Let’s take the fight to them by 2010: Audi aims squarely at Mercedes and BMW

There’s a famous line in The Untouchables  where the characters yell “Let’s take the fight to them, gentleman!” before everything errupts into a gun battle.

Audi has just yelled the same thing  before wading into battle by claiming they will surpass BMW and Mercedes by within their home continent’s market by 2010. BMWBlog has posted a story about the ambitious company from Ingolstadt and their attempts to overtake their two biggest rivals within Europe.


For more on how Audi intends to do this hit the jump

This may seem like an impossible feat but Audi’s consistent growth,  along with more competitive products has allowed them to grow to contender status with many industry experts projecting a bigger rivalry between BMW and Audi instead of the traditional struggle between Mercedes and BMW as Mercedes build quality and sales have declined in recent years. Part of Audi’s overall plan to boost sales in Europe comes with an increase in it’s model line-up with new models such as the Q5, Q7, and A5, Audi’s line-up is beginning to grow to a point it rivals BMW and Mercedes.


To get a better idea of what this feat entails, Audi has, for the first time in its history, surpassed the 1,000,000 vehicles sold worldwide mark as of 2008. However, this still leaves them about 400,000 shy of number of vehicles sold worldwide by BMW in 2008. With this in mind, Audi’s goals are very ambitious, especially considering that, according to Audi’s Head of Marketing – Peter Schwarzenbauer, Audi intends to be hitting 1,500,000 million vehicles sold worldwide by 2015. A 50% increase over their current sales figures worldwide in only 6 years.

That said, there are signs that Audi could hit this mark as sales within the U.S. for the month of February haven’t declined as much as its primary competitors and Audi has recently announced a 20% increase in the 2009 U.S. marketing budget. We’re hoping Audi can pull this off as, in the face of the worst recession in possibly the last 100 years, they’ve set goals very high.