Brand Research

History

Audi Ag, Known as Audi is a German automobile manufacturer that was founded in 1910s by Augus Hoch (his original name was Audiwerke Gmbh) Audi has been almost wholly owned by Volkswagen group since 1964. The tagline Is advancement through Technology. North American tagline is Innovation through technology. As of 2006 the tagline is Truth in Engineering.
In 1932, Audi merged with Horch, DKW, and Wwandere to form Auto Union. The Audi emblem is four overlapping rings that represent the four marguqes of Auto union. It symbolizes the amalgamation of Audi with DKW. The first ring represents Audi, The second represents DKW, the third is Horch, and the fourth is Wandrere.

The build up and onset of WWII encouraged the development and production of special vehicles for military purposes in the 1930s. The Auto Union became an important supplier of vehicles to Germany’s armed forces.
Modern Era of Audi: Volkswagen introduced the Audi brand to the U.S. for the 1970 model year. The first new car of this regime was the Audi 100. The Audi image at this time was conservative one
Currently Audi sales are growing strongly in Europe. Recently Audi has started offering a computerized control system for its cars called Multi Media Interface (MMI)

Audience:

target audience is very wide: family college students, company executives. However, our primary Audience will be executives. Business people who need to show off their cars to their surroundings.

Competitors are the Mercedes Benz and BMW.

Strategy: To attract primary Audience, we will tell people to replace Mercedes Benz/ BMW to take their luxuriousness to next step. Kind of like the latest Audi commercial: Replacing old house/Benz to new house and Audi. lol

Reference Board: Audi has rally heritage so we will incorporate that into their luxury look. EX: dirt road that leads into the city.

Information by Mika & Mo