The Rosner Files

In February, 2007 Johan de Nysschen, Executive Vice President for Audi of America spoke to Western Automotive Journalists. He came to talk about Audi's innovative, aggressive new lineup of cars for the coming year. Most auto executives make predictions of sales growth and market share and all too often the auto executive predictions are a bunch of hooey. That’s because company leaders too often make grand plans rather than listen to the market. Mr. De Nysschen told us that Audi would continue to improve each model incrementally. Offering simple clean and elegant exterior dimensions with matching interior designs. Audi wasn’t going to join the battle to see who could load their vehicles with the most complex joy-sapping “safety” devices that can fail, flame-front styling, added road-hugging weight, or soften their suspensions to please the soft-ride crowd who seemed to care less about how a car handles in an emergency.