Audi Had A TREMENDOUS 2009, Will Their Growth Remain Strong In 2010?

Audi Had A TREMENDOUS 2009, Will Their Growth Remain Strong In 2010?
Things seem to be going well over at Audi, as can be seen in a press release issued today. Not only is the brand achieving over five percent in ROS, the brand had a stronger fourth quarter over the third. Additionally, the firm has continued to grow market share.

One of the most crucial pieces in the release is the one-liner about their advancements in the Chinese market, which will continue to be a huge area for growth in the coming years. According to Audi, it was able to beat out 2008's total sales in the region by the end of October. Clearly, they are making the right moves in that particular region.

Aside from the financial aspect of the company's well-being, the boys from Ingolstadt had a tremendous year in terms of product releases and accolades. An example is the A3 TDI taking home the Green Car of the Year at the L.A. Auto Show.

If you thought 2009 will be a tough act for the automaker to follow, do not worry. It looks like they are ready to take it on with some zest. Eight new models will debut and Audi will be investing $10.5 billion into research and development.

We applaud Audi for their strong 2009 but are they on the right path to continue their upwards trajectory into 2010?

Let us know in the comments below.

For more details, take a look below.

Press release follows:

Ingolstadt, December 30, 2009 – Audi is making a lively start to 2010. The brand will launch eight new models in the course of the next twelve months. And Audi is also keeping its foot on the gas pedal in terms of investments. “Although the effects of the global economic crisis will still be noticeable in the next twelve months, we aim to achieve further growth in 2010,” says Rupert Stadler, Chairman of the Board of Management of AUDI AG. In this respect, Audi has a solid basis to work from: The company’s original objective for 2009 was to sell 900,000 cars, and in November it raised this target to 925,000. Moreover, the company achieved significant operating profits in all four quarters of 2009.

“Great uncertainty still predominated at the start of the year. Yet in a joint show of strength all Audi employees worked with dedication so that we could hold our ground more successfully than the competition could,” was Stadler’s summary of the year 2009. Besides the sales figures for the Audi Q5, the Audi A6 and the Audi A5 family, the outstanding achievements in our largest foreign market, China, also contributed to the positive results in unit sales. There Audi already overtook the sales results for the whole of 2008 (119,598 cars) in the last week of October.

Given the good unit sales figures, the financial result for 2009 has also remained positive. Contrary to the negative overall market trend, the Audi Group began the new year with a significantly positive operating result of EUR 363 million in the first quarter.

Audi thus achieved a cumulative operating profit of EUR 1,172 million over the first three quarters, corresponding to an operating return on sales of 5.4 percent – a top value for the industry in the crisis-hit year 2009. Profits for the 4th quarter even lay above that for the 3rd quarter (EUR 348 million). We therefore achieved our goal, set at the beginning of 2009, of a significantly positive result.

The celebrations of the brand’s 100th anniversary will also have a special place in our memory. On the gala evening of July 16, 1,800 invited guests experienced the commemorative speech by German Chancellor Angela Merkel in Ingolstadt, the unveiling of the new Audi A5 Sportback and the premiere of the Chinese star pianist Lang Lang on the Audi Design concert piano. During the following festival the Ingolstadt public was treated to musical entertainment by the band “Die Fantastischen Vier” and enthralled by historic racing cars on the world-famous Donauring. The celebrations were completed in the fall with the “60 Years of Audi in Ingolstadt” festival and, in Neckarsulm, with the centennial festivities in the town center and at the Audi site.

2009 was also a year of spectacular moments in sports. In late July, for example, the four top soccer teams A.C. Milan, Boca Juniors, FC Bayern Munich und Manchester United competed for the Audi Cup in Munich’s Allianz Arena. In the end, the Munich team was victorious in this tournament, carried out for the first time. And Audi set the course in motor sports as well, continuing its success story: Timo Scheider defended his DTM title, making Audi the first brand to win the title in three consecutive years in this series.

First place was also the object of the Audi Efficiency Challenge, A to B. Here the goal was to arrive at the finish line not the soonest, but with the least fuel consumption. In the nine-day efficiency trip from Å in the Norwegian Lofoten islands to Bée in Northern Italy the consumption data were proof of the superb efficiency of the entire Audi line of models. The overall winner was the Audi A3 1.6 TDI. With an average consumption of only 3.3 liters per 100 km, it remained well below its standard consumption of 3.8 liters.

Efficiency comes standard at Audi, as is proven by the “Green Car of the Year Award,” won by the Audi A3 TDI at the Los Angeles Motor Show. This title is only one of many in our anniversary year. First place in the ADAC brand study “AutoMarxX” (best car brand in Germany) and in the “Auto Trophy 2009,” plus Bild am Sonntag’s “Golden Steering Wheel” award for the Audi A5 Sportback, all underline the company’s successful journey. The fact that Audi is so well received not only by customers but also by the experts of tomorrow is attested by studies from the consulting firm Trendence and from Universum: Audi remains the most popular employer for engineering science students at German universities.

