Award winning new models
Audi Australia’s strategy was spot on this year. The new models available on the market had great appeal and were very popular. The brand new Audi A7 Sportback which was made available for purchase in March received a great amount of praise in particular. It won the ‘Best in Category’ prize at the Australian International Design Awards.
The Audi A6 sedan which was released in July also received special recognition. As mentioned by us in a previous blog last year, the car won three Drive Car of the Year Awards. The “Best Luxury Car over $80,000”, the “People’s Choice Award” and the “Best Large Car over $60,000”
The new Audi A1, which has coincidentally made a great impact here in the UK, had it’s “Sport” variant beginning sales from January 2011. It was the best selling car overall in its particular category.
Uwe Hagen – A first for Audi Australia
Uwe Hagen Audi’s Managing Director for the Australian division described how the company how to adapt it’s strategy as the month went on. He said “2011 was a year of challenges for the luxury car market, however Audi was able to buck the trend, showing steadily increasing sales month-on-month throughout the year. For the first time in our company’s history, we ended Quarter 1, 2011 as the Number 1 luxury brand in Australia, and then maintained upward growth each month. Our market share also increased in 2011. The result is another year of sustainable growth for Audi in this market,”
As mentioned by Mr Hagen, Audi managed to finish the first quarter off strongly by finishing as the number one luxury car manufacturer in the country. That in itself was a great achievement for Audi as it was the first ever time that it had happened.
The company also invested more into the dealer networks across the country which helped Audi Australia a great deal.
Can Audi Australia continue this momentum and end up as the number one luxury car brand for the first quarter of 2011?