Audi of America president describes OEMs road to success and plans for the future in keynote remarks at Auto Show
The Newsmakers Breakfast hosted by the International Motor Press Association (IMPA) and the Washington Automotive Press Association (WAPA) led off the 2013 Washington Auto Show Industry/Media Day, Jan. 31, with keynote remarks by Scott Keogh, president of Audi of America. Opening with a tribute to his new hometown, Keogh continued with a description of the companys new business model as its sales have jumped from 101,600 in 2010 to 139,300 in 2012.
We felt we needed to be in D.C. to be part of the conversation, Keogh said, in direct reference to the importance of OEM/U.S. lawmaker relations. When Audi came here in 2006, it was the seventh most cross-shopped brand; now its second. The transaction price is up nearly $10,000, and sales are up 55 percent. And dealers are key players investing $206 million in facility upgrades, said Keogh.
“Audis new business model called for eliminating discounting. Days supply for the brand has dropped from more than 70 to 37.”
And Audi has introduced a great deal of new technology, Keogh said, starting with the Quattro four-wheel-drive in the 1980s. Its TDI clean diesel is 30 percent more efficient, cleaner and more powerful, he said. And all of the Q7 and A3 models sold have TDI.
Future technology includes matrix beam lighting (not yet accepted in the U.S. market) and organic LED displays to help the driver see behind the car. Technology for piloted driving includes Park Assist. The driver engages a smartphone and the car parks itself after the driver leaves the car. The technology is ready, but there are legal and regulatory obstacles, Keogh said, which need to be sorted out.
Download Bulletin PDF