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› Any brand has a limited life period

› It has different stages :

› 1. Introduction

› 2. growth

› 3. maturity

› 4. decline

› 5. revival
› Audi's corporate tagline : g  
› Private company, subsidiary :Volkswagen Group(FWB
Xetra: NSU)
› Founded in: Zwickau, Germany (16 July1909)
› Founder :August Horch
› Headquarters :Ingolstadt, Germany
› The company name: Based on the surname of the
founder August Horch, meaning    r which, when
translated into Latin, becomes  .

› Range of automobiles: supermini to crossover SUVs

In various body styles
› Wholly owned subsidiary of Volkswagen AG since
1966, following a phased purchase of its
predecessor, Auto Union, from its former owner,
› Volkswagen Relaunched : Audi brand in 1967
introducing Audi F103 series


› Origins: 1909
› first Audi automobile: Audi Type A 10/22 hp (16
kW) Sport-Phaeton,1910

› Audi Engines: 2612 cc

› Followed by : 3564 cc
4680 cc and
5720 cc models.
› Successful sporting events car.
› First six cylinder: 4655 cc, 1924


› 1921, Audi became the first German car
manufacturer to present a production car,
the Audi Type K, with left-handed drive.
› 1920s: Established dominance.

› Provided better view of oncoming traffic,

making overtaking safer(Targeting))

› 1928 Jørgen Rasmussen,owner (DKW),
acquired majority shares in Audiwerks
› Audi cars of that era were luxurious
cars(Segmentation) equipped with special
› 1932, Audi merged with Horch, DKW, and
Wanderer, to form Auto Union
› company offered the Audi Front
› LOGO: PriWorld War II, Auto Union used Four
Interlinked Rings that make up badge used
› 1930s, 45 Reflecting the economic pressures
of the time, Auto Union concentrated on
smaller cars(Positioning).
› By1938 Company's DKW brand accounted
17.9% of the German car market while Audi
held only 0.1%.
› 1945 Overrun by the the Soviet Army
› Company's entire assets were expropriated
without compensation.
› DKW models were renamed to IFA F8 and IFA
F9 similar to the West German versions
› 3 September 1949 reformed company was
launched.Begining of a new brand cycle.
› Production of a small but sturdy 125 cc
motorcycle and a DKW delivery van, Included
› 1958 Daimler-Benz took 87% holding in the
Auto Union and was increasing
› 1959. 100% Holding of Daimler-Benz
› 1960s the company's aging model range at this
time did not benefit the same extent as
competitor manufacturers such as Volkswagen
and Opel.
› Decision to dispose the Auto Union business
based on its lack of profitability.
› There was decision to shut down
› Near production-ready modern four-
stroke engine would enhance the Auto
Union business
› 1964 Volkswagen acquired a 50%
holding in the business
› 1965 Volkswagen took it entirely

› Volkswagen dumped the DKW brand

› 1969, Auto Union merged with NSU ( 1950·s
world's largest manufacturer of motorcycles),
but moved on to produce small cars like the
NSU Prinz
› 1967, the new NSU Ro 80 car well ahead of its
time in technical details such as aerodynamics,
light weight, and safety. However, teething
problems with the rotary engines put an end to
the independence of NSU.
› The Neckarsulm plant is now used to produce
the large A6 ,A8,RS and R8 models
› Until 1972.Model were named on their
horsepower ratings such as Audi 60, 75, 80,
and Super 90( Markteting strategy).
› Volkswagen took the K70 for its own range,
spelling the end of NSU as a separate brand.
› The new merged company known as Audi
NSU Auto Union AG, and saw the emergence
of Audi as a separate brand for the first time
since the pre-war era.
› 1970 Volkswagen introduced Audi brand to
the United States for the model year.
› The first new car of this regime was the Audi 100 of
1968(the basis for the 1973 Volkswagen Passat)
› The Audi 50 a seminal design because it was the
first incarnation of the Golf/Polo concept, that led
to a hugely successful world car.
› The Audi image at this time was a conservative one
› So they develop the four-wheel drive technology in
Volkswagen's Iltis military vehicle for an Audi
performance car and rally racing car.
› 1980 The performance car was named the
"Audi Quattro´
› Audi's S4 and S6 sport sedans were
produced and the model was a great success
in rallying.
› the Audi name became associated with
advances in automotive technology.
› 1985,the company·s name became AUDI AG
› 1986, as the Passat-based Audi 80
"grandfather's car" image, introduced.
› New development sold extremely well but
was of low performance
› In 1987, Audi put forward a new and very
elegant Audi 90
› Early 1990s, sales began to slump for the
Audi 80 series, due to basic construction
› 1982-1987 Audi's sales dropped ( Audi 5000 ) due to
incidents of sudden unintended acceleration
› Audi subsequently offered increased warranty protection
› 1990s, Audi shifted its target market upscale to compete
against its German automakers Mercedes-Benz and BMW
with release of the Audi V8
› Audi A4 replaced the Audi 80.
› 2000 reached the same sales levels again by model year
and Audi R8 with top speed endurance.
› in 1994 The Audi A8 replaced the V8, with an aluminium
space frame, known as the "Audi Space Frame" (ASF), to
save weight but superior roadholding.
› 1995 Its similarity to the Olympic rings caused the
International Olympic Committee to sue Audi in Rochester,
Minnesota small claims Court

› Focused on more sporty values, with high performance
› 2000s Audi's sales grew strongly
› The largest sales increases from:
Eastern Europe (+19.3%), Africa (+17.2%) and the Middle
East (+58.5%).
› China in particular has become a key market for
Audi(targeted for production)
› produces 100% galvanised cars to prevent corrosion
and was the first mass-market vehicle to do so
›the full-body zinc coating was effective in
preventing rust and surpassed Audi's own
expectations, causing extend 10-year warranty
to currently 12 years(Value for money).
› The A2 was extremely aerodynamic but
criticized for its high price and was never really
a sales success but planted Audi as a cutting
edge manufacturer.(M-Benz A did better)
› Audi is planning an alliance with the Japanese
electronic giant Sanyo to develop a designed to
control all in-car entertainment devices pilot hybrid
electric project for the Volkswagen Group.
› Audi has recently started offering a computerized
control system for its cars, called Multi Media
Interface (MMI). designed to control all in-car
entertainment devices
› 17 December 2009, Audi released C Barcel
The next phase technology
› Audi developing the e-tron electric drive
power train system.
› March 2010 Have shown several concept
cars , each with different levels of size and
› 2009 The original e-tron concept shown at
the Frankfurt motor show

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› 2010 Q7 a top sold product is a 4-door, up to
7-passenger luxury sport-utility, available in
3 trims, ranging from the 3.6... Premium
quattro to the 4.2 Prestige quattro.
› 2010 A5 is a 2-door, 4-passenger sports
coupe, or convertible, available in 5 trims,
ranging from the.. 2.0T Premium Coupe
quattro Manual to the 2.0T Premium
Cabriolet quattro Tiptronic.
› New Innovation and Latest technology.
› Established Brand Value
› Audi is a sponsor partner of different kinds of
sports. In soccer, long partnerships exist with
various clubs like Manchester United, FC
Bayern Munich, Real Madrid CF
› Lack of awareness about the products in
developing countries.
› A bit high price then the competitors.
› Very Limited no of showrooms.
› Increase in sale in developing countries of
Asia and Africa.
› Increasing awareness about the brand.

› Youth attraction towards the brand.

› As of now we do not see any threat For AUDI