(autoinsidernews) - Audi on Wednesday announced that is planning to gradually increase its U.S. pricing over the coming years in order to increase profitability and close the gap with other premium brands like BMW and Mercedes-Benz, according to Reuters. Audi of America vice chairman Johan de Nysschen said the plan is to gradually increase pricing over a five year period. Audi's prices are about 4 percent less than similar vehicles from rivals BMW and Mercedes-Benz, due to Audi's weaker image in the States, reports Trend.
The car maker planned to raise its prices over time as it launches new models and improves its brand image and dealer network. You can't push pricing too quickly, said Johan de Nysschen, executive vice president in charge of Audi of America. To help improve its image, Audi is considering more product placements like in the movie I, Robot.