奥迪S系列：魅力，速度与销量

    2013款A6目前起步价为42,200美元，而S6则为71,900美元。同样的，A7起价为60,100美元，而S7为78,800美元。A8起价为72,200美元，S8则为110,000美元。奥迪公司的管理层表示，其紧凑型、中级车和大型车的S版销量可能占其总销量的15%。

    奥迪美国区产品管理总监菲利普•布莱贝克称，过去几年来，每台车的平均售价已上涨约5,000美元，部分原因要归功于售出了更多高配车型。但是，通过打造吸引车迷的车型，强化奥迪的品牌形象已产生了额外的好处，也就是拉高了全线车型的价格。

    2012年的前9个月，奥迪在美国售出了100,694台车，比去年增长了18.5%。宝马售出了186,397辆，增长4.9%；奔驰售出207,048辆，增长13.4%，雷克萨斯售出170,990辆，增长26%。

    布莱贝克认为：“市场第一并不必然意味着比别人卖了更多车。我们可以更大幅度地降价，但是我们不会这么做，因为这会贬低品牌。”奥迪的做法是仔细监测残值这类指标，也即一辆车使用三年后的价值占零售价的比例。据ALG公司，也就是此前名为“汽车租赁指南”（Automotive Lease Guide）的公司称，使用三年的奥迪售价或上个月由租转售的价格是其原始价值的55%。宝马和奔驰的保值率为51%，而雷克萨斯为56%。作为大众汽车（Volkswagen AG）的豪华车子公司，奥迪在大众2018年实现全球销量第一的目标中占有重要地位。LMC Forecasting的高级副总裁杰夫•舒斯特说：“奥迪雄心勃勃，但与大众的品牌追求相似。”

    舒斯特称：“鉴于高端车的竞争压力，奥迪要在市场份额上与其他品牌平起平坐必然面临极富挑战性的环境，但是他们现在手中有成果来展现决心，所以不要小瞧他们。”

    译者：清远

    The 2013 A6 currently starts at $42,200, the S6 at $71,900. Likewise the A7 starts at $60,100, the S7 at $78,800. The A8 starts at $72,200, the S8 at $110,000. Company executives say that S versions of their compact, medium and large sedans might amount to 15% of the total units sold.

    Filip Brabec, Audi's director of product management in the U.S., said that the average transaction price for vehicles has risen by about $5,000 a unit over the last few years, partly on the strength of selling more cars with premium features. But making the Audi brand stronger by virtue of creating versions to excite enthusiasts has provided the collateral benefit of stronger pricing for all models in the line.

    Through the first nine months of 2012, Audi sold 100,694 vehicles in the U.S., up 18.5% from a year ago. BMW sold 186,397, up 4.9%; Mercedes-Benz sold 207,048, up 13.4% and Lexus sold 170,990, up 26%.

    "Number one doesn't necessarily mean selling more vehicles than anyone else," argues Brabec. "We could discount more aggressively, but we're not going to do that because it cheapens the brand." Instead, Audi carefully monitors such metrics as residual value, the proportion of the car's retail price retained after three years of use.

    According to ALG, formerly known as Automotive Lease Guide, three-year-old Audi vehicles sold or turned in from lease last month kept 55% of their value. BMW and Mercedes each held 51% of their value, while Lexus vehicles held 56% of their value.

    As Volkswagen AG's luxury subsidiary, Audi plays a role in the German automaker's goal of becoming No. 1 in terms of sales by 2018. Jeff Schuster, senior vice president of LMC Forecasting, said "Audi's target and goals are very aggressive, but similar to those of the Volkswagen brand.

    "Given the competitive pressure in the premium segments," Schuster said, "It will be a very challenging environment to achieve parity with the other brands in terms of share, but they have results to date and show the will, so don't count them out."