Audi of America has announced that Scott Keogh will take over as the company's President effective immediately. Keogh has spent the last six years serving as Chief Marketing Officer at Audi of America, so he's certainly familiar with the ins and outs of the brand and its positioning in the U.S.
Keogh takes over the position left by former Audi U.S. President Johan De Nysschen, who vacated his post to take the title of Senior Vice President of Nissan Motor Company in charge of the Infiniti division.

Considering that Audi has posted 17 consecutive months of record sales, Keogh will be under some pressure to continue the brand's U.S. marketplace success. The U.S. unit posted 117,561 sales in 2011, but parent company Volkswagen AG has an oft stated goal of Audi selling 200,000 vehicles a year by 2018.

Perhaps the biggest challenge ahead for Keogh will be reaching that goal while Audi begins building vehicles in North America for the first time. The German luxe brand is charting a plan to build the Q5 SUV locally to mitigate the pricing disadvantage it has with U.S. dollar-Euro conversion rates. Having local production will pressure Audi to sell in greater volumes than it ever has before.

Eyes will be on who Keogh taps to be his chief marketing officer. That job will be tough for anyone since Keogh has such strong positions and opinions himself on marketing. A former Mercedes-Benz and Smart communications and marketing executive, Keogh has made a name for himself in part by tweaking the more established German brands Mercedes-Benz and BMW, including in Super Bowl advertising.

Says Rupert Stadler, Audi AG Chairman and Chief Executive Officer: "Gains in the U.S. are truly a strategic pillar for the brand and we are confident that the leadership provided by Scott Keogh will continue the momentum at Audi of America."

with David Kiley

Feel free to read through the official press release below.
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Scott Keogh Named Audi of America President

HERNDON, VA, Jun 20, 2012 (MARKETWIRE via COMTEX) -- Audi will build on its record-setting performance in the U.S. market with a new President to lead Audi of America.

Scott Keogh will assume the top leadership role for Audi brand activities across the U.S. effective immediately. Keogh comes into the job with experience of six years as Chief Marketing Officer at Audi of America. In that position, he led all product planning for the U.S. market in addition to award-winning marketing and advertising campaigns that helped Audi of America achieve record levels of consumer awareness and consideration.

A strong advocate for Audi performance and efficiency engineering, Keogh helped steer the introduction of Audi TDI clean diesel technology to the U.S. market by positioning it as a social cause rather than a mere engine variant. He developed the strategy to re-introduce RS performance models, including the new RS 5 coupe coming to dealerships this year, to the American premium sports car segment. Keogh also advocated for the return this year of the iconic Audi allroad, as part of a strategy that has resulted in 14 new Audi model launches for American consumers since 2006.

Among the Audi brand accomplishments led by Keogh -- each with its own portion of risk and unconventional thinking for the segment -- have been early awareness-building exercises such as the Truth in 24 documentaries about the Audi dominance at the 24 Hours of Le Mans endurance race; bold Super Bowl advertising; a significant push into social media; and integration of Audi into blockbuster Hollywood productions, such as the Iron Man movie series.

The Audi brand has established sales records over the past 17 consecutive months, culminating in an all-time annual record of 117,561 premium performance models sold nationwide in 2011. That topped the previous annual sales record of 101,629 Audi vehicles sold in the U.S. market just one year earlier.

"We see exceptional growth opportunity in the U.S. market as we continue moving toward our goal of positioning Audi as the leading luxury automotive brand in the world by 2020," said Rupert Stadler, AUDI AG Chairman and Chief Executive Officer. "Gains in the U.S. are truly a strategic pillar for the brand and we are confident that the leadership provided by Scott Keogh will continue the momentum at Audi of America."

Audi of America has shown momentum across its businesses. Consumer awareness and consideration are at an all-time high level thanks to Audi of America marketing and media activities. Audi Parts and Accessories sales reached record levels in 2011, and are poised to eclipse those results in 2012. Audi Certified pre-owned sales achieved record numbers in 2011, as well. The 278 Audi dealer partners in the U.S. are seeing record returns on sales on average, and the brand demonstrated solid profitability in the U.S. last year.

"Audi has demonstrated remarkable progress in recent years," Keogh said today at Audi of America headquarters in Herndon. "There is much work to be done in a highly competitive segment of the auto business. But the sights are set and the team is in place to meet our goals."

As the next Audi of America President, Keogh replaces Johan de Nysschen who led the organization over the past 7 1/2 years in an Audi career that spanned nearly 20 years.

Audi of America, Inc. and its U.S. dealers offer a full line of German-engineered luxury vehicles. AUDI AG is among the most successful luxury automotive brands globally. Audi was a top-performing luxury brand in Europe during 2011, and broke all-time company sales records in the U.S. Through 2016, AUDI AG will invest about $17 billion on new products and technologies. Visit or for more information regarding Audi vehicle and business issues.

