Audi's vision is to be the leading brand in the premium automobile segment. Its mission is to delight customers worldwide through innovative, high-quality products embodied by its "Vorsprung durch Technik" brand essence. Audi has goals of achieving superior financial strength, continuous growth, a top brand image and customer mix, and leadership in innovation while being an attractive employer worldwide with sustainable products and processes.

1. AUDIAUDI

2. VISION
AUDI – THE PREMIUM BRAND
Audi’s overriding strategic goal is to develop Audi into the world’s
leading brand in the premium automobile segment. This vision is at the
core of Strategy 2020, which was first unveiled in 2010. In the years
that followed, we further substantiated and fine-tuned the topics under
the roof of our strategy house to reflect changing economic, ecological
and social requirements. The strategic cornerstones remain unchanged
and have long-term, sustainable corporate success as their objective.

3. MISSION
WE DELIGHT CUSTOMER’S WORLD WIDE
Customer delight remains at the heart of Audi’s Strategy 2020. Our brand
essence “Vorsprung durch Technik” comprises the values sportiness,
progressiveness and sophistication. These are embodied in particular by our
technologically advanced and innovative products, which are also noted for their
attractive design, high-caliber materials and build quality.
In order to delight our customers worldwide, we have defined four strategic
areas of activity for the Audi brand that are continually reviewed, substantiated
and refined

4. GOALS
The Audi brand has clear objectives on different areas:
 Overview of goals
 Superior financial strength
 Continuous growth
 Top image position and customer mix
 Leaders in innovations
 Attractive employer worldwide
 Sustainability of products and processes

6. STRENGTH
 Available in both petrol and diesel variants with a huge product
portfolio
 Wide range to cars to choose from starting from Hatch back to
Luxury SUVs
 Equipped with superior features like parking sensors, LED
illuminated interiors, Air bags, traction control and much more
 Elegant styling of both interiors & exteriors

7.  Latest technology like Quattro and FSI provide refined
and efficient engine performance
 Well established brand which helps in the brand recall
 Has approximately 50,000 employees worldwide
 The brand has actively been involved in motorsport and
sponsorship of many sporting and premium events

8. WEAKNESS
 High maintenance & handling cost
 Limited presence in emerging markets where some other brands
have taken over the market

9. OPPORTUNITY
 Expanding automobile market and available space
 Opportunity to leverage brand recall and acquire newer
customers
 Expansion of product portfolio by entering into low cost cars
 Increasing manufacturing capability to meet increasing demand
generated through advertising

10.  Increasing fuel costs
 Competition from other big automobile giants
 Product innovations and frugal engineering by competitors
 Limitations due to government policies in entering foreign
markets
THREATS

11. COMPETETORS
 BMW
 VOLKSWAGEN
 MERCEDES BENZ
 PORSCHE

12. CORPORATE SOCIAL
RESPONSIBILITY
Successful companies have an obligation to give
something back to society. Audi fully accepts this
responsibility and implements cultural and social
projects designed to benefit the regions around its
locations. The company supports initiatives for growth
and networks with communities, schools and
universities.

20. THANK
YOU