Audi CEO Rupert Stadler said that the automaker plans to become global no.1 in premium-car sales by 2020, relying on the Chinese market and increased demand for SUVs.
Stadler said during an interview that it is not enough to sell a certain number of vehicles to become the world’s largest premium brand, but the automaker also has to offer outstanding service, better quality and many more, which he calls ‘soft factors.’ He added that the automaker has a well-prepared strategy. It will begin with Progress through Technology, which means investing in innovation, then getting closer to customers, then improving organization and finally improving emission standards.
To reach its goal Audi will also rely on China, where it sold 300,000 units in 2011, 400,000 units in 2012 and it plans to sell 500,000 units by the end of this year. The Asian country is currently Audi’s biggest market and offers the biggest growth potential. Audi also plans to increase the global SUV sales from 25% in 2012 to more than 30% by 2020, as the automaker sees by that time that every third Audi will be a Q model. When asked about a new line of SUVs, Stadler said:
“There is a certain logic in the Q7, Q5, and Q3. They are all very functional SUVs. When it comes to another breed of SUVs, we will see more crossover SUVs in the whole industry. We have a couple of very good ideas for this new generation of emotional and sporty cars in this segment.”