Show debut results in R8 sell-out
BY NEIL MCDONALD | 21st Nov 2006
Audi Australian managing director, Joerg Hofmann is now aiming to double the allocation of the car by the time it goes on sale.
Mr Hofmann said he had been stunned by interest in the car.
Audi had deposits for eight R8s within 50 minutes of the recent Sydney motor show opening to the public, where the car made its Down Under debut.
"We had originally forecast 30 sales initially," he said.
Although pricing has been unconfirmed, Audi’s new R8 quattro sportscar is expected to cost around $285,000.
Mr Hofmann said cars like the R8, new Q5 SUV and R5 coupe would help Audi "continue double digit growth" beyond 2007.
Both the R5 and Q5 are expected to arrive Down Under in 2008.
"Our expectation in 2007 is to lift sales by 10 per cent over this year, about 600 cars," Mr Hofmann said.
"We want to be in the top ten in 2007, hopefully."GoAuto understands Audi’s big spend to grab a bigger slice of the luxury market is costing around $20 million. On the back of this investment, Audi expects to sell about 5700 vehicles this year, up almost 20 per cent over 2005 while its medium term target is about 8000 vehicles by 2008. Australia is currently the 12th biggest Audi market in the world.
However against BMW and Mercedes-Benz, Audi’s local rise is measured modest success.
In 2001 Audi sold 3507 vehicles and 4808 last year, lifting their numbers by 1301 units. By contrast, Mercedes-Benz sold 12,042 vehicles in 2001 and 13,425 last year, up 1383 while BMW sold 12,206 in 2001 and 15,910 last year, a rise of 3704.
Mr Hofmann said Audi’s growing market share here had been built on four pillars of success – product, brand, network and people.
"We see tremendous development in our network over the next three years," he said.
"We have a very intense, detailed and well developed plan."Every dealer is being asked to come up with an investment and development plan for the future, although GoAuto understands two dealerships – one in Melbourne and the other in Sydney - have been reluctant to invest in such a huge expansion.
Audi currently has about 28 dealers nationally but expects to lift this to 35 within 10 years.
"We don’t have to expand the number of our dealers that much, because the numbers are pretty much all right – but we have to add a few more," Mr Hofmann said.
Although dealer numbers will not grow by much Audi Australia was aiming to improve the quality of dealer facilities and staff.
"You have to create the right environment and you have to make sure your network is able to display properly, in a premium environment.
"Some of our dealers are already too small."Audi is also investing heavily in sports and cultural activities, with major golf and sailing sponsorships as well as the arts.
When the mid-engined 309kW/430Nm 4.2-litre V8-powered R8 quattro arrives, it will be the halo car for the brand.
The R8 shares its V8 with the RS4 sedan but is Audi’s first supercar. It was inspired by the Le Mans-winning R8 sportscar.
Capable of a 301km/h top speed and zero to 100km/h in 4.6 seconds, the aluminium space-framed two-seater is closely related to the Lamborghini Gallardo.
The chassis uses forged aluminum double wishbones at the front and rear as well as Audi’s version of the magnetic ride system used in HSV Holdens.
Audi magnetic ride uses computer control to regulate the shock absorber rates via magneto-rheological fluid that reacts to an electromagnetic field to vary the viscosity.
Full-time all-wheel four-wheel drive puts the power down to the road and the mid-engine location allows 44/56 front/rear weight distribution.
The R8 is being built at a new $US32.8 million ($A43 million) production line at Audi’s Neckarsulm plant in Germany.