Word: nysschen
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...luxury carmakers, the economic downturn has been particularly harsh. But Audi has withstood the downturn better than most - the automaker's sales are down 9.6% in the U.S. this year, compared with an overall slide of 26.7% for all luxury cars. Still, Johan de Nysschen, president of Audi's U.S. division, says the company can't afford to ride out the recession without making changes - it needs to continue to innovate. That is why Audi is pushing forward with clean-diesel technology, which de Nysschen believes is the quickest way to get fuel-efficient, less-polluting cars on the road...
...campaign, will raise the company's profile in the competitive U.S. premium-car segment, where it hopes to double sales of all models by 2015 to around 200,000. "I would almost describe every one of those R8s as a mobile billboard for the Audi brand," says Johan de Nysschen, head of Audi's U.S. operations...
Designing a car to be priced higher than its German rivals was an exercise in brand positioning, says De Nysschen. "We think we found a sweet spot in the market." Bentley--which, like Audi, is part of the Volkswagen Group--successfully exploited a similar luxury-market niche when it positioned itself between supercostly Rolls-Royce and the sedans and coupes of BMW and Mercedes...
...huge numbers of R8s on the road. Ever. Rhys thinks Audi will keep global production at 4,500 for the time being, though it could eventually push it to 6,000. Even so, that's still not many cars. Which is the idea. De Nysschen insists Audi will ensure that demand for the R8 always outstrips supply--to keep its aura of exclusiveness intact. "In that market segment," he says, "the difference between too many and too few cars...
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