Audi President Tells Time Magazine That Clean Diesels Are The Keys To Their Future

For luxury carmakers, the economic downturn has been particularly harsh. But Audi has withstood the downturn better than most — the automaker's sales are down 9.6% in the U.S. this year, compared with an overall slide of 26.7% for all luxury cars.

Still, Johan de Nysschen, president of Audi's U.S. division, says the company can't afford to ride out the recession without making changes — it needs to continue to innovate.

That is why Audi is pushing forward with clean-diesel technology, which de Nysschen believes is the quickest way to get fuel-efficient, less-polluting cars on the road. He spoke to TIME about Audi's recent economic performance, his feelings about electric vehicles and what kind of car he would most like to have in his garage.
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pennfootball - 11/5/2009 10:19:49 AM

+1 Boost

I want a Diesel Q5 and a Diesel Merecedes GLK...Mercedes has Diesel's in the soccer mommy moving ML why the hell not the new turbocharged 4 banger diesel in the GLK? Why does Audi not have Diesel in the Q5 they are selling every stupid jetta diesel they can make! They have to stop acting retarded and realize "its Vat Der People Vant!?

thstone - 11/5/2009 12:35:29 PM

+1 Boost

People don't want diesels. People hate diesels. It has nothing to do with facts, it is entirely perception, but until that perception is changed, they will not sell.

Neverfollow - 11/5/2009 3:05:17 PM

0 Boost

Sorry to disagree but the current Audi Diesel products are in high demand and nearly sold out for the next coming months. That performance has spurred Audi on to offer more of these products throughout the model line. It is also the future of the Luxury high line import group if they plan on meeting the 2015 CAFE objective. These cars offer excellent performance and fuel economy well known throughout the rest of the world. Word of mouth will catch on very quickly, even in the US

chewy - 11/6/2009 1:31:06 AM

+1 Boost

VW sold more diesels than Honda did Insights. About 18 times more Jetta TDIs than Honda Civic hybrids. Hybrids only sell well when they come in a unique show off package, and aside from the Prius even those sell quite poorly.

VW/Audi also sell 40%+ of their SUVs with diesels (Q7/Touareg) That's way better than hybrid SUVs can claim.

I don't see hybrids breaking 10% market share before electric cars do.