HERNDON, Va., Nov. 7 /PRNewswire/ -- Audi's aggressive growth strategy has
paid off in increased market share. For October, 2008, Audi reached a market
share of 8.6% within its competitive set, up from 6.2% 12 months ago. Audi's
car share performance was even stronger, increasing 3.6% to 11.1% for October.
Additionally, Audi sets a sales record in October, despite the worst sales
climate in nearly 25 years. Strong performances from the A5, A8, R8, and
all-new A4 models contributed to Audi's success.
"Audi's market share is rising because consumers become more discerning
during challenging times," said Johan de Nysschen, Executive Vice President,
Audi of America. "Tough economic times inspire greater selectivity in the
purchase of a luxury car, and that plays to Audi's strengths. The current
economic climate is a huge opportunity for us."
Audi was the only brand to report growth on a car basis in the import high
group in October and is the only manufacturer that has positive car share
year-over-year. The import high group is a competitive set of vehicle brands
that includes Audi, BMW, Jaguar, Mercedes, Porsche, Saab, Volvo, Acura,
Infiniti, and Lexus. By comparison, competitors BMW, Mercedes-Benz and Lexus
saw car sales drop 15.1%, 42.3%, and 37.9%, respectively for the month of
October.
October was an especially good month for Audi in several key U.S. markets,
most notably Chicago, where sales grew 31.7%, mostly due to surging numbers
for the all-new A4 and A5 models. Sales were also especially strong in Denver
(+27.6%), Boston (+25.9%), Houston (+8.9%) and Los Angeles (+5.3%), reflecting
broad consumer interest in the Audi brand from coast to coast.
Another sign of brand strength is individual dealer year-over-year sales
performance, according to de Nysschen. On average, the top 25 U.S. Audi
dealers reported an increase of nearly 1% year-over-year. de Nysschen noted
that these dealers are all located in major metropolitan areas and their sales
total over 30% of all Audi sales nationwide.
Strong consumer interest for the all-new 2009 A4 was a particularly bright
spot for Audi this month. In its first full month of sales reporting, the A4
was up 7.7% over October 2007, with 3,784 units sold. Dealers also reported
strong demand for the Audi A5 coupe, posting a third consecutive month of
record sales with 865 units sold. To round out another successful month, Audi
also posted an all-time sales record on the R8.
Despite the automotive industry's woes, Audi's growth strategy remains
aggressive. Dealers have nearly sold out 2008 model year inventory, and new
models are being rolled out in quick succession. In addition to the
late-September launch of the all-new 2009 A4, Audi is introducing the Audi Q5
to American drivers in early 2009. Audi showrooms will also begin selling
Audi's clean diesel TDI technology next year, with the introduction of the
Audi Q7 TDI luxury sport utility vehicle.
ABOUT AUDI
Audi of America and its 270 dealers offer a full line of German-engineered
luxury vehicles. The Audi line up is one of the freshest in the industry with
23 models, including 12 models launched during model years 2008 and 2009.
Audi is among the most successful brands globally. Last year AUDI AG recorded
its 12th consecutive record year for sales and profit growth. Visit
www.audiusa.com or www.audiusanews.com for more information regarding Audi
vehicles and business issues.
AUDI US SNAPSHOT -----YEAR TO DATE-----
Model Line Oct-08 Oct-07 Yr/Yr % Oct-08 Oct-07 Yr/Yr %
actual actual change YTD YTD change
actual actual
A3 255 471 -45.9% 3,989 5,302 -24.8%
A4 3,784 3,514 7.7% 36,185 36,330 -0.4%
A5 865 151 472.8% 5,056 266 1,800.8%
A6 758 937 -19.1% 10,021 9,699 3.3%
A8 415 338 22.8% 2,583 3,092 -16.5%
TT 268 440 -39.1% 3,700 3,524 5.0%
R8 114 36 216.7% 635 103 516.5%
Audi Q7 984 1,533 -35.8% 11,091 17,582 -36.9%
Total Audi Sales 7,443 7,420 0.3% 73,260 75,898 -3.5%
NOTES:
-- A4 includes Audi A4 sedan, Avant, and RS models.
-- A5 includes Audi A5 coupe' and S5 coupe' models.
-- A6 includes Audi A6 sedan, S6 sedan and A6 Avant models.
-- A8 includes Audi A8 sedan, A8L sedan, and S8 sedan models.
-- TT includes Audi TT coupe' and TT roadster models.
