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As Holden and Ford continue to bring out new generations of Commodores and Falcons whilst they turn a blind eye to the ever increasing threat of new technologies and emerging brand, the rest of the world has longed moved on from big family cars and more and more money is being poured into alternative technologies and new models.

One of the automotive groups that have just confirmed their continued investment is Audi. Audi’s action plan for the next 5 years:

  • A total of 11.8 billion euros (19.8 Billion AUD) to be invested from 2006 to 2011
  • Around 8.4 billion euros (14.1 billion AUD) designated for new products alone
  • Number of models to increase from the current 22 to 40 by 2015
  • Investments to increase steadily to around 2 billion euros (3.3 billion AUD) a year

The most exciting decision by the Audi group is to increase its model range by 18 new vehicles in the next 5 years. It makes me wonder what type of vehicles these will be, as Audi already has a comprehensive list of vehicle models. Obviously the marketing gurus at Audi have found 18 new niches!

But there is some news obviously, the Audi A5 Coupé, Audi TT Roadster and the Audi R8 mid-engined sports car will be among the models to expand the range from 2007 onwards.

Rupert Stadler, Board Member for Finance and future Chairman of the Board of Management of AUDI AG said,

“Investments in new models, in product innovations and core competences are the lifeblood of any company. We can only ensure our corporate success by offering a range of attractive products. This is therefore also an investment in the future of the company and is decisive in safeguarding our jobs.”

I await for the day that Holden or Ford announce a new technologically advanced and Australian made model, that isn’t a new generation family car!




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