To hear Scott Keogh tell it, Audi is the only car company making money these days. When he says that, we suppose he means "only non-Asian car company", since Hyundai, Kia, and Subaru were up 8.3%, 9.8%, and 15.4% respectively in 2009. But maybe we're just stuck on semantics.
Now, we agree with Audi America's Chief Marketing Officer that the company has had its share of successes. It's certainly drawn a good bit of attention thanks to its new brand ambassador, and ads like the simple, affecting "barrels" spot have made consumers sit up and take notice. And to be fair to the guy, Keogh's brand of brashness is completely in keeping with Audi's equally brash goal of trouncing Mercedes-Benz and BMW in worldwide sales. However, if you're looking for a good definition of "hubris" you'd be hard pressed to find a better one than this clip of Keogh at The Idea Conference, dissing other automakers for their sales and marketing failures. Would now be a bad time to mention Audi's 5.7% sales drop in 2009? Yeah, maybe we'll let that slide.