PHOENIX - Across the pond in Yurrup, from whence Audi hails, cars have no identity problem. There, where roads are often twisty and speed limits liberal, Audi is a known commodity - a maker of premium cars, with a performance pedigree. In the United States, though, it's a different story. American roads are as varied as our drivers, and car choices are many. It's hard to stand out in a crowd here. Despite years of fielding fine products and compiling an envious racing record, Audi's challenge, then, is less about product than perception. How do you get millions of American drivers to point their collective browser at you?
While product isn't the only answer, it's usually the first response. Towards that end, the folks from Ingolstadt have packed the pipeline of late. The new 2005 Audi A6 rolled into showrooms last November and the compact 2006 Audi A3 waits in the wings. Here now is the new 2005.5 Audi A4, this German automaker's volume model.
Photography © Dan Lyons 2005