Audi 2007 Annual Report Download - page 159

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Unit sales and distribution
In the past fiscal year, the Audi Group once again increased vehicle sales by an impressive
5.7 percent to 1,200,701 (1,135,554) units.
The Audi brand achieved its twelfth record-breaking year in succession last year, with ve-
hicle sales up by 6.5 percent to 964,151 (905,188) units.
Audi vehicle sales – largest markets
Vehicle sales
2007
Year-on-year
percentage
change
2007 market
share,
percent
Year-on-year
percentage
change in
overall market
Audi worldwide 964,151 6.5
Germany 254,014 – 1.5 7.9 – 9.2
China (including Hong Kong) 101,996 24.8 2.0 22.2
United Kingdom 100,712 17.1 4.2 2.5
USA 93,506 3.8 0.6 – 2.5
Italy 59,123 0.2 2.4 6.8
Spain 58,850 7.9 3.7 – 1.2
France 47,540 4.4 2.3 3.2
Belgium 26,663 0.6 4.8 – 0.3
Netherlands 16,734 – 4.8 3.1 4.5
Austria 15,860 – 7.3 5.3 – 3.4
Switzerland 15,599 11.8 5.6 5.7
Sweden 15,477 6.1 4.9 8.5
Japan 15,152 1.2 0.3 – 5.2
Russia 15,007 49.3 0.6 37.5
South Africa 12,150 – 7.3 2.8 – 9.7
In Germany, its home market, the brand with the four rings further increased its market
share, selling 254,014 (257,792) vehicles. Despite the pressure placed on sales by the VAT
rate hike on January 1, 2007, continued stiff competition and the model changeover affect-
ing the Audi A4 Sedan in November 2007, market share grew to an excellent 7.9 (7.6) per-
cent. This represents the highest market share in the history of the Company as a premium
manufacturer.
Audi also enjoyed notable success on major export markets. Vehicle sales in Western
Europe (excluding Germany) grew by 6.1 percent to 396,393 (373,588) units. Sales pro-
gressed particularly well in the UK (up 17.1 percent), Spain (up 7.9 percent), France (up 4.4
percent) and Switzerland (up 11.8 percent).
In China (including Hong Kong), Audi continued its unabated growth and remains the
undisputed leader in the premium segment. Sales rose by 24.8 percent to 101,996 (81,708)
Audi models, taking the Company over the 100,000-car mark in China for the very first time.
Asia’s biggest car market has thus become the most important export market for the brand
with the four rings. Audi is involved in numerous sponsoring activities in culture and sport
in China, with a view toward further consolidating its strong image there. Audi vehicles, for
example, will capture the limelight at this summer’s Olympic Games in Beijing in their ca-
pacity as “Official Premium Cars.”
Audi sales rose again in the intensely competitive U.S. market, thus bucking the overall
market trend. Sales reached 93,506 (90,116) vehicles, representing a year-on-year improve-
ment of 3.8 percent. In an effort to sustain this positive momentum, Audi is stepping up