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We’re seeing a little bit of tedium with the status quo. The Mercedes, BMW and Lexus brands in certain areas have 20 percent to 25 percent each in marketshare. These cars are stacked up everywhere. I think this is a good market for Audi to distinguish itself in. This is a market that stands out differently. More progress. More modern. It’s an alternative view of luxury.
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Bingo! Now how do you get this message across is the problem. They key is getting Audi the same exposure that Mercedes and BMW get. I would aggressively go after their customers with invites to come experience Audis at all levels. Audi's number one problem is that they aren't on most luxury car buyer's shopping list. I truly believe that 6-7 out of 10 people who test drive an Audi for the first time would buy one after they experience one first hand. Their cars are really that impressive. Exposure and improving the image is the task at hand, because the products (great products) are already in place.
M