The document provides an overview of Audi, including: - Audi is a German automaker known for luxury vehicles and pioneering technology, with its headquarters in Germany. - It originated from several early 20th century companies, including Horch and Auto Union, and was acquired by Volkswagen in 1960s, forming the modern Audi. - Today Audi has production facilities worldwide and is a top-selling luxury brand, with its slogan "Vorsprung durch Technik" emphasizing technological advancement.

1. INTRODUCTION
"Vorsprung durch Technik" or, "Progress through Technology" is our company ethos and is the
core belief that drives the development of every Audi vehicle. It inspires the innovative
solutions, revolutionary engineering and progressive design that have become synonymous with
the Audi name. And it reminds us to challenge ourselves, rewrite the rules from time to time and
always fuel our pioneering spirit. The spirit that sets us apart on the race track and the open road.
Audi is a German automobile manufacturer that designs, engineers, produces, markets and
distributes luxury vehicles. Audi oversees worldwide operations from its headquarters
in Ingolstadt, Bavaria, Germany. Audi-branded vehicles are produced in nine production
facilities worldwide.

2. The origins of the company are complex, going back to the early 20th century and the initial
enterprises (Horch and the Audiwerke) founded by engineer August Horch; and two other
manufacturers (DKW and Wanderer), leading to the foundation of Auto Union in 1932. The
modern era of Audi essentially began in the 1960s when Auto Union was acquired
by Volkswagen from Daimler-Benz.
After re launching the Audi brand with the 1965 introduction of the Audi F103 series,
Volkswagen merged Auto Union with NSU Motorenwerke in 1969, thus creating the present day
form of the company.
The company name is based on the Latin translation of the surname of the founder, August
Horch. "Horch", meaning "listen" in German, becomes "audi" in Latin. The four rings of the
Audi logo each represent one of four car companies that banded together to create Audi's
predecessor company, Auto Union.
Audi's slogan is Vorsprung durch Technik, meaning "Advancement through Technology".
However, since 2007 Audi USA has used the slogan "Truth in Engineering". Audi is among the
best-selling luxury automobiles in the world.

3. When was the first Audi?
In 1932, Audi merged with Horch, DKW, and Wanderer, to form Auto Union AG, Chemnitz. It
was during this period that the company offered the Audi Front that became the first European
car to combine a six-cylinder engine with front-wheel drive.
A symbol of progressive engineering-The four rings
It's one of the most multi-faceted stories ever told in the history of the automobile. The Audi
emblem with its four rings identifies one of Germany’s oldest-established automobile
manufacturers. It symbolizes the amalgamation in 1932 of four previously independent motor-
vehicle manufacturers: Audi, DKW, Horch and Wanderer. These companies form the roots of
what is today AUDI AG.

4. HISTORY
Audi’s history dates back to the turn of the 20th century. August Horch, a German engineer
and his team of 15 workers started the company in the name of A. HORCH and Cie in
1899.
By 1901, they were rolling out their first car. Due to some unforeseen circumstances,
August Horch left the company. Horch dreamed of manufacturing cars in his name. But he
had already started and left a company in the name of Horch. So when he launched another
company, he used the name Audi which is Horch as in 'Hear' in Latin, and founded Audi
Automobilwerke GmbH Zwickau.

5. Though Horch set up the company in 1909, the brand Audi was officially registered in the
year 1910. Before First World War, this automobile company manufactured the best cars of
the period. During the war, the company was forced to manufacture vehicles for war. After
the First World War the company incurred heavy losses. Horch moved away from the
company in 1920. The management tried to pull the company through hard times between
1927 and 1931, but later decided to merge with other companies to survive.

6. AUDI UNION
Audi, Horch, DKW and Wanderer came together to form the AUDI UNION AG. The four
rings show the insignia of these four companies. This is still the logo of Audi today. Until
the Second World War, the company flourished in bringing out the best of cars. But it was
once again forced to manufacture vehicles for war, especially after American bombings
damaged several companies.

7. POST SECOND WORLD WAR
In the following years, Audi became the front runner in car engineering. In 1965,
Audi began using the four stroke engine instead of the two stroke engine. This
innovation is widely considered a groundbreaking moment in the history of the
automobile industry.
Since the year 2000 Audi sales grew exponentially. The customer count was
653,000 in the new millennium. This number increased to 1,003,000 in the year
2008 . Audi’s patrons are mainly from China , Middle East, South Africa and Eastern
Europe.

8. In 2011, Audi saw a record sale in the USA for its vehicles – Audi A3 and Audi A7.
In 2012, the number of Audis sold in United States increased from 408 to 480. Car
owners who were tired of BMWs and Mercedes all started switching to Audi. It is
considered the best vehicle to come out in the last 10 years.
Pioneering Audi visionary-August Horch
The story of Audi began in 1899 August Horch founded Horch& Cie. in Cologne. It was there
that he helped build his first car. After differences of opinion with the board, August Horch left
the company and formed a second car company. Because his surname was already in use and
was protected by trademark, he chose its Latin translation for the new company. So "horch!" –
or "hark" – became "audi!". It was a brilliant idea that came from the son of one of August
Horch's business partners.
Thanks to his victorious involvement in the Austrian Alpine Runs, August Horch succeeded in
making Audi internationally known in just a few years. After the First World War, August Horch
withdrew from the company and moved to Berlin to work as an independent automotive expert.

9. CURRENT OWNER AND CEO
As of 2016, the Volkswagen Group owns 99.55% of the company. The CEO and Chairman of
the Board for Audi AG is Rupert Stadler.
Prof. Rupert Stadler has been the Chairman of the Management Board at AUDI AG since
January 1, 2007 and has been its Member of Management Board since January 01, 2003 and also
serves as its Chief Executive Officer.
Prof. Stadler serves as the President of the Board at Ducati Motor Holding S.p.A. He has been a
Member of the Management Board at Volkswagen AG since January 1, 2010. He started his
career at Philips Communication Industries AG in Nuremberg.
He served as the Chief Financial Officer of AUDI AG since January 12, 2007. He served as an
Acting Chairman of Management Board at AUDI AG and its Head of Finance & Organization
until July 2007.

10. From 1997, he served as the Head of the Board of Management's Office for the Volkswagen
Group, and additionally Head of Group Product Planning from January 2002. He serves as the
Chairman of Automobili Lamborghini Holding S.p.A and VOLKSWAGEN GROUP ITALIA
S.P.A.
He serves as Vice Chairman of Supervisory Board of FC Bayern München AG. He serves as a
Member of Supervisory Board at Porsche Holding GmbH. He served as a Member of
Supervisory Board at MAN SE (Alternate Name: Man AG) from May 10, 2007 to September 9,
2015. He served as a Member of Supervisory Board of Volkswagen Bank Gmbh, and
Volkswagen Financial Services AG.
He served as a Member of Economic Advisory Council at Bayerische Landesbank since
December 1, 2005. Prof. Stadler studied Business Management, majoring in Corporate
Planning/Controllership and Finance, Banking and Investment at Augsburg University of
Applied Sciences.

