The author makes it sound like onwnig an Audi is a bad thing If people do not pay $120K for an Audi, then you might want to be aware that there are now three Audis over the $100K mark. The $100K S8, $130K Audi A8 W12, and newly introduced $130K Audi R8 are all in the market as we speak. They even have two cars that exceed 70k and 80k, the RS4 and S6 respectively. Furthermore, and RS6 is about to be introduced that will also exceed $100K. Audi builds some incredible cars that no Lexus/Acura/Infiniti can compete with. With their ownership of Lamborghini and the placements of their engines in cars from Bugatti to Spyker, they are widely respected vehicles for those that can actually afford them. To compare their pricing structure with that of the VW Phaeton that failed miserably is hugely inaccurate. VW never made luxury cars and then made a single attempt to go ultra-luxury. Audi has been making luxury cars for a very long time and has had a 70-80k A8 model selling in the U.S. for a decade. Audi is numero uno in China (above Mercedes and BMW) and tops in its home country. The rest of the world knows this. Audi has increased its sales over the past 14 years in the United States. Its brand presence and awareness has skyrocketed. Each time a media comparison is made between the top German three (Mercedes, Audi, and BMW), it has the Audi placing 1st or 2nd because of their attention to detail, quality, and design of their cars. It is widely known that Audi interiors lead in the automotive industry and that their performance/technology is highly respected. Audi has taken many customers from its rivals here in the US (I being one of them) and in places like Orange County, CA A6s and A8s abound aplenty. The R8 has already sold out before it has even hit our shores. Many people will buy this car over the Porsche 911 because it represents a higher degree of technology and style over its Stuttgart, Germany counterpart. The area that Audi has failed in within the U.S. is in marketing their products. They have been inconsistent and have used an advertising budget that is 1/4 of its competitors. This means the company has to continue to excel in tangible areas like safety, design, and technology and let perception catch up (as it has been doing). This is a slow and gradual process that to Audi's credit, is finally being addressed. Their cars are being placed in highly visible areas like Motion pictures (I-Robot, Transporter II) ,areas such as Hollywood Premiers, and fund raisers. They are not trying to get the average joe' to purchase their $130k A8, but those that are in the know'. People that appreciate a high quality car first and aren't so influenced to buy a car for their friends or people that they don't even know.

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