2010 Audi A3 TDI – Click above for high-res image gallery
At the end of August, we reported that Audi would "more than double" it lineup of clean diesel models in the U.S. within the next year, or maybe two. Those words rolled from the lips of Audi U.S.A's chief marketing officer, Scott Keogh, who adamantly claimed that the company's highly efficient TDI engine was key to the company's "growth and success in the [U.S.] marketplace." Keogh's admission that the automaker would unleash more TDI-equipped models on U.S. turf was the first time in which we recollect an Audi official uttering such words.
Now, here's take number two. Audi of America spokesperson Brad Stertz attended a panel to discuss Green Car Journal's 2010 Green Car of the Year tour. Stertz reinforced Keogh's statement and added that Audi's successful TDI-powered A3 model has encouraged the automaker to quickly move forward with plans to bring additional clean diesel vehicles to the U.S. According to Stertz, six out of ten A3 hatchbacks sold in the U.S. are of the oil-burning variety. Stertz added, "We thought we'd be lucky if (A3 sales in the U.S.) would be 18 percent TDI. We're only limited by the fact that we can't import any more."
Stertz reconfirmed that no less than a pair of new diesel models bearing the four-ringed emblem will hit American showrooms by the end of 2012 and additional reports suggest that an oil-burning option will be available on every Audi model by 2015. Clearly, Audi, and even partner Volkswagen, have made tremendous strides in eliminating the American belief that diesels are smoky, stench-filled vehicles of the past. In doing so, both automakers discovered the key to oil-burning success.