• Oct 12, 2006

Audi is getting set to hike its prices up as it makes an attempt to move the brand more upscale and on par with other German luxury marques. In additon to an increase in status, the move should also make some more money for Audi, which has had profitability issues in the past, not the least of which can be attributed by a weak currency exchange.

Some of the ways Audi expects to change its brand perception is to utilize feature film product placement (a la I, Robot), make improvements in its dealer network and massage the Audi brand image overall. As it's well know that these changes don't take place overnight, Audi plans to make the transistion over the course of the next five years. The automaker has also hosted "lifestyle" events alongside niche luxury brands like Bang & Olufsen, Ducati and Abercrombie & Kent. The company is also planning on constructing several high-end showrooms, much like the Audi Forum that debuted in New York yesterday.

All these efforts will help Audi reach its goal of breaking the 100,000 unit mark in 2008.



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  • 32 Comments
      • 8 Years Ago
      Yay! This makes me even less interested in the brand than I already am!
      • 8 Years Ago
      i dont give a @#$% what they charge but if they make a 425 horse A3 based road rally car like the original sport quatro I'm in. They can keep there friggin suvs and lifestyle segments. Yuk, make me gag
      • 8 Years Ago
      UK-KID wrote:
      "BTW: Nick, I have NEVER, Repeat NEVER used Consumer Reports or Quality Surveys as a basis for my Vehicle Purchasing Decisions, as they are Usually Biased and more often than not Payed For by the Winning Companies"

      That doesn't explain the similar reports from JD Power. I also dare you to back up that statement that CR is biased and paid to pick "Winning Companies" (whatever that means). I don't think you can. CR may give more weight to things like reliability, economy and value than performance, sexiness and flashiness, but I think if you understant their weighting system you will see why they rate Toyota's and Lexus' higher than Audi and Saabs.
      • 8 Years Ago
      #1 - Exactly. Could the reason that Audi doesn't get BMW and Mercedes levels of respect be that they don't build there cars the same?

      BMW and Mercedes have rear wheel drive cars with classic short front overhangs with long fender space between the front door and front wheel, while the Audi's all have huge front overhangs and door lines that almost intersect with the wheel well (like any econo fwd car). Not to mention the performance problems that result because of this poor weight distribution.

      No, there's no way that the problem behind Audi's lesser status could be design and engineering, the problem is obviously marketing. Let's do some co-branding, create awareness and define a lifestyle. No wonder people are becoming less intelligent (http://www.missouri.edu/~aab2b3/LFE_GNXP/T&O_PAID.pdf).
      • 8 Years Ago
      My '03 A4 has been VERY reliable. And it is ten times better than the Passat I had prior. No comparison. What I like most about my Audi is they are not seen all over the place. That makes it stand out. Lastly, the dealer has been wonderful. It is too bad Audi must raise prices. It's going to price me out of this brand as I can barely afford what I have now.
      • 8 Years Ago
      "have you ever noticed how quickly Audis depreciate?"

      Nope. Not nearly as fast Cadillac or Lincoln.
      • 8 Years Ago
      My entire family has an Audi. We stay with them because of the outstanding service and quality. My A6 has 35,000 miles on it and is two years old however its only been in the shop for oil changes and nothing else. Before that I had an A4 for four years and it never had any problems, and the small problems it did have were repaired free of charge from my dealership. My entire family has similar experiences of great service and wonderful cars that are fun to drive in any weather condition.

      As for depreciation, every car that I have had has held its value amazingly well. Two years ago i sold my 98 Audi A4 for $18,000 while my coworker sold his 99 BMW 525 for $10,000. *Note he sold it to get an A6 cause he saw how much I loved my Audi and to my knowledge he is thrilled with it, even called me to tell me how amazed he was as to how well it drove in snow compared to his rear-wheel drived fishtailing BMW.

      As for this raise in prices, I am not happy about it however their planned price raises are not even close enough to deter me from buying an Audi again.

      People that love to drive buy an Audi, BMW, or Porsche. People that love themselves and their ego, buy a Mercedes.
      • 8 Years Ago
      WRONG MOVE BY AUDI! to differentiate itself, audi should lower the prices of vw cars! they are quite pricey.
      • 8 Years Ago
      That headline is a joke. Instead of improving "perception", perhaps they need to work on reality, and make them worth you pay for to begin with.

      Friend of mine just ditched his A4 after only 6 months. Got fed up with the problems, indifferent dealer, and overall feeling of insecurity that the car was going to let him down. Canceled several long trips because he was afraid of the car quitting. Downgraded to a Jetta. I tried to get him to leave VW group altogether, but he had had VW's before and had no problems.
      • 8 Years Ago
      i think the mk 5 gti might be more reliable than previous generations-and following that the rest of the vag group-just a hunch though
      • 8 Years Ago
      I'd have to say... my experience with my A6 is almost the opposite of many people here. My dealer is great. I have door-to-door pick up service, loaners if needed, coffee and doughnuts while I wait, friendly staff. Everything a premium brand dealer should excel at my dealer does well. However, the car is a P.O.S. I've had to replace the ABS controller for $675. Have had to replace all the front steering linkage for around $950, the thermostat has gone bad twice now each time costing around $350 to fix. Engine oil leak developed at around 80K miles costing $450 to fix.
      Replacing a set of two brake pads/rotors is around $360 each time compared with my wife's Camry which was $300 for all four wheels. My Audi barely crossed the 100K mile marker and I'm about to shoot it like a lame horse. My next car may be a BMW or Lexus but definitely not an Audi. I might even consider a Saab. Poor reliability but at least they're under $30K.
      • 8 Years Ago
      "Audi is getting set to hike its prices up as it makes an attempt to move the brand more upscale"

      -So this would have nothing to do with making more money?
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