Martin Sander President and CEO Audi Canada It is not a surprise that we find ourselves in difficult t ime s . Th e financial and economic crisis is by no means history. The daily volatility of the markets reflects just how tense the situation is. Even a typing error by a single trader in the financial districts can trigger turbulence in the markets. Everywhere, people's confidence and trust are being tested to the limit. Such an environment is far from ideal, whether for the automotive industry or any other sector.
And yet: Despite the economic situation, at Audi Canada we are looking at a successful and profitable 2010. Year to date, Audi Canada is up 36.8 per cent over last year. This has been achieved through the new products we have brought to the market. The common factors in all of them are the brand values: sportiness, progressiveness and sophistication. And each model is an example of the "Vorsprung durch Technik" that is Audi. Here they are at a glance: In the Audi S4, we showed how intelligent downsizing can be accomplished without having to make compromises -a supercharged V6 that produces the same performance as the outgoing V8 but returns
30-per-cent lower fuel consumption. We unveiled our most powerful production sports car in the Audi R8 V10. Our Audi Q7 included a new TDI clean-diesel version, with ultra-clean diesel technology and even lower fuel consumption. The Audi A3 TDI with clean diesel technology was voted "Green Car of the Year" at the Los Angeles Auto Show.
Our product introductions will not end here. The all new Audi A8 -"The essence of all that Audi does and is" -has just reached our dealerships. The main features of the sportiest sedan in the luxury class are its efficiency, quality, precision, and bespoke character. Audi has also just recently introduced the newest member of the R8 family: the R8 Spyder. Equipped with a 5.2-litre normally-aspirated V10 engine
and a list of luxury features, this new sports car takes the performance superlatives to a new level. The Audi TT RS, a purist five-cylinder model with finely tuned technology, adds yet another memorable chapter to the sporting mystique of the Audi brand. And the new engines of the Audi Q7 are more powerful and efficient than ever. The two V6 TFSI engines offer a fuel consumption improvement of as much as 16 per cent compared with the predecessor models' while delivering better performance. The Audi Q5 will now also be available with our award-winning engine of the year: the 2.0 TFSI . As with the S4, less is better.
This year brings another anniversary worth celebrating, and one that is particularly significant to our company: 30 years of quattro. It revolutionized motor sport, transformed the automotive world and has become an utterly distinctive brand in its own right. One year removed from our 100th anniversary, quattro reminds us of the virtues on which our success has been built: pioneering spirit and the power of innovation, team spirit and a passion for technology. We will again be reflecting on those characteristics this year as Audi pushes ahead for the future.
The first half of this year was the best first half in the company's history. And that is precisely our declared aim: We are on the way to becoming the leading premium brand worldwide.
The concept of what counts as "premium" is becoming more subtle, though. It is about time, self-fulfillment, and a clear conscience. Aspects of sustainability, which is still a differentiating feature, will come to be regarded as a matter of course in just a few years time. Environmental compatibility, social sustainability and product pedigree are already so important that many customers make their buying decision based on them. The time has come for a rethinking of luxury and how we can delight customers. We aim to achieve this delight through innovative and emotional products, via expertise, passion and agility, and via the best brand experience, which also includes the best individual service. Surprise, impress, personal care -these are the three key features of a brand experience that comes unmistakably from Audi.
Over the next few years, we will be investing substantially in our mission to delight the customer. In future, we will measure our competitors in the markets not simply in terms of volume and return, but also by the level of customer delight achieved.
We have the most extensive model range of any premium brand. And we are continuing our model initiative in all segments with innovative new cars and solutions. We are redefining the notion of premium in all categories. We are fundamentally rethinking electric propulsion and are creating tailor-made, highly efficient drive concepts to maintain mobility in the future. And, most important, we will keep producing surprises for our customers.