AudacityOf

“Audi-City”

Founded by AUGUST HORCH.

Since 1909

Founded by August Horch.

Interesting Fact #1

Horch = Hark (German) = Audi (Latin) = Listen

The Four Rings-Since 1932

Audi NSU Auto Union AG

Volkswagen acquired Audi in mid-1960sAnd renamed the company back to Audi.

Also, gave the mission statement“Vorsprung durch Technik.”

Shortcomings

• Mysterious Acceleration

• Image not sophisticated enough for premium and luxury cars

Extreme Repositioning Strategy

• Premium Image to be top most priority.

• Sportiness secondary.

With a famous commercial, the Brand showed its transformation.

An Audi 100 quattro,4-wheel drive, drove up a snow covered ski jump.

The Famous Commercial

Other

Investments

• Investment in motor sports

• Investment in Soccer.

The Indian Market

-Overnight success story.

Ravi Shastri awarded Audi 100 for his winning performance.

Success of Marketing

Sales Figures.

BMW

Mercedes

Audi

0 500000 1000000 1500000 2000000

20132000

Recap

• Established in 1909.

• AUDI is Latin for Listen. Synonymous with Founder’s family name, Horch.

• VW acquired Audi in mid 1960s.

• Repositioning Strategy.

• Famous Commercial.

• Investment in Motor sports and Soccer.

• Indian Marketing Success.

• Growing sales due to excellent marketing.

DISCLAIMERThis slide was created by Siddhant Tiwari, for the online marketing internship by Prof. Sameer Mathur.