11. SUBSIDIARIES
Some of Audi's subsidiaries include Ducati, Italdesign Giugiaro, Lamborghini and quattro
GmbH.
Ducati6098R
Italdesign Giugiaro

12. MANUFACTURING SIGHTS
Audi Has seven manufacturing plants in the world. Outside of Germany, Audi
produces vehicles at:
 Aurangabad, India since 2006
 Bratislava, Slovakia, shared with Volkswagen, SEAT, Skoda and Porsche (Q7)
 Brussels, Belgium, acquired from Volkswagen in 2007 (A1)
 Changchun, China since 1995
 Gyr, Hungary, (TT and some A3 variants)
 Jakarta, Indonesia since 2011
 Martorell, Spain shared with SEAT and Volkswagen (Q3)
They are also building a manufacturing plant in Mexico which is expected to start
operating by end of 2016, and produce second Generation Q5s.

13. Each car manufactured by Audi is inspired by a philosophy of great design and state-of-the-art
technology. Every piece of the car delivers top performance. Audi is built on the promise of no
compromise in quality. These values always rank the German automobile company technically
superior and are confirmed to drive Audi to success ongoing.
VorsprungdurchTechnik
The extensive range of Audi and NSU models covering a wide variety of engines and drive
concepts prompted the coining of a new advertising slogan in 1971, and one that has effectively
been the company's mission statement ever since: "Vorsprung durch Technik".
In the spirit of these new guiding principles, the first-generation Audi 80 (B1 series) was
launched in 1972, with a glittering array of new technical features such as a new series of OHC
engines and self-stabilizing steering roll radius. By the time production of this first generation
ceased, more than a million cars had been built.
1974 saw the appointment of Ferdinand Piëch as Ludwig Kraus' successor, initially as Head of
Technical Development. During the "Piëch era" Audi was transformed into a highly innovative
car manufacturer. This period also witnessed the gradual raising of the Audi brand's positioning.
The five-cylinder engine (1976), turbo charging (1979) and quattro four-wheel drive (1980) are
eloquent testimonies to the success of this policy.

14. Audi Logo, Timeline and Latest Models
Audi AG, one of the best car manufacturers in the world today, was launched way back in 1885.
It was during this time that the Wanderer Company was established which ultimately became a
branch of Audi AG. Later, in 1899, a gentleman named August Horch founded a company called
‘A. Horch& Cie.’, which was the starting point of the Audi company. Continue reading to learn
more about the Audi logo, history timeline and current models in production.
AUDI LOGO
The company was established in the Ehrenfeld district of Cologne, where August Horch made
his first car. The company moved to Reichenbach in 1902 and two years later, he established a
joint stock company in Zwickau called the ‘August Horch& Cie. Motorwagenwerke AG’.

15. In 1909, he founded his second company, the August HorchAutomobilwerke GmbH.
However, soon after, he was sued by his former partners for trademark infringement and was
forced to remove the ‘Horch’ from his company name. It was during this time that he called a
meeting with his close business friends from Zwickau to discuss the name of the company. In
1910, finally Horch decided to change the company’s name to Audiwerke GmbH.
That same year, Horch introduced the Audi Type A, which immediately became popular. Soon
after, Audi began participating in races and won for three years straight in the International
Austrian Alpine Run. The Alpine Challenge Trophy was presented to Audi drivers in 1914.
Therefore, this marked the beginning of the history of Audi, a company hungry for success.

16. IMPORTANT EVENTS IN THE HISTORY OF AUDI
Beginning of the Audi history
1915-1940
Following the success of Audi Type A, the company introduced numerous other 5720cc, 4680cc,
and 3564 cc models. In 1920, August Horch left Audiwerke for a position in the Ministry of
Transport, but remained a member of the board of trustees for Audi. A year later, Audi became
the first car manufacturer to present a production car with left-hand drive.
In 1928, many of the Audiwerke AG shares were acquired by Jorgen Rasmussen. That same
year, he also purchased the remaining shares of the famous US Company, Rickenbacker. This
decision also gave Rasmussen the rights to Rickenbacker’s manufacturing equipment for eight-
cylinder engines. In 1929, these engines were installed in the Audi Dresden and Audi Zwickau
models.
In 1932, Audi merged with Wanderer, Horch, and DKW to from the Auto Union AG and this led
to the creation of Audi’s four rings logo (picture above). The same year, Audi introduced the
world’s first volume-built car with front-wheel-drive. By the end of the 30s, Audi began
participating in Grand Prix races, established a new office in Chemnitz, introduced its first 16-
cylinder racing car, and began conducting systematic rollover and crash tests.

17. Audi 1940-1980
In 1941, Audi shifted its attention to manufacturing military vehicles due to the impending war.
Soon enough, the car manufacturer became an incredibly popular supplier of vehicles in the mid
40s. Like many German manufacturers, Auto Union plants became a target for allied bombing
during the Second World War.
Therefore, in 1945, the US Army raid caused great damage to Audi’s plant and a few years later
Auto Union AG was removed from the commercial register. However, Audi didn’t give up and
began assembling pre-war models in 1949. Additionally, the company was renamed to Auto
Union GmbH and continued DKW’s tradition of manufacturing front-wheel drive cars with two-
stroke engines.
By 1953, the company launched the famous Sounderklasse, which was developed before the war
in Chemnitz. A few years later, Daimler-Benz took over Auto Union and work on new plant in
Ingolstadt was started. This was one of the most modern production plants in Europe. In 1964,
Volkswagen AG once again acquired majority shares of Auto Union.
In 1966, Auto Union became a fully-owned subsidiary of VW. However, the new owner did not
give up the Audi name and logo and presented the DKW Model F 102 as an Audi. It was during
this time that the company went through significant changes and redesigned most of their
models. In 1972, Audi introduced a new mid-size vehicle: the Audi 80.
By the end of the 70s, Audi 50 and 100 Avant made their debut in the market which were
incredibly reliable and wallet-friendly vehicles. They were introduced as an answer to the energy
crisis and were launched in the market as VW Polo.

18. Audi by 1980s
By the 80s, Audi became the first brand to introduce a fully-galvanized body and was awarded
the Grand Austrian Automobile Prize and Golden Steering Wheel Award. In the 90s, Audi
introduced some of the best models ever including the Audi 11, Audi 8, Audi Cabriolet, Audi S4,
and Audi 100 Avant. In 2000, Audi became the first manufacturer to feature peripheral white
LED’s and introduced the first 12-cylinder engine in Audi Q7 by 2007..
AUDI AUTOMOBILES TODAY
Audi R8 V10 Plus Coupe
Today, Audi is one of the best automobile manufacturers in the world has two divisions, namely
Audi e-Tron and Audi India. Additionally, the company has six subsidiaries and a yearly output
of 1,741,100 vehicles.

