Audi, unlike BMW and Mercedes, has no U.S. assembly plants, which makes them more susceptible to fluctuations in dollar versus euro. The European makes are feeling the crunch in the U.S.; with March sales down 14 percent and competitive pricing getting harder at the launch of each new model. The VW-Audi group are struggling to advertise both brands as "premium" model lines that would allow them to charge more for their vehicles and not depend on incentives. Audi feels that the A4 base price of $28,070 is not fair for the amount of engineering and equipment that went into the new A4. That sounds like a successful ad slogan to us, but not one that will give you the ability to charge more for the car next year.