Audi goes pessimistic, pushes back deadline to become top luxury automaker

[Human]

New target is 2020​

With rejuvenated competition and an unstable European economy, Audi has pushed back their goal of becoming the world's largest luxury automaker by 2015.​

Speaking with Sueddeutsche Zeitung, Audi CEO Rupert Stadler revealed their new target is 2020. He declined to give estimates on vehicle sales, but cautioned the "road [ahead] is getting bumpier."​

Despite the lowered expectations, Stadler said "It is not about overtaking BMW tomorrow or the day after, but to seize and secure the top position."​

Read more: http://www.worldcarfans.com/112070946117/audi-goes-pessimistic-pushes-back-deadline-to-become-top#ixzz20Chbw8KH

VIA-

Audi to take No. 1 premium car spot by 2020, CEO says​

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FRANKFURT (Reuters) -- Volkswagen Group unit Audi aims to become the world's largest maker of premium cars no later than 2020, Audi CEO Rupert Stadler was quoted telling the Sueddeutsche Zeitung newspaper in an interview published on Saturday.
Asked when Audi expected to become No. 1 and overtake BMW as the world's largest luxury carmaker, Stadler was quoted saying: "By 2020 at the latest. It is not about overtaking BMW tomorrow or the day after, but to seize and secure the top position."
Stadler had previously set a goal of making Audi the world's top premium carmaker by 2015.
He also said that for the first half of the year the company would present "very good numbers." Audi is scheduled to release the first-half result on July 31. "But we, too, feel that the road is getting bumpier," he cautioned.
Stadler said reduced working hours were not being considered at the company's plants for the time being.
Earlier this week, Daimler AG said sales of Mercedes-Benz luxury cars grew in June at the slowest monthly rate so far this year, as sales in the key market of China continued to increase at a tepid rate

Read more: http://www.autonews.com/article/20120708/ANE/307079960#ixzz20ChzyYii

 

[Levi68]

If all coming BMW's will not be ugly as the 1 Series, I don't think BMW has to worry.

 

[klier]

Despite the lowered expectations, Stadler said "It is not about overtaking BMW tomorrow or the day after, but to seize and secure the top position."​

I don't even understand why. I mean, VAG already is like 10 times as big as BMW. I really don't see the importance of making Audi bigger than BMW???

If all coming BMW's will not be ugly as the 1 Series, I don't think BMW has to worry.

I think they do have to worry. Because Audi is not a premium brand, yet half of the world's population is starting to believe VAG marketing. Even some people who really like cars, which is absolutely unbelievable in my book.

Also, the 1-series might be ugly....it drives better than any Audi.

 

[DanS]

Uhhh, no, the 1 series does not drive better than an Audi. I just sold my 2011 135i, and its utter garbage compared to my Audi. Dont spew your opinion on public forums as fact. The TTRS is ten times the car that my 135i was, in every regard. Dont even get me started on the garbage 128... Might as well brand that as a Kia.

 

[Merc1]

Klier, Audi is not a premium brand??? I know you hate everything VAG, but man lol.


M

 

[Kowalski]

Audi started being "premium" when the A4 b5 put Audi on the radar of BMW, Mercedes and Lexus buyers.

 

[Betty Swollocks]

Klier, Audi is not a premium brand??? I know you hate everything VAG, but man lol.


M

The guy is full of hyperbole. If he just stopped being such a BMW fanboy and made serious posts, people would have more respect for him.

Also, the 1-series might be ugly....it drives better than any Audi.

Better than the R8? Ha ha!!!

Why don't you just say "Audi's generally don't drive as well as BMW's" instead of exaggerrating?

 

[Deckhook]

The 2015 always sounded very optimistic at best, it's not like BMW and Mercedes were going to sit by without putting up a fight.

P.S.
Klier will you ever bring anything worthwhile to a discussion or will these immature remarks continue for ever more.

 

[south]

Yeap, the current situation in Europe is a risk to all the big German carmakers. It's unstable times like these who show which brand anticipated the right 'distribution'/balance of global markets. Audi, for example, is huge in markets like China which proved to be a fairly good move so far. Then again, markets like China can slow down due to new regulation anytime, and then Audi would have a problem.

I guess what klier meant is that Audi's production and development costs are lower than Merc's and BMW's, and that their access to parts/platforms/technology from VW surely helps them having a cost advantage. But I agree that this advantage alone isn't enough to consider Audi not bein a premium brand, let alone in the buyers' perception.


Best regards,
south

 

[K-A]

This is why these guys shouldn't give themselves "deadlines". It does little good, and in case Audi doesn't meet that "deadline", no matter how well they're doing, they'll get slammed, and look bad, failed, and desperate.

Zetsche said the same thing about Mercedes being the "#1 Selling Premium Brand" in some due time. Especially coming from a storied brand like Mercedes who should exude confidence, it looks bad, and if they don't fulfill it, it'll be a very bad look.

Point is, all of these guys are kicking butt, and will continue to do so. Just because one sells a few thousand more than the other doesn't change anything realistically, except for admitting that they're partaking in an egotistical race which gives them odds that they can "lose", and look like "losers" even when they're in actuality, winners.

 

[Deckhook]

Uhhh, no, the 1 series does not drive better than an Audi. I just sold my 2011 135i, and its utter garbage compared to my Audi. Dont spew your opinion on public forums as fact. The TTRS is ten times the car that my 135i was, in every regard. Dont even get me started on the garbage 128... Might as well brand that as a Kia.

Maybe Klier assosicates a car's ability to throw the tail with being premium. lol Anyway you, I and most clued up people know that Audi are as premium as the rest of them and can drive just as good.

P.S.
Talking about Kia, I'm on holiday in Florida at the moment and saw a very different Kia model than I see at home, mightn't be premium but it looked bloody lovely.

 

[Levi68]

This Kia is available here in EU. It is called Optima. The one that is not is the Forte Koup.

Looks like a copy of the the Audi A5 and the VW Jetta Coupé Concept, but not bad.