September 2014: Audi of America

[William Maley]

Audi achieves 45th consecutive month of record U.S. sales in September 2014

 

- Sales for the most recent month rose 14.2% to 14,917 vehicles

- Q3 launch drives strong sales of all-new A-segment family

- All-time best September sales of Audi Certified pre-owned vehicles

 

HERNDON, Va., October 1, 2014 – Audi reported that its September 2014 sales increased 14.2% to 14,917 vehicles, a total that stands as the 45th consecutive month of record monthly U.S. sales for the brand. Audi U.S. sales year-to-date have increased 14.5% to 130,983 vehicles.

 

Audi has maintained a solid and consistent record sales pace throughout 2014, with the best-ever September results following the best-ever sales month in AoA sales history in August. The previous September record was set in 2013 with sales of 13,065 vehicles.

 

Through the first nine months of 2014, the Audi brand sold nearly as many vehicles in the U.S. as it did over a full year in 2012, which was 139,310 units. Year-to-date 2014 Audi U.S. sales have increased to 130,983 vehicles, a 14.5% gain from the same period in 2013.

 

“Building on the popularity and robust sales performance of the Q5 and Q7, the successful launch of the new Q3 crossover offers Audi customers another great option to meet their needs,” said Mark Del Rosso, Executive Vice President and Chief Operating Officer, Audi of America. “The demand for this new product – as well as the entire A-segment family – indicates that the market will continue to support our strong sales momentum.”

 

Sales at the top end of the Audi lineup remained steady with the most exclusive C- and D- segment models continuing to represent nearly one-third of overall Audi sales.

 

September represented steady demand for the Audi Q5 and Q7 SUVs. For the January-September period, Q5 sales rose 5.3%, while YTD sales for the Audi Q7 increased 21.7%. The September debut of the all-new Audi Q3 yielded 1,092 sales.

 

After its April U.S. sales debut, the 2015 Audi A3 family has maintained a strong and consistent sales pace. September 2014 brought 2,340 A3 sales to solidify the standing of these compact premium models among the top three of the brand’s best sellers.

 

September is the 14th consecutive month of record sales for Audi Certified pre-owned. This month marked an increase of 29.6% and a total of 3,866 CPO vehicles sold; CPO sales year-to-date increased 18.8%.

 

Highlights:

- The 2015 Audi A3 models, including new sedan and Cabriolet variants, have generated sales of 14,669 units since the first of the family line models reached the U.S. in the spring.

- Sales of Audi premium category vehicles (Audi A6, Audi A7, Audi A8, and Audi Q7) increased 9% year-to-date, representing 31.1% of total Audi sales year-to-date and 21% of the Audi year-to-date sales gain.

- Sales mix for Audi S performance variants finished the month at 12.2% for the S4 sedan; 30.9% for the S5/ RS 5; 4.6% for the S6; 20.4% for the S7 / RS 7; 11.1% for the S8; 38.1% for the TTS and TTS Roadster, and 6.3% for the SQ5 crossover.

- September sales mix for Audi TDI models: Audi A3 TDI at 7.3%; Audi A6 TDI at 9.1%; Audi A7 TDI at 10.9%; A8 TDI at 7.6%; Audi Q5 TDI at 14.0%, Audi Q7 TDI at 19.7%, with an overall mix of 12.0% on 1,113 total TDI sales for September.

- Audi holds the longest running monthly record sales streak in the premium car market according to a competitive sales report from MotorIntelligence.com.

 

[A Horse With No Name]

Overall not bad, they still need to develop more relevant product though IMHO.

[Z-06]

Take that A3 out and it is basically flat. I wonder how long A3 will sustain this brand before decline starts.

[William Maley]

Take that A3 out and it is basically flat. I wonder how long A3 will sustain this brand before decline starts.

 

Likely around the same time as the Mercedes-Benz CLA.. (Though, I believe the CLA will fall flat sooner)

[smk4565]

A3 and Q3 will sell for a long time because Audi thrives on the bottom end of the luxury market and they gobble up buyers under 45.  If Audi can get all those A3 and Q3 buyers to trade up to A6s in 5 years they could have a great future.  But I think more likely after people buy their unreliable Audi and look to trade up to something better, they will go to another brand.  A6 and A8 sales have been bad for years.

[Cmicasa the Great]

Take that A3 out and it is basically flat. I wonder how long A3 will sustain this brand before decline starts.

 

 

Look at those numbers and U will see that the A3 is, like the CLA, and 3series, stealing sales from its closest sibling. The A4 is down 1000 for the month.. and then there is the A3. 

 

Looking at Audi's A6 numbers..  the CTS was #2 in the class last month

Edited October 2, 2014 by Cmicasa the Great

[A Horse With No Name]

VW of America fundamentally misunderstands the American market so any success here is short term.

[G. David Felt]

VW has never understood the American Public. They still think it is the 40's with the peoples car. Out of Touch with Reality or we are just the ugly step child's market.