For most of its existence, Audi has been little more than a niche player in the European auto market. As a luxury carmaker, they were consistently over shadowed by two names — Mercedes-Benz and BMW. In later years, the company tried to distinguish itself as a manufacturer of sporty luxury cars. After years of modest success, Audi tried to enter the luxury car market and compete directly with the twin pillars of the industry. The results were less than impressive. Even so, the company did produce the first luxury car with a six-cylinder engine and front-wheel drive. Unfortunately, the car did not sell. But that didn't stop Audi from experimenting. They finally struck oil in 1990 with the release of the Audi A4.
Though the car was most assuredly a step forward for the German automaker, timing played a significant role. You see, a global recession struck that very year, and consumers shied away from the more expensive luxury vehicles. Suddenly, Audi had become the affordable alternative for drivers who wanted a luxury car but could no longer afford a BMW or Mercedes-Benz. Audi car sales took off both in the Europe and in North America. More than any other model, the Audi A4 is responsible for changing the fortunes of the company. Before its release, Audi was a little-known niche player that sold tens of thousands of cars, a decade later Audi sold more than a million vehicles. The success of the A4 also increased interest and sales in many of the company's earlier models. For example, the Audi A3 has sold an impressive 1.5 million units since 1996.
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