Finally, Audi ended the year with a bang: The new Audi A8 celebrated its world premiere in the extraordinary setting of Miami, a capital of art and design. The brand’s new flagship was unveiled at the vernissage “The Art of Progress” in the midst of selected art works in the Audi Pavilion specially erected for this purpose. The sporty luxury sedan was only one of many new products, however: Audi brought six additional models onto the market in 2009. And the brand also revealed its own vision of the future: At the 2009 Frankfurt International Motor Show the company presented its research prototype, the Audi e-tron, a strictly electrical high-performance sports car, scheduled to enter small-series production as early as 2012.


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SteveSteve - 12/30/2009 10:41:50 AM
+2 Boost
I like Audi's style for the most part, inside and out. I still have not warmed up to the gaping grill and large front overhang.


Yonder7Yonder7 - 12/30/2009 11:10:54 AM
0 Boost
Well, I am 100% sure that they will continue their success cause most of their cars are very nice and at the right price. In the other hand Mercedes is doing a good administration and they are Ok "Now". BMW, I still worry about them.. cause they have to many ugly cars and expensive cars,....but the new 5 series gave me a lot of hope and if the car does well, it have the capability to give more financial stability to BMW.


1dott81dott8 - 12/30/2009 11:36:26 AM
+4 Boost
Steve - since you said it, i must ask you one question: do you object to the overhang on supercars as well or just audi?


dotunodotuno - 12/30/2009 7:50:40 PM
+1 Boost
@ 1dott8,

While I don't know how Steve feels about it, I will tell you that large front overhangs on supercars make sense because they are mid-engined; as such proportions are atypical. They look (and drive) balanced when you also consider that the rear wheels are pushed all the way to the back, giving a forward-leaning look. I'm no engineering expert, but I do believe that it is advantageous that mid-engined supercars have the passenger area and engine mostly if not fully within the wheelbase (the front storage won't always hold stuff and is not big anyway).

It's a different story with sedans with a proper hood (holding the engine), passenger area and trunk. Weight distribution and handling are hardly the best when much of the hood (and weight of the engine) sits beyond the front axle, outside the wheelbase. These are some of the limitations you don't get with RWD.

As someone once mentioned on a forum I forget, FWD was simply supposed to be for cheap, affordable, smaller cars, where premium balance and handling were not the selling points. There is no reason large, premium cars like an A8 should also be FWD (imagine if a Rolls-Royce were FWD). I still say there's a reason Audi's main rivals, BMW and Mercedes, are RWD.

Admittedly, Audi improved the front overhand/axis-to-dash-ratio balance with the current A4 thanks to their MLP, but the advantage seems gone again with the new A8, for instance.


1dott81dott8 - 12/30/2009 8:30:45 PM
+3 Boost
and yes, i do understand what you're saying but how many people buy these cars and track them? it's a small number. these cars (for the most part) are all daily drivers and regardless of what you or anyone else might say the average driver can't tell the difference of rear, front or all wheel drive cars. the handling on an audi (regardless of overhang) is more than adequate for the average driver who are the ones buying these cars anyway. i'm not knocking you or anyone so please don't get offended but i feel people put too much into this preference of RWD and overhang thing. audi is known for doing what audi does and bmw is known for what bmw does and so on and so forth.


dotunodotuno - 12/30/2009 9:27:07 PM
+4 Boost
I do hear you. Without a doubt, most regular buyers won't know, notice, or care. But of course, on an auto enthusiast site, you can expect finer details to be detected and analyzed.

Despite the overhang, I'd still generally choose Audi over the rivals on sheer design language because, as you stated, the marginal differences don't show in daily commute. But the looks do :)


Agent63Agent63 - 12/31/2009 5:09:02 PM
+4 Boost
I like Audi's. They are understated but look very attractive. It's definitely a business man's car. Not too flashy but you can tell you're driving a well built car with a well built interior.


mplsmpls - 1/3/2010 4:58:10 AM
-2 Boost
crap car.. might as well be driving a VW or even a SKoda


caixa2caixa2 - 1/4/2010 6:39:18 AM
+1 Boost
Apparently the article mentions Audi as increasing market share (and profits), something its competitors were not so fortunate in accomplishing in 2009 - I guess the market does not agree with you on the "crap car" comment. Knowing you are an audi hater, it's more like a "crap comment" in this case... (for the record, all Audi's competitors are worth the money, otherwise they wouldn't be competitors.


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