In recent years Audi has become more of a presence in the US Who is responsible for this? Rupert Stadler, CEO of Audi since 2007 is almost exclusively responsible for the push to make Audi a Benz or BMW. Stadler stated that his goal is to have Audi sell two million units a year by 2020. Last year he surpassed Mercedes-Benz in volume by about a hundred thousand. Interestingly enough, in the US Audi is third to the two other luxury powerhouses. My guess is that to get the extra 500 thousand units by 2020 Stadler will have to increase his presence in the US even more than he has already done. So far this year they are not even close to being on pace to pass either in the US. Sales in the UK were up 60% last year. He must find a way to make this happen across the pond as well.
To allow Stadler time to complete this ambitious goal, VW has extended his contract as CEO for five years. In this industry a five year contract is significant. Most contracts are for two years. VW must be confident that he has the ability to make his goals a reality.
As VW pushes hard into the Chinese market, they are experiencing increasing profit. This may be because of the growing economy over there and the ability of the Chinese people to buy increasingly more expensive cars. So VW has both the upper middle class and Audi has the upper class. Seems like a good business model.