Changing Of The Guard? Audi's A4 Overtakes BMW's 3-Series In German Sales

The latest vehicle registration numbers verify that the Audi A4 is Germany's most successful premium automobile. No other model in the premium segment surpassed the 98,714 A4 models registered last year. The Audi A6 also topped its segment with 45,304 registrations. The second generation of the Audi TT design icon was registered 10,630 times in Germany – making it the most successful sports car in Germany in 2008.

AUDI AG was able to expand its market share on the domestic German market to 8.1 percent – an increase of 0.8 percent. In Western Europe, Audi boosted its market share by 0.4 points to 4.8 percent: No other premium brand succeeded in strengthening its market position this significantly.

"Audi is presently experiencing stronger growth than any other premium brand in the region – and thanks to new models we will maintain this dynamism," says Rupert Stadler, Chairman of the Board of Management of AUDI AG. "In a difficult market environment, we want to further expand our market share in Germany and Western Europe."

The Audi A4 is presently undergoing further upgrading: The top versions of the model line – the S4 Sedan and Avant – are now arriving in Europe's showrooms. The new A4 Avant was just launched in April 2008. In addition to the fleet award from Auto-Flotte magazine, Audi's best-selling model has already won countless accolades and has beaten the competition in all relevant comparison tests.

The product improvement of the A6 was launched in September 2008. Also the winner of the fleet award in its class, today the A6 is Germany's most successful business sedan.

With the Audi TTS, the top version of the TT line, Audi introduced the first S model in this class. The Audi TT TDI debuted as the first production sports car powered by a diesel engine.

AUDI AG sold a total of 1,003,000 cars in 2008 and thus achieved its thirteenth consecutive record year. Audi produces vehicles in Ingolstadt and Neckarsulm (Germany), Györ (Hungary), Changchun (China) and Brussels (Belgium). Aurangabad in India saw the start of local production of the Audi A6 at the end of 2007 and of the Audi A4 in early October 2008. The company is active in more than 100 markets worldwide. AUDI AG's wholly owned subsidiaries include Automobili Lamborghini Holding S.p.A. in Sant'Agata Bolognese (Italy) and quattro GmbH in Neckarsulm. Audi currently employs around 57,000 people worldwide, including 45,000 in Germany. The brand with the four rings invests more than €2 billion each year in order to sustain the company's technological lead embodied in its "Vorsprung durch Technik" slogan. Audi plans to significantly increase the number of models in its portfolio by 2015 to 40. The Audi brand celebrates its 100th birthday in 2009. The company was founded by August Horch in Zwickau on July 16, 1909; he named it Audi after the Latin translation of his surname ("hark!").

AUDI AG will present the complete results for the 2008 business year at its Annual Press Conference on March 10, 2009 in Ingolstadt.

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weaponX - 1/19/2009 1:34:08 PM

+4 Boost

Nice Audi press release.

But in worlwide sales, BMW is still #1 among premium auto makers. And the #1 European premium brand in the ever-important US of A market.

downtoearth - 1/19/2009 3:01:43 PM

-4 Boost

The only reason why BMW remains #1 is that they have Mini sales (circa 200k units annually) accounted as theirs while Audi offered no tiny premium car, BMW also had the X3. This will change soon (Audi A1 metroproject) or has changed already (Q5). I don't have neat data for 2008, but in 2007 sales figure in the European Union were as follows: (Audi A3 202.724 ||| BMW 1 143.709) (Audi A4 222.863 ||| BMW 3 298.192) (Audi A6/allroad quattro 133.615 ||| BMW 5 122.140) (Audi A8 10.225 ||| BMW 7 8529). So Audi outsold BMW in any class where it offered a competitor except midsize cars. Now the new A4 starts to kill the 3series there. In the same way Q5 will outsell the X3 and the A1 the Mini. MB and BMW are strongly exposed to shrinking American market while Audi leads in growing prospective China. BMW kept introducing weird-looking controversial cars like 1er, X3 and 3er before the last facelifting while Audis were posed, elegant, modern and styled so that no one would say "it's ugly", a winning strategy. Audis are usually larger and driver better and better generation after generation, leaving BMW chassis less and less advantage. In true TORSEN-based quattro versions Audis simply kill xdrive bimmers. They also have double clutch gearbox much more widely populated across their model range while BMW classic automatics still worsen performance and fuel economy. Recent BMWs also got worse interior quality (anyone who drove current 5er and the A6 will admit it) and center consoles no longer lean towards the driver. BMW has no massive ROI boost in the form of VW huge wordwide market, that's why they are desperately pairing with FIAT and Peugeot now to share production costs. Small turbocharged (1.8T, 2.0T) and twincharged (1.4 TSI) petrol engines from Audi kill old-fashion naturally aspirated BMW 1.6, 1.8, 2.0, 2.3 and 2.5 engines (much better and useful power curve). I told it once and repeat it again: soon Audi will run BMW and MB with a steamroller. The technological gap is just too wide.

theoptimisticpessimist - 1/19/2009 4:53:25 PM

+4 Boost

downtoearth

What a bunch of fiction! first Audi number include the car company Seat,Lambo and Bentley, look at the annual report.

"So Audi outsold BMW in any class where it offered a competitor except
midsize cars"

Wrong again, read the report Audi outsold in the A4 A6(the midsize car) and the TT.


"In true TORSEN-based quattro versions Audis simply kill xdrive bimmers."

Where you're proof? actually BMW system is more advanced in the X6 able to deliver power to each wheel independently

"Recent BMWs also got worse interior quality"
Wrong again, BMW interior are always consider high quaility by the press. In fact the 08 5er is consider improved of the 07. Unlike you I have driven both cars.


