BMW Boss talking smack about Audi.

[Yperion]

Here is a snippet of an interesting interview done by Automotive News with BMW CEO Norbert Reithofer talking about Audi's plans to become the most successful luxury automaker in the world by 2015.

AN: Do you see any danger that you could be overtaken by Audi?

NR: If you look at the entire world-not just Europe, Asia and the USA-Then you see that there are just two luxury manufacturers acting globally: Mercedes and BMW.

Is he right?

Should he be worried because Audi has a REAL chance to overtake its rivals or has Audi's management been puffing too much on the tailpipe?

Source: BMW CEO: Audi will NEVER overtake BMW or Mercedes globally-Is he right? - AutoSpies Auto News

 

[EnI]

Smack?

It was a diplomatic answer.

Regarding Audi intentions:

1. It's hard to predict so many years in advance (2015 is still 8 years away!).

2. It's even harder to predict not knowing where & how your competitors stand.

3. Like said in AutoSpies comments: you have to have production facilities available for such huge growth.

4. New Audi CEO has soften cocky Winterkorn's prediction by saying Audi would be a leader in brand image, service quality & product quality in 2015, and not necessary in sales. Meaning: new Audi boss is more realistic, and has another ambition: to significantly improve perception of Audi brand, services & products = to assure victories in polls, surveys, voting etc. And IMO even this prediction is very ambitious - I'm sure MB & BMW have enough resources to fight back, and they will definitely not stand still watching Audi overtaking them. Mind that BMW was able to overtake BMW due MB was dealing with Chrysler, and was weak. BMW is now very healthy, and MB will be as well & ready to fight when getting rid of Chrysler.

5. It's not known if some Audi plans will be altered by PAG / Piech. I'm sure product planning will be much more careful, economical, thought out, without unnecessary overlaps between PAG + VAG brands. I hope this will not hurt Audi plans ...

6. An advice for Audi official: Don't count your chickens before they are hatched! / Don't reckon without your host! / Don't sell the bear's skin before you have caught the bear!

 

[siko]

I don't see how this is "talking smack".

 

[RICHBOY]

Both positions taken by Audi and BMW are really pointless to discuss, their both PAYED MOUTH PIECES for their respected corporations.

 

[chonkoa]

If you look at the 2006 financial reports of the three automakers, it does put things in perspective.

2006 Mercedes Benz Revenue = Euro 54.58bn
2006 Mercedes Deliveries:1259717
Workforce:99,343

2006 BMW Revenue = Euro 49.00bn
2006 BMW Group Deliveries:1,373,970
Workforce:106,575

2006 Audi Revenue = Euro 31.14bn
905,188 global unit sales
Workforce:52,297

Audi will have to double sales in the next 10 years time frame. This will either require them acquiring more companies because it takes assets and people to to achieve such an objective or massively spending on Capex to increase production by 50%. I know they have manufacturing plants in China, but still it is difficult to increase production just like that.And this is with the others remaining flat.
I do not realistically see it happening in the next 10 years.

 

[Yperion]

NR: If you look at the entire world-not just Europe, Asia and the USA-Then you see that there are just two luxury manufacturers acting globally: Mercedes and BMW.

So in Australia and Antarctica there are only two luxury manufacturers. I 'm sure that the pinguins can always buy a car from the BMW dealer.

 

[klier]

So in Australia and Antarctica there are only two luxury manufacturers. I 'm sure that the pinguins can always buy a car from the BMW dealer.

And don't forget Africa. X5 is the most wanted 4x4 by the bushman in the rainforest

 

[Matt]

Usual BMW smugness. I love it!

BMW keep audi in their place but dont forget that they are a force to reckon with....

 

[Matt]

6. An advice for Audi official: Don't count your chickens before they are hatched!

In this case it would be: dont count your chickens before your eggs are layed

 

[Yperion]

Lol , this BMW-Audi "chicken fight" is funny.

 

[Merc1]

I was waiting on someone to post this story here, though I am surprised by the general calmness and lack of fireworks here.

M

 

[LaArtist]

let me start by saying.. this is SO BMW..
this is why i sometimes disslike BMW..their CEO´s act like a 14 year old kid who just joined GCF.. and spends his days pleasing himself to the picture of a propeller.. lol

PS
But still cool comment..i hope this gives Audi more inspiration to grow..

 

[Matt530i]

NR: If you look at the entire world-not just Europe, Asia and the USA-Then you see that there are just two luxury manufacturers acting globally: Mercedes and BMW.

If you look at North America in particular, Audi is considered a second-tier brand. You can't build a luxury brand overnight and it's going to take at least until 2015 for them to be considered in the same light as MB and BMW. They simply don't have the heritage that MB and BMW have in North America.

 

[Merc1]

I often wonder what it is going to take to get Audi over that hump in the U.S. market. With Lexus and Infiniti coming on strong, it is going to be really tough for Audi. Audi squashes Lexus and there is no Infiniti in Europe so the U.S. market is a very unique challenge for Audi.

M

 

[PanterroR]

I don't see how this is "talking smack".

Right! But some others do and i find it pathetic, stupid, idiotic, moronic, etc...

 

[bmwf1360]

I dont think Audi will out sell BMW, BMW is like the global standard for premium luxury cars. In my humble opinion i dont think audi has as much weight behind the brand that BMW does.

 

[Mr. Mercedes]

I dont think Audi will out sell BMW, BMW is like the global standard for premium luxury cars. In my humble opinion i dont think audi has as much weight behind the brand that BMW does.

No Mercedes is the global standard for PREMIUM luxury cars. BMW outsells Mercedes by virtue of it's Prestige (not luxury) vehicles such as the 3-series and 1-series.

 

[Merc1]

Correct!

M

 

[EnI]

No Mercedes is the global standard for PREMIUM luxury cars. BMW outsells Mercedes by virtue of it's Prestige (not luxury) vehicles such as the 3-series and 1-series.

Sure. What about MB A- & B-class mini mini-vans / MPVs?
They represent majority of MB sales in Europe.

So ...


But, yes - I agree. Worldwide MB is still THE mass luxury brand. Followed by BMW, and then Audi. Lexus is not acting globally yet, neither do Acura, Infiniti & Cadillac. While Jaguar is losing its status of mass luxury player.