HERNDON, Virginia, USA -- Audi of America President Johan de Nysschen says the US and its small-equals-cheap mentality isnt ready for entry premium models such as the Audi A1, which goes on sale in Europe next year.
De Nysschen said that Audi is seriously looking at bringing the A1 here in the cars next generation in six to eight years. Bringing it here earlier could damage efforts to build widespread recognition for the Audi brand, he said.
People who know us consider us very highly, but not enough people know us yet, de Nysschen said earlier this month in an interview at Audis US headquarters here. Id like to get that entrenched much more strongly, and it will probably take us another five to six years. That will be the time that you can kind of roll down the market with a smaller car.