Audi is a German car company that designs, engineers, manufactures, markets, and distributes luxury vehicles. It is a member of the Volkswagen Group and has its roots in Ingolstadt, Bavaria, Germany. Audi-branded vehicles are produced in nine production facilities worldwide. The origins of the name Audi are uncertain, but one theory is that it is derived from the Latin translation of "hark!" or "listen."
The company's history is complicated, beginning in the early twentieth century and the founding firms (Horch and the Audiwerke) formed by engineer August Horch (1868-1951), as well as two additional manufacturers (DKW and Wanderer), which led to the establishment of Auto Union in 1932. The contemporary Audi period began in the 1960s when Volkswagen purchased Auto Union from Daimler-Benz.  Following the reintroduction of the Audi brand in 1965 with the release of the Audi F103 series, Volkswagen combined Auto Union with NSU Motorenwerke in 1969, resulting in the current shape of the corporation.
As of 2018, Audi is the second-largest German car manufacturer behind Volkswagen and the largest carmaker in Europe. It produced 1,837,100 vehicles in 2018, and its global sales figure for that year was 6.3 million. In 2017, Audi's market share in the United States was 2.6%, making it the ninth-largest premium car brand. Audi's history can be traced back to 1899 when August Horch founded company A, Horch & Cie in Cologne, Germany. His first car was the Audi Type A 10/22 hp (15 kW) sports car, which he produced from 1901 to 1904. In 1909, Horch was forced out of the company he had founded, and he started a new firm to build cars under his own name. The first car from Horch to bear the Audi name was the Audi Type B 10/28 hp (13 kW) model, produced from 1910 to 1913.
The automobile industry is experiencing a fundamental shift, but it is also going through a difficult period. Aside from increased rivalry, demographic shifts, and innovative technical innovation, coronavirus has made the drive difficult for automotive businesses. Despite these hurdles, the automobile industry is preparing to enter a new age of sustainable transportation. Audi has also devised a strategy to develop toward sustainable mobility and gradually expand its fleet of environmentally friendly vehicles. It is also one of the best-selling premium automobile brands in various key regions, including China. In August 2018, Audi announced a new all-electric vehicle, the Audi e-Tron SUV.
Audi Target Audience
Audi Marketing Mix
Audi Marketing Strategies
Audi Target Audience
Audi's target market is the wealthy class of modern city consumers. Audi's customers are highly qualified, tech-savvy, and contemporary individuals who value style and quality as well as performance and rider safety. Audi manufactures luxury vehicles aimed at the upper end of the market. Its vehicles are well-liked by both male and female riders. The business has created a good lineup of vehicles aimed at tech-savvy millennial buyers.
Audi has positioned itself as a luxury vehicle for affluent urbanized users. Its goods have a distinct premium feel that appeals to current consumers who value performance combined with design and quality. Its special appeal stems from a combination of product design, quality, and innovation. Audi provides a distinct riding experience that meets the requirements of affluent urban riders who like elegant driving. Audi offers a sporty and adventurous appeal, as well as a strong touch of elegance and comfort.
Audi Marketing Mix
Marketing tactics include product innovation, price strategy, promotion planning, and so on. These business methods, based on the Audi marketing mix, aid in the brand's market success.
Audi's marketing strategy assists the brand in establishing a competitive market position and achieving business goals and objectives.
Let us have a look at the 4Ps of the marketing strategy of Audi:
Audi has a luxury brand image because of its cars, which are distinctive. The firm offers a variety of items to the market, and its vehicles evolve in tandem with technological advancements. Audi produces attractive vehicles with excellent power. Audi's marketing mix includes a diverse variety of luxury vehicles such as sedans, SUVs, and sports cars. A8 is a design and technological milestone. It sees technology as a premium brand and targets its clients appropriately. The company invests in scientific and innovative breakthroughs and creates solutions of exceptional quality.
The company presently provides several products, including the A series (A4, A6, A8), Q series (Q2, Q3, Q5, Q7), TT, E-TRON, S5, RS5, and R8. Audi also has a wide choice of sports vehicles. Audi has a dedicated consumer base as a result of the popularity of its goods throughout the years. Ducati and Lamborghini are also part of the main corporation.
Audi is a major brand that serves people all around the world. The headquarters of Audi is in Germany. The corporation has manufacturing operations in nine different countries. They are also looking for prospective customers in untapped markets. As a result, Audi has made global investments and continues to expand in the Asian market. Audi's presence is built and maintained through an exclusive network of dealerships and after-sales service centers. Audi employs a channel that extends from the production to the distributor to the wholesaler to the dealer to the client. Audi employs cutting-edge technology in its manufacturing facilities as it strives for customer happiness with the goal of being the world's most successful luxury brand.
