Breaking: Audi orders extra vehicles for U.S. to meed the demand

Article by Christian Andrei, on August 25, 2010

Audi's US sales could reach a record 100,000 units this year due to the extra allocation of 5,000 vehicles expected in the second half. These are vehicles diverted from other markets around the world. In an interview, Audi of America President Johan de Nysschen said that Audi will receive 103,000 vehicles for the entire year.

In the first half of the year, Audi got 48,000 units from German; however de Nysschen claims that the brand has experienced a shortage in nearly every car line. He explained that getting the additional vehicles doesn't mean right away that Audi will achieve the 100,000 mark in 2010.

He reasons that the company has to think about filling the pipeline and its anticipated sales projections for the first quarter of next year. De Nysschen bragged that its days supply is the lowest in the business.

On July 1, Audi had a 21-day supply of vehicles. De Nysschen said that if Audi sales hit the 100,000 mark this year, it will result to a shortage of vehicles at the start of 2011. De Nysschen said that for now, the Q5 and Q7 crossovers are the models that sell the fastest.

Typically, they're sold after only 15 days after arriving at a dealership. In 2009, Audi sold 82,716 vehicles in the US. Sales through June increased by 28% to 48,440 vehicles. The peak of the brand's US sales had been in 2007 with 93,506 units.

In addition, de Nysschen said that Audi has started to reposition itself in the big sedan segments as it attempts to take the brand further upscale. Peter Schwarzenbauer, Audi AG board member for sales and marketing, said that in six or seven years, it's likely that the A8, A6 and upcomingA7 five-door sedan will account for 30% of US sales, up from the current 15%. These segments stand for 25% of Audi's global sales.

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