AM Online

Expanded RS range will help dealers sell all Audis, says its UK boss

Audi's RS models account for at best only three in 100 UK sales, but their impact in raising the profile of the brand is huge, says the director of Audi UK, Martin Sander.

"Annual sales measured purely on numbers have virtually no significance whatsoever," he added, "but in terms of what they do for the brand they are huge. They have raised our profile dramatically. The (online) campaign we ran for the RS 4 is one of the most successful ever, with 1.3 million views in 24 hours. It was viral."

Audi is now planning to make more of the RS brand with an expanded range of models - up to eight during the course of this year - which will be a big boost for UK dealers, says Sander.

"If you look at what used to happen we would have a new RS model, then there would be a blip with no RS offering for a while. It made it very difficult for our retailers. With a wider range there will be an RS in the showroom at any instant," he added.

Audi is not planning to grow the RS brand in the way that Mercedes-Benz is looking at expanding its AMG portfolio with more than 30 newcomers in four years, however.

"We have our own strategy and know what we want to do," said Sander. "We have the capability to do more, but there has to be exclusivity to the RS name.

"We will not inflate the RS range. We have the S models sitting below - everything from an S3 to an S8 - which bring high performance with the refinement and comfort you expect from an Audi.

"The RS is a sports car - something you would maybe take on a track."

Click here for manufacturer best practice and procurement insight

If you are not a registered user your comment will go to AM for approval before publishing. To avoid this requirement please register or login.

Comment as guest

Login  /  Register


No comments have been made yet.