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2013-01-18 11:24

THRIVING IN A DIFFICULT MARKET: Audi recorded outstanding sales figures in 2012, due to sales of its A6 Avant and Q3 SUV (above).

A new record-breaking year for Audi, in 2012 the company sold around 1 455 000 premium cars worldwide, 11.7% more than in 2011. Of these, a total of 16 771 Audi models found homes in the South Africa.

The sales result surpasses the automaker's annual target of 1.4-million cars announced in 2012. With deliveries exceeding the the 2011 figure by more than 152 000, 2012 was Audi's second-highest jump in its history.

In 2011, the automaker attracted around 210 000 additional customers.

'CONTINUED TO GROW'

Luca de Meo, member of the board of management of Audi for sales and marketing said: “In 2012, Audi achieved new record totals in every region worldwide, including in Europe. We managed to buck the negative market trend and continued to grow there, extending our lead as the strongest premium brand.

Worldwide, our new models in particular gave us an extra lift over the past year, most notably the very popular Audi Q3: It has helped the entire Audi SUV family become a mainstay of our success, now accounting for one-quarter of all deliveries for the first time.”

The global rollout of the Q3 began in October 2011, so 2012 was its first full year on the market. In Europe, the manufacturer handed over around 78 700 models of its compact SUV in 2012. Another model which has been on sale since 2011, and which has provided a strong stimulus on the brand’s home continent, is the Audi A6 Avant.

DIFFICULT MARKET

Around 60% of A6 customers in Europe chose the for the estate version of the executive class model. A6 Avant sales in the rose by 38.9% to 63 100 models in 2012. Across all models, Audi sold around 739 000 cars in Europe in 2012, thus advancing by a further 1.8% amid a difficult market environment.

A large number of emerging growth markets likewise became increasingly important for Audi in 2012 thanks to their high growth rates: These include for example South Korea (+46.0% to 15 100 cars), South Africa (+15.5% to 16 771 cars) and India, where the brand’s sales gained 63.4% to 9 003 units.

The automaker’s sales in Turkey enjoyed a growth spurt of 17.7% to 14 487 units, making it one of over 50 markets in which Audi established a new sales record in 2012.


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