Audi's marketing strategy focuses on segmentation, targeting, and positioning. They segment their luxury vehicles based on psychographic and behavioral factors and target middle to upper class consumers. Audi positions itself as innovative with advanced technology and sustainability. Their objectives are to define innovation, act responsibly, create experiences, and shape the Audi brand. Audi is currently the third largest luxury brand in the U.S. behind BMW and Mercedes.

2. Agenda
I. Brand Heritage
II. Positioning
Perceptual Map
III. Market Offering
Product
Promotion
Place
Price
IV. Performance Metrics
Market Share
Profitability
Trends
V. Marketing Strategy and
Objectives

3. Brand Heritage
Audi has been
around since 1885
and was adopted in
the early 20th
century
Audi is based off a Latin translation
of the surname of the founder
August Horch; “Horch” meaning
“listen” in German, becomes
translated to “Audi” in Latin
Headquartered in
Ingolstadt,Germany
The logo of the four interlocking rings
represented the four brands in the Audi
company at that time, which is now one of
the most recognizable logos in the world
Digitalization,
sustainability,
urbanization, respect,
integrity, and
cooperation are Audi’s
core values

4. • Approachable German
engineering
• Elegant engineering for
a sustainable future
How is Audi currently
positioned?

5. • Audi competitor
• The ultimate driving machine
• Luxury sports vehicle for those looking for
adventure
BMW: Mercedes:
• Audi competitor
• The best or nothing
• Luxury for all ages

6. Audi’s Positioning

7. • Numerous lines of vehicles
• Apparel and accessories sold in
dealerships use the brand name
• Key Attributes:
• Stylish
• Comfortable
• Luxurious
• Sporty
• High-quality
Product

9. • Audi heavily uses digital
media/marketing to
promote products
• Company website,
social channels, and
TV commercials
• Communicated through
older traditional
marketing methods
• Newspapers,
magazines, radio ads,
and billboards
Promotion

10. Evolution of the Audi logo
• Audi has moved through numerous
slogans
• It is not as significant has the “4 rings”
as people view it today
• The four rings represent the “four
different automotive ventures” that was
Audi
• Audi, Horch, DKW, and Wanderer
• Four companies became one in 1932
and referred to as the Auto Union AG

11. • Countries with manufacturing plants:
• Germany
• Hungary
• Belgium
• Mexico
• Spain
• Russia
• Brazil
• India
• China
• HQ in Ingolstadt, Germany and it’s culturally
significant as a specifically German manufacturer
• Involves added value for the brand as they can
distribute to almost everywhere in the world with
their products
• This helps customers and the brand with such high
accessibility, all who desire an Audi, can get one
with relative ease
Place

12. Price
• For a similar brand, Audi is the most affordable compared
to its two closest competitors
• Most expensive to least expensive (on average)
1. Mercedes
2. BMW
3. Audi
• Shown below is a direct comparison of each of our closest
competitors with the most similar model of car
• 2020 Audi A4:
• Manufacturer, suggested retail price: $37,400
• 2020 BMW 3-Series:
• Manufacturer, suggest retail price: $40,750
• 2020 Mercedes-Benz C Class:
• Manufacturer, suggested retail price: $41,400

13. Performance
• U.S. Market Share (2020):
1.3%
• One of the fastest growing
premium brands
• Broken their own sales
records each month
consecutively for 80 months
• Top Competitors U.S. Market
Share (2020):
• BMW: 2.7%
• Mercedes: 3.1%

14. Market Trends
• Moving towards electric vehicles,
autonomous vehicles, and lighter
materials
• Audi has a line of electric cars (e-
tron)
• Has concept for autonomous car and
plans to release in 2024 (at the
earliest)
• Dip in the worldwide car sales due to
COVID-19, recovering slowly - sales
still below 2019, but are on the rise
again

15. Summary
• Audi’s current strategy is segmentation,
targeting, and positioning
• They segment its luxury and unique cars
based off psychographics and behavioral
factors
• Targets consumers from middle to upper
class social groups as they are the people
who can afford Audi
• Positioned advanced technology,
sustainability, and innovative products
geared toward its target audience
• The brand’s objectives are to define
innovation, live responsibly, create
experiences, and shape Audi as a whole

16. Works Cited
• https://www.audiusa.com/us/web/en/inside-audi.html
• https://www.audi-mediacenter.com/en/strategy-14188
• https://brandmarketingblog.com/articles/branding-definitions/brand-architecture/
• https://inkbotdesign.com/audi-logo-design/
• http://mentalwardfilm.com/brief-history-of-audi/
• https://www.thecarconnection.com/car-compare-results/audi_a4_2020-vs-
bmw_3-series_2020-vs-mercedes-benz_c-
class_2020?trims=411851,408726,408305