Audi Achieves Seventh Year of Growth

ZETLAND, AUSTRALIA – Jan 5, 2012: Audi Australia has achieved its seventh successive year of growth, with sales of 14,511 vehicles in 2011.

During this seven year period, Audi tripled its sales in Australia (Full year 2005 result: 4,808 units).

Achieving double digit growth of 12.5 percent over the 2010 full year result, Audi maintained its steady increase in vehicle deliveries to customers throughout 2011.

Audi’s managing director, Uwe Hagen, said the result puts the brand well ahead of its sales target.

“2011 was a year of challenges for the luxury car market, however Audi was able to buck the trend, showing steadily increasing sales month-on-month throughout the year,” Mr Hagen said.

“For the first time in our company’s history, we ended Quarter 1, 2011 as the Number 1 luxury brand in Australia, and then maintained upward growth each month. Our market share also increased in 2011. The result is another year of sustainable growth for Audi in this market,” he said.

Audi’s growth was driven by a clear strategic focus, a strong product offering including several important new models entering the market, and investment by the dealer network in expanded facilities. In all, it was a year of major highlights for the Audi brand.

2011 saw the launch of several brand new generation vehicles including the superb new A7 Sportback, launched in March, which went on to win ‘Best in Category’ at the Australian International Design Awards.

The all-new A6 sedan (July 2011), followed suit, winning three major awards including Drive Car of the Year ‘Best Luxury Car over $80,000’ and ‘People’s Choice Award’, as well as Australia’s Best Cars’ ‘Best Large Car over $60,000).

Also arriving Downunder in 2011 was the ‘Sport’ variant of the all-new Audi A1 model. The A1 Sport joined the new A1 which recorded its first sales in January 2011 (Dec 2010 press launch), and ended the year in the top-selling position in its segment.

A complement of TDI engines joined the new A8 limousine, and following the efficient TDI theme, Audi Australia introduced its first TDI-engined A1 at the end of the year (November) with the arrival of the miserly A1 1.6 TDI. This frugal little engine completed the 3,028km World Solar Challenge journey on its maiden outing in Australia with an average of just 3.4 litres/100km.

At the performance car end of the Audi spectrum, a series of sought-after limited edition versions of the Audi R8, RS 5 and TTRS rounded out the product introductions for the year.

For the very first time, Audi competed in the Bathurst 12 Hour Race in 2011, claiming the top 2 podium positions with the R8 LMS sportscars. The brand will return to defend its title in 2012.

The doors were opened to four brand new facilities for Audi Centre Brisbane, Audi Centre Gold Coast, Solitaire Audi, Adelaide, and Audi Pennant Hills NSW during 2011, continuing the major investment in the brand by the Audi dealer network. Two additional dealerships were opened in Shepparton, VIC and Ballarat, VIC, bringing the total number of Audi dealerships in Australia to 36.

Highlighting the growing attraction of the brand, and to support the expanding dealer network and carpark, Audi’s Modern Apprenticeship Program received a boost with the number of first year apprentices applying for positions up by 150 percent in 2012, compared with 2011.

“Luxury car buyers are recognising that Audi is a brand on the move. We have an exceptional product line-up and a committed team in this country. Our Australian retail sales network also continues its own substantial investment in the brand with new facilities. Our strong performance, new and larger retail facilities, and our growing customer base also provides opportunities for employment with Audi in Australia,” said Uwe Hagen, Audi Australia’s managing director.

“Furthermore, our customers benefit from the strong position of the Audi brand globally, including the investment which has been earmarked for future product and technical developments (Euro 11 billion / AUD 17.6 bio approx. from 2011 – 2015) to sustain the brand’s technological leadership.

“With these cornerstones in place, we will build on the success of 2011, but as with all things worth achieving, it will take hard work and a clear focus on the end goal,” he added.