Audi Planning To Dominate The Market With 60 Models By 2020

A big cornerstone of Audi's growth strategy will be continuing leadership of TDI "clean diesel" technology. In Europe, diesel is much more popular than in the U.S. and successful diesel expansion will allow for Audi to achieve strong growth in the European market.

On the lower-end the Q1 SUV will ensure Audi makes big headway with younger customers who it will attempt to turn into brand loyalists.

In the middle of the model range, Audi also sees significant growth within the A6 and A7 model range including a possible soft top variant.

On the high-end of the model range, Audi's Q8 SUV will provide a larger, coupe-like SUV and a possible flagship A9 coupe will rival the Mercedes-Benz flagship S-class coupe.

Most importantly, Audi's design of these models will feature much bolder and aggressive exterior design with differentiation clearly apparent both in form and function between each model.

It is this difference in strategy execution along with Audi's cost savings due to being part of the powerful Volkswagen Auto Group that will allow it to overthrow BMW as the world's best-selling premium brand.

I don't think that Audi can rely on TDI to generate much growth in Europe. On this side of the Atlantic ocean we're already sold on diesel, and have been for a couple of decades.

Converting Americans to the ways of the diesel engine might well give them a boost.. however, I wonder, how many new diesel Audi sales come at the expense of existing petrol Audi sales? (The same goes for any brand)

I should add with its market-leading sales status in China by a huge margin, top sales result in Europe and extremely strong growth in the U.S., Audi is well situated in terms of its geographic sales breakdown to become the global leader in premium sales.

@GermanNut the sales increase as a % in the USA may look impressive, but Mercedes and BMW sell double.

All these people who claim its a "race to the bottom" don't understand the business case that is driving these decisions.

Reviews, the "market" is the group of customers Audi is trying to attract. For example, the "market" for the Q1 and A3 are younger buyers who are on a limited budget but want a luxury nameplate such as Audi. Audi hopes that getting these buyers into an Audi at such a young age and providing an excellent experience will keep these younger consumers with the Audi brand as they grow older and can afford more expensive and profitable models such as the A8 luxury sedan.

gkearn56, I expansion in and of itself is not a bad thing. What is bad is the way BMW is approaching its expansion efforts by not clearly delineating between each model in form (looks) or function (purpose) and not staying true to its 'Ultimate Driving Machine' ethos.

Audi, on the other hand, will stay true to its core brand attributes which includes being a clean-diesel innovator, showcasing the power of Quattro AWD, being at the cutting-edge of connectivity with Google Maps, ANDROID and iOS integration, being a leader in LED lighting technology.

Most importantly, Audi realizes the current problems with its design and has said publicly that it will provide a much more aggressive and differentiated design both in terms of exterior and interior while making consumers explicitly aware of the difference between each model in terms of form and function.

@GermanNut: I don't know if I like this "expansion" idea. I own an A6 and may soon buy a S6, but expanding your model line-up is good - to a certain extent. However, having too many models which are close in size, engine displacements, looks I feel MAY dilute the success that Audi has had recently.

Prior to owning an Audi I had several BMWs - AND LOVED them. The issue I have with BMW now (which I hope Audi doesn't follow down that path), is BMW trying to cater to EVERY MARKET segment; every sports car enthusiast; every soccer mom; FIRST TIME buyers (i.e Audi's A3; MB CLA).

How can any car company focus on QUALITY if they have that much on their plate??

Can't wait for the Audi Up (or Audi .50) to arrive to boost those numbers.

http://www.autoexpress.co.uk/audi/66795/audi-vw-rival-coming

Race to the bottom.

Great - - - a set of 60 matryoshka dolls.

@reviews - GermanNut is not affiliated with AutoSpies, however his views do parallel ours in many ways. His contributions (and those that also choose to contribute) are always appreciated.

To be fair to GermanNut, he is obviously passionate about his chosen brand, he does put more effort into his posts than many, and often backs them up with research.

However, to ignore the flagrant bias, spin and 'selective' research he posts, mixed in with pure opinion diguised-as-unquantifiable-fact is just wrong. Vomit and a plate is still vomit on a plate, no matter how well it's garnished.

You know "Nuttie", Audi isn't perfect. It's ok to be pro Audi fan (or BMW fan) but let's not go overboard as if Audi (or BMW) does everything right or nothing wrong. I've owned 5 BMWs and 4 Audi's now. Both are great cars but NEITHER are perfect. I could give a rat's a@@ if someone's car is 1/10 of a second faster.

What concerns me based on what YOU noted: "Audi realizes the current problems with its design and has said publicly that it will provide a much more aggressive and differentiated design ".

How can you differentiate 60 models. There's only so many designs one can use before they're all the same looking. I like my A6 because it reminded of the GREAT things my BMW 5 series did a couple of generations ago. The interior is clean; dash layout is beautiful; the materials feel and look of high-quality and craftsmanship. But 60 models is too many and quality control could be an issue. If that happens, I will move onward again.