The luxury automaker once relegated to second-string status when compared to the other German-engineered automobiles is accelerating its efforts to be number one.
The unprecedented rise in sales of cars by Audi USA in the U.S. market coupled with the firm’s marketing efforts to younger buyers are the key difference-makers. The ability of the Volkswagen Group-owned brand to tap the bleeding-edge technology from VG’s other subsidiaries, such as Porsche and Bentley, enable Audi to utilize the group’s economy of scale.
It also is about perception of the market toward the re-energized brand, reports the Wall Street Journal. Consumers see Audi as the “new kid on the block,” according to a long-time BMW customer that crossed over.
Though still a BMW fan, "it just seems like it's been around so much longer; it's starting to feel the same," he said. Audis, on the other hand, "now look faster, sleeker," he added. "It looks like they're going after a younger market, a younger executive."