Audi Named Most Valued Premium Brand for U.S. Car Dealers

• U.S. car dealers say Audi models are “exactly what customers want”

• Expect greatest increase in value from Audi franchise

• Marketing and Sales Board Member Schwarzenbauer: “Dealers invest in Audi as a brand with best prospects for the future”

INGOLSTADT, Germany - April 21, 2010: U.S. car dealers see Audi as the premium brand with the best prospects for the future. This was the finding of the semiannual survey by the National Automobile Dealers Association (NADA), which was published this week. Already in the course of 2009, U.S. car dealers observed the greatest increase of value in the Audi franchise, compared with all other premium brands. With its range of premium models, AUDI AG meets the demand of U.S. customers better than any other premium carmaker, according to the dealers.

“Dealers are investing in Audi as a brand with the best prospects for the future. Their approval and trust are not only crucial to the success of a brand, they’re also a good indicator of the actual sales growth”, said Peter Schwarzenbauer, Member of the Board of Management for Marketing and Sales at AUDI AG. In the United States, the majority of dealers have several brands in their sales portfolio, and are thus able to compare the performance of the franchises, Schwarzenbauer explained. From this portfolio, the dealers invest in the brand with the highest potential: in quality of sales and service, in attractive dealerships and advertising.

The brand’s premium product portfolio – in which design, driving fun and efficiency are the key sales arguments – is the decisive factor for the high approval of the dealers, according to Schwarzenbauer. Other reasons the dealers cited for their optimistic view of business prospects included AUDI AG’s effective measures for improving the distribution system as well as successful marketing communication.

“The Audi A3 TDI clean diesel was honored in November as ‘Green Car of the Year.’ A strong message, which we communicated on the most popular platform: with a commercial during the Super Bowl,” Schwarzenbauer said. “Also, we’re proud of the nomination of the R8 V10 as the ‘World Performance Car.’ Both models help promote the brand as a whole – and they help the sales of our high-volume models, the Audi A4, Q5 and A6.”
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Steve - 4/22/2010 9:11:32 AM

+2 Boost

I like Audi, so don't read this as a dig: The "accomplishment" in this article appears to me to be little more than the optimistic and subjective opinion of Audi dealers -- We feel great about the brand and cars we sell. Am I missing something sigfnificant?

AlleVier - 4/22/2010 5:42:32 PM

+1 Boost

Yes, it's not Audi dealers but U.S. car dealers who, in many cases, sell multiple brands.

bmwdrvr - 4/22/2010 9:21:56 AM

+1 Boost

"Audis are exactly what customers want." Maybe they should let the customers know what they should want because the consumers appear to be buying elsewhere....

Steve - 4/22/2010 11:05:24 AM

+1 Boost

bmwdrvr says "...consumers appear to be buying elsewhere..."

According to publicly available unit sales numbers, Audi appears to be gaining market share, at least in recent months. Today, their biggest problem is that they underestimated consumer demand as we recover from the recession. As a result, inventory is dangerously low, and they will be missing out on potential sales because of this.

aarononymous - 4/22/2010 11:40:22 AM

0 Boost

steve, it's easy to gain market share when you don't sell any cars (typical bmw owner response), some people still can't grasp that concept

bmwdrvr - 4/22/2010 11:41:00 AM

-4 Boost

right...., inventory levels thats why they are off tens of thousands sales off of the sales leaders, the extra 20-40,000 customers were knocking on dealers doors each month but ended up buying a BMW, Mercedes, Acura, Cadillac, or a Lexus because of inventory shortages.....hey I have a Chrysler Conquest with 100,000 miles on it ill sell you for $45,000 since your buying crap.....

bmwdrvr - 4/22/2010 11:42:59 AM

-2 Boost

Ill agree its great they are selling more even passing Infiniti, but my sarcasm is in lieu of this rediculous article that saids "dealers" said Audi is exactly what customers want......lmao seriously???

Agent63 - 4/22/2010 1:57:09 PM

+1 Boost

Audi's a good brand overall. It's moved up the ranks since earlier in the decade and is now a full fledged luxury brand just like Mercedes and BMW. All the Germans have up the scale quite a bit. Mercedes improved on build quality basically matching the 80's. BMW, while sporty has offered some good luxurious ammenities in their vehicles. Audi with superbly built interiors have always been offering understated luxury cars but nowadays with a bit of bling. Any car from Audi is distinctly Audi, there is no confusion.

GermanNut - 4/22/2010 2:37:19 PM

-1 Boost

bmwdrvr, don't blame me, the articles says that U.S. Car Dealers say that, "Audi models are exactly what customers want."

Audi is gaining market share every single month in the United States and globally Audi simply can't be stopped. Audi's growth is far stronger than any premium rival whether it is BMW, Mercedes-Benz, or Lexus.

Most importantly, Audi is smart enough to use this to their advantage by distinctly stating this fact in their advertising.

bmwdrvr - 4/22/2010 6:36:15 PM

-1 Boost

aah, get off your soapbox I didnt even mention you or even reply to your comment wth lol....terrible

bmwdrvr - 4/22/2010 6:38:01 PM

-2 Boost

oh and my point still stands that if this were a factual article sales would be on top of both BMW, LEXUS, and MERCEDES not nowhere near them, but dellusion is more appealing than reality I guess enjoy...

aarononymous - 4/22/2010 8:45:05 PM

+2 Boost

Factual article? It's a poll of US car dealers, but to your point about if it was a fact Audi would be selling more cars than BMW,Lexus,MB, etc....basically what it's saying is they feel Audi is in a good position, is gaining market share, etc....they're not going to double sales overnight lol

GermanNut - 4/22/2010 7:28:47 PM

-1 Boost

I was talking about global sales figures, not just in the United States. Oh well.

tattedtwice - 4/23/2010 4:34:17 AM

-2 Boost

This 'article' is so ridiculous I'm surprised germannutlicker didnt write it. I mean, he's the one (pretty much the ONLY one) that sees audi as some force, when theyre actually a farce.

They give customers 'what they want'? Seriously? US luxury buyers want loud, slow turbo 4-bangers that sound like diesels and get worse mileage than some 6 cylinders? Ugly cramped SUVs that look styled after the previous gen Hyundai Tucson? Lower HP than less expensive competition? The same design over and over and over, on different sized models?

Whoever said that obviously has no clue what the american luxury buyer wants.

GermanNut - 4/23/2010 2:41:10 PM

+1 Boost

Audi is a farce? How could that be when they outsold Mercedes-Benz for Q1 and will continue to be in first or second place in the global luxury sales race?