Photo: Audi
Audi’s American division has reportedly narrowed its sales targets for this year. The company wants to focus on brand and dealer health instead of an all-out sales offensive.
According to Ralph Mauro, Chairman of Audi’s US dealer council, the carmaker’s 2016 sales target in the United States of America is of 210,000 units.
The previous target was “just under 220,000 vehicles,” so the company does not expect a disaster this year. Instead of attempting to reach the prior sales target, Audi will focus on helping their dealers reach previous levels of profitability.
In an interview with Automotive News, Audi executives have confirmed that the brand is planning to adjust to “challenging market conditions.” However, Audi of America President Scott Keogh declined to comment the figures presented by Mr. Ralph Mauro.
This is a common habit in the automotive industry and other areas, as top level executives rarely discuss sales expectations with the press.
In a way, we understand their strategy - it is easier to focus on your job if nobody is looking over your shoulder and counting beans and comparing figures to expectations. The CEO already has this burden on his shoulders, so there is no need to explain company strategy and estimates to third parties.
Instead, Mr. Keogh predicts that the US luxury segment will cease to grow at the rates seen in previous years, when the growth rate of this sector exceeded that of the overall US auto industry. However, he does expect the US luxury auto segment to grow this year, but by only two or three percent.
Audi officials have a good feeling about 2016 on the US market, as they have recently launched the Q7 SUV, and the new generation of the A4 will have its first full year of sales. Both cars attain significant volumes in a year, so the German brand should not worry too much about the small decline in the growth rate of the US premium car segment.
The previous target was “just under 220,000 vehicles,” so the company does not expect a disaster this year. Instead of attempting to reach the prior sales target, Audi will focus on helping their dealers reach previous levels of profitability.
In an interview with Automotive News, Audi executives have confirmed that the brand is planning to adjust to “challenging market conditions.” However, Audi of America President Scott Keogh declined to comment the figures presented by Mr. Ralph Mauro.
This is a common habit in the automotive industry and other areas, as top level executives rarely discuss sales expectations with the press.
In a way, we understand their strategy - it is easier to focus on your job if nobody is looking over your shoulder and counting beans and comparing figures to expectations. The CEO already has this burden on his shoulders, so there is no need to explain company strategy and estimates to third parties.
Instead, Mr. Keogh predicts that the US luxury segment will cease to grow at the rates seen in previous years, when the growth rate of this sector exceeded that of the overall US auto industry. However, he does expect the US luxury auto segment to grow this year, but by only two or three percent.
Audi officials have a good feeling about 2016 on the US market, as they have recently launched the Q7 SUV, and the new generation of the A4 will have its first full year of sales. Both cars attain significant volumes in a year, so the German brand should not worry too much about the small decline in the growth rate of the US premium car segment.
Google News