To raise the satisfaction level of Audi’s customers, Audi of America President Johan de Nysschen is asking for the commitment of each dealer. And this isn’t just a nod or a handshake that Audi wants. Audi asked dealers who accepted its plan to put down their signatures on a thick handbook to seal their “pledge.”
De Nysschen told the dealers that this oath, which was inked by Audi's dealer body when the carmaker rolled out its revamped US dealer training program this summer, is more than just paper. De Nysschen said that he would be happy only if Audi lands on the top three in customer satisfaction.
Rebecca Lindland, director of strategic review at IHS Automotive in Boston, said that Audi doesn’t have the level of brand recognition that BMW and Mercedes have.
Audi, which has not had a steady performance during the past decades, is on fast-forward with its North American plan. Audi has recently been seen to make major advances in promoting its smaller premium cars, large sedans, and diesels.
It has also boosted its marketing strategies and has improved the customer experience at the dealer level. In a recent interview, de Nysschen said that Audi is following a 10-year development plan for this market and that Audi is currently in year 5.
He said that Audi is at a point where it has to roll out the next phase and to add “firepower to the brand." Audi is seeking to attain its sales goal of 200,000 vehicles by 2015, which is double its current US sales. [via autonews - sub. required]