Audi intends to spend $17 billion in order to catch and pass BMW by the end of the decade
This Audi and BMW rivalry sure is heating up. BMW is holding onto a global sales lead although it is not all that large of a lead. Audi announced it intends to spend $17 billion to catch and pass BMW. They have the money, as the VW group is making so much it almost seems like they are printing it. Chief financial officer Axel Strotbek stated, “We will keep investing large sums to pursue our growth strategy. The expansion of our global manufacturing infrastructure will help us to continue growing.”
Audi projects they will overtake BMW by the end of the decade but it may happen faster than that. The reality is that Audi is building better and better cars and BMW seems to have fallen off somewhat at least in the area of making the Ultimate Driving Machine. Audi has definitely improved its driving dynamics and performance across the board.
Things are going to be very interesting in 2013 with BMW rolling out the "i" brand along with several new models from Audi. Hopefully BMW feeling some pressure may prompt a more aggressive BMW.