Rapid entry into new segments helps to maintain brand momentum in the UK in crucial sales month
Audi UK has recorded a sales increase for the key month of September, defying the trend in a depressed market that contracted by 24 per cent compared with the same period in 2007.
The brand ended the month with 16,457 UK sales, a relatively modest 1 per cent increase on the 16,293 sales recorded in 2007, but a significant achievement in the context of a declining market in which gains were exceptionally scarce.
Director of Audi UK Jeremy Hicks was buoyed by the result, but remained cautiously optimistic: “I’m obviously delighted and greatly encouraged by our achievement against the odds. My belief that great new models like the A3 Cabriolet and TT TDI would sustain our performance in September thankfully wasn’t unfounded, but I’m under no illusion that we are in a very tough market. The next 12 to 18 months is undoubtedly going to be challenging, but a very fresh and fast expanding range is proving a distinct advantage to us in these turbulent times.”
Audi UK has broadened its line-up from 12 models in 1998 to a total of 27 in 2008. Five new additions, some taking Audi into new market territory, and extensive updates of the existing fleet, are set to bolster the range in 2009.
Audi UK has enjoyed an exceptionally rapid rise to prominence in the premium sector. Since 2000, when just over 43,000 Audi models found homes in the UK, the brand has consistently broken its annual sales records year-on-year, and in 2007 successfully passed the milestone 100,000 sales barrier. It is continuing to perform exceptionally well in a declining market by extending its reach into important new segments with strong offerings such as the A3 Cabriolet, A5, RS 6, Q7 and R8, and by consolidating its presence in its traditional heartland with core models like the all-new A4 and A4 Avant.
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