In the 15 years that T.Y. Lai spent with DCH Auto Group on the U. S. East Coast, he saw lots of Audis on the road.
Two years ago, Lai moved to Southern California, where Audis were scarcer, to become COO of DCH's Western division. His wife and daughter insisted on bringing their Audis with them.
Lai took the hint. In April, DCH will open an Audi dealership in Oxnard, north of Los Angeles. It will be DCH's 12th store between Oxnard and San Diego to the south. The other 11 stores sell Japanese brands.
DCH's store is part of a broader West Coast offensive by Audi. Over the past six years, the automaker has pushed hard to develop the Western market, says Reinhard Fischer, director of network management at Audi of America.