Audi was founded in 1909 by August Horch and gets its name from the Latin word for "listen", which is synonymous with the founder's last name of Horch. Volkswagen acquired Audi in the mid-1960s and has since worked to reposition Audi's brand image from one focused on sportiness to emphasizing a premium luxury experience through marketing campaigns such as a famous commercial showing an Audi driving up a ski jump and sponsoring motorsports and soccer teams. These branding efforts have helped grow Audi's sales significantly from 2000 to 2013.

2. Founded by AUGUST
HORCH.
Founded by August
Horch.

3. Interesting Fact #1
Horch
= Hark (German)
= Audi (Latin)
= Listen

4. Audi NSU Auto Union AG

5. Volkswagen acquired Audi in
mid-1960s
And renamed the company back
to Audi.
Also, gave the mission statement
“Vorsprung durch Technik.”

7. • Mysterious
Acceleration
• Image not
sophisticated enough
for premium and
luxury cars

9. • Premium Image to be top
most priority.
• Sportiness secondary.
With a famous commercial,
the Brand showed its
transformation.

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

12. • Investment in motor sports
• Investment in Soccer.

14. Ravi Shastri awarded
Audi 100
for his winning
performance.

16. 0 500000 1000000 1500000 2000000
BMW
Mercedes
Audi
2013
2000

18. • Established in 1909.
• AUDI is Latin for Listen.
Synonymous with
Founder’s family name, Horch.
• VW acquired Audi in mid
1960s.
• Repositioning Strategy.

19. • Famous Commercial.
• Investment in Motor sports
and Soccer.
• Indian Marketing Success.
• Growing sales due to
excellent marketing.

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