Monday, April 25, 2011

Audi at the 2011 New York Auto Show

. Monday, April 25, 2011

Despite playing second fiddle to the Q3 and A3 e-tron debuts in Shanghai, Audi managed to take a healthy bite of the Big Apple at the 2011 New York Auto Show. Audi's theme for New York revolved around the all-new A7 and its "Bold Design" marketing slogan. From featuring boldly designed Manhattan landmarks via an exclusive Facebook app, to placing a 15,000 square foot, interactive billboard in Times Square; Audi's presence in New York resonated far beyond the walls of the Jacob Javits Center.

Though not launching any new models, Audi's press conference primarily reinforced future expectations of the Audi brand in the United States. Notably, Audi's plans to to shift ownership up-market within the brand. Audi of America President, Johan de Nysschen explained: "Our goal is to shift the Audi ownership distribution from a core around the A4 and Q5, to a position by 2015 where approximately 25% of Audi owners are driving the A6, the A7 and the A8."

The subject of expanding Audi's clean diesel models to American buyers was also covered. "We are proud to announce that we will be expanding our TDI offerings with the A8 beginning already next year. That will be followed by TDI clean diesel versions of both the A6 and the Audi Q5 one year later" noted de Nysschen.

Following the product announcements, a special guest took the stage. Donning a pair of hip-waders and rain coat, Stephen Colbert (of Comedy Central's The Colbert Report) raised the sail of a boat curiously displayed at the Audi stand. Colbert comically announced his intentions to compete in a sailing contest from Charleston, South Carolina to Bermuda; boasting Audi as his sponsor. Solidifying the partnership, Johan de Nysschen presented Colbert with a four-ringed life preserver (pictured above).

We've included the full video recap of Audi's New York press conference above. Below, you'll find our photo gallery of the highlights of Audi's stand at the 2011 New York Auto Show.

Words and Photos by Adam Bush -