SOURCE: Audi of America

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    • 1 Second Ago
      • 3 Years Ago
      You Beemer guys haven't the slightest clue about quality. Audi wins the benchmark awards for best fit and finish of their vehicles year after year. Leather is real and not an option in the Audi's unlike BMW and Mercedes. All the independent reviews rank Audi above all the rest in quality. Furthermore incase you did not know, get ready to pay up to drive an Audi. Audi is in high demand and it's value is recognize by the few who can appreciate it. Audi will lease higher than BMW and Mercedes, yet some models you will have to wait over 3 months to get one. Finally Audi is now the preferred brand outselling BMW and Mercedes in Europe where people do not lease vehicles they actually buy and average ownership is about 7-10 yrs. So this begs the question why commit to the lesser quality and pay more for an Audi.... Or could it be the European driver knows something we don't? Audi is the dominant brand and by far the best quality! See for yourself. EM!
        A P
        • 3 Years Ago
        Saying that Audi has the best European quality is like being the tallest midget. Oh and please provide links to back up your BS.
      Sebastian Baba
      • 3 Years Ago
      Will he be reintroducing the 3.2 liter V6 in the A4? Please...?
        • 3 Years Ago
        @Sebastian Baba
        No. That engine sounded great, but was thirsty and the power output was mediocre. Get the SC V6 in the S4.
      • 3 Years Ago
      And the musical chairs at Audi continues...
      Adam Smith
      • 2 Years Ago
      I was hoping you could help me. I traded my Ford Escort in on my dream car an Audi A4 AWD. It was used because I couldn't afford a new one. It is a 2007 and a very beautiful car. I had it 4 months and it stopped on the side of the road. I had it towed to audi in Warrington Pa and they told me it is an adjuster chain. They said it would be 4000.00 to fix the chain however they said the chain could have broken a piston so they said it needs a new engine for 7800.00. I no longer have a warranty on it, I financed it so I owe all those payments and now have no car to work. Adam The mileage was low when I bought so I can't believe something like this woulh happen unless there was a flaw. Please see if you can do something. Thanking you in advance. Adam
      • 1 Year Ago
      Hello Mr Keogh, I have been an Audi owner for a few years. I was convinced changing over from BMW and I have had the worse experience ever trying to get out of my current lease and into another new Audi. I was humiliated by a Sales manager, kept waiting for 3 hours, followed the instructions from Audi financial and yet the dealer told me different stories. Contacted customer advocate and sent an automated response with additions to the email by two advocates. Sent to another dealership by the customer advocates to only be told I need to buy out my lease and add a random stranger to it, then take my name off the car. I mean seriously, would you add a stranger to your car? I have spent at least 7 hours with what seems to be different instructions by every Audi rep I speak with, humiliated and I am at the point I will never buy an Audi again, BMW treated me so much better. Please contact me with a resolution
      • 3 Years Ago
      I thought I was looking at a picture of Bill Mahar
      • 2 Years Ago
      My name is Thomas McGoldrick ( 917 553 8516 ) and I had a horrible experience at a Dealership I would like to share with someone in corporate
      • 2 Years Ago
      Dear Mr. Keogh, Last Friday we received news form Audi of Mendham that our Audi A4 2007 needs an engine repair of 11,000 dollars. The engine light had come on 2 weeks prior and we spent 1,500 dollars after the dealer diagnosed problems with a valve, spark plugs and coils. The engine light indicator flashed on and then turned off for a day or two. Called the dealer and they ran it through tests and reset the engine light . They told me they didn't get a consistent reading so I could wait until the light comes on again to do the repairs. The next day I ran some errands and the car battery died. Called AAA and they recharged the battery and I drove it to Mendham Audi to get the suggested repairs. We were told we needed an oil change so I purchased a filter and had a appt with our local garage to have the oil, filter and pollen filter changed. While waiting for our appointment the oil pressure light came on. It did not stay on and again I called Audi and received the same advice that as long as it does not stay on then it poses no immediate attention and to proceed with the oil change appt. A few days later, oil pressure light not on,the car stopped working in the middle of a busy road in Staten Island. A very dangerous situation. Triple A towed it to the dealer and 4 days later we got news that we needed to replace the engine for 11 thousand dollars! The oil pressure indicator light malfunctioned. The car has about 83,000 miles on it and we still have 9 thousand dollars left on the loan. My husband, Mark, called Audi and opened a case last Friday. Please look into this matter as we are very anxious about this problem . Thanking you in advance for your help, Mr. Keogh. Sincerely, Lynm and Mark Warfield
      • 3 Years Ago
      He better not screw up the new A3 Sedan we're getting that is completely designed from the concept car last year at Geneva.
      • 3 Years Ago
      Is the quality of Audi's really that bad? I was really thinking about getting one and moving away from BMW and Mercedes. Any links on poor quality here in the states?
        • 3 Years Ago
        Don't listen to these idiots. All of them have the same reliability, it is just about learning to live with a luxury brand. Outside of high oil consumption, my Audi has been flawless. Have others had problems? Sure. But the vast majority have great cars.
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