Audi AG, a German automobile manufacturer headquartered in Ingolstadt, produces vehicles across 12 global facilities and is part of the Volkswagen Group. The company exhibits strong financial stability and brand image while focusing on innovation and hybrid vehicle production, but faces challenges including product recalls and competition in the premium car market. Opportunities lie in the rising demand for hybrid and electric vehicles, particularly in emerging markets with increasing disposable incomes.

2. German
automobile
manufacturer
Headquarters
in Ingolstadt,
Germany
Produced in
12 facilities,
around the
world

3. AUDI
AG
Volkswagen
AG
99,55%
Public
Investors
0,45%

4. AUDI DUCATI
LAMBORGHINI

7. 10.000 Employees in
technical development
AUDI Electronics Venture
Software development –
Partnerships - Cooperation
Research & Development
and cooperation along the
value chain.

8. More fans, more sales AUDI City experiences
Beijing – Berlin -
London
Sponsorship of events

9. 0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
0
100,000
200,000
300,000
400,000
500,000
600,000
AUDI BMW MERCEDES VOLVO CADILLAC
2013 Sales Year on Year
Growth

10. 0
0.5
1
1.5
2
2.5
3
China US Germany UK Italy
3
2.33
1.07
0.6
0.35
PRINCIPAL MARKETS FOR
PREMIUM CARS FOR 2020
(MILLIONS)

11. 0
50
100
150
200
250
300
350
400
450
500
2009 2010 2011 2012 2013 2017
160
180
200
300
350
500
Dealerships in China

12. Strong brand
portfolio
Strong brand
image
Economies of
scope with VW
Innovative
culture

13. Plants are able to
produce hybrid
vehicles
Headstart of 2
decades in China

14. Political
Tax credits for HEV’s
No bailout
Rising tax rates
Economical
Global recession
Currencies changes
Emerging markets

15. Social
Older population, more wealth
Baby boom market
Change customer structures
Technological
Highly related with luxury
Higher technology, higher price
High rivalry, high costs

16. Environmental
Importance of fuel economy
Customer concerned with their footprint
Sustainability in production

17. STRENGTHS
Economies of scale with VW
Strong Image
Financially Strong
Factories full capable for HEV
WEAKNESSES
Significant product recalls over recent years shows
poor control over parts and/or product quality
OPORTUNITIES
Rise of fuel costs and regulations are likely to rise
demand of HEV
Increase in disposable income in emerging
countries.
Customers are willing to pay more for technology
THREATS
Automobile industry highly competitive
Increase in raw material costs and wages
SWOT

18. Rivalry
-High
-Well
established
Substitutes
-Medium
-Depends on
Economy
-Cheaper
technology
Suppliers
-Medium
-Low quantity of
luxury suppliers
-Purchasing power
of VW
Buyers
-High
-Substitutes
-Information
New Entrants
- Low
-Investment
-Regulations
-Economies of
scale

19. Prof. Rupert
Stadler
-Chairman of the
board of
management
Luca De Meo
-Board Member
for Sales and
Marketing
Dr.-Ing. Hubert
Waltl
-Board Member
for Production

20. Prof. Dr.-Ing. Ulrich
Hackenberg
-Board Member for
Technical
Developement
Prof. h. c. Thomas
Sigi
-Board Member for
Human Resources
Axel Strotbek-
Board Member for
Finance

21. 70,000 employees
Culture of trust
Employees feels comfortable to
develop creativity
Interactive channels of
communications
Development in a personal way