19. FAQ’S
 Audi is an automobile manufacturer from Germany.
 Audi is one of the three best luxury automobile manufacturers in the world, BMW and
Mercedes being the other two (both of which are German as well).
 In Latin, the name Audi means ‘Hear’ and the German word for hear is ‘Horch’ which
was Audi’s founder’s name, August Horch.
 In 1938, Audi introduced a racecar called the Auto Union Type C, which went over a top
speed of 268 mph.
 As an important safety check, every Audi R8 produced by the company is run through an
x-ray machine.

20. Four brands – four rings
The Audi four-ring emblem symbolises the merger in 1932 of four previously independent
motor-vehicle manufacturers: Audi, DKW, Horch and Wanderer. In 1969 Auto Union GmbH
amalgamated with NSU Motorenwerke AG. Here are brief details of the roots of today’s AUDI
AG:
Horch
At the end of the 19th century, there were already a number of car manufacturers in Germany.
One of them was August Horch& Cie., founded on November 14, 1899 in Cologne. August
Horch was one of the pioneering figures in automobile engineering. Before setting up in business
on his own, his professional experience had included three years in charge of automobile
production at Carl Benz in Mannheim. In 1904, August Horch moved his business to Zwickau
and transformed it into a joint-stock company. However, as early as 1909, August Horch left the
company he had founded. From then on, his activities were linked with the name 'Audi'.
Audi
The company established by August Horch in Zwickau on July 16, 1909 could not take its
founder's name for competition reasons. A new name was found for the company by translating
Horch’s name, which in German means "hark!" or "listen!", into Latin. The second company
established by August Horch therefore commenced trading as Audi Automobilwerke GmbH,
Zwickau on April 25, 1910.

21. Wanderer
In 1885 two mechanics, Johann Baptist Winklhofer and Richard Adolf Jaenicke, opened a
bicycle repair workshop in Chemnitz. Shortly afterwards they began to make bicycles of their
own, since demand at that time was very high. These were marketed under the brand name
Wanderer, and in 1896 the company itself began to trade as Wanderer Fahrradwerke AG.
Wanderer built its first motorcycle in 1902. The idea of branching out into car production was
finally put into practice in 1913. A small two-seater by the name of "Puppchen" heralded in
Wanderer's tradition of car production that was to last for several decades.
DKW
Originally founded in Chemnitz in 1902 as Rasmussen & Ernst, the company moved to
Zschopau in the Erzgebirge region in 1907. It initially manufactured and sold exhaust-steam oil
separators for steam power plants, vehicle mudguards and lights, vulcanisation equipment and
centrifuges of all kinds. The company's founder JörgenSkafte Rasmussen began to experiment
with a steam-driven motor vehicle in 1916, registering DKW (short for Dampfkraftwagen –
steam-driven vehicle) as a trademark. In 1919 the company, by now renamed
ZschopauerMotorenwerke, switched to the manufacture of small two-stroke engines, which from
1922 onwards served as a springboard for its success in building motorcycles under the brand
name DKW. The first small DKW motor car appeared on the market in 1928.

22. AUDI DELHI WEST
Audi Delhi West offers a tailor-made process that will help decide upon the right Audi for
customers, and the dedication of a team that does everything possible to make an Audi their
Audi.
Awards-
Audi Delhi West the fastest growing Audi Dealer has been awarded the All India Best Debut
Audi Partner of the Year 2012, emphasizing on the supreme quality of our customer experience
and commitment to make every valued Audi customer a fan of Audi Delhi West. It is the brand
name of Sterling Vehicle & General Sales Pvt. Ltd. which is a part of Sterling Group and it is
one of the most successful automobile distributors in India over the past two decades.
Service-
Complex and special vehicles require a service that is every bit as special. Find out here about
services and accessories for Audi.
Team-
Audi people are our greatest asset and biggest differentiator. They are passionate about results,
and also believe in having a lot of fun along the way. Audi team sets themselves apart with
distinctive selling techniques and customer experiences. Achieving targets, unbeatable
performance, and 100% customer satisfaction has been the biggest strength of Audi employees.
"Coming together is a beginning. Keeping together is progress. Working together is success."

23. Care and Maintenance-
Audi Service Schedules
The best way to keep customers Audi performing like an Audi.
Keeping up with your vehicle’s scheduled maintenance is the best way to keep your Audi
delivering all the performance and passion you love. It’s also a great way to help protect the
value of your vehicle and your investment. Audi recommends you take your vehicle only to
authorized Audi dealers to ensure that vehicle repairs are performed to the highest specifications.
Your authorized Audi dealer has the proper tools and equipment, the staff of trained specialists
and the access to the extensive range of parts necessary to properly maintain your vehicle’s
safety, reliability and value for years to come.
Audi Workshop-
Buying an Audi is just the start of a delightful relationship. We at Audi ensure that you receive
excellent care and attention throughout your ownership experience.
With Audi Technicians who have undergone extensive training and more importantly, believe in
the ‘VorsprungdurchTechnik’ philosophy, as well as only using Audi Genuine Parts, we ensure
your Audi keeps performing to its highest capabilities. Just a couple of the reasons these top
class facilities maintain the durability, performance, efficiency and safety you would expect from
our cars

24. “As precise as the original.”
If you're looking for the equivalent of Audi Genuine Parts, the closest thing you'll find is its
reflection. Especially if you value precision, quality, safety & durability, only a true original will
fit seamlessly into the complex interplay of Audi technologies. And only precisely fitted parts
possess the quality you expect. The perfect fit.
Campaign-
The safety of our customers and long-term service life of our vehicles for better reliability
remain our top priorities at Audi. To ensure the same, we conduct regular programs to constantly
monitor the quality of our products. In order to give our customers the best of Audi experience,
our Audi Dealers will get in touch with Audi A4 customers across India and will arrange for an
appointment at their workshop for a software update towards setting parameters for Airbag
control unit. This activity is specific to Audi A4 cars manufactured between Nov 2011 - Oct
2014. There are 6758 Audi A4 identified for this software update campaign. The software update
will take less than 30 minutes per car.

