When it comes to green technology in the luxury segment, Audi is miles behind both BMW and Lexus. Audi is still focusing on building its performance image, while companies like BMW have already done this and are now targeting the environment-conscious consumer. “Audi is just not producing cars with the same level of innovation that BMW is doing,” automotive researcher Ferdinand Dudenhöffer told Automotive News.
CEO Rupert Stadler said in defense that Audi is planing for more efficient diesels and other clean technologies borrowed from Volkswagen including efficient engines, hybrid models and other alternative-fuel-propelled vehicles.
More difficult for Audi is improving its standings in the U.S., where it’s on track to sell less than 200,000 cars by the end of the decade, far less than its German rivals and eons behind market leader Lexus.
Audi’s strategy for expanding sales is to introduce new models such as the A1 small car and A7 four-door coupe, as well as expanding in to the luxury crossover market with smaller Q5 and Q3 models. It’s also a luxury market leader in the emerging market of China, however it’s unclear how many additional sales can be gained from China alone.