Audi hopes to gain A8 buyers through innovation

Kisiel, Ralph
May 2003
Automotive News;5/12/2003, Vol. 77 Issue 6037, p25
Trade Publication
The article reports that Audi of America Inc. wants to broaden the buyer pool for its second-generation 2004 A8L sedan. The typical A8 buyer has an annual household income of $400,000. The company wants to lower that to $175,000. According to Len Hunt, head of Audi of America, the image of the Audi brand has lagged behind development of the product. Audi hopes to broaden its A8 audience by positioning the sedan as an innovation leader in the premium luxury segment. The company expects to sell 3,000 A8L sedans in 2003 and 5,000 in 2004. The A8L is equipped with just one engine for the U.S. market: a 4.2-liter V-8 that generates 330 hp and peak torque of 317 pounds-feet starting at 3,500 rpm. It has a six-speed automatic transmission with Tiptronic, which allows the driver to manually shift gears without a clutch. INSET: At a glance.


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