Audi's Scott Keogh: 'We didn't want to be patient'

August 13, 2013 - 12:01 am ET
Audi suffered from a U.S. identity crisis seven years ago. So says Scott Keogh, the ex-Mercedes exec who is now Audi of America's 44-year-old CEO. A big point of confusion: Was Audi a near-luxury brand or luxury brand? As marketing boss, Keogh answered that question with some stinging ads that put Audi on the same stage as Lexus. Since then? A steady rise in U.S. luxury share -- and a thirst for more. It's all part of a restless, never-satisfied tone set by Keogh, who says his days at Mercedes have left him with a 'fanatical focus' on being the best.


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