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ISSUES Fact Book 2012 April / May 2012 December 2011 / January 2012	Feature Article October 26, 2010 AUDI'S FLEET BUSINESS IS GROWING With year-over-year fleet sales up nearly 50 per cent, Audi’s fleet business is growing steadily. CAF spoke with Audi’s new Manager Corporate Sales, Jonathan Breton, to learn more. Jonathan Breton, Manager Corporate Sales, Audi, with new A8. CAF: Audi has introduced many new products and technologies particularly of late. Which of these best suits fleet needs? BRETON: Audi’s fleet programs are designed for company executives, business owners, as well as employees who receive a company vehicle or allowance as part of their compensation; however, overall operating costs and fuel efficiency are still very important to our buyers. In particular, our vehicles with TDI diesel technology offer a great level of fuel efficiency, but just as importantly also deliver the dynamic driving experience that our brand represents. With our gasoline engines, Audi has continued to introduce smaller yet more efficient and powerful engines. Perfect examples of this efficiency through downsizing are our four-cylinder 2.0-litre TFSI and six-cylinder 3.0L TFSI engines that have comparable output to larger six and eight-cylinder engines respectively. Audi A5. CAF: Audi’s all electric drive e-tron sports car was recently unveiled in Detroit, Michigan. What technologies including electrification now being emphasized at Audi can have particular relevance for fleets? BRETON: Diesel technologies will continue to play an important role for Audi. Fleet buyers today are well aware of the benefits of diesel vehicles, though that is not to say diesel will be the only option for buyers going forward. Next year will see the launch of the Audi Q5 hybrid in Canada. Gasoline-electric hybrids such as this will provide a bridge towards completely electric vehicles in the future. The e-tron concept vehicles unveiled both in Detroit and Frankfurt, Germany illustrate how electrification is an important step in the progression of vehicle drivetrain technologies for our company, and Audi’s drive to continue to develop efficient alternatives to the technologies we are familiar with today. Audi A4. CAF: Audi’s more than 100 year history has seen much growth and great successes. How will this background influence Audi’s approach to fleet? BRETON: Audi has definitely experienced great success in our retail sales; however, our fleet business is also continuing to grow strongly, our fleet sales are up 49 per cent year to date over the same period last year. The A4 and Q5 have been very successful and these models will continue to be core contributors to our growth in fleet. Combined with all-new and exciting products arriving in 2011, we will maintain our consistent corporate sales approach in offering sporty and progressive products targeted towards company owners, executives and managers. Audi Q7. CAF: While the Audi name is famous in the automotive world generally can you describe a few of important company characteristics that would be useful for readers of CAF to know more about? BRETON: “Vorsprung durch Technik” which roughly translates as progress through technology is a core value at Audi. Success for Audi is measured in the perfection of the product. Only passionate attention to detail makes a car into an Audi. This declaration of intent is not new; it is based on the strength that the brand has built up over many decades. It is the visual appeal and the aura of an Audi that bring the brand’s product culture to the front. In this respect, Audi occupies a unique position today. As our profile continues to sharpen we will continue with the aim of giving the Audi brand and even more progressive, individual character. Audi A8. CAF: You bring fresh eyes to the position of Manager Corporate Sales at Audi. What are some of the steps you have in mind to help Audi grow quickly in the fleet area? BRETON: The involvement of our corporate sales customers with future vehicle launches poses additional opportunities. Whether an information session, a sneak preview, or a ride and drive event, there are some interesting and engaging ways we can work with our business partners to bring them into the brand more intimately. Great products and the support of a great dealer network, all of which support our fleet programs, have driven our rapid growth in the fleet business. As part of Audi’s commitment to fleet, we will continue to offer programs that our customers can rely on. Going forward, it will be our goal to continue to emphasize the efficiency and progressiveness of our vehicles, and how that can translate into cost-effective and responsible decisions for executive level purchases. Upcoming 2011 Audi A7. CAF: Can you tell our readers something about your own background? BRETON: Before moving into corporate sales, I worked to grow the after sales side of our business. I was responsible for sales, marketing and communications for parts and accessories, and also worked on several service initiatives ranging from warranty policies to service and repair programs. Having exposure to both the sales and after sales aspects of our business allows me to support our fleet clients with an understanding of both their purchase and maintenance opportunities.

