Amid the doom and gloom in the auto sector, here comes Audi with record sales for the 13th year in a row. While Audi is a niche player in the industry (sales above 1M units for the first time), it is nevertheless a player in the auto industry where everyone else is seeing a downtrend in sales. Mercedes Benz at 1.1M units is larger but sold 5% fewer cars than in 2007. And even in December, a horrid month for everyone else, Audi sales were up 17% over last year. To be fair, their sales in the U.S. were down from 2007, but they are a global player as is everyone else.
What did it for them? Analysts say it was the new Q5 SUV and new versions of the A4. No doubt they had the right cars at the right price. Even in a downturn, everyone does not have to participate.