wont waste my time

It takes a long time to build market awareness and educate the general American public on how great your company is today. It would actually be easier if they were a start up with no checkered past to deal with. Be that as it may, they are still doing the exactly the things they need to be doing. They have improved the quality of the product, the safety, the appearance, and still offer the best value for the money when compared to the other Germans. They have strategically changed their marketing message. They are doing head to head comparisons, touting the safety and performance of the cars and letting people know this is a new brand. They are putting the cars into the hands of the media and courting Hollywood celebrity types. Product placement in Television and Film is at an all time high as well. They finally stopped showing the cars in commercials driving through some random desert or cityscape and started parking them in front of luxury homes, (Superbowl ad. People are finally starting to get the message. Floor traffic is at an all time high and so is internet. They are gaining market share in a down market and are quickly becoming the envy of the auto industry. Do they need to make some refinements, yes. If you look hard enough, there are still things that can be done, but as a whole, these guys are working smart and hard.

This is interesting because a lot of these comments have little or no bearing on the topic at hand but reflects what the poster is looking for in a car. If they like BMWs, for instance, they propose cars that are more BMW-like. But why should Audi make a BMW? If you want a BMW go buy one. Every car manufacturer has an image they are trying to project and a market segment they hope to capture. Some are more diverse; others are very specific. The message here is that we all have choices and will choose one of the available car makes based on what we feel is important to us.
I doubt that any auto CEO would put much credence on unsolicited opinions from the general public. They need to focus the market segment they are trying to attract, especially on the portion that may have available funds to buy their product. Audi doesn't have the prestige in the US that MBs have nor do they carry the image of sportiness that many associate with BMWs. Audi is not an MB or BMW - no news here, but they are trying to position themselves somewhere in that market segment. Where they will end up is in large part the CEO's responsibility.