Audi Defies Gravity: Up 44.6% In China, Up 19.5 % Worldwide

Bertel Schmitt
by Bertel Schmitt

Powered by new models, especially the Q5, Q7, the A1 and the new A6, Audi is on a seemingly unstoppable tear throughout the world. In May, Audi sold 113,400 units, 19.5 percent more than in May 2010. Year-to-date, Volkswagen’s premium brand is up 17.5 percent to 535,400 units. China has eclipsed Germany as Audi’s most important market. In Germany, Audi is up 18.4 percent, in China an amazing 44.6 percent. Sales are also up solidly in the other BRIC markets.

Audi worldwide results May 2011

AudiMay ’11May ’10ChangeYTD ’11YTD ’10ChangeWorldwide113,40094,89519.5%535,400455,60117.5%Europe65,40058,37212.0%315,500278,62713.2%D23,40119,75918.4%101,88888,40415.3%GB9,0398,8921.7%52,79348,0729.8%Italy5,6375,2607.2%27,74326,0556.5%France5,3084,37321.4%26,93721,59724.7%Spain3,8724,074-5.0%20,24119,4753.9%Russia2,3021,63341.0%9,5367,66324.4%United States10,4579,20513.6%45,85839,83915.1%Brazil46129556.3%1,6271,23332.0%Asia-Pacific30,00021,35240.5%138,100109,02326.7%China25,15317,39644.6%113,04188,45127.8%India408200104.0%2,3941,167105.1%

China promises even more growth. The plant in Changchun had been capacity constrained to 200,000 units per year. Now, the plant has been extended to 300,000 units annually. The plant currently makes the A4L, the A6L and the Q5.

Volume production of the new Q3 started today in Martorell, Spain. According to reports in Chinese media, the Q3 will be produced in a new plant in Foshan near Guangzhou in 2013.

May ’11May ’10ChangeYTD ’11YTD ’10ChangeWorldwide113,40094,89519.5%535,400455,60117.5%Europe65,40058,37212.0%315,500278,62713.2%D23,40119,75918.4%101,88888,40415.3%GB9,0398,8921.7%52,79348,0729.8%Italy5,6375,2607.2%27,74326,0556.5%France5,3084,37321.4%26,93721,59724.7%Spain3,8724,074-5.0%20,24119,4753.9%Russia2,3021,63341.0%9,5367,66324.4%United States10,4579,20513.6%45,85839,83915.1%Brazil46129556.3%1,6271,23332.0%Asia-Pacific30,00021,35240.5%138,100109,02326.7%China25,15317,39644.6%113,04188,45127.8%India408200104.0%2,3941,167105.1%
Bertel Schmitt
Bertel Schmitt

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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  • Philosophil Philosophil on Jun 07, 2011

    Both Volkswagen and Audi always struck me as the ones who were best positioned to take advantage of the fallout from the Japanese disaster. They've been able to maintain a consistent and stable R&D program through carmeggedon and you can say what you want, but their marketing strategies and overall business plan seem to be very well thought out (at least from what we can glean). More power to 'em, if you ask me.

  • Hreardon Hreardon on Jun 07, 2011

    The R&D investment made during the downturn has really helped VW/Audi. The other major improvement Audi made was the new MLP architecture employed by the A4/A5/A6/A7/A8 and the upcoming MQB architecture. Both of these new modular component systems are wringing costs down by about 20% which is allowing VW/Audi to reinvest more highly than others. If the recent reliability trends continue it bodes well for Audi.

    • Bertel Schmitt Bertel Schmitt on Jun 07, 2011

      The fact that the whole Volkswagen AG did not cut down its R&D budget and did not stop developing product during the downturn is just beginning to show. It will become very evident in the years to come.

  • Kwik_Shift Brands that were considered from China include BYD, Dayun, Great Wall Motors, Maxus, Nio, Omoda/Chery, Seres, XPeng, and Zeekr. KG Mobility from South Korea also made the list of candidates.That's a lot of car companies from there ready to head here.
  • Analoggrotto Clean sweep and unanimous victory for the world affluence engine of 22nd century : Hyundai/Kia/Genesis. Toyota and Lexus, for 120 years of history have not been able to capture the zenith superlative status of Hyundai Motor Corporation the most awarded, decorated and revered automotive corporation in the history of historical. Featuring best ever, first ever and greatest ever e-ATPs the Hyundai Genesis Kia lineup is posed to become the envy of every country club, ivy league college and fortune 500 corporation in the world. I've been taking a roadtrip in my loaner Elantra N, visiting colleges from east to west, elite universities of higher learning to inspect their parking lots. WHat did I find? Leagues of Genesis models, outnumbering Lexus 3 to 1. When I interviewed faculty and staff at these places of greater learning, their response was unanimous : they chose HMC for the ATPs.
  • Mikey 2019 Chevy Impala Premier FWD with 20 inch factory Bridgestones. I'm looking at replacing tires at the 65,000 KLM's (40,000 miles ) mark ....It doesn't thrill me .. I'm pricing Michelin Cross Climate 2 tires ouch !! ..Up here in Canuckastan ....Big $$$$$
  • ToolGuy Honda was robbed.
  • ToolGuy "Honey, someone is trying to cross the moat again"
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