LOS ANGELES — Audi of America Inc. will increase its marketing spending by $30 million to $40 million in 2008.
"Our budgets will grow because Audi is growing," Johan de Nysschen, Audi's U.S. chief, told Automotive News in an interview at the auto show here. "The marketing spend represents a good spike."
De Nysschen wouldn't provide absolute dollar figures for the brand's marketing budget for 2007 or 2008. Audi spent an estimated $47.3 million on U.S. media in 2006, according to TNS Media Intelligence. But the brand's chief noted that the total marketing budget is higher when other expenses such as digital promotions are rolled in.
The added money will support new-vehicle launches, de Nysschen said. Audi will launch a redesigned A4 next September. Three performance models, including the R8 sports car and S5 sports coupe, are scheduled to go on sale late this year.
Audi will increase its marketing budget again in 2009, de Nysschen said. It plans to launch three crossover variants during the first quarter of 2009. They include the Q5 compact crossover and diesel and hybrid versions of the larger Q7 crossover.
Audi has big long-term ambitions. It aims to increase U.S. sales to 200,000 vehicles by 2018. That would more than double Audi's 2006 sales of 90,116 vehicles.