Audi's Dominance In Europe Beginning To Threaten Mass Market Brands

Audi ranks as Europe’s sixth-largest brand, outselling volume automakers such as Citroen and Fiat. With the forthcoming addition of the Q1 compact crossover, Audi will put even more pressure on mass-market brands. Sales boss Luca De Meo explained how Audi is maintaining its premium-ness despite its rising volume in an interview with Automotive News Europe Editor Luca Ciferri.
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TomM - 9/9/2015 2:54:18 PM

0 Boost

Sorry - but I still do not accept that Audi is a top tier premium brand - they are at best second tier Volvo and Buick competition - especially in the small cars they predominantly sell. AND I say that because it is the SMALL cars they sell - their top end cars - the A8 - simply do not have the ability to compete with real Premium Luxury Brand vehicles. The market has made that clear. So - the ability to sell lots of small 4 cylinder cars does not a premium car brand make.

A real LUXURY car maker - like VW's other one - Bentley - and Rolls Royce - simply cannot be bothered producing those little "things". And the S-class - being a sales leader in the class - gets in too. That is because Mercedes really does make a superior big car that people want.

scenicbyway12 - 9/9/2015 3:23:54 PM

+1 Boost

It helps numbers to go down market. Really though is the Q1 (a MINI competitor) a luxury car.

PUGPROUD - 9/9/2015 6:17:39 PM

+2 Boost

Nice brass knuckles logo...befitting a down market manufacturer.

MrEE - 9/13/2015 10:59:50 AM

+1 Boost

The only path for the German brands, sans Porsche, to gain sales or share is to continue to go down market. So people rush to get into the "premium" club with low price models.