| Audi is not making an apology at BMW's claim | | | | Audi dealer profitability, according to him, |
| that the brand is not a luxury car opponent | | | | had increased from 0.8 percent to 3.0 percent |
| because Volkswagen's premium vehicle division | | | | in the past three years. He also claimed that |
| does not manufacture rear-wheel drive cars | | | | such figures are exceptionally high and are |
| and that discounting has been the biggest | | | | by far much higher than most of their rivals' |
| factor of inflated Australian sales and | | | | returns on sales numbers for a retail |
| market share. | | | | business in Australia. |
| | | | |
| Joerg Hofmann, the Managing Director of Audi, | | | | He added that discounts for their vehicles |
| used the launching of the new S3 and TT | | | | are a big NO for them because they adhere to |
| Roadster last week in order to emphasize the | | | | the fact that the customer can believe in and |
| fact Audi was easily the nation's | | | | trust a brand. |
| fastest-growing premium brand. He also took | | | | |
| advantage of the launching to suggest that | | | | Mr. Hofmann, from a strategy meeting at the |
| the maker of BMW oxygen sensor was already | | | | Ingolstadt HQ of Audi AG, recently attempted |
| discounting its very newly redesigned | | | | to put the brakes on the boiling competition |
| volume-selling 3 Series. | | | | in Australia's advantageous luxury car |
| | | | sector, which has not grown as fast as the |
| This is the latest storm in the cold war | | | | overall new-car market blast in recent years. |
| between Mr. Hofmann and BMW's new Australian | | | | Three months ago, the Ingolstadt HQ of Audi |
| chief Guenther Seemann, who, in an interview | | | | AG increased its 2015 sales target from 1.4 |
| with GoAuto, refuted the claim that Audi is a | | | | to 1.5 million automobiles in an invitation |
| premium car-maker. The interview took place | | | | to become the top-selling premium car brand |
| after a gathering that announced upgrades | | | | all over the world. |
| across BMW's entire passenger model range, | | | | |
| including the 3 Series. | | | | He told GOAuto during the interview that he |
| | | | does not want to make a story and he does not |
| Mr. Hofmann said that every manufacturer is | | | | actually care too much for what has been |
| reacting to them in various ways. He added | | | | said. As a matter of fact, he said they were |
| that they are confident and proud of what | | | | really glad with the top performance that |
| they are doing and that they are relaxed for | | | | their brand is exhibiting and they were |
| they know they have a great future ahead of | | | | boasting that they go ahead to another record |
| their brand. However, he claimed that there | | | | year for Audi. He concluded that he is after |
| was never a time that they were arrogant. He | | | | for their brands performance and not for any |
| boasted to the other car makers that there is | | | | competition. |
| a big difference between Audi and some other | | | | |
| brands. | | | | Mr. Hofmann refused to comment on specific |
| | | | car companies but he said that what they |
| While referring to BMW's 3 Series range last | | | | communicate is based on fact and the fact is |
| week, Mr. Hofmann said that the public wants | | | | that, according to him, Audi is by far the |
| discounts (open discounts). He added that if | | | | fastest selling premium brand in Australia. |
| somebody puts a huge amount of dollars behind | | | | |
| an almost brand-new volume model, a car, | | | | As of the first five months of this year, |
| which was launched a year ago, is now already | | | | Audi has recorded an outstanding 41 per cent |
| spurred by huge amounts of dollars. | | | | growth in sales and this figure is 10 times |
| | | | more than BMW's 4.1 percent increase. |