Audi leads West Europe’s premium brands
In January 2009, Audi scored over all its premium competitors in new-vehicle registrations in Western Europe. The Ingolstadt auto maker sold 45, 124 new vehicles in Western Europe, much higher than its major competitors.
While there is big downturn in the overall market, Audi succeeded in increasing its market share substantially. The four ring brand accounted for nearly 5.1% of new vehicle registrations in the region in January 2009. Its market share for January 2008 was 3.9%
The data demonstrates Audi AG’s capability of achieving upward growth, as the 4-ring brand consistently remained at the top of its class and retained market share above 5%.
According to Peter Schwarzenbauer, Member, Board of Management for Sales and Marketing, key to AUDI AG’s success was brand’s young product range. In 2008 itself, Audi launched 12 new models. He asserted Audi has moved its product offensive into the passing lane.
Peter added that during economically tough times, it was crucial for Audi to offer customers what they wanted; more appealing and sporty models, highly energy efficient with lowest fuel consumption. He reiterated Audi’s resolve to be on the offensive.
During 2009, Audi will introduce 6 new models and by 2015 it is expecting to offer 40 different models all equipped with forward-thinking technologies. Peter claimed that Audi is investing 2bn euros annually over product development.
A recent survey by market research institute Simpson Carpenter reveals that Audi is Germany’s most beloved auto brand. Ironically 100,000 readers of a German trade journals voted Audi Q5 and Audi A4 and A6 as the Best Vehicles of the year 2009.
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