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Audi
Audi is a German automaker known for luxury vehicles. Founded in 1909, it is currently owned by Volkswagen AG and headquartered in Germany. Audi sells high-quality executive class, sports, and SUV models worldwide. The executive class vehicles are in maturity, while sports models are growing and SUVs are at their peak. Audi ensures sales through brand promotion in races, movies, and sponsorships, as well as marketing programs. It aims to lead in innovation through technology and design.
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Audi
- 1. HARSH GOSWAMI DHRUV AGARWAL DISHASHARMA AYUSHI GUPTA-II ©Harshgoswami
- 2. • is definedas Vorsprung Durch Technik, which means PROGRESSTOTECHNOLOGY. • Founded by August Horsh on the 16th of July, 1909 in Zwickay, Germany. • Its headquarters is situated in Ingolstadt, Bavaria, Germany. • It is currently a subsidiary of Volkswagen AG whichholds 99.55% of the total stakes of Audi since 1966 after its purchase from its former owner Daimler-Benz. • Audi is represented in 110 countries worldwide and since 2004, Audi has been selling its products in the Indianmarket. ©Harshgoswami
- 3. MISSION is an internationallyreowned manufacturer of high- quality cars.Our successhasbeen achieved through creativity, commitment and the ability to generate enthusiasm. Thewishes and emotions of ourcustomers are the guiding principle behind our every action. Westrive to lead the way in the field of innovation. Weaim to establish new standards to substantiate our brand claim of. . . ©Harshgoswami
- 4. TheLife Cycle • ’ssales in 2010,of the Audi Executive class was6,59,748. Its in its maturity stage of its life cycle. • The total sales of the sports class was 29,697. The sports range of Audi is its premium segment in which cars are worth around 30,00,000 Rs.. This segment of Audi is in its growing stage. • The SUV range of Audi sold 2,03,541. The SUV range hasnot been able to acquire the major market position due to stiff competition from the main rivals Porsche, BMW, Mercedes- Benz and the SUV king, Land Rover. Thus it is at its peak level of the product life cycle. ©Harshgoswami
- 5. TheCategories manufactures automobiles in3 categories, which are- • TheExecutive Class 1. AudiA4 2. AudiA5 3. AudiA6 4. AudiA7 5. Audi A8 (Full-size Luxury Car) ©Harshgoswami
- 6. ‘sSportsclass- 1. Audi TT 2.Audi R8 3. Audi TTS 4. Audi TTRS ©Harshgoswami
- 7. ‘s SportUtility Vehicle(SUV)Range 1.Audi Q3 2. Audi Q5 3. Audi Q7 ©Harshgoswami
- 8. Ensuring Sales has maintainedenormous sales after being aquired by Volkswagen Aktiengesellschaft (AG). Audi ensures its sales by promoting its brand and its cars through- 1. Promoting the brand in Rallies and Races. 2. Audi is the major car which is used in major movies. 3. Sponsoring major soccer clubs, baseball and basketball teams. 4. The Audi Mileage Marathon and Audie-tron. 5. Promotes through video games ©Harshgoswami
- 9. Are they relatedto eachother?? • Technology • Price • Designs • Engines • Selection criteria ©Harshgoswami
- 10. SWOTAnalysisAudi Strengths • Brand Reputation. •Technology,creativity and innovation. • Largepanel of products. ©Harshgoswami
- 11. Weakness • Doesn't operateon the hugescale. • Concentrates only on the high classmarket. • No subvention for higher models (A6,A8). SWOTAnalysisAudi ©Harshgoswami
- 12. SWOTAnalysisAudi Opportunity • new emergingmarkets of ChinaandIndia. • Growth in new car salesin theAsianmarket. • Positive impact of FDI. • Extend loan tenor to 84months. ©Harshgoswami
- 13. SWOTAnalysisAudi Threats • Giant competitors. •Impact of recession. • Economic slowdown. • Higher subventions offered bycompetitors. ©Harshgoswami
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