• Jan 27, 2008
According to Audi, well, all that "ye olde worlde traditional luxury" stuff is great, but it's not the new hotness. Scott Keogh, marketing head for Audi of America, says that the key now is to combine the values of old European luxury -- high quality and traditional prestige -- with new, West Coast luxury values of "a more casual attitude, a sense of Zen and spirit and those types of things."

Audi aims to define that trend, though it doesn't say exactly how. Audi's upcoming Godfather-themed Super Bowl commercial is meant to exemplify the idea, as the movie is about a shift in power from the old to the new. Audi wants to assert itself, but it doesn't yet have the same perceived prestige of its German foes, a lot of which has to do with the fact that understatement is still the guiding principle in its car design. Audi makes some terrific cars, but it simply won't get big volume from the lifestyle crowd with handicaps like that. And as to how exactly Audi plans to incorporate "new-age" and "Zen and spirit" into its car design -- could yoga mats replace floor mats in the A5 Sportback?

[Source: Auto News]


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  • 32 Comments
      • 7 Years Ago
      Audi has come out with some beautiful cars since the mid 90's to present. I think Cadillac might start being some real competition especially in their interiors.
        • 7 Years Ago
        As a previous Audi owner I feel it is on par with MB (I have had many and still do to compare) and BMW with reliability and might even be better, however, the real issue is service or lack there of. My recent A4 spent weeks in the shop for basic simple fixes, lack of parts and ill trained mechanics and the missing urge to address issues quickly by dealer or company stunned me. For those that have had good experiences with Audi consider yourself lucky as I would not wish what I went through to any car fan. 4 dealers later and months of back and forth with Audi USA has forced me to leave the brand behind. As Audi says, "never follow". Unfortunate as they do build a nice car, just can't support it.
        • 7 Years Ago
        You're right.Cadillac is really getting it's game together.It's (would you have believed,Cadillac !)attracting the younger New luxury crowd with it's restrained bling and beautiful interior on the CTS,specifically.
        In the meantime,Mercedes is becoming the old Cadillac for the grandparents who golf crowd.
        Audi must have spotted this trend.My hat's off to Caddy.They've become relevant.
      • 6 Years Ago
      Is it just me or does this whole statement read like pure marketing spin? Not to discount Audis, which seem to fall fairly in the "love 'em or hate 'em" category (clearly plenty of people have bones to pick with Audi or just don't like them, but they do have lots of fans and the Infiniti FX45 did make 3Luxe's top three - http://www.3luxe.com/best_ofs/Wagons_and_Crossovers/Infiniti_FX45).

      Seriously, this is just an example of the PR people or marketing team trying to create some hype without actually giving any solid information.
      • 6 Years Ago
      Dear Audi,

      FWD isn't for "luxury" cars. See Acura's sales.

      Sincerely,
      Everyone
      • 6 Years Ago
      hey dude, dont hafta convence me...i really am a VAG guy... i think the a8 is stellar...and the tt is pretty darn nice, but the competition is not slowing down and audi has a lot of catching up to do...perception is reality folks...throw in boxter, slk, s & e class, and yes the 5 & 7 series (not to mention a slew of japanese competitors), and that is a dilemma that audi is not winning...
      oh...and...gasp, are the americans are actually starting to get it?
      • 7 Years Ago
      I've got nothing against Audi, really, but I don't really consider them luxurious. Same with BMW. I think their rides are too stiff to be "luxurious." I don't think Audi can change this without completely changing the character of their cars.
      • 6 Years Ago
      "Casual Luxury with Zen"?

      What the hell is that? Maybe Audi will offer up "flip flops" and "cargo shorts" as an option.
      • 7 Years Ago
      Oh yeah because MBenz and BMW are so much more reliable. Pleaaaaze tell us another wonder big fish story. I have owned all the best of the best and Audi is up at the top and has even moved beyond BMW as far as luxury and quality is concerned.
        • 6 Years Ago
        @Patrick

        'Vorsprung durch Technik, Herstellung von Rhesusaffen.'

        =)
        • 7 Years Ago
        Audi lags way behind on reliability. BMW has been ranked up with Toyota and Lexus the past few years in terms of # of defects, although they go to the dealerships _a lot_ for non-problems (ie, I can't figure out my iDrive). Mercedes is doing better than they were a couple of years ago, as well.

        That's not to say I don't love Audis and VWs (I've had 11 or 12 depending on how you count my 924), but VAG quality control has been problematic for, oh, I dunno...30 years? How do you say "Advancement Through Technology But Have Rhesus Monkeys Do The Assembly" in German?"
      • 6 Years Ago
      I like Audi's and I admire their refinement, aesthetics, technology and character... but I can't ignore the owners feedback that I read and hear about. Forums, conversation, Consumer Reports statistics... According to most owners, Audi's break down.

      And then there's always Joe Schmoe who's Audi has X-thousand miles and has never needed any major work, so anyone who says otherwise is an "idiot" who is "blindly following general perception."
      • 7 Years Ago
      "a more casual attitude, a sense of Zen and spirit and those types of things."

      Those types of things? Be a little more vague could you? Better take more notes at the focus group next time. This whole thing sounds like massive advertising spin.

      How about just build a nice car and let people decide. I don't think when MB or Rolls decided to build a luxury car they had to go out and convince people it was luxury. They just built a luxury car and people knew.
      • 6 Years Ago
      I think the superbowl spot will focus on DIESEL POWER!
      • 7 Years Ago
      yawn....

      ...as much of a fan of the VAG i am...the fact of the matter is, is that the VAG has totally ignored the entry level luxury car buyer and priced their vehicles out of contention and competivness (A4 1.8t fwd or Lexus IS...hmm, easy decision)...that and the shadow of unreliability that parent company VW, has cast on the Audi brand is hard to lose.
      ...though i'm sure that things have improved, I can't help but to think of all those electronic gremlins and recalls that the VAG have suffered the past 5-10 yrs.
      ...as far as the A6, A8, and TT goes, they simply are not competitive and dare i say bland....
      ..."Not good enough for conquest sales and too overpriced or those who want to jump into the Audi pool for the VW pond"...the A3 is cool, but i think i'm gonna' hold on to my jazz blue 20th anniversary gti a little longer....
        • 7 Years Ago
        Really? A4 1.8t? Unless you're in Europe there hasn't been an A4 1.8t in North America since 2005.

        A8 not competitive? Huh?

        • 6 Years Ago
        A8 and TT not competitive?

        The A8 is vastly superior in everything compared to BMW's 7.
        Same with the current TT, it's one of the best handling FWD's one the mraket if not the best. It's verry light thatnks to it's advanced chassis technology and in it's 3.2 AWD version on of the fastest cars in it's class.

        Maybe the A8 has a bit of a hard time against the S and LS but you need to remember it's a 6 year old car.
        • 6 Years Ago
        Really? A4 1.8t? Unless you're in Europe there hasn't been an A4 1.8t in North America since 2005.

        A8 not competitive? Huh?.................



        ok...ok...2.0t...
        ....we all should get the drift though...and yes the a8 is not competitive...not when it is standing up against 's class' and '7 serious'...heck, let's throw in the ls while we're at it...
        ...i must admit that the q7 is kinda' interesting, but it is up against some serious competition...

      • 7 Years Ago
      Ive had two Audi A6s, neither have had any problems. I have heard way worse horror stories about BMW than I have experienced with Audi.
        • 7 Years Ago
        What does "West coast luxury" mean?
        • 7 Years Ago
        Your under-warranty lease cars that you drove for only two years each don't count.
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