Audi's U.S. Chief, Johan de Nysschen has vowed that Audi of America will NOT be persuaded into chasing buyers with large retail incentives and profit-draining lease deals. Audi's 2008 global sales increase comes despite incentives that are near the industry bottom. Audi has consistently refused to buy its marketshare. Audi has instead focused on profitability of its U.S. dealers and those around the world.

Instead of offering huge incentives, or profit-draining lease deals that have plagued competitor BMW as witnessed by its massive profitability decrease in 2008, Audi will focus on progress through innovation its technology.

Audi's public awareness increased 8% and consideration of Audi's vehicles rose 7%.

Although it has struggled to keep pace with Mercedes and BMW in the United States, in Europe Audi is aiming to outsell both BMW and Mercedes in 2010 and is just about even with Mercedes on a global sales level through the first quarter of 2009.

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