Audi Sets Ambitious Target to Top US Luxury Market
Audi aims to overtake BMW and Mercedes in US luxury sales, targeting 200,000 vehicles in 2013 after a record year and unveiling new RS7 Sportback and SQ5 models.
Audi has declared its intention to become the leading luxury car brand in the United States, setting a target to surpass both BMW and Mercedes-Benz in sales. The announcement came at the North American International Auto Show in January 2013, where the company also revealed two new performance models for the US market.
Audi’s growth and targets in the US
Audi ended 2012 with a record 139,310 vehicles sold in the US, an 18.5% increase over the previous year. Despite this gain, the company still trailed its main German rivals: Mercedes-Benz delivered 295,013 vehicles and BMW sold 281,460. Audi’s chairman Rupert Stadler set out the company’s ambition to close this gap, citing Audi’s number one position in Europe, China and Germany as evidence of its global momentum.
Scott Keogh, president of Audi of America, stated that the brand was aiming for 200,000 US sales in 2013 and a global target of 1.5 million vehicles by 2015. Achieving this would require Audi to nearly double its US sales from 2012 levels and overtake both BMW and Mercedes-Benz, who have a considerable head start in the American market.
New models to support US ambitions
Audi used the Detroit show to introduce the RS7 Sportback and the SQ5, both designed to appeal to US buyers looking for high performance. The RS7 Sportback is powered by a 560hp engine, reaching 0-62mph in 3.9 seconds, and offers a top speed of up to 190mph with the optional performance package. The SQ5, a sporty crossover, features a 354hp 3.0-litre V6 petrol engine and an eight-speed automatic transmission, marking the first time this engine is offered in the US market.
The expansion of Audi’s US portfolio with models like the RS7 and SQ5 is intended to attract buyers in segments where BMW and Mercedes-Benz have traditionally been strong. The brand’s strategy involves not just product launches but also improvements in quality and service, areas where US customers have high expectations.
US luxury market context
Audi’s challenge comes as the US luxury market remains highly competitive. Both BMW and Mercedes-Benz have established dealer networks and a strong brand presence. Audi’s growth in 2012 outpaced its rivals in percentage terms, but the absolute sales gap remains wide. The company’s focus on performance models and its stated sales targets signal a long-term commitment to the US market, though catching its German competitors will require sustained gains.
- Audi’s 2012 US sales: 139,310 units
- BMW’s 2012 US sales: 281,460 units
- Mercedes-Benz’s 2012 US sales: 295,013 units
Audi’s ambition to become the top luxury brand in the US will be measured by its ability to close the sales gap and maintain momentum in a market where established players are not standing still. The next few years will test the effectiveness of its expanded line-up and its efforts to build brand loyalty among American buyers.
