Originally Posted by Merc1

Well Audi's problem in America is their smaller dealer network, some leftover bad image/rep from the 80's and bad reliability reputation. It certainly isn't the cars anymore and most of their dealerships are new now so all that is left is that lingering image problem from the BS unintended acceleration nonsense from the 80's and that "just a fancy VW" image. Sadly a lot of American consumers are short on facts and long on confusion and mis-information about cars. There is no way in hell you're going to tell me that any reasonable person wouldn't like at least 1 model out of Audi's lineup, if you approach it with an open mind and take the time to drive one. Well I guess it is possible if you just aren't into and know nothing about cars. I personally can't see it. Between the S5, R8, S8 and RS4 Cabriolet I'd need to be seriously rich to get all the hot Audis.

Audi needs to actively chase the same customers that BMW and Mercedes do, but with some kind a twist. Then once they get the proper following and sales number they can do the individual thing, without giving up their new found customers.

As hard as it might seem Audi needs to get rid of the 4-cylinder engines in the U.S. BMW and Mercedes have. The 4-cylinders no matter how good they are, say "VW" to a lot of buyers. They don't share nearly as many platforms anymore so now get rid of the 4's and put a small displacement V6 in there. The DSG gearbox needs much wider use in the S/RS cars and especially the R8. Why they haven't done this yet is beyond me.


M

Originally Posted by SDNR

Oh God no, "West Coast Luxury" ....I can live without that.

Originally Posted by warot

Look at the cars you listed though...S5, R8, S8 and RS4. THese are all upper echelon car. That alone is definitely not going to help the Audi by that much.

Here's my opinion on what Audi's need to do to improve (with comparison to BMW and MB).
1) BMW offers 4 years free maintenance... HUGE deal here in the US
2) Let's face it. If you are going to offer 4 cylinders, they are going to have to be better than that imo. BMW and MB don't even offer anything below 6.
3) Audi's have terrible lease deals. The equivalent BMW's are usually cheaper to lease from what I've heard
4) Better marketing like most of you have pointed out. I see BMW and MB ads left and right... about how they have new deals or new models. I barely see anything coming from Audi's way.

Those are the few I can think on top of my head. If you aren't a huge car nut like use, then those kind of things matter.

Originally Posted by The Artist

What is new luxury?
and how will they define it
and what will happen to old luxury

many questions..
sure will be interesting to see their plan at work

i wish them the best of luck

Originally Posted by EnI

If Audi want to communicate "new luxury" and "change" efficiently in US market they should endorse Obama ASAP.
And sponsor him with Audi fleet cars. Risky move, but worthy of risk.


j/k