Are Audi's plans for world domination too big?
by Dan Roth on Nov 16th 2007 at 8:03AM 
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]
Reader Comments (Page 1 of 1)
DCragtop 8:20AM (11/16/2007)
YES! Too big and too pricey.
Reply
Evotec 8:43AM (11/16/2007)
Audi makes nice cars but expensive,heavy and understeers to death.(except R8)
Reply
chuck goolsbee 9:48AM (11/16/2007)
Hey Audi: Bring me that TDI-powered TT Roadster and you'll be one car closer to World Domination.
--chuck
http://chuck.goolsbee.org
Reply
X-Tuned 10:06AM (11/16/2007)
Dear Audi:
My Dad's S6's electrical system doesn't work properly. After having into the dealership so many times that he has decided to just keep the loaner, I encourage you to figure out how to keep the wipers and power windows working prior to any grand endeavors of world domination.
Son of Angry Father
Reply
mxrz 10:20AM (11/16/2007)
On my third Audi, in rough Canadian climates, no problems what so ever... My old man's BMW on the other hand, that's another story.
Reply
Bling Boy 10:44AM (11/16/2007)
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
Reply
Alex 3:24PM (11/16/2007)
Another late 20s guy here. I'm awaiting the A1. If that car is all they claim it'll be and is priced right (i'm guessing in the MINI range), i'll be on the short list to pick one up.
Chris 11:01AM (11/16/2007)
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.
Reply
Tsunami Racer 11:23AM (11/16/2007)
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.
Reply
Mr. Oak 12:22PM (11/16/2007)
Tsunami Racer, welcome to the club. Former A6 owner.
skant 3:26PM (11/16/2007)
i wish i knew what you were talking about.
milstarr 7:47PM (11/16/2007)
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.
RicardoHead 3:02PM (11/16/2007)
All german (and european) lux marques are fun to drive and crap to own, and way overpriced. For the time being I'm sticking to american and asian cars which, if you are selective, are almost as fun to drive, cost a load less to buy and maintain, and perform the amazing feat of starting each day when I turn the key.
Reply
Alex 3:27PM (11/16/2007)
testify!
My XJR, while a sheer blast to drive, was terribly expensive (3 years used at that!) and is in the shop about as often as it is on the road. i don't drive it too often, its the sunday car. but i'll be damned if something new doesn't go to crap every other time i turn the key. those effing pulleys are total crap.
Emanuel 4:57PM (11/16/2007)
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!
Reply
Reality Check 10:13PM (11/17/2007)
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
Reply