Lisa M. Fields
29 August 2013
Ed Nickles
Marketing Strategy and Management
Audi 8
Audi The company established by August Horch in Zwickau on July 16, 1909 could not again take its founder's name for reasons of fair trade. Horch found a new name for the company 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 Automobile werke GmbH, Zwickau, on April 25, 1910. The Audi emblem of the four rings denotes one of Germany's oldest automobile manufacturers. It symbolizes the merger in 1932 of four previously independent motor vehicle manufacturers: Audi, DKW, Horch and Wanderer. These companies are the foundation stones on which the present-day AUDI AG is built. The Audi 8 is a vehicle whose dynamic potential and trendsetting technology pave the way for an automotive experience that sets a new benchmark even in this competitive field of superlative calibre.
Powerful V8 engines, the new 6-speed tiptronic and the low weight of the aluminum body result in superior road performance. The new Audi A8 has air suspension with aluminum running-gear components as standard, for an optimum configuration in every driving situation: by means of the continuously variable damper settings the adaptive air suspension reduces body movements, while optimizing road holding and ride comfort. Together with quattro permanent four-wheel drive, the A8 thus offers dynamic qualities that are entirely in keeping with its sporty character.
The A8 is the ultimate driver’s car not simply by virtue of its outstanding dynamic behavior. In the luxurious interior, the driver will find an entirely new approach to interacting with the vehicle’s systems, in the guise of the Multi Media Interface (MMI). Ingenious ergonomics and a logical, intuitively understandable operating concept reduce the driver’s workload and allow him to devote maximum attention to what matters – the business of driving, which of course includes savoring the uncommon pleasure of being behind the wheel of an A8.
As the flagship of the Audi brand, the new A8 unconditionally embodies the identity of the future Audi generation: the driving experience is characterized by consistent athleticism and clear design, innovative technological systems and the highest standard of quality. All these characteristics embody Audi’s proverbial philosophy of “Vorsprung durch Technik” – or advancement through technology.
The design
The exterior
Even at a glance, the flowing outlines of the new A8 make the overall character of this 5.05-metre long, 1.89-metre wide and 1.44-metre high saloon perfectly clear. It is a harmonious blend of clarity, sports appeal, agility and elegance.
The flat front end with strikingly short overhang, a high, imposing tail end and the pronounced wedge shape of the new A8 lend it an overtly dynamic architecture. When viewed from a distance, the car’s crouched silhouette and shoulder line rising sharply to the rear convey an impression of extreme compactness. Only on approaching the vehicle does the body reveal the necessary dimensions to qualify as a prestigious saloon.
As is typical of an Audi, the design of the new A8 depends crucially on the rejection of all superfluous design elements. Expansive, arching surfaces are bordered by clear lines in a tantalising formal interplay.
Viewed from the front, the A8 combines evolutionary versions of typical Audi elements such as the broad double grille with entirely new, distinctive features. The marked tapering of the transition between the radiator grille and the side sections consequently reflect the characteristic dynamism of the new saloon. And the clear-glass covers on the flat, broad headlights mean that the tubular light units are visible, consciously transforming these technical components into design elements.
Viewed side-on, the fact that the car’s centre of gravity is placed well back from the middle appears to urge the vehicle forwards even when stationary. Meanwhile the trapezoidal geometry of the vehicle’s bulk when viewed from the rear accentuates the low visual focal point. The Audi A8′s contours thus seem to hug the road surface, another reflection of its sports car connotations.
This effect is further reinforced by the high position of the rear light units. Taking the form of broad bands, they moreover connect the side section with the rear end. Their covers again conceal new technical features: the rear lights are fitted with responsive, high-luminosity LED units.
Mission and Vision
The mission statement “We delight customers worldwide” is at the very core of the Company’s drive to become the number one in the premium segment. This means in practice that the Audi brand offers its customers emotional, technologically advanced products that are particularly noted for their sophistication and reliability. The brand with the four rings furthermore intends to delight its customers with the best brand experience available – hard evidence of the Audi brand values “sophisticated,” “progressive” and “sporty” is provided at every point of contact with the customer. Audi group further defines what customers delight means with four actions. * Defining innovation * Creating experiences * Living responsibility * Shaping Audi
Target Markets and Target Audiences
Target Audience Adults (predominantly men) who are in their late 20s to late 30s who: Can afford the Audi prices Are car enthusiasts Care about status and using their car as a status symbol Are environmentally conscious and want to “do the right thing”. The Audi 8 is an example of what the company is conveying to the consumer that wants a sporty car with the latest cutting edged technology. Audi mainly utilizes four bases of segmentation geographic, demographic, psychographic, and behavioral.
Competitors
Audi 8 main competitors are BMW Alpina B7 and Mercedes Benz S63 AMG
SWOT Analysis
Strengths
1. Aggressive and dynamic exteriors
2. Elegant and luxurious interiors studded with LED lighting
3. Equipped with features like double glazing, improved insulation providing outside noise free ambiance, speed sensitivity etc.
4. Powerful engine equipped with technology such as direct injection
5. Available in wide range of elegant and sporty colors
6. Marketing and advertising has enhanced brand image
Weakness 1. The parent brand is still establishing itself across the globe especially emerging economies
2. Owing to high competition, brand market share is limited
Opportunity 1. Increasing per capita income and purchasing capability of potential customer base
2. Owned by a renowned and reputed brand name i.e. Audi, which can help in market penetration
3. More inclination of affluent customers to purchase international brand
4. Augmenting the distribution and service network in various countries
Threats 1. Increasing fuel costs
2. Competition from other big automobile giants
3. Competitive products offering same level features at a lesser price
4. Product innovations and frugal engineering by competitors
Table of Contents
1. Introduction 1
2. History , product, and photos 2-7
3. Mission and Vision 8-9
4. Competitor 10
5. SWOT Analysis 11-12 