Choleric

I don't think I am alone, when I say I am tired of all this nonsense of, "Car X of Audi not getting this because it take away from Car Y of Lamborghini, etc..."

And now these rumours of Porsche acquiring Audi, it has the possibility of becoming even worse.

Audi is no doubt becoming a more powerful and established luxury brand, and could most likely support themselves without the aid of VW or Porsche. I think it is even a hindrance to their aspirations when they cannot even make a car the way it should be because of marketing and product placement.

Anyone else think that if Audi wants to really take on BMW and MB, they need to become independent?

What would it take for Audi to become independent?

and what are the chances of it actually happening? When?

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Hypersonic

A miracle.

Nil.

The thing is Jeff, VW are entirely responsible for the success of Audi. Audi was a virtually dead brand when VW bought it off Daimler-Benz in the 1960s. Audi has benefited entirely from being part of the VW group -- having Porsche's input will give it the greatest chance of beating Mercedes and BMW -- Audi's future is so bright right now, to go independent would put it all in jeopardy.

Choleric

I am by no means a marketing know-how or anything similar and I understand that VW is solely responsible for the revival and success of Audi, but I think they have outgrown them.

A child doesn't stay with its parents its entire life, it grows up and starts making money on its own and becomes successful.

And as many of the members here have pointed out, being associated with VW is now almost seen as a bad thing, Audi has become the superior brand, they need to have sole decision making power in their affairs.

Porsche may very well help Audi make the next step, but, look at the R8 that car would never be allowed to be better than its Porsche rival if Porsche was making the decisions. How is Audi supposed to compete when things like that happen.

Centurion

Interesting info. I didn't know anything about that. One thing is sure though and that is that you are 100% correct. The bond between VW and Audi is as strong as the bond between Toyota and Lexus. There is no way VW would let Audi drift off to be under the control of another manufacturer or to be on its own.
Yes Audi is a very successful company and is all built up from the ground by VW. As long as the Audi is alive VW is going to want a big piece of their profits.

Like I mentioned in a thread about Porsche's VW take over I believe that VAG is too big an complex and that all the brand suffer from it. Audi is certainly taking the biggest beating.

Hypersonic

You make good points Jeff ...and I do agree with you to a degree but I still honestly believe the advantages of being owned by VW outweigh the drawbacks.

Your arguments about Porsche are important ...it will be interesting to see how Porsche handles the situation with Lamborghini and Audi.

Harry Plopper

Audi is linked with VAG R&D and purchasing resources so much that it is de facto impossible to separate Audi from VAG.

Like Siamese twins - with one brain only.

Merc1

Interesting question. Though I don't see it happening. Audi would need to come up with their own platforms and engines in order to be truly free and independent from VW. There is way too much shared between the two for Audi to truly be independent. Needless to say that this would cost way too much money to make it so. Just like others have said, Audi is the biggest contributor to VW's bottom line so they aren't going anywhere.

I don't know what Porsche's real goal is, but I think they see a Audi, VW, Porsche, and Bentley setup getting rid of Lamborghini due to it being in competition with Porsche at the high end and the outright closure of Bugatti because it is nothing but a black hole moneywise. All imo of course.

M

Hypersonic

I wonder who would buy Lambo? ...a Chinese consortium perhaps?

Merc1

I'd like Mercedes-Benz to buy it!

M

Harry Plopper

Arab sheiks? American bankers? Similar people who were interested in Aston Martin.

LVMH?

Curb Zone