Audi’s Market Shares Continue to Grow in January
Audi sold around 56,200 cars in January. As expected, sales fell short of the record figures for the same month last year due to the worldwide economic crisis (down 28.6 percent; 2008: 78,679). In comparison to its competitors, however, the Audi brand could strengthen its position. In the midst of sharply declining markets, Audi further expanded its market share in Germany as well as Western Europe and the USA in the midst of a sharply declining market.
This year wont be easy for anyone. At Audi, our strategy remains expansive: In the first six months alone well bring six new models onto the market, said Peter Schwarzenbauer, Member of the Board of Management for Marketing and Sales at AUDI AG. Our young product range has been well-received in comparison with our competitors this is proven by our growing market shares. Some 100,000 readers of the German trade magazine auto, motor und sport judged the Audi A4, Audi A6 allroad quattro and the new Audi Q5 to be among the best cars of 2009.
The decline in sales in the last month reflects both lackluster consumer confidence and Audis extraordinary sales levels of the previous year. In January 2008 the new generation of the highest-volume Audi model the A4 Sedan was available throughout Europe for the first time. In January 2009, sales in Europe were 31.2 percent below last years levels across all model lines, with around 37,700 vehicles sold (2008: 54,843).
The decline in the USA to 4,722 amounted to a 26.4 percent drop (2008: 6,418). In the Asia-Pacific region, the brand with the four rings sold around 10,400 cars, 22 percent less than last year (2008: 13,314).
Audi has nonetheless succeeded in further strengthening its position within the problematic market environment. The brands market share in Germany rose to 7.8 percent (January 2008: 6.7 percent). In the USA, Audis share of the premium car market rose by 0.5 percentage points to 7.2 percent of the market. In Western Europe, the Ingolstadt-based carmakers market share rose to around 5 percent, according to current projections (last year: 3.9 percent).
The brand also grew in absolute numbers within some markets. Audi in Australia, for example, reported a further increase of 5.5 percent, with 1,081 units sold (2008: 1,025). And in India (109 units, up 94.6 percent) as well as in the Middle East (510 units, up 0.2 percent), more customers purchased cars from the Ingolstadt-based premium car brand than during the same month last year.
AUDI AG sold a total of 1,003,400 cars in 2008 and thus achieved its thirteenth consecutive record year. Audi produces vehicles in Ingolstadt and Neckarsulm (Germany), Györ (Hungary), Changchun (China) and Brussels (Belgium). Aurangabad in India saw the start of local production of the Audi A6 at the end of 2007 and of the Audi A4 in early October 2008. The company is active in more than 100 markets worldwide. AUDI AGs wholly owned subsidiaries include Automobili Lamborghini Holding S.p.A. in SantAgata Bolognese (Italy) and quattro GmbH in Neckarsulm. Audi currently employs around 57,000 people worldwide, including 45,000 in Germany. The brand with the four rings invests more than €2 billion each year in order to sustain the companys technological lead embodied in its “Vorsprung durch Technik” slogan. Audi plans to significantly increase the number of models in its portfolio by 2015 to 40. The Audi brand celebrates its 100th birthday in 2009. The company was founded by August Horch in Zwickau on July 16, 1909; he named it Audi after the Latin translation of his surname (hark!).
AUDI AG will present the complete results for the 2008 business year at its Annual Press Conference on March 10, 2009 in Ingolstadt.