Audi – Putting Old Luxury on Notice
Audi is an absolute force in the rest of the world—outside of the United States. In many countries it frequently outsells its closest rivals, BMW and Mercedes-Benz, and the Audi A6 is “the world's best-selling luxury car.” Today, Audi is far from holding this position in the U.S. In America, there are three brands that have dominated the consumers' minds in the luxury segment: BMW, Mercedes-Benz, and Lexus.
Here in the U.S., Audi has not been on consumers' radar, and many have seen Audi as more of a “Tier 2” brand. In the past, Audi brand purchase funnel metrics and attribute scores were closer to lower volume brands like Saab and Volvo than they were to BMW and Mercedes-Benz. This, despite the fact that Audi has a storied hundred-year history that equals that of its German counterparts, a motorsports record that tops even Porsche and Ferrari, and a world-class product that often outstrips its “Tier 1” competitors in awards for design and performance.