Statement of intent
19 September 2011
With the Frankfurt Motor Show now in full swing it was interesting to see there’s no shortage of money earmarked for ‘showing off’ by the home teams of Audi, BMW and Mercedes.
This year saw Audi start constructing it’s ‘stand’ in June (it was more of a building and included a test track), well over two months ahead of the show opening.
Interestingly, Audi’s stand position is where BMW used to be and right outside the Mercedes hall.
Clearly a statement of intent.
Audi overtook BMW, in terms of car sales, in Western Europe during 2009 and now has Mercedes in its sights. In its home market Audi is up nearly 16% so far this year and its market share is up too.
You have to wonder if there’s a good return on an investment like that, but then the same could be said about ultra-modern showrooms too.
Tristan Young
Editorial Director
Auto Retail Network
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