Audi Gains Market Share Yet Again With A 33.6% Leap In February Sales

For the month, Audi recorded 6,216 sales compared to 4,653 in February 2009. Through the first two months of 2010, Audi sales increased 35.7% to 12,726 cars and SUVs from 9,375 vehicles sold over the same period in 2009.

"Audi continues to build on the positive U.S. sales momentum gathered throughout 2009," said Johan de Nysschen, President, Audi of America. "We are confident that the months ahead will continue to validate how the Audi brand captured the imagination of American premium car consumers."

Among the signs of Audi sales momentum in February:

• The cornerstone of Audi sales – the A4/S4 lineup – turned in a solid month with sales increasing 20.8% from February 2009. February 2009 A4 sales included the A4 cabriolet, which was discontinued last year when the convertible model moved to the A5/S5 lineup.

• TDI clean diesel demand continued to outpace expectations. In February, the Audi A3 TDI constituted 56% of total A3 sales, while the Q7 TDI made up 40% of total Q7 sales. Original forecasts called for TDI models to equal 18-20% of the sales mix for both models. Combined TDI mix for the two models offering the fuel-efficient technology comes to 49% of total sales. Sales of the A3 lineup rose 126% in February – two months after the A3 TDI won the 2010 Green Car of the Year award at the Los Angeles Auto Show.

• The Q5 crossover maintained its strong sales pace from last year and finished as the second-best selling model in the Audi lineup in February despite tight inventories. Inventories of unsold Q5 models stood at a lean 19 days' supply for the month. Typically a 60 days' selling rate is considered average in the automotive industry.

• Sales of the popular A5 coupe rose 41% from February 2009 levels. Overall A5 sales increased 108.3% because of the addition of new cabriolet models late last year.

The inventory of unsold vehicles for Audi in the U.S. market stood at 46 days' supply for all cars and a 22 days' supply for all SUVs.

Audi Certified Pre-Owned (CPO) sales fell 27.2% in February from a year earlier largely due to tight supplies of used Audi vehicles.




 
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PerformanceGuy - 3/2/2010 3:47:00 PM

+1 Boost

Good for them. They are really aiming for the top German spot and they might actually get it.

Neverfollow - 3/2/2010 4:12:04 PM

+2 Boost

Not a bad performance considering there is a nationwide shortage of Audi vehicles in the US right now. There are A4 sedan cars and A5s around but not much in the way of A4 Avant, Q5, Q7, TT, A8 or even A6 3.0T models. If you want a Q7 TDI your going to wait till mid summer to get it. Ordering for 2011 models begins next month so Audi is pretty much sold out on these cars for 2009. Get your orders in early if you want one this calendar year. Audi did decide recently to increase production for the US but not by much considering demand. And given the exchange rate and pricing structure for the US, they weren't too excited to even do that. Look for content to start shrinking in 2011 in an attempt to keep pricing at current levels. Little niceties like power sunshades and parktronic sensors, and memory seats have already disappeared from certain models and it not going to stop there. Split folding rear seats could be next so get a 2010 model to get the most car for the money. I wouldn't expect any fire sales at the end of the model year either except on maybe A4s which is the only car anyone has any inventory of anyway.

aarononymous - 3/2/2010 10:18:40 PM

+1 Boost

actually it's the A4 we have a shortage of at my dealer, finally got a shipment of cars but no A4's which are getting pretty thin on the lot

Joe_Limon - 3/2/2010 7:41:06 PM

0 Boost

Looking at these sales it's obvious that their high end cars are dying off. Is this a notion that Audi is moving down market?

VISO - 3/2/2010 8:03:29 PM

-1 Boost

There high end cars are not dying off! What a stupid ignorant tribe!. First of all, the new A8 arrives this March in Europe. The old A8 has been discontinued. The new A6 is coming as is a new A7. It is cyclic. The A6 increased in sales by the way. By the way the A6 is the top selling premium luxury car in the world. What's your point lamonaide?

Joe_Limon - 3/3/2010 3:26:24 PM

0 Boost

top selling o_O with 507 sales in the entire of the usa last month?

GermanNut - 3/2/2010 9:12:00 PM

+1 Boost

Audi's high-end cars are clearly not dying off. Audi has a brand new A8 on the way, and there will be a brand new A6 in another year. That is the same as saying that BMW's high-end models are dying off, which is not the case because there is a brand new 7-series that just launched and the new 5-series is set to hit showrooms this spring.

mini22 - 3/2/2010 11:35:59 PM

+1 Boost

Audi make a nice product. Their interior styling is 2nd to none. I'm sorry to hear what has gone on with Lexus. I'm not a Lexus guy but it's unfortunate they have been roped into the Toyota debacle. As for Audi versus Mercedes and BMW-competition improves the breeds.

agent507 - 3/3/2010 3:35:16 AM

+2 Boost

Here is the math:

Audi: 12,726 (YTD 2010) 9,375 (YTD 2009)increase in numbers: 3,351
BMW: 28,263 (YTD 2010) 25,211 (YTD 2009)increase in numbers: 3,052
Lexus: 29,304 (YTD 2010) 27,830 (YTD 2009)increase in numbers: 1,474
Mercedes: 29,592 (YTD 2010) 24,632 (YTD 2009)increase in numbers: 4,960

Conclusions:
- All four are gaining share
- The ranking so for is 1. Mercedes (cudos!), 2. Lexus, 3. BMW, 4. Audi
- Audi is not even selling half of any of the 3 competitors
- Mercedes is gaining most in total amount
- Lexus is gaining least in total amount
- the “premium” market seems to be growing (which is a good thing for all)

JustaCar - 3/3/2010 6:52:59 AM

-1 Boost

Your "math" clearly shows your lack of understanding of what "gaining market share" means.

Joe_Limon - 3/3/2010 3:29:36 PM

0 Boost

If Audi keeps making market share increases of 3400ish vehicles while Mercedes puts out almost 5000ish increases, Audi will never be number 1.

JustaCar - 3/3/2010 4:03:22 PM

+4 Boost

Since I got deboosted without a reply, I'm going to have to do the math for you. I'll use the sales volumes YTD that you have in your post even though they only represent 2 months.
If we consider this market segment as Audi, BMW, Lexus and Mercedes, below are % changes in VOLUME YTD compared to the same period last year:

Total segment: 14.75%
Audi: 35.74%
BMW: 12.11%
Lexus: 5.3%
Mercedes: 20.14%

These numbers show that Audi's volume growth is clearly outpacing the market. Mercedes is doing well. BMW is slightly lagging and Lexus is way behind.

Looking at it from a MARKET SHARE perspective, the math shows that the change in market share YTD for the four brands are as follows:

Audi +1.97%
BMW -0.67%
Lexus -2.63
Mercedes +1.33%

The math clearly shows that your statement that "all four are gaining market share" is incorrect.

GermanNut - 3/3/2010 10:32:22 AM

+2 Boost

This is true for the U.S. market. When we look at global sales YTD for January it is

1. Audi
2. BMW
3. Mercedes-Benz

BIG GAP

4. Lexus

With Audi's extremely strong showing in the U.S. thus far compared to its 2009 sales YTD, along with clear market-leading status in China and Europe, Audi will likely outsell Mercedes-Benz globally this year to become the number two best-selling premium luxury brand in the world.

At the rate Audi is growing globally (or managing their global sales better than BMW and Mercedes-Benz), they could very easily topple BMW as the world's best-selling premium brand before 2015.

Neverfollow - 3/3/2010 3:11:01 PM

+1 Boost

Agreed GermanNut.