Audi adopts a premium pricing approach to capitalize on its brand image. Because it is a competitive business, the price strategy in the Audi marketing mix is mostly based on premium vehicle manufacturers' competitive pricing. Audi has strong brand equity. In Audi dealerships, the company offers high-quality items, allowing customers to conveniently access the brand. Audi vehicles start at $35,000 on average, and luxury sports variants may cost up to $1.5 million. Audi Finance provides a unique finance alternative to assist customers in purchasing products with convenience.
For current customers who want to use optional features in their automobiles, an optional pricing structure is used. For example, Audi Bang, sound system, and navigation system are optional additions in a car that the buyer voluntarily purchases. Audi pricing variances are also influenced by a country's geographical location and economic conditions.
The cornerstone of Audi's advertising endeavors is its logo. Audi's four overlapping rings instantly generate a brand picture in the minds of customers. Audi actively supports a variety of sporting endeavors. Audi uses celebrities to support its products in addition to broadcast, print media, and internet marketing. Audi carefully selects marketing opportunities to match its image. Because of its premium brand image, Audi does not believe in the mass market. Audi invests in a variety of sponsorships, including the Olympics and football teams. The brand has also had product placements in Marvel films and video games. Audi cultivates its brand image by conveying the impression that Audi is driven by celebrities. As a result, the Audi marketing strategy and mix study is complete.
Audi Marketing Strategies
Audi's competitors in the premium and costly automobile category are numerous, and they all target the same upper-class socioeconomic group. When it comes to technology, speed, and pricing, BMW, Jaguar, and Mercedes-Benz are constantly neck and neck. Audi, on the other hand, maintains a solid market position thanks to a strong brand image and worldwide purchasing power from the Volkswagen group.
Let's examine how Audi's marketing approach works to maintain its market share after more than a century.
Uphold The Brand's Image
Audi does not merely launch an advertising campaign to see what happens. They carefully pick the message based on the company's value, and when it connects with the audience's understanding, they pursue it further. It is all about consistency once more. This premium automaker's success is driven by a great brand with a positive brand image.
The German carmaker has already built the foundation to succeed in the new market as it transitions to more electric vehicles. With the slogan "Vorsprung durch Technik," which translates to "Lead by technology," the Audi brand advertises itself as a well-engineered premium brand.
Customers with high budgets were able to consider Audi as the technologically cutting-edge, aesthetically appealing, and premium build quality option among other vehicle companies because of the brand's consistent image.
Persistent Marketing Strategy
Audi is extremely consistent in their approach to advertising, which is something consumers will notice right away. For instance, TV commercials for Audi frequently resemble billboard and print advertisements.
There will still be some minute variations and twists, but the commonalities across the various channels are very apparent. The entire marketing system functions flawlessly as a single unit. This makes for powerful, comprehensive advertising campaigns that leave an impression on the audience.
An Audi automobile costs among the top prices, or skimming price. This is supported by the great quality of the cars that one may own and the brand reputation. People desire to display their social status by driving a nice vehicle with the four interlocking rings emblem because they enjoy the company's reputation.
Audi's marketing efforts frequently promote the idea that its cars are driven by famous individuals to support the cost justification. Famous actors, soccer players, and singers are all options, but Audi also picks its marketing partners very carefully. Audi doesn't rely on mass marketing because of the specialized market; instead, it places ads in the luxury category specifically for the target demographic.
Currently, 91,477 people work for Audi, which has automobiles accessible in over 100 markets. However, they concentrate their efforts on Asia rather than just any random nation. In nations like China, India, and the United States, where lifestyles are quickly changing, and the luxury market is growing quickly, Audi has had record sales every year. Audi's marketing tremendously accelerated the brand's global growth.
In the luxury and supercar segments, Audi has been a symbol for decades. Nearly everyone on the earth can instantly recognize the four-ring logo. Despite the difficult market, the business has continued to develop successfully over the years, and innovative marketing tactics have a big part to play in that.
Hope this article helps you craft a strategy for your luxury brand. A brand's continued market growth depends on consistent marketing and a strong brand image. Great prices should correspond to high quality and standout qualities. Creative marketing techniques may convey a strong message without detracting from the brand's image (calling out your competitors is a fun way too).