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Christopher Bruce2013-05-20 20:17:08

Audi Planning on Focusing on Performance to Lure New Buyers

Premium-priced cars mean higher profit margins

 
 
Slideshow
The A3 Sedan will launch later this year

AudiAudiAudiGermany, 1909 > present83 models
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27 videos
has a plan to increase sales that will make driving enthusiasts in much of the world very happy. Its plan is to focus on performance-oriented models in the near future, especially in North America.

Even if the cars, like the A3 sedanA3 Sedan 1.8 TFSI S TronicAudi A3 Sedan 1.8 TFSI S ...Germany, 2013 > present3 photos
, are not especially sporty, they will be marketed like they are. The belief is that sporty models can be sold at premium prices, which means high profit margins. 

"We aim to increase sales of high-performance cars by one third," said CEO Audi Rupert Stadler said Thursday during the company's shareholders' meeting. 

VolkswagenVolkswagenVolkswagenGermany, 1938 > present98 models
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Group wants to be the largest automaker in the world by 2018 but will have to grow past GM and Toyota to do it. 

Audi was responsible for 56% of VW operating profit in the first quarter of the year, despite being 17% of group sales. It predicts that it will sell 1.46 million cars in 2013. Its own goal is to be the largest premium brand in the world by 2020. It is currently in second between BMWBMWBMWGermany, 1918 > present87 models
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43 videos
in first and MercedesMercedes-BenzMercedes-BenzGermany, 1924 > present197 models
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33 videos
in third.

All of the German brands have begun focusing on sales outside of Europe while there home markets have declined. North America and China are considered the best foreign markets for luxury automakers at the moment. 

Audi sales in the US were up 16% in April to 47,343 cars. 

Source: Automotive News Europe

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