25. Audi Car life-
We want to provide high standard of service for our high-performance Audis. With our Audi
CarLife feature, we provide you round-the-clock assistance on our Roadside Aisstance, Extended
Warranty, Service Plans, and Insurance.
Audi India Extended Warranty-
Without "ifs", "ands" or "buts"
Offered under the Audi Car Life programme. Audi Extended Warranty gives the owner an
extension of the two year manufacturer warranty on an Audi vehicle. What this means is that
your Audi is safely under comprehensive protection into its 3rd and 4th year, regardless of its
mileage. So you may enjoy the peace of mind that comes from knowing you have the finest
automotive engineers at your unrestricted disposal for a full four years after the purchase of your
Audi.
The Audi Extended Warranty. Because at Audi we offer you more.
Extended Warranty — at a nominal cost and hassle free.
With unlimited mileage in the 3rd and 4th year after the standard manfacturer warranty expires.
Available for all engine variants of the Audi A4, A6, A8, Q5 and Q7.

26. "The true value of Audi Service Plan:
Service as sophisticated as your Audi.”
Audi Service Plan is about much more than saving and convenience. It delivers the extensive
technical training, most up-to-date diagnostic tools and the use of Audi Genuine Parts to help
maintain the original performance and integrity of your Audi. This premier service helps ensure
you receive the most from your Audi experience. The best way to keep your Audi performing at
its peak is to make sure all your maintenance is performed as scheduled. And the best way to do
that is to choose Audi Service Plan today Customers can purchase the Audi CarLife - Audi
Service Plans through Audi authorized dealerships at the time of purchase of a new vehicle or
maximum up to 6 months/10,000 kms from the date of delivery of the new vehicle. Below are
available options
2 Years or 40,000 Kms (Whichever comes earlier)
3 Years or 60,000 Kms (Whichever comes earlier)
3 Years or 100,000 Kms (Whichever comes earlier)
5 Years or 60,000 Kms (Whichever comes earlier)
5 Years or 100,000 Kms (Whichever comes earlier)
Best Protection for your investments
Audi Service Plan is the most economical and convenient way to ensure that your Audi gets the
service it deserves and to help avoid expensive repairs. A well-maintained vehicle typically earns
higher resale value. Audi Service Plan offers you these benefits.
Convenience: Audi Services Plans are honored at all authorized Audi dealerships.

27. Audi Trained Technicians: Because they know your Audi best, they can spot potential problems
during regular services that others might miss.
Audi Genuine Parts: replacement of Audi Genuine Parts which will help to maintain your
vehicle’s reliability and value.
Audi Insurance-
“Driving isn’t the only reward…”
The experience of owning an Audi extends far beyond exceptional engineering and an
unforgettable driving experience. After all, Audi offers unique benefits that reinforce our
commitment to our owners. Audi Insurance has something to meet your precise requirements.
► Co-branded comprehensive Motor Insurance Policy
► Cashless claim settlement at all Audi dealers across the country
► Transparency in claims settlement
► Repairs at Audi dealers would not invalidate Audi Warranty
► Assurance of repairs using genuine spare parts, at Audi dealers by Audi trained technicians
► Excess to branded call-Centre (1800-209-6262) which is 24x7
► Loss assessor to contact customer within 2 hours of reporting claim
► Online renewal facility for customers (credit card with easy installments)
Audi Delhi west brief-
Departments-marketing, Finance, A/c, Human resource, ADP (Dispatch) in out dispatching of
Audi cars. Deals with high class profile elite customers, Customer relationship management.
Marketing dept-events team, digital teams (sms blast, brand awareness, Lead), marketing
analyst,(highlighting of key points)
Finances-(Various customer schemes and all the finance related details, regarding financing of
the Audi cars with various attractive payments.
Criteria for selecting customers-
Target customers-elite class
Pre-owned car?
Location?

28. Profession?
Test drive-
Mystery shoppings-mystery audit,- as customer they audit the services of dealership.
Audi Top Assist means
Being there for you around the clock.
Audi Top Assist will be available on 95% of main routes in India
The Audi Top Assist program provides emergency road side assistance services across 95% of
the main routes in India round-the-clock. The emergency service is available for all Audi
customers with vehicles under warranty period, without any additional costs. Audi cars of the
year 2007 are also included with an extra two years of Audi Top Assist service free of costs to
ensure a pleasurable and uninterrupted journey virtually anywhere in India.
The Audi Top Assist program includes two dedicated toll free numbers that Audi owners can call
24x7, 365 days a year. Service personnel on a motorcycle will first arrive at the site for
assistance. Furthermore, in case the car needs more attention, a towing vehicle with a specially
designed towing platform will be sent from the nearest service provider.

29. A dedicated, in-house team of service experts ensure that the world-class luxury and service
standards that Audi customers are accustomed to will be available to them almost anywhere
across India These facilities can be availed for the entire Audi model range available in India, at
all the dealerships across the country
The main features of Audi Top Assist are:
• Two dedicated toll-free numbers.
• 95% coverage of India with over 600 service providers.
• 24 hours, 7 days a week, 365 days a year service.
• Dispatch of motorcycle riders, a taxi and a towing truck at site.
• Taxi of upper-class standards free of cost for up to 48 hours.
• Travel and accommodation facilities in case of immobilization for
more than 24 hours.
• On site repairs, delivery of fuel, delivery of spare keys.
• Custody, transportation, storage and safekeeping of vehicle.
• Transport of vehicle to destination or habitual residence.
• Transportation of luggage and personal effects.
• Transmission of urgent messages to family and friends.
• Usage of specially designed towing platform.
• Assistance available right from date of purchase for two years free of costs.
• In future after the two years period: additional Audi Top Assist service two years
contract for purchase.

30. Head-
Dept head
Dgm-deput. Gen manager
Agm(sales)
Sales mngr
Mrkt head-
Asstmngr
Digital
Analyst
CRE
VorsprungdurchTechnik is not only our promise, but the basic philosophy which drives all of our
activities. We set new standards with the latest technology and innovative design.
Our cars are made for you with success and passion. Start the film to find out more about the
Audi brand.

31. ORGANISATIONAL STRUCTURE

32. Audi e-tron – The Holistic Approach
The most important development related to batteries for electric drives are lithium-ion
cells. Numerous experts throughout the world are working on their further development
for use in cars , with the primary objectives being to reduce weight and increase capacity
and performance. Audi has also opted for this technology, both for use in a hybrid
production vehicle, such as the upcoming Q5 hybrid, and in the e-tron test platform.
The requirement specification for the concept vehicle goes far beyond battery technology
and the replacement of the combustion engine with an electric drive system, however.
The Audi development engineers decided back in the concept phase to design practically
every component and technology based on the new requirements of electric mobility. The
interaction of all elements has a decisive influence on the factors efficiency, range and
practicality.

