VW’s Audi faces the risk of fading as European Auto Market is resurgent

The biggest regional auto manufacturer Volkswagen has nothing more than a sports car to show from its luxury car Audi for the Geneva Motor Show as the European market recovers. VW the German auto giant gets more than 50% of its profit from the Audi sales and it would be displaying just a TT sports car at the car show, which had added just 2% to the 1.58 million unit sales in the year 2013.

Photo 1: AUDI

On the other hand the German rival BMW will showing off its electric cars with cutting edge technology the “i” series  at the show and Mercedes-Benz of Daimler will be unveiling a new model of its C-Class, which is also its best seller, to add to their its series of recent releases.

Compared to its competitors Audi has not shown much in the various industry meetings after a decade of doubling the model lines and deliveries to catch up with the luxury car market leader BMW and narrow the gap. Add to this the overhauling of the best seller Audi, the A4 Saloon and the SUV the Q7 has been now postponed and schedule for 2014 because these vehicles needs reworking as per source close to these two models from VW revealed to Reuters.

Photo 2: VW’s Audi faces the risk of fading as European Auto Market is resurgent

The development has prompted leading analysts to question whether Audi would be able to maintain the strong sales of recent years and achieve the goal of beating BMW by the year 2020. If such thing is achieved then the VW’s ambition of becoming the world leader in auto manufacturing would get a great boost.

Stefan Bratzel, Centre of Automotive Management Head said that Audi is going through a lean spell just as Mercedes appears to be leading the fight for premium cars. Referring to the industry rankings in luxury cars, he added that the current positions of premium luxury brands seems to have been settled unofficially.