Audi Is A Millionaire
For the first time in recorded history, Audi sold more than a million cars per year. In 2010, Audi sold 1.092 million cars worldwide. In the year before, it was 949.700, and that’s a plus of 15 percent, Audi CEO Rupert Stadler told reporters on the sidelines of the Consumer Electronics Show in Las Vegas. Stadler was a keynote speaker there, and delivered the stump speech of cars which will be part of the Internet and will be communicating with other cars and central databanks, whether you like it or not. But back to cars:
Who bought all those Audis? The Chinese, of course. They didn’t buy all of them, but a good chunk: 227,900 units. The Chinese barely missed out-audiing Germany. In Germany, Audi sold 229,100. Now we know why countless Chinese have been waiting for their imported Audi for months: To let Germany keep face. But not for long: This year, China will be Audi’s largest market worldwide, for sure.
But back to CES: “Audi is becoming more and more a software company,” Stadler told to a surprised Automobilwoche [sub]. Soon, Audi drivers will have something only jet pilots have: They can rearrange their cockpit displays. You know, like you could to in Flightsimulator.
Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.
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Audi is fascinating. On one hand they offer vehicles loaded with technology and innovation. On the other, their reliability (per CU, JDPower and others) rates near the bottom of all auto manufacturers, while Audi ownership cost is among the highest. is the best way to experience an Audi done by way of leasing?
A decade or so ago, Audi's problems were not high-tech at all. Window regulators, suspension components, coil packs. I think since around 2005 or so they have started to finally get that stuff in order. Now I think the issues are probably more electrical and tech natured more than the ole' greasy bits, although there was that recent issue with the B8 control arm thing. That said, Audi always gets knocked for reliability, while "BM trouble you" seems to get IMO an undeserving free pass. I don't think BMWs are any more reliable than Audis. Just ask 135/335/535 owners on their 3rd or 4th HPFP if they are glad they stayed away from Audi.
Are the Chinese making Saabs yet?
"Soon, Audi drivers will have something only jet pilots have: They can rearrange their cockpit displays. You know, like you could to in Flight simulator." He'd probably like to know that these days "plebian" aircraft such as the venerable c-172 have glass displays.