33. AUDI A8 L
Fascination 1 Audi A8 L
Technology 23 Innovations 31 Intelligent performance
25 Audi ultra 33 Dynamics
27 35 Assistance systems
37 Simplexity quattro®
29 Audi Matrix LED headlights
Equipment 71 Lights
41 Engines
43 Audi design selection
45 Audi exclusive 73 Comfort
47 Paint finishes 77 Transport
55 Wheels/tyres 78 Safety
57 Seats/seat upholstery
63 Leather packages/Audi design
selection/headlining
79 Assistance systems
80 Infotainment
Other 89 the fascination of Audi
65 Inlays
Genuine Accessories 87 Technical data
85 Dimensions

34. PRODUCTS

35. AUDI A3 SEDAN
The Audi A3 Experience
Technology 09 Engines
10 Transmissions
Equipment 15 Wheels, tires and suspensions
17 Interior
17 Seats 35 Dimensions
19 S Line
21 Paint
23 Upholster y
25 Inlays
27 Audio and communications
28 Exterior equipment

36. The Audi Q3
Technology……………………………………… 35 Interior
Seats/seat covers
Seating comfort
27
29
31
MMI® – Multi Media Interface
Lights
E_ciency
Equipment
Inlays
Interior equipment
Exterior equipment
Infotainment
41 Exterior
Lights/mirrors
Wheels/tyres
Paints
48 Technology/safety
50
49 Audi Top Assist
Audi E_ciency
52 Technical data
51 Dimensions

37. AUDI R8
Fascination
4 Audi R18 e-tron quattro 7 Audi R8 V10 plus Coupé
5 Audi R8 LMS
Technology …………………………..23 Innovations 33 Audi drive select
25 Audi Sport 35 Laser light technology
28 Performance 38 Audi Space Frame (ASF)
29 quattro 40 Manufacture
32 Dynamics
Equipment……………………………45 Audi exclusive
49 Exterior
Paint finishes
Wheels/tyres
55 Interior
Seats
Head linings
Inlays
Light
Design
Steering wheels/controls
Comfort
Infotainment
Assistance systems
Technology/safety
61 Equipment
Other………………………………….69 Index 71
Technical data

38. SWOT
Strengths
Audi’s reputation is undoubtedly based upon a very strong brand. In fact the four rings
of Audi is one of the most identifiable logos and images globally. The brand is very
innovative and the range is continually developed and extended.
Being a German technology product, obviously Audi has a reputation for operations
management and its production approaches. The company manufactures in excess of 1
million autos a year . Interestingly , more than 1000 of these cars are Lamborghinis ,
Audi’s premium supercar brand . The company manufactures cars in the German cities of
Ingolstadt and Neckarsulm.
Audi is also renowned for technology , creativity and innovation . The business invests
almost $3 billion every year in research and development for its new products.
Historically, the company’s innovations are quite impressive – for example , Audi
Quattro’s four-wheel-drive technology . New innovations include light emitting diode
headlights (you may have seen them on the highway) and also MultiMedia Interface
(MMI) , which is a mash up of entertainment technology , navigation technology , and
communication technology – including telephones as well as other innovations , which
also improve passenger safety.

39. Weaknesses
One interesting problem for the business is that whilst it is a very large vehicle
manufacturer, it doesn’t operate on the same huge scale as some of its close competitors
, including Ford and Toyota. A simple revenue analysis based upon units produced shows
that its competitors can make equivalent vehicles more cheaply , simply because of
economies of scale . That is to say relative unit costs are higher.
Audi’s are German and its brand is associated with its national identity. Whilst in some
ways this is a strength , others might view this as a particular issue. The brand is very
dependent upon its European markets . It is relatively small in North America . Some of
the sustained sales in Europe have to be due to environmental initiatives and incentives
offered by European governments, and this won’t go on forever. The European market
might also go into decline , simply because of the debt being experienced by large
markets such as the Greece , Ireland and Spain.
In common with some of its competitors including Toyota, Audi has also had to endure
the embarrassment of product recalls . Especially for a brand which encompasses security
and safety , this could potentially be damaging. In North America , there have been
problems with gearboxes (transmissions) . Similar problems occurred in the South Korean
market.

40. Opportunities
Without a doubt the new emerging markets of China and India are huge opportunities
for Audi. New car sales are growing in both countries as consumers are getting wealthier
and more discerning, they need status brands such as Audi . By 2015, the Indian car
market is going to be huge, with estimated sales reaching more than $40 billion. In
China figures indicate that sales will be in excess of 250,000 million vehicles in a
similar period of time.
Audi with its innovative history is obviously investing heavily in vehicles which are low
emission and will be targeted at the greener car market . Hybrid electric vehicles (HEVs)
will become very popular in the large countries of the United States and China, whereby
petrol stations will become slowly replaced by plug-in stations . So obviously the growth
of environmentalism and the nature of global warming mean that consumers are calling
for low emissions alternatives.
Hopefully in the coming years , the global car market will begin to recover and car
sales and production will increase . There are a number of drivers. Government programs
which offer incentives to consumers to ditch their old gas guzzler to replace it with a
modern hybrid car for example , mean an increase in sales . The problems associated
with raising credit in Western nations will hopefully disappear and consumers will begin
to take loans to finance their vehicle again . Audi has become a leaner business by
increasing its profit per vehicle and reducing its inventory.

41. Threats
Like any business which operates in a global economic environment , Audi has to deal
with local business environments . For example , regulations by local governments in
relation to emissions or safety , or even strategic alliances with local companies in order
to enter a market , such as China . All please add to the bottom line and reduce margins
potentially.
Trading in a global market means that the business is essentially exposed to commodity
price fluctuations . Steel prices have been on a helter-skelter . Commodity prices vary,
and it makes it difficult for Audi to keep costs steady.
In the car industry , generally , the largest threat relates to the nature and level of
competition in what is a mature industry . There are a number of similar brands
including BMW and Mercedes . Car production globally tends to move where the high
dependence on labour cannot impact its cost base , so over years to come more
manufacturing will move to India and China , where costs of labour are lower. The
German worker is comparatively expensive.

42. HR ROLE AT AUDI
Introduction
The AUDI emblem of the four rings denotes one of the Germany’s oldest automobiles
manufactures. It symbolizes the merger in 1932 of four previously independent motor
vehicles manufactures i.e AUDI DKN HORCH and WANDERER. These companies are
the foundation stones of AUDI AG. This company is established by AUGUST HORCH
in ZWICKOU on july 16, 1909. He couldn’t take again its founder’s name for reason of
fair trade. Horch found a new name by translating his name , which means “hark” .
“Listen”, into Latin . So it was that the second company to have been set up by August
Horch commenced operations under the name Audi Automobilwerke GmbH , Zwickau ,
on April 25 , 1910 At the end of the 19th century , there were already a number of car
manufacturers in Germany . One of them was August Horch & Cie ., founded on
November 14 , 1899 in Cologne. August Horch was one of the pioneer figures of
automotive engineering . Before setting up business on his own , he worked for Carl
Benz in Mannheim for three years as Head of Production.
In 1904 , August Horch relocated his company to Zwickau and transformed it into a
share-issuing company. However , in 1909 August Horch withdrew from the company he
had founded , and set up a new enterprise under the name of "Audi" . Audi has been a
majority owned (99.55%) subsidiary of Volkswagen Group since 1966, following a
phased purchase of AUDI AG's predecessor , Auto Union , from Daimler-Benz.[11]
Volkswagen relaunched the Audi brand with the 1965 introduction of the Audi F103
series.

