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New Audi Chief Aims to Topple Luxury Leaders

“We want to be the definitive luxury brand.”

by on Jun.26, 2012

Audi of America's new boss, Scott Keogh, sees significant opportunities ahead.

Long an also-ran in the U.S. luxury market, Audi is aiming to topple the established upscale leaders, said the brand’s new American CEO.

The target is to nearly double overall sales to 200,000 annually – while making sure it captures a larger share of customers willing to spend $70,000 to $80,000 for new vehicles like the top-line A8, Scott Keogh, the new president and CEO of Audi of America stressed during his first press in the new job.

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“We want to be the definitive luxury brand in America and outsell BMW and Mercedes-Benz,” said Keogh, as he outlined the brand’s plans for the near future.

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First Look: Audi A2 Concept

A good thing in a small package.

by on Sep.06, 2011

Audi's A2 Concept is one of a variety of production and prototype vehicles the maker will show in Frankfurt next week.

American motorists are used to equating price with pounds and inches.  The bigger and heavier the car the more it costs.  But Europeans have come to recognize that good things often come in small packages.  And with fuel prices surging to nearly $10 a gallon in some Continental markets there’s growing demand for small luxury cars like the Audi A2.

Measuring just over 12 feet, bumper-to-bumper, the German maker describes the four-seat A2 Concept debuting at the Frankfurt Motor Show next week as a “premium-class space concept.”  It’ll be a trick to pull that off considering the comparably-sized Mini Cooper fits four but just barely, despite its own innovative interior layout.

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The Audi A2 Concept is just one of an assortment of new products and prototypes the maker plans to unveil at the biennial Frankfurt show.  It’s also got new performance versions of its main line-up, with the S6, S7 and S8 models set for introduction.  But clearly, Audi’s emphasis is on downsizing.  One of its most unusual show cars in years is the tandem two-seater, the Audi Urban Concept.

The A2 is a bit more practical and more likely to show up in the Audi line-up.

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First Look: Audi S6, S7 and S8

Muscling in on BMW M territory.

by on Sep.01, 2011

The Audi S7 will make its debut at the upcoming Frankfurt Motor Show.

Audi is turning up the heat, taking aim at BMW’s vaunted M performance brand with the upcoming launch of three new S-Series models at this month’s Frankfurt Motor Show.

The S6, S7 and S8 offerings will not only introduce a new high-output twin-turbo V-8 but feature extensive use of aluminum to reduce weight and deliver even better performance.  But Audi claims they will also get as much as 25% better mileage than the previous generation of S-cars.

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Both the 2012 Audi S6 and S7 models will share a 4.0-liter twin-turbo V-8 punching out 420 horsepower and 406 lb-ft of torque.  According to Audi, the sedan will make 0 to 60 in 4.8 seconds, the S7 hatchback running a tenth of a second slower.

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