• Nov 16th 2007 at 8:03AM
  • 9
It seems like every carmaker has set themselves the goal of world domination. Toyota's internal master-plan memos leaked out, and then there's BMW nipping right along with lofty goals, too. Here comes Audi, deciding that they'd really like to sell 200,000 vehicles in the US market by 2010. While BMW is the current premium brand champ, Audi thinks it's got the moxie to claim that spot. Audi's perhaps got a case of inflated self-esteem if they think they're going to come out on top, especially considering that competitors are also projecting gains. Taken together, automakers have set out goals for growth that are more ambitious than what the market's likely to do.
Nobody will argue that Audi makes high-performing cars packed with high levels of technology and class-leading appointments. When the conversation takes on a green tinge, however, Ingolstadt seemingly falls short. Audis have been packing on the muscle and the weight, while BMW's been at work discovering ways to decrease carbon emissions and innovate in the name of fuel efficiency. Audi fires back, citing their fleet's CO2 emissions which are lower than Mercedes or BMW, with more tech to come. Tweaked engines, hybrid and alternative-fuel powertrains, and fuel-saving techniques like stop/start and brake regeneration are all coming to the Audi range soon. In the race for the top, someone will inevitably end up on the bottom. Audi just hopes that they can claw up that slope, Quattro-like.

[Source: Auto News - sub req]

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    • 1 Second Ago
      • 7 Years Ago
      Im a first tiem A4 owner. After 4 years my car is nearly paid off, and i've hit 130k with no problems. I live in MI and the roads here SUCK!

      Suspension work costs me some cash, but other than that its been a blast to drive. I would definitely purchase another one. Great engineering inside and out.

      I know others have mentioned Asian lux brands being after mature youth, but I have to say that Audi has a certain prestige with it as well thats not asian by any means nor is it Mercedess... its a bit closer to that of BMW. Those three letters still evoke a certain thought vs Infinity or Lexus.

      More power to Audi if they can become more prominent in their luxury divison. As far as the younger drivers... I bought my car at 23 and are now 27 and ready for another Quattro model. That AWD kicks so much a** that some curves and corners on the freeway i can easily take at more than 50mph more than they are supposed to be and its done without slippage. My fiancé has a CTS and there is no amount of traction control that can whip her car around corners the way mines does. Truly superb perfomance!
      • 7 Years Ago
      Audi makes nice cars but expensive,heavy and understeers to death.(except R8)
      • 7 Years Ago
      Audi needs to find a better way of getting younger buyers into it's showrooms if it wishes to fullfil this lofty goal...As a guy in my late 20s, I prefer the plush interiors associated with Janpanese Luxo cars like Infiniti,Acura and Lexus..Buyers in my generation don't give a flying toad about the cache associated with owning a BMW or other German cars..We want more for our Dollar and the Japanese Luxo Divisions seems to realizes this...

      What!! $5k more just for the Navi package
      on a German car? Naw , I'll pass....lol
      • 7 Years Ago
      Someone better tell Cadillac, they have every CTS sold that they can make this year and that might just put them at the top of the food chain. But really Audi is so far from being number one that they will have to pass even Infinity...... LOL
      • 7 Years Ago
      they've got great cars but absolutley no infrastructure in the USA to support a luxury brand. they do nothing for retention of current customers and have sub par customer service (both at the dealer and corporate levels) compared to the 'other' luxury brands. if they want to get serious in the US, they need to rethink their dealer and CS strategy.

      I'm a first time Audi owner (RS4) and i'm afraid to say this is my last VW Audi product ever. A shame, cuz it's a great car. But the single worst ownership experience I've ever had, even when compared to non-luxury brands like a previous Subaru.
        • 7 Years Ago
        Same here. I like the car ('03 A4), despite the numerous problems I've had with it. But the customer service was awful. I was actually happy when the car went out of warranty, because that I meant I didn't have to see the inside of that dealership ever again.
        • 7 Years Ago
        i wish i knew what you were talking about.
      • 7 Years Ago
      Gee, I thought Autoblog was all about posting news, rather than editorials. If I wanted these kind of flame-war inducing posts, I would go to Autospies.

      As far as Audi goes, good for them. They need to take the American market more seriously. It's practically the only market that they're not in the top tier. For too long here in the U.S. they've let the product sell itself without much marketing or tailoring to American tastes.

      In terms of Audi falling short, I think that's more opinion than fact. They are definitely an engineering powerhouse. Just look at their racing domination over the years going all the way back to 30's and their mid-engine Silver Arrows to the diesel R10s of today.

      I'll guess the proof will be in the pudding as more products come to market.
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