Do research instead of making things up.

Scuderia - 1/19/2009 5:49:50 PM

+5 Boost

downtoearth, so much DRAMA!!! Steamroller this.... and Quattro cruches that.... blah blah blah. BMW sells more xDrive vehicles in Europe than Audi sells Quattro. BMW sells more CPO cars in the US than Audi sells cars. Look at whatever stat you want but stop with the melodrama. I like Audi as well as MB, they simply smoke the Asian cars, but to draw out some ominous sounding scenario where BMW is in trouble compared to VW/Audi is silliness.

downtoearth - 1/19/2009 7:11:36 PM

-4 Boost

Audi sales figures never include Seats and Bentleys (these belong to VW AG directly), only Lamborghinis (in terms of numbers a very insignificant input). Look at this PDF, it's the annual report for 2007: http://www.audi.de/etc/medialib/ngw/company/investor_relations/pdf/finanzberichte/fakten_und_zahlen.Par.0001.File.pdf/pdf_0803.Par.0011.File.pdf and on the second page there are production numbers, summing up to 980.880 and consisting of Audis and Lambos only. TORSEN-based all wheel drives can continuously distribute torque between axles before skidding occurs while xDrive can only react after it, hence it's worse (I can provide the test, only would have to find the link). Yes, the X6 can split torque among between rear wheels (only, not front and rear) but Audi immediately released the 2009 S4 with sport differential option which can do it as well. In just any test I have ever read reviewers agreed quality of Audi interiors surpassed those from BMW so it's not my subjective judgment. Audi is on the rise in terms of sales while BMW starts to sink. Audi doesn't seek cost-cutting technological cooperation, BMW do (with Fiat for the new Mini and with Peugeot in small displacement engines).

S4cabriofoxone - 1/19/2009 10:37:38 PM

-3 Boost

optimisticpessimist, what are you talking about? Audi figures don't include any other brand. There was a botched attempt to create an Audi divsion within the VW Group that included SEAT and Lamborghini, but neither brands have been included in Audi's numbers. Not even Lamborghini, which is wholly-owned by Audi and not VW.

theoptimisticpessimist - 1/20/2009 3:43:28 PM

+1 Boost

First of VW included seat in its 2005 annual report’ I was wrong I apologize, but the fact still stands even with Mini removed from it’s sale numbers BMW still outsells Audi.

As far as the Quattro system, you are wrong, why’ll a mechanical system, it still requires slippage from one wheel to react. As far BMW Xdrive being slower, you’re kidding right; it can move power from one axle to the other in less than a blink of eye. BMW also gets better results take a look at the 0-60 results, BMW cars are faster with AWD Audi’s are not.

I have never disputed Audi interior quality in is a bench mark. BMW interior are both luxurious and upscale. My personal opinion, the Q7 a pretty car than the X5 on the outside, I find the interior on the BMW warmer and more inviting. I tide could be turning we will have to see.

BMW is far from an also ran and a powerful and exciting company for its size.

LexSucks - 1/19/2009 1:45:51 PM

+4 Boost

I've yet to see sales numbers win a comparison test.

ThierryHenry14 - 1/19/2009 1:47:03 PM

+4 Boost

sales numbers do not win in a comparison test, but they win in a "keeping the company from going bankrupt" test.

S4cabriofoxone - 1/19/2009 10:38:35 PM

+1 Boost

Funny, that isn't what BMW fans have been saying. Whenever an Audi wins a comparison test--A8, for exmaple--they make fun of it for low sales.

ThierryHenry14 - 1/19/2009 1:45:52 PM

+2 Boost

Congrats to Audi. They are really coming up strong...

Yonder7 - 1/19/2009 1:48:05 PM

+3 Boost

Audi is doing a great Job and if they follow the current path, all germans auto makers will have problems....not just BMW, you should add MBs to this list.

PlanB - 1/19/2009 4:43:59 PM

+4 Boost

The 1 series has probably taken some sales away from the 3 series as well.

LJ745 - 1/19/2009 9:07:39 PM

+3 Boost

"BMW's and MB's have looked nearly the same for eaons while Audi has been working on freash styling..." You are kidding right. We all know that Audi is the most conservative when it comes to chaning looks. Regardless of sales figures, it is simply false to claim that Audi is "working on freash styling" when MB and BMW have shown the most drastic depatures from conventional styling.

1UAW's miscahracterization aside, I think both companies are doing quite well given the circumstances.

sector - 1/19/2009 9:46:40 PM

-3 Boost

BMW = Ultimate cost cutting machine

a Bimmer is a ultimate exercise in cutting corners and cost, hence no dipstick, no spare tire, vinyl seats, flimsy cup holders, 80's interior, no LSD, lousy and cheap Strut suspension, etc, etc.. oh, but you do get the badge though...

uhn2000 - 1/19/2009 10:53:12 PM

+4 Boost

Good for Audi. I have always been a BMW die hard but been staring at those S5s quite a bit. Nonetheless I think they will all do fine. Remember that Audi just started making their comeback to North America. I assume things will only get better for them as they expand their product line and options.

MPowerDK - 1/20/2009 8:23:32 AM

+1 Boost

i dont like audis look, they a like a shoe in different sizes they make okay cars but boring designs.

r_driver04 - 1/22/2009 11:31:10 AM

+1 Boost

Audi has better interiors and offers excellent performance. It can run or outrun the other Germans in most respects. If you want a drivers car the BMW and Audi are the cream of the crop.