Fifth record year in succession as Audi UK sales reach another unprecedented peak
Milton Keynes, January 7, 2016 - UK Audi sales have reached a new record high of 166,709 cars for the full year 2015 on the back of consistent year-on-year increases since 2011. Up by five per cent (from 158,987) on 2014, this total exceeds the brand’s sales objective while also adhering to its long-term strategic goal of delivering profitable and sustainable growth.
The new record has been set despite punctuation of the year by the replacement of the top-selling A4 with an all-new model, and was not achieved at the expense of premium brand best practice. It secures premium sector leadership in the retail and true fleet channels for the Four Rings marque.
“Our plan was to achieve a sustainable new car sales benchmark which wasn’t overly dependent upon a single model line and didn’t overheat any particular sales channel,” commented Audi UK Director Andre Konsbruck.
“Our approach to growth is primarily based on quality of sales and on a well-balanced spread of demand across our 43-strong UK model line-up,” he added. “The benefits of this strategy include stronger residual values and consistent quarterly increases year-on-year bolstered by record sales of quattro-equipped and Audi Sport models. This is despite the fact that production of the existing RS 4 and RS 5 has endd and the TT range is currently without an RS flagship.”
Audi has increased its UK sales annually since 2011 when it recorded 113,797 customer deliveries. In 2012 this rose to 123,622 and in 2013 a further rise to 142,040 was achieved. Last year 158,987 Audi cars found UK owners. Over the past four years the Audi UK market share at full year has grown from 5.9 per cent in 2011 to the current 6.3 per cent for the full year 2015.
Article source: www.audi.co.uk