43. Human Resources include main areas:
Payroll ensures for our co-workers the services to be provided by the employer
including payroll and the operation of the system of non-salarial allowance packages ,
cooperation with trade unions and the support of HR changes within the company.
The responsibilities of the Human Resources and Organisational Development Team
include : The organization and arrangement of trainings for our colleagues, the operation
of the in-company vocational training programme and the co-ordination of the "Fair of
ideas" programme.
The main duty of the HR Rapporteurs Team is to select the appropriate candidates for
the vacant jobs at Audi Hungaria, to moderate the performance assessment and to support
the operation of the programme providing for replacement for management jobs.

44. In the area of International Missions and HR Marketing , two important activities are
carried out:
Support in dealing with the affairs of people in long-term mission within the VW concern
related to their mission , and in dealing with the affairs of colleagues working in Győr ,
arriving from other companies within the concern for a long-term mission , in their
affairs related to their stay in Hungary.
The promotion of Audi Hungaria Motor Kft , maintaining relationships with the
institutions of higher education , provide for the replacement of professionals for the
company , traineeship programme , relationships with the career and student offices of the
institutions of higher education , the organization of factory visits , the organization of job
fairs and similar events , the publication of job and image advertisements .

45. The Strategic Higher Education Relationships deals with the establishment of long-term
cooperations, and, for this purpose, maintains close relationships with students , teachers
and professors. It offers possibilities for getting acquainted with the life and operation of
the company through development projects and degree work themes.
FUNCTIONS OF HR MANAGER
The basic managerial functions comprises of :
Planning
organizing
Directing
controlling and
staffing.
Several strategies and techniques are used by the HR personnel for the effective
implementation of the basic managerial functions.

46. VISION AND STRATEGY
Audi India global success in the 21st century with his "New Management" declaration that
encompasses intellectual capital, organizational creativity, technological innovation and employee
empowerment as the key strategies for Audi profitable growth in an era of unbridled global
competition.
"New Management" implementation began by encouraging individual employees to first make
changes within themselves, striving to care more for others and to behave ethically. Today,
performance at Audi is measured in qualitative rather than quantitative, terms. Moreover,
international competitiveness is an overriding objective, achieved through multi-faceted integration
of facilities as well as the development of global information systems. Audi ultimate goal is to
achieve quality-of-life improvements worldwide by succeeding as a top-tier enterprise in the 21st
century.
For the past half-century, Audi employees have been guided by a corporate philosophy that states,
"We will devote our people and technology to create superior products and ser-vices, thereby
contributing to a better global society." Today, this corporate philosophy unites all Audi -affiliated
companies. Through enhanced global management, Audi is now embracing the emerging business
trends worldwide, enabling it to react quickly and respond to local market changes.

47. The year 2014 was declared as “Audi’s initial year of Automobile management." Through this
declaration, AUDI set an objective to become the winner in the digital era of the 21st century
through leading initiatives based on its pioneering spirit and management strategy of selection and
concentration, as well as by advancing the standards of next generation digital convergence
technology.
Innovation has long been critical to Audi success, helping the group to be "first" in many new
product developments and technological breakthroughs. Its commitment to innovation continues to
be stronger than ever.
As Audi expands its global presence and recognition, it has not lost touch with its roots in India.
Audi continues to be a leading influence and major supporter of the Indian economy, society, and
culture.
Although Audi-affiliated companies are spread over a range of industries and operate independently,
they share the same overall management philosophy, code of conduct and corporate identity.
Chairman is responsible for determining the long-term vision and direction of strategy for the group,
while Chief Executive Officers of each affiliate have the responsibility for autonomous decision-
making on ordinary business issues.

48. COMMITMENT TO HUMAN RESOURCE
One of the management philosophies of the CEO was that "A Company is Its People." Attracting
and developing the best people is key to Audi maintaining, and enhancing, an advantageous position
in an era of Luxury car competition.
All new employees attend a comprehensive one-month orientation / education program to learn and
understand the core values of the group, its management and strategic direction, and the vision that
Audi is pursuing.
One of Audi human resources strategies is to recruit the highest-quality personnel from around
the world, regardless of nationality, by focusing on those who have Masters and Doctorate degrees
in all areas of management, such as research and development, marketing, finance, design and
information technology.
Recognizing that globalization of domestic human resources is as important as attracting high-quality
personnel from overseas, Audi is continuously strengthening the global competencies of core
personnel by focusing on foreign language proficiency and ability to acclimatize to foreign cultures.

49. Audi is also making efforts to provide early career-development programs for individuals who have
been identified as possessing noteworthy capability and talent in a range.
Since its establishment, Audi has become a International company representing Germany and India
as a result of implementing its spirit of "Priority of Human Resources" through which it has placed
great value in its employees and raised human resources necessary for the nation and the community.
Company’s Values –
We believe that living by strong values is the key to good business. At Audi, a rigorous code of
conduct and these core values are at the heart of every decision we make.
People
Quite simply, a company is its people. At Audi, we’re dedicated to giving our people a wealth of
opportunities to reach their full potential.
Excellence
Everything we do at Audi is driven by an unyielding passion for excellence—and an unfaltering
commitment to develop the best products and services on the market.

50. Change
In today’s fast-paced global economy, change is constant and innovation is critical to a company’s
survival. As we have done for many years, we set our sights on the future, anticipating market needs
and demands so we can steer our company toward long-term success.
Integrity
Operating in an ethical way is the foundation of our business. Everything we do is guided by a moral
compass that ensures fairness, respect for all stakeholders and complete transparency.

51. REVIEWS RELATED
LITRATURE

52. LITRATURE REVIEW
Marketing Strategy of Audi Delhi West India
What is marketing?
The activities of a company associated with buying and selling a product or service. It includes
advertising, selling and delivering products to people. People who work in marketing departments of
companies try to get the attention of target audiences by using slogans, packaging design, celebrity
endorsements and general media exposure. The 4 'Ps' of marketing are product, place, price and
promotion.
What is Marketing Strategy?
There are many marketing strategies. The great thing about this is that there is no one way to achieve
success. An organization's strategy that combines all of its marketing goals into
one comprehensive plan. A good marketing strategy should be drawn from market research and focus
on the right product mix in order to achieve the maximum profit potential and sustain the business.
A strategy is a long-term plan to achieve certain objectives. A marketing strategy is therefore a
marketing plan designed to achieve marketing objectives. For example, marketing objective may
relate to becoming the market leader by delighting customers. The strategic plan therefore is the
detailed planning involving marketing research, and then developing a marketing mix to delight
customers. Every organization needs to have clear marketing objectives, and the major route to
achieving organizational goals will depend on strategy. It is important, therefore, to be clear about
the difference between strategy and tactics.

