Oz sets pace for Audi

AUDI’S growth in Australia has outstripped all other markets in the world so far in 2007, forcing the company to bring forward its 10,000 annual sales target closer by three years to 2009.

Furthermore, in the mid-term, Audi is also looking at wrestling luxury segment leadership from compatriots BMW and Mercedes-Benz by the middle of the next decade, in line with the brand’s vision of global domination by 2015.

“In fact I think we can do it faster here in Australia,” said Audi Australia managing director Joerg Hofmann at the Australian International Motor Show last week.

“We will do our share, our burden of the work... to be the number one premium brand in Australia.

Mr Hofmann would not be drawn into giving a specific date, electing instead to “stick with the plan” for 2015.

However, he did reveal that Audi’s Q series SUVs – which currently is only represented by the full-sized Q7, but is soon to include the mid-sized Q5 and compact Q3 SUVs – will play a significant part in future growth plans and market leadership.



Left: A3 Sportback 1.9TDIe and S5.

“In Australia, certainly the Qs are key, and are extremely important,” he said. “Already we have the Q7, which this year will sell around 1300 cars. We will have a Q5 in the near future, which will add at least similar volume.” Mr Hofmann said Audi would sell more than 7000 cars this year, which will almost double its 2003 result of 3701 vehicles. In 2004, Audi sold 4450 cars, followed by 4808 and 5770 in 2005 and 2006 respectively.

“And I think in the next two years, I say we will crack 10,000, so it’s fast growth,” he said. “Double digit growth? That’s 100 per cent sure.” This growth that will be underpinned by the arrival of an all-new A4 range, previewed at the Sydney show. The German marque also presented other new models designed to boost sales, including the A5/S5 coupe, a more fuel-efficient and eco-friendlier A3 called the 1.9 TDIe, and the R8 sportscar.

And it does not stop there. Virtually the entire future overseas Audi range is now earmarked for introduction to Australia.

“Whatever comes, whatever is developed, we will make sure that if it hits the mark then we will get it here,” Mr Hofmann said. “And so far, whatever I know is in the pipeline, we will bring it all to Australia.

This includes the proposed A1, a Mini rival that Mr Hofmann was careful not to officially confirm since Audi AG has not yet done so.

“The A1 is not finalised – there is still a debate about a small car. It has not been finally decided, so I cannot talk about that,” he said. “But if there would be a car like that, then I believe that we would bring it.” Mr Hofmann also confirmed that the TDIe concept might spread to other models, beginning with a possible A4 version when the new model arrives after April next year.

“We are still investigating now, and with maybe more to come. The plan is to have one environmentally friendly technology leader in every Audi car line,” he said. “(The A3 TDIe) is more like a trial for us... if we sell more than 80 a year we would be happy.” Of course, BMW doesn't plan on handing its premium crown over easily, and has forecast 1.6 million sales by 2012 and a new record (of 16,800) to maintain its lead over Mercedes-Benz in Australian luxury passenger car sales.

In the mid-term, BMW has forecast 20,000 sales in 2011 – which would equate to a 25 per cent increase on 2006's record 16,034 – less than the 31 per cent increase it achieved over the past five years.

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