Audi’s CEO gave an interview lately and “confirmed” that they definitely will be the “world’s No. 1 premium automaker” soon. Great news!
With the way that you are growing it is not out of the question that you will be the No. 1 premium carmaker by the end of this year. Would you agree?
Let’s not get ahead of ourselves. We have a long-term target and we are working very hard to achieve that. Maybe we can achieve one or another sub target a little bit earlier but the most important thing is the brand building process — the recognition of the brand in the market. This has to be done right and it is only done by offering substance. To do this, a lot of money needs to be invested in the right way. This is what we are doing.
If you don’t end the year No. 1 in premium sales that’s OK, right?
Our target is to become the leading premium brand in the world. It won’t happen in 2010. It won’t happen in 2011. But it will definitely happen.