53. These terms originate from military use (military strategy before and during a military campaign is
the general policy overview of how to defeat the enemy). Developing a strategy involves establishing
clear aims and objectives around which the framework for a policy is created. Having established its
strate gy, an organization can then work out its day-to-day tools and tactics to meet the objectives.
Marketing can thus be seen as the process of developing and implementing a strategy to plan and
coordinate ways of identifying, anticipating and satisfying consumer demands, in such a way as to
make profits. It is this strategic planning process that lies at the heart of marketing.
A formal approach to this customer-focused marketing is known as SIVA] (Solution, Information,
Value, Access). This system is basically the four Ps renamed and reworded to provide a customer
focus. The SIVA Model provides a demand/customer-centric alternative to the well-known 4Ps
supply side model (product, price, placement, promotion) of marketing management.

54. Marketing Mix
The Marketing mix is a set of four decisions which need to be taken before launching any new
product. These variables are also known as the 4 P’s of marketing. These four variables help the firm
in making strategic decisions necessary for the smooth running of any product/organization.
4P’s of Marketing
Product → Solution
Promotion → Information
Price → Value
Place (Distribution) → Access

55. 1. Product
The first thing you need, if you want to start a business, is a product. Therefore Product is also the
first variable in the marketing mix. Product decisions are the first decisions you need to take before
making any marketing plan. A product can be divided into three parts. The core product, the
augmented product and the tertiary product.
A product can be either a tangible good or an intangible service that fulfills a need or want of
consumers. Whether you sell custom pallets and wood products or provide luxury accommodations,
it’s imperative that you have a clear grasp of exactly what your product is and what makes it unique
before you can successfully market it.
2. Price
Pricing of a product depends on a lot of different variables and hence it is constantly updated. Major
consideration in pricing is the costing of the product, the advertising and marketing expenses, any
price fluctuations in the market, distribution costs etc. Many of these factors can change separately.
Thus the pricing has to be such that it can bear the brunt of changes for a certain period of time.
However, if all these variables change, then the pricing of a product has to be increased and
decreased accordingly. Along with the above factors, there are also other things which have to be
taken in consideration when deciding on a pricing strategy.
Competition can be the best example. Similarly, pricing also affects the targeting and positioning of a
product. Pricing is used for sales promotions in the form of trade discounts. Thus based on these
factors there are several pricing strategies, one of which is implemented for the marketing mix.

56. 3. Place
Place refers to the distribution channel of a product. If a product is a consumer product, it needs to be
available as far and wide as possible. On the other hand, if the product is a Premium consumer
product, it will be available only in select stores. Similarly, if the product is a business product, you
need a team who interacts with businesses and makes the product available to them. Thus the place
where the product is distributed depends on the product and pricing decisions, as well as any STP
decisions taken by a firm.
Distribution has a huge affect on the profitability of a product. Consider a FMCG company which
has national distribution for its product. An increase in petrol rates by 10 Rs will in fact bring about
drastic changes in the profitability of the company. Thus supply chain and logistics decisions are
considered as very important costing decisions of the firm. The firm needs to have a full proof
logistics and supply chain plan for its distribution.
4. Promotion
Promotions decides the segmentation targeting and positioning of the product. The right kind of
promotions affects all the other three variables – The product, price and place. If the promotions are
effective, you might have to increase distribution points, you might get to increase the price because
of the rising brand equity of the product, and the profitability might support you in launching even
more products. However, the budget required for extensive promotions is also high. Promotions are
considered as marketing expenses and the same needs to be taken in consideration while deciding the
costing of the product.

57. Promotion looks at the many ways marketing agencies disseminate relevant product information to
consumers and differentiate a particular product or service. Promotion includes elements like:
advertising, public relations, social media marketing, email marketing, search engine marketing,
video marketing and more. Each touch point must be supported by a well positioned brand to truly
maximize return on investment.
Strategic Discipline
Marketing is now accepted as a strategic discipline or general management function and in this
respect must care for the health of a business in the future - especially against competitive influences.
This is because it is increasingly realized that although making a profit is important, an organization
should also develop its market share and search for brand leadership as well. So the marketer must
monitor the profitability of the business and attempt to anticipate the likely trends.
Successful marketers must therefore be concerned with every aspect of their business, including
future project and other areas of their industry. Successful companies plan five or ten years and more
in advance and often know as much about their competition as they know about themselves.
Marketing is not just a series of business-related functions, but more wide-reaching than this. It is a
business philosophy designed to develop an attitude of mind which should be shared by everyone in
an organization and is often enhanced by both frequent and open communication. Developing such
an attitude of mind reduces the likelihood of crisis and contributes to the development of the overall
future of an enterprise at both strategic and tactical levels.

58. At the heart of marketing lies the degree to which an organization becomes marketing-orientated.
The more committed a company is to its marketing activities, the more able it will be to pursue its
corporate objectives and develop and retain customers. Every business in existence relies upon its
customers for survival, and those who best
meet customer needs will always survive a period of change.
The marketing function is therefore an essential ingredient of corporate strategy, and this marketing
focus should be communicated through marketing planning into all aspects of business activity.
Principles of Marketing Strategy -
1. Clarify Business Objectives
2. Use Innovation Teams to Identify
3. Decouple Strategy and Innovation
4. Build Open Assets in the Marketplace

59. 1. Clarify Business Objectives
there’s so much going on in the marketing arena today, everybody is struggling to keep up. At the
same time, every marketing professional feels pressure to be “progressive” and actively integrate
emerging media into their marketing program. However, the mark of a good marketing strategy is not
how many gadgets and neologisms are crammed into it, but how effectively it achieves worthy goals.
Therefore, how you define your intent will have a profound impact on whether you succeed or fail.
Unfortunately, there is a tendency for marketers to try to create a “one size fits all” approach for a
portfolio of brands or, alternatively, to want to create complicated models to formulate marketing
objectives
Some brands are not widely known, others are have trouble converting awareness to sales and still
others need to encourage consumer advocacy.
2. Use Innovation Teams to Identify Emerging Opportunities
Marketing executives are busy people. They need to actively monitor the marketplace, identify
business opportunities, collaborate with product people and run promotional campaigns. It is
unreasonable to expect them to keep up with the vast array of emerging technology and tactics,
especially since most of it won’t pan out anyway.
Therefore, it is essential to have a team dedicated to identifying emerging opportunities, meeting
with start-ups and running test-and-learn programs to evaluate their true potential. Of course, most
of these will fail, but the few winners will more than make up for the losers.
Once an emerging opportunity has performed successfully in a pilot program, it can then be scaled up
and become integrated into the normal strategic process as a viable tactic to achieve an awareness,
sales or advocacy objective.

