Bayerische Motoren Werke AG, the world’s largest maker of luxury cars, plans to hire Peter Schwarzenbauer, the former Audi AG sales chief, as part of an effort to tighten its grip on the premium segment’s top spot, three people familiar with the matter said.
Audi AG will roll out two limited edition models in coming months as part of an effort to increase the brand’s exclusivity and better compete with Bayerische Motoren Werke AG at the high end of the luxury market.
Audi AG will introduce its top-of-the line sports cars in the U.S. from next month to enhance the brand’s image and charge higher prices as it bids to narrow the gap to luxury-car leader Bayerische Motoren Werke AG.
During an otherwise peaceful family vacation driving along the California coast last August, Audi AG Chief Executive Officer Rupert Stadler was displeased by what he saw -- or more precisely, didn’t see -- on the streets of America’s most affluent neighborhoods.
Volkswagen AG Chief Executive Officer Martin Winterkorn appointed a new trucks chief, added a top executive for China and replaced three Audi board members as part of a shakeup to push forward with his growth plans.
Mercedes-Benz and Audi plan to double their U.S. diesel offerings to attract American luxury buyers ranging from superstar Cher to military man Tom Brown as the technology shakes off its soot-sullied past.