October 26, 2010
AUDI'S FLEET BUSINESS IS GROWING

With year-over-year fleet sales up nearly 50 per cent, Audi’s fleet business is growing steadily. CAF spoke with Audi’s new Manager Corporate Sales, Jonathan Breton, to learn more.

Jonathan Breton, Manager Corporate Sales, Audi, with new A8.

CAF: Audi has introduced many new products and technologies particularly of late. Which of these best suits fleet needs?

BRETON: Audi’s fleet programs are designed for company executives, business owners, as well as employees who receive a company vehicle or allowance as part of their compensation; however, overall operating costs and fuel efficiency are still very important to our buyers. In particular, our vehicles with TDI diesel technology offer a great level of fuel efficiency, but just as importantly also deliver the dynamic driving experience that our brand represents. With our gasoline engines, Audi has continued to introduce smaller yet more efficient and powerful engines. Perfect examples of this efficiency through downsizing are our four-cylinder 2.0-litre TFSI and six-cylinder 3.0L TFSI engines that have comparable output to larger six and eight-cylinder engines respectively.

Audi A5.

CAF: Audi’s all electric drive e-tron sports car was recently unveiled in Detroit, Michigan. What technologies including electrification now being emphasized at Audi can have particular relevance for fleets?

BRETON: Diesel technologies will continue to play an important role for Audi. Fleet buyers today are well aware of the benefits of diesel vehicles, though that is not to say diesel will be the only option for buyers going forward. Next year will see the launch of the Audi Q5 hybrid in Canada. Gasoline-electric hybrids such as this will provide a bridge towards completely electric vehicles in the future. The e-tron concept vehicles unveiled both in Detroit and Frankfurt, Germany illustrate how electrification is an important step in the progression of vehicle drivetrain technologies for our company, and Audi’s drive to continue to develop efficient alternatives to the technologies we are familiar with today.

Audi A4.

CAF: Audi’s more than 100 year history has seen much growth and great successes. How will this background influence Audi’s approach to fleet?

BRETON: Audi has definitely experienced great success in our retail sales; however, our fleet business is also continuing to grow strongly, our fleet sales are up 49 per cent year to date over the same period last year. The A4 and Q5 have been very successful and these models will continue to be core contributors to our growth in fleet. Combined with all-new and exciting products arriving in 2011, we will maintain our consistent corporate sales approach in offering sporty and progressive products targeted towards company owners, executives and managers.

Audi Q7.

CAF: While the Audi name is famous in the automotive world generally can you describe a few of important company characteristics that would be useful for readers of CAF to know more about?

BRETON: “Vorsprung durch Technik” which roughly translates as progress through technology is a core value at Audi. Success for Audi is measured in the perfection of the product. Only passionate attention to detail makes a car into an Audi. This declaration of intent is not new; it is based on the strength that the brand has built up over many decades. It is the visual appeal and the aura of an Audi that bring the brand’s product culture to the front. In this respect, Audi occupies a unique position today. As our profile continues to sharpen we will continue with the aim of giving the Audi brand and even more progressive, individual character.

Audi A8.

CAF: You bring fresh eyes to the position of Manager Corporate Sales at Audi. What are some of the steps you have in mind to help Audi grow quickly in the fleet area?

BRETON: The involvement of our corporate sales customers with future vehicle launches poses additional opportunities. Whether an information session, a sneak preview, or a ride and drive event, there are some interesting and engaging ways we can work with our business partners to bring them into the brand more intimately. Great products and the support of a great dealer network, all of which support our fleet programs, have driven our rapid growth in the fleet business. As part of Audi’s commitment to fleet, we will continue to offer programs that our customers can rely on. Going forward, it will be our goal to continue to emphasize the efficiency and progressiveness of our vehicles, and how that can translate into cost-effective and responsible decisions for executive level purchases.

Upcoming 2011 Audi A7.

CAF: Can you tell our readers something about your own background?

BRETON: Before moving into corporate sales, I worked to grow the after sales side of our business. I was responsible for sales, marketing and communications for parts and accessories, and also worked on several service initiatives ranging from warranty policies to service and repair programs. Having exposure to both the sales and after sales aspects of our business allows me to support our fleet clients with an understanding of both their purchase and maintenance opportunities.