60. 3. Decouple Strategy and Innovation
unfortunately, in many organizations, strategy and innovation are often grouped together because
they are both perceived as things that “smart people” do. Consequently, when firms approach
innovation, they tend to put their best people on it, those who have shown a knack for getting results.
That’s why, all too often, innovation teams are populated by senior executives. Because innovation
is considered crucial to the future of the enterprise (and also due to the institutional clout of the
senior executives) they also tend to have ample resources at their disposal. They are set up to
succeed. Failure, all too often, isn’t an option.
However, strategy is fundamentally different from innovation. As noted above, a good strategy is
one that achieves specific objectives. The truth is that innovation is a messy business. So failure
must be an option, which is why technologically focused venture capital firms expect the vast
majority of their investments to fail
4. Build Open Assets in the Marketplace
The primary focus of marketing promotion used to be to create compelling advertising campaigns
that would get the consumer’s attention and drive awareness. Once potential customers were aware
of the product, direct sales and retail promotions could then close the deal.
Today, effective promotional campaigns are less likely to lead to a sale and more likely to result in an
Internet search, where consumers’ behavior can be tracked and then retargeted by competitors.
Simply building awareness and walking away is more likely to enrich your competition than
yourself.

61. Marketing Strategies By Audi
1. Newer, exclusive and better Cars.
2. Leave no segment and focus niche marketing
3. Competitive
4. Brand building
5. High-cost premium products
6. Grabbing the Market
7. Product Transformation
8. Customization
9. New Cars.

62. Benefits of Marketing Strategies
Saves time and money
Time and money are important primary factors of success in the business industry. As you will see
below, a marketing strategy helps owners to define a brand so that they don’t spend loads of
productivity time marketing a product to the wrong people. A marketing plan provides a blue print
for business owners to follow with hopes to bring in more money than they put out.
Provides a plan
Marketing plan acts as a guide as the business progresses, so owners can see where their time and
money is going. It provides a look into the future goals of the company, and gives step-by-step
directions on how to achieve those goals.
Defines the brand
This is a very important element of the marketing plan because without it, a business wouldn’t last
long. They would be exhausted. Defining a brand means knowing what you are selling, and to whom
you’re selling it to. In other words, you must also define your audience. Without knowing who to
market to, business owners can lose valuable time. Marketing strategies help with issues such as
these, and plans out these things.

63. LIMITATIONS
Some of the limitations of the project are listed as below:
1. The time bound period is the major limitation in research projects.
2. With well established players like BMW, Mercedes, Ducati, Italdesign
Giugiaro, Lamborghini and quattro GmbH, so Audi faces a tough competition from
these players.
3. Audi’s business model has been replicated by many new players which again pose a threat to
Audi.
4. Audi has a assembling unit set up in INDIA which has strengthened this perception among
people.

64. BIBLIOGRAPHY
WEBSITES
 www.google.com
 www.audi.com
 www.economictimes.com
 www.moneycontrol.com
 www.pressrelease.net
 www.topdreamer.com
 www.wikipedia.com
 www.marketshare.com
 www.wordpress.com
BOOKS
 INDIA TODAY
 CHRONICLE
 BUISNESS TODAY
 BUISNESS WORLD

65. Suggestions & Recommendations
We can give some suggestions of the company towards the customer satisfaction as follows:
 The manufacturer of the Audi should make better innovative car production.
 The company should to advertise of the brand Audi to know the users easily.
 They should have to provide more Outlets Centre as per the region and provide better
services to the customers.
 The Qualities & Designs of the Audi have to improve.

66. CONCLUSION
 Based on the study conducted it can be concluded that responsiveness, assurance and reliability
are the critical dimensions of service quality of Audi and they are directly related to overall
service quality.
 The Audi gives prompt modified and customized cars worldwide.
 Audi enjoying maximum market share as the largest premium exclusive luxury cars company.
Audi is No.1 in terms of market share in terms of premium exclusive luxury cars, it captured
BMW market share by superior innovation in Smart innovative cars production.’
 Audi is financially strong and stable company. The production process and process of inventory
management are consistent with industrial standards.
 The brand value increased by 80% in last three years
 The Company enjoys wide range of premium exclusive luxury cars.

67. QUESTIONNAIRE
Name……………………………………………. Age…………….. Gender……………..
Occupation……………………Annual Income…………………Residence……………..
1. While purchasing a luxury car do you consider about resale value of the car
Yes
No
2. How do you know about luxury cars?
Television
Magazines
Hoardings
Internet
3. While buying a luxury car do you conduct a background check on the brand, car reviews,
owner’s opinion..??
Yes
No
Sometimes
4. Are you aware about the availability of ultra luxurious car brands (Lamborghini, Rolls Royce)
in India?
Yes
No
5. Are you aware about the financial aid started by the luxury car companies to help the retail
customer, dealers, fleet owners etc

68. Yes
No
6. What is the most important you look for in a luxury car?
Performance
Brand Name
Safety
Comfort
Design
7. What type of luxury car do you prefer?
Sedan
SUV
Convertible
Coupe
8. What is your preferred car brand?
Mercedes Benz
BMW
Audi
Jaguar
9. Do you own a luxury car?
Yes
No

69. Share of Luxury car manufacturer in car industry
Interpretation; in share of luxury car manufacturers in car industry share of luxury cars as
follows-
Mercedes benz C class is 11%, Mercedes benz E class is 8%, Audi A4 is 7%, Audi RS7 is 6%,
Audi A6 is 6%, Mercedes benz S class is 5%, BMW 5S is 4%, Jaguar is 4%, BMW M5 is 4%,
Audi S6 is 3%.

70. Type of car customers prefers?
Interpretation; 51% of customers prefer Sedan whereas 45% of them prefer SUV, 3% prefer
Convertible and 1% prefer coupe.
51%
45%
3%
1%
Sales
Sedan
SUV
Convertible
Coupe

71. What is the most important you look for in a luxury car?
Interpretation; 30% Customers look for performance, 20% look for brand, 15% look for safety,
15% look for comfort, 20% look for design.
30%
20%
15%
15%
20%
Sales
Performance
Brand
Safty
Comfort
Design

72. How do you know about luxury cars?
Interpretation; 20% customers came to know about luxury cars by means of television, 15% by
magazines, 35% by Hoardings and 30% by internet.
20%
15%
35%
30%
Sales
Television
Magazines
Hoardings
Internet

73. DATA INTERPRETATION
& ANALYSIS

74. ANNEXURE