Audi U.S.A's chief marketing officer, Scott Keogh, revealed the company's diesel dreams in a recent interview with Green Car Advisor. Keogh unveiled that Audi expects to, "more than double our existing diesel portfolio in the next year or so" and added that the TDI engine is "definitely a part of the growth and success we're having in the [U.S.] marketplace." Though Keogh would not disclose which models would come packing the TDI powerplant, Audi spokesman Brad Stertz did suggest that the company is "looking at the possibility of TDI for the A8, A6 and A4" contingent upon Audi successfully "working through packaging of the TDI equipment in different models, emissions, and other regulatory testing."
Audi's commitment to add more diesel models comes after the company admitted that sales of both the A3 and Q7 TDI have substantially exceeded expectations. Keogh noted that the TDI model represent 50 percent of overall A3 sales and nearly 40 percent of Q7 sales. For Audi, the success of the diesel was unexpected but welcoming and, as Keogh stated:
It's a win-win situation for Audi. If the company can build more diesel models, it will lure in younger buyers who are apt to spend more per vehicle than average. Of course, this would mean even more money in Audi's pocket.Diesel business growth has been 100 percent incremental. These numbers are way beyond our expectations. Generally the types of buyers coming into diesel are younger than our gasoline buyers too. And these are generally people with higher household incomes [than gasoline customers], and equipping cars more richly.