The auto enthusiast community is far too fragmented to ever achieve real consensus on any issue, but if there’s a single authority on performance-oriented cars, it’s Britain’s enthusiast bible evo Magazine. So when evo bashes an enthusiast-targeted model, it’s usually worth taking note of. The latest print issue of evo includes a Chris Harris review of Audi’s range-topping RS5 coupe [online summary here], the 444 hp, V8-powered flagship of its A5 lineup, and from line one the reader can tell that something is rotten in the state of Quattro GMBH. Harris describes an attempt to blow the doors off a 328 hp S4 camera car, only to find that, three gears later, his $15k more expensive coupe had barely gained any ground on the supercharged V6-powered S4. So, what gives?
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The Volkswagen brand grew sales across all nameplates other than the Chrysler-rebadge Routan minivan, en route to a 42 percent overall volume increase. Audi maintained its momentum, with a 33 percent improvement over its 2009 sales, on strong sales from the A5 and Q5. The new E-Class drove the Mercedes brand to a 21 percent improvement, although Smart was down nearly 50 percent to 680 units. Despite 50+ percent drops in 5- and 6-Series volume, BMW managed to hang onto a nine percent volume increase, including a five percent improvement by the MINI brand. Ze Germans may be focused on China in the long term, but for now they’re back to methodically growing their US-market business.

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Audi and BMW have  history of trading shots in their advertising, not only calling out their rival by name, but also targeting each other’s advertising. With China taking on increased importance in the global luxury car game, the battle has moved to Hong Kong where BMW has purchased this giant billboard… immediately over an Audi dealership. Insecure much?

As Bertel Schmitt has exhaustively documented, the Chinese luxury car market is hot fire right now. By 2015, luxury sales are expected to quadruple to 2m annually, making China the most important growth market in the world for brands like Audi, BMW and Mercedes. Having landed early, thanks to Volkswagen’s pioneering presence in the Chinese market, Audi is the king of Chinese luxury car brands, and isn’t showing any signs of quitting. And though 77 percent sales growth last quarter is nothing to sneeze at, longer-term trends show Audi’s market share sinking inexorably as its rivals fight hard for a toehold in the lucrative Chinese luxury game. According to BusinessWeek, Audi’s Chinese market share has skidded more than 20 percentage points since 2004, falling from a dominant 66 percent to a mere 42 percent last year. Can BMW and Mercedes continue to make gains? The only certainties are that they will try, and it won’t be easy.

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Forgive Audi a little hubris. As Bertel Schmitt has explained, mere decades ago “the brand was thought ideal for high school teachers or tax collectors, who kept their hats on while driving.” To now be figuring in the nightmares of Daimler bosses clearly juices up the marketing staff no end. And though Audi may have won that MT comparo referenced in the ad above, BMW has held off the upstarts for at least one more quarter in the “friendly competition” over global sales numbers.
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Just as certain celebrities reach a critical mass of surgical alterations, where a new nose or chin can go completely unnoticed, the 2011 update to the Audi TT barely registers. And like any aging celeb, it looks remarkably good… until you put it next to a photo of an original. Compared to Peter Schreyer’s timeless bauhaus lines, the TT is showing the wear and tear of Hollywood living, with its heavy eyeliner and tacked-on curves. Not that we’d turn down a date, mind you…

Underpinning further indications that the luxury segment is climbing off its death bed, Audi just announced amazing numbers for the first quarter of 2010. Audi just had the best quarter in recorded Audi history. Audi’s worldwide sales climbed by 26 percent in the first three months of 2010, writes Das Autohaus [sub]. In March, the four-ringed  daughter of Volkswagen sold 110.400 – never had Audi sold so many cars in a single month. And who’s buying all those Audis? (Read More…)

After nearly 20 years of racing abstinence – his hast race was 1991 in Hockenheim –  the legendary rally world champion Walter Röhrl is back on the circuit. At the ripe age of 62, he is part of the Porsche team that races the VLN cup at the Nürburgring. In a Porsche 911 GT3 RS. The high point of the VLN Cup will be the 24 Hours Nürburgring, the very same  that Akio Toyoda regretfully decided to avoid this year due to unfortunate circumstances back home. (Read More…)

Just as Toyota has coasted in recent years on a reputation built some time ago, Audi’s latest round of interior-cheapening has gone largely unremarked-upon in the motoring press. Sitting in the new A4, I don’t find myself thinking, as Motor Trend did, that its “high-quality materials and clean, attractive design continue to live up to Audi’s stellar reputation as the industry benchmark.” In fact, the interiors of nearly every current Audi (except the A8 and TT) strike me as cheap, disappointing and monumentally uninspired. In other words, the opposite of living up to Audi’s reputation.

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Carmageddon was hell for makers of premium brands. For all but – Audi. Audi closed out the crisis year 2009  with a after tax profit of €1.3b, reports Automobilwoche [sub]. And all that despite sinking sales. Speaking of sinking sales, Audi emerged relatively unscathed from 2009. Their sales sunk by only 5.4 percent, mostly due to booming business in China. Even the workers profit. (Read More…)

The Audi A1 is huge in the sense that it is the main test case for the hypothesis that luxury brands can get folks to pay premium prices for a subcompact car not named MINI. And it had better work, because those European emissions standards are murder. Next up: Mercedes and BMW-branded FWD subcompacts, scheduled to hit the Auto Show tour over the next several years.

The Wankel rotary engine returns to its native land at last. Since the NSU Ro 80 went out of production in 1977, Mazda has been the keeper of the flame. But Audi has announced that it will show an A1 e-tron concept at the Geneva show this week, and the pug-in will feature a single-rotor Wankel range extender (gen set). Rotaries and micro-turbines have often been suggested as the ultimate range extenders due to their compact size and low weight. (Read More…)

Like it or not, extending the concept of luxury into ever smaller classes of cars is the next big challenge for high-end auto brands. According to the latest print edition of Auto Motor und Sport, BMW is already working on their own subcompact FWD three-cylinder hatchback based on the next-generation MINI platform. Though none of these new micro-luxe vehicles are aimed at, let alone approved for the US market, it seems that a strict traditionalist perspective on luxury brand purity is going to be a lot more difficult to maintain as emissions standards continue to rise.

VW and Audi combined for a hell of a month, with combined sales up 40 percent. The Beetle is back, kind of, but the Jettas still butter the bread at VWOA. At Audi, the A4/A5/Q5 combo combined for two thirds of the brand’s 6,510 January sales. Subaru‘s Impreza and Forester are a down a bit from their big 2009 numbers, but the new Legacy/Outback duo were up over 100 percent. Mercedes had a strong January across the board, with only the tired SLK, CLK, CL and CLS failing to grow sales. Also, 156 people bought an R-Class this month.

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After backing away from the ridiculous torque figures it gave with its R8-based e-tron, Audi is having another crack at the electric sportscar theme with a second e-tron concept at the NAIAS. Of course by not giving it a new name, Audi created the impression that this might be a very similar concept to the R8-based model it says its going to build at some point. The e-tron mk II is, however, a very different beast. Where as the first e-tron was an electrification and restyling of the R8, the e-tron 2 actually previews the look of an eventual R4 sportscar, based on Volkswagen’s Blue Sport concept. If Audi eventually sells an EV version of that vehicle (and they say the e-tron name will become a brand for Audi EVs) and it’s materially the same as this concept, it would be the first RWD production Audi since… well, why don’t we have some guesses?