Scott Keogh, President of Audi of America, is confident that the carmaker could reach its goal of selling around 200,000 vehicles in the United States "sooner rather than later." Audi posted a 19-percent jump in sales in the US in 2012 to a record 139,310 vehicles.
Audi expects to log a 44-percent growth in sales by 2018, despite current supply challenges that raised the prices of its vehicles. According to the Automotive News Data Center, Audi has a 30-day supply in the US. Keogh told the Automotive News World Congress that he plans to keep models in relatively short supply.
The President of Audi of America remarked that dealers will always ask for more cars, noting that he would rather have them “screaming” for more cars than to send them more supply that may lead to vehicle price discounts. Audi’s current sales success in the US signifies an incredible turnaround for the Volkswagen’s premium brand.
Keogh noted that a couple years ago, people were laughing at Audi. He noted that when Audi announced it would sell 1.5 million cars worldwide, people would say that they are “crazy.” He also noted that when Audi declared it will compete against more established premium brands BMW and Mercedes-Benz, people said the brand was never going to achieve it.
Keogh then emphasized that Audi is now the second top-selling luxury brand, and a “incredibly profitable brand." Keogh was hired by Audi in 2006, when it was the seventh most cross-shopped luxury brand. By that time, the brand was experiencing weakening sales that caused many of its dealers to become unprofitable. Audi, however, managed to pick itself up by focusing on high technology and cutting-edge style. According to Keogh, the brand is expecting to have another record year in 2013.