Audi U.S. chief says profitable growth is more important than hitting a sales goal

Article by Christian Andrei, on August 25, 2010

Instead of hitting the 200,000 sales target, Audi of America President Johan de Nysschen is more intent on profitable growth. Audi AG CEO Rupert Stadler had set the 200,000 goal, which de Nysschen says he isn't married to, saying further that the US sales division will not be pushing itself to attain that goal at all costs.

In an interview with Automotive News, de Nysschen said that that Audi of America does require a directional target, which could be any number of vehicles but he stresses that the division isn't going to chase volume for the sake of volume.

In 2009, Audi sold 82,716 vehicles in the US but for 2010, de Nysschen expects an increase to just over 90,000 units. He said that the growth will only be of any good if it puts an extra dollar in the bank.

De Nysschen's strategy to propel that growth and to boost thin dealership inventory levels is for Audi to raise production for the North American market by 10%.

Currently, the supply is at 38 days versus a goal of 60 days. With the extra production, the supply should start to increase in late April and be back at the 60-day level in May or June.

De Nysschen also announced that a gasoline-electric hybrid version of the Q5 crossover will be launched in late 2011.

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