Audi Bucks Industry Sales Slump, Boosts Market Share
Audi’s aggressive growth strategy has paid off in increased market share. For October, 2008, Audi reached a market share of 8.6% within its competitive set, up from 6.2% 12 months ago. Audis car share performance was even stronger, increasing 3.6% to 11.1% for October.
Additionally, Audi sets a sales record in October, despite the worst sales climate in nearly 25 years. Strong performances from the A5, A8, R8, and all-new A4 models contributed to Audis success.
Audis market share is rising because consumers become more discerning during challenging times, said Johan de Nysschen, Executive Vice President, Audi of America. Tough economic times inspire greater selectivity in the purchase of a luxury car, and that plays to Audis strengths. The current economic climate is a huge opportunity for us.
Audi was the only brand to report growth on a car basis in the import high group in October and is the only manufacturer that has positive car share year-over-year. The import high group is a competitive set of vehicle brands that includes Audi, BMW, Jaguar, Mercedes, Porsche, Saab, Volvo, Acura, Infiniti, and Lexus. By comparison, competitors BMW, Mercedes-Benz and Lexus saw car sales drop 15.1%, 42.3%, and 37.9%, respectively for the month of October.
October was an especially good month for Audi in several key U.S. markets, most notably Chicago, where sales grew 31.7%, mostly due to surging numbers for the all-new A4 and A5 models. Sales were also especially strong in Denver (+27.6%), Boston (+25.9%), Houston (+8.9%) and Los Angeles (+5.3%), reflecting broad consumer interest in the Audi brand from coast to coast.
Another sign of brand strength is individual dealer year-over-year sales performance, according to de Nysschen. On average, the top 25 U.S. Audi dealers reported an increase of nearly 1% year-over-year. de Nysschen noted that these dealers are all located in major metropolitan areas and their sales total over 30% of all Audi sales nationwide.
Strong consumer interest for the all-new 2009 A4 was a particularly bright spot for Audi this month. In its first full month of sales reporting, the A4 was up 7.7% over October 2007, with 3,784 units sold. Dealers also reported strong demand for the Audi A5 coupe, posting a third consecutive month of record sales with 865 units sold. To round out another successful month, Audi also posted an all-time sales record on the R8.
Despite the automotive industrys woes, Audis growth strategy remains aggressive. Dealers have nearly sold out 2008 model year inventory, and new models are being rolled out in quick succession. In addition to the late-September launch of the all-new 2009 A4, Audi is introducing the Audi Q5 to American drivers in early 2009. Audi showrooms will also begin selling Audis clean diesel TDI technology next year, with the introduction of the Audi Q7 TDI luxury sport utility vehicle.
Audi of America and its 272 dealers offer a full line of German-engineered luxury vehicles. The Audi line up is one of the freshest in the industry with 23 models, including 12 models launched during model years 2008 and 2009. Audi is among the most successful brands globally. Last year AUDI AG recorded its 12th consecutive record year for sales and profit growth. Visit www.audiusa.com or www.audiusanews.com for more information regarding Audi vehicles and business issues.