Beating its previous sales record from one year earlier by more than 210,200 units, the brand’s strong growth spanned all regions of the world: China became Audi’s biggest single market for the first time ever, with 313,036 vehicles delivered. In Europe, Audi increased its unit sales by 12.1 percent to approximately 726,300 cars; it also achieved a growth rate well into double figures in the United States. Audi ended 2011 with a new sales record in more than 50 markets.
The introductions of the new-generation A8, A6 and A7 Sportback worldwide were instrumental in driving Audi’s growth: Even before the appearance of the new-generation A6 in China, the sedan model’s biggest market, global sales of this car line rose by 12.2 percent to around 229,200 vehicles.
By contrast the A7 Sportback has now been on the market for its first full year, attracting over 31,300 customers worldwide. The brand with the four rings also increased its presence in the SUV category with the Q7, with sales up 21.4 percent on the previous year. Launched at the start of 2010, the brand’s flagship A8 model actually doubled its volume over 2010.
At the other end of the model range the Audi A1 brought additional customers into dealerships: In its first full year on sale, Audi delivered in excess of 118,200 of its premium compact car, mainly to customers in Europe. Overall, AUDI AG clearly bucked the market trend in Europe with sales climbing 12.2 percent to around 726,300 cars, further bolstering its position as the leading premium brand in Europe.
After China, the home market Germany brought the Ingolstadt company its highest growth in absolute terms. 254,011 new cars were handed over to Audi customers in 2011, 10.8 percent more than in 2010.
Audi’s growth of 37.3 percent in China was attributable both to the surge in demand for the brand’s imported models and to the completion of the Changchun plant’s expansion mid-way through the year, creating extra production capacity. Audi sold 313,036 units to Chinese customers in 2011, enabling Audi to substantially increase its lead in the premium segment yet again.
Emerging growth markets such as South Korea (+30.9% to 10,346 cars) and South Africa (+20.4% to 14,523) have also continued to gain in importance for Audi over the past few months. These two markets combined now account for as many unit sales as the brand achieves in Russia.
Total premium market sales volumes showed an increase of 11% growth from 68 154 units in 2010 to 75 636 units in 2011 in South Africa. Audi South Africa reported its best sales figures in history by an improvement of 20.4% from 11 366 units sold in 2010 to 14 531 units sold in 2011, achieving a new milestone. Audi has also improved on its premium market share of 16.7% achieved in 2010 to 19.3% in 2011.
“We are very pleased with our 2011 sales performance,” said Ryan Searle, Head of Audi South Africa. “We posted an increase in sales across all our model lines with the Audi A4 leading the charge. “ We consolidated our C and D segment product offering with the introduction of the new Audi A6, new Audi A7 Sportback and the expanded Audi A8 range. The sales record in 2011 was achieved in partnership with the Audi Dealer Network as well as maintaining the number one position in the Customer Satisfaction Index for Sales and further improvements on the Customer Satisfaction Index for After Sales Service.” concluded Searle
The Audi A4 range remains the number one selling vehicle with 5 027 units sold followed by the Audi A3 range on 3 075 units sold. The new Audi A1 sold in excess of 2 100 units.
This year will once again be filled with numerous Audi product innovations with a number of product improvements on the Audi A4 and Audi A5 ranges. New product introductions include the Audi Q3, Audi A1 Sportback, as well as the Audi S6, Audi S7 Sportback and Audi S8 to name but a few.