Audi overtakes BMW in worldwide sales


Wednesday, March 12, 2014    

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PREMIUM German car brand Audi which is sold by ATL Automotive in Jamaica, has overtaken BWW in vehicle sales for the first time in its history.

Audi is now officially the leading luxury car sold in the world.

Around this time last year Audi was trailing BMW, which has retained the No 1 spot in this segment for the last nine years. Mercedes still remains in third position.

Audi sold 242,400 vehicles for January and February, 383 more than the BMW brand, whereas Audi trailed BMW by 429 vehicles last year.

"Competition in the premium segment is more intense than ever," Audi CEO Rupert Stadler said. "We're ahead of our two main rivals in the first two months, but this doesn't really interest me much. Our focus is on further growth."

Audi's February sales were boosted by a 43 per cent jump in sales of the A3 compact and 32 per cent gain for the Q7 sport-utility vehicle. Volkswagen sold 9.3 per cent more cars in the first two months, followed by BMW's 8.9 per cent rise.

At the beginning of this year a war of words erupted when ATL proclaimed through a print ad that "while they were sleeping, Audi became Jamaica's hottest brand".

Stewart Motors countered in an ad campaign but it is an incontrovertible truth that Audi is indeed catching up to BMW at home and global trends are being replicated here in Jamaica.

ATL Automotive started operating its Audi dealership with 12 cars in 2010 and by the end of 2012 had sold 178 vehicles claiming the No 2 spot in the premium segment. For the period January 2013 to February 2014, ATL has increased Audi sales to 187 vehicles.

The CEO of ATL Automotive, Adam Stewart has vowed to grow Audi to the number one luxury brand in Jamaica, thereby overtaking BMW, which currently holds the number one spot.

Stewart said: " Jamaicans see the Audi brand as a symbol of upward mobility. Jamaica is an SUV market and our top sellers are the Audi Q3 and Q5. In the car segment we do well with the A4 and A5. This year we will be introducing a 1.4 litre Q3 supercharged turbo."

According to Audi's parent Volkswagen, the Audi and Porsche brands together account for less than 20 per cent of the VW Group sales but nearly two-thirds of its profits.

In 2014, Audi will introduce 17 new models including a remake of the iconic TT sports car. The roll-outs are part of a plan to invest (euro) 22 billion (US$30 billion) in the next five years to sustain growth.





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