2012 Audi A6 – Click above for high-res image gallery

When is success a bad thing? If you're Audi, it's when you can't get adequate quantities of new vehicles to U.S. dealerships. Wards Automotive talked supply and demand with Audi of America president Johan de Nysschen, and it's apparently very difficult to keep Audi dealers stocked. The Audi prez says the luxury brand is down to a 27-day supply of vehicles, adding, "We simply can't get our inventory up to a 60-day supply."

But while a short supply of new vehicles typically signals strong demand and minimizes incentives, Audi is faced with a custom order rate that is up to 31 percent. When you are maxed out at factories in Europe and there is that whole matter of shipping the vehicle across an ocean, an order can take months. And if customers face a long wait for what can sometimes be an emotion-driven buying decision, not everybody can be so patient, and Audi risks losing sales as a result. The waiting game hasn't stopped Audi from turning up the heat in California, though, as the Four-Ringed Automaker's sales have jumped from 3.5 percent to 10 percent market share.

Beyond supply issues, the German automaker is also struggling to push higher-end products, as de Nysschen says the volume products are the A4 and Q5. Only 15 percent of overall sales come from the A6, a number Audi hopes to stretch to 55 percent. The automaker is hoping the A7 helps solve that problem as well, along with a high mix of diesel-powered Q7 SUVs.



[Source: Wards Automotive]


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    • 1 Second Ago
  • 22 Comments
      savingsprinkles
      • 3 Years Ago
      Yep, I can definitely attest to their sale's success. The A6 has replaced the 5 series as the car driven by the guy who thinks he can cut me off on the highway because he just got promoted to middle management. In other news, Mercedes still retains control of the saggy old rich men market.
      • 3 Years Ago
      [blocked]
      AndrewNoNumbers
      • 3 Years Ago
      That new A3 should help things out a ton, but as they say, high-end is most important.
      • 3 Years Ago
      [blocked]
      sckid213
      • 3 Years Ago
      I live in LA and Audi's are EVERYWHERE. I considered an A4 for myself, but it's become the car that rich girls move up to from their Jettas around here.
        • 3 Years Ago
        @sckid213
        [blocked]
      Darex
      • 3 Years Ago
      Funny how VAG is just full of complaints again. Every other car company in the world seems to manage. Japan manages. MINI builds-to-order ... and manages, and on-time. They act like they're the only ones who have to ship their product overseas, not to mention they platform share with many of their models in many manufacturing facilities around the world, which should make things easier. Wah, wah, wah. Poor (record profit-making quarter) VAG! Boo Hoo. [p.s. The commenting system does not work with Firefox for Mac. WTF?]
        Jeremy Pennini
        • 3 Years Ago
        @Darex
        I'm using Firefox 3.5.8 to post this comment and it works fine.
        ckm
        • 3 Years Ago
        @Darex
        Yup, comments don't work in Firefox 4 on Mac OSX 10.6 I have to fire up Safari if I want to comment, so I've just stopped commenting. The new comment system is even worse than the old and I suspect, judging from the current quantity of comments vs before the upgrade, that probably 50%+ of old system commenters have just abandoned the site. Not good if you rely on advertising. Chris.
          Tom Winch
          • 3 Years Ago
          @ckm
          I'm using Firefox 4.0.1 on a Macbook Pro running OS 10.5.8 with no problems. 10.6 is still pretty new and must have a bug they need to address.
        ferps
        • 3 Years Ago
        @Darex
        Every other manufacturer has larger domestic production capacity. Don't be surprised to see Audis being built in Tennessee later in the decade.
      Marshall Saunders
      • 3 Years Ago
      Oh! Another thing, if you want to compete globally, then we have plenty of Americans here, who can use a solid reputable company with an excellent solid paying job here. All you guys really need to do is bring all your tools to the trade, and provide paid training of all the ins and out of an Audi and start building all of your special edition models here as well, and stop importing them, because I know this idea, cannot be counterproductive, when your having trouble keeping orders met, when all you ever should have done is, just do what all the other car companies are doing, and that's build your assembly plant's here in the first place. And that tarrif tax will be a nonissue, because that's exactly what all the other car manufacturing car companies are thinking as well. By solving they're supply and demand issues promptly, by taking the import/export out of the equation, because then you guys could get back to what made you guys Audi in the first place, and that was you were a force to be reckoned with! When you decide to start building your cars here, and they are aligned with your heritage, just like Porsche has done, and I know they have they're problems with supply and demand, but they are not Audi, but they do have something in common more than you think, they want to make or build cars that envoke emotional response, and I am sure if you called anyone who ever bought an Audi, when no one is around, what was the feeling that felt when driving it, and anyone will tell the you that it was that emotion of that feeling like your flying, because that's what Audi cars and SUV's does doesn't it provides this emotion of happiness, especiall if your a automotive purist at heart! It's a feeling that is immeasuable! And they are thinking they're minds, why else did buy this Audi sooner, and that's how you make people feel or felt all along!
      docb
      • 3 Years Ago
      The lag between the European launch and the US launch is intolerable. The RS5 was released in April 2010. There is still no US date or price.
      • 3 Years Ago
      [blocked]
      gvari
      • 3 Years Ago
      What recession?
      BC
      • 3 Years Ago
      I saw a gorgeous dark metallic green Q7 at a local Audi dealer and was curious because there aren't any shades of green in the current lineup--turns out it is only available through the custom order program and costs about $3000 by itself.
      Rob
      • 3 Years Ago
      An A4 allroad offered with the choice of the DSG or a manual transmission would make more sense than a Q3..
        • 3 Years Ago
        @Rob
        [blocked]
          wainiac
          • 3 Years Ago
          Have you ever driven a Q5? We have a S-curve exit in town posted at 35 MPH and the first Q5 I drove through it was at 65 and it was fine. They are awesome vehicles as good a fit and finish and safety levels of any vehicle sold in the world. Do you drive a Toyota? Look at the press and Insurance Institute for Highway Safety ratings. And they look great!!!
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