Luxury to Prestige: Audi's Brand Exploration

FROM
LUXURY
TO
PRESTIGE
BRAND
EXPLORATION
OF

T E A M
1 1 -‐
C H R Y S T A L
C A I N
S H I A R L A
&
M Y U R A N
K A N G A

U N I V E R S I T Y
O F
F L O R I D A ,
I M B A F 1 4 I 2

Audi
positions
itself
touting
its
technology
(“Innovation
through
Technology”),
strong

engineering
(“Truth
in
Engineering”),
speed,
bravery
(“Bravery.
It’s
what
defines
us.”),
and

uncompromised
luxury
through
its
most
recent
ad
with
Ricky
Gervais
that
closes
with,

“Stay
uncompromised.”
Audi’s
model
offerings
target
multiple
consumer
segments
while

seeking
to
provide
customers
with
the
world’s
leading
premium
vehicles.
Audi
prides
itself

as
the
progressive
line
within
The
Volkswagen
Group.
Further,
Audi
seeks
to
produce

models
that
anticipate
clients’
visions
and
desires
to
provide
sustainable,
augmented,
and

potential
benefits
to
customers
while
minimizing
service
quality
gaps.

Sprechen sie Audi?
Online
Research
-‐
Methodology

To
increase
our
understanding
of
how
consumers
view
Audi,
online
research
was

conducted
on
vehicle
consumer
review
websites
such
as
Edmunds.com,
JDPower.com,
and

Autotrader.com.
We
extended
our
research
to
include
social
media
sites
such
as
Twitter,

Facebook,
and
Instagram
to
better
understand
customer
sentiment
regarding
Audi
through

social
media
activity.

Online
Research
–
Vehicle
Consumer
Review
Websites
&
Forums

Vehicle
consumer
review
websites
are
typically
organized
by
model;
therefore,
it
was

difficult
to
perform
specific
searches
such
as
“Audi.”
However,
through
perusing
various

Audi
model
reviews,
we
were
able
to
identify
keywords
consumers
used
when
expressing

their
view
about
Audi.
Some
common
phrases
include
“technology,”
“performance,”

“luxury,”
“sport,”
“power,”
“speed,”
“engineering,”
and
“quality.”
These
identified
terms

were
subsequently
used
in
our
expanded
web
research
(such
as
car
forums)
as
well
as
in

our
social
media
research.

We
broadened
our
search
term
list
to
include
“luxury,”
“luxury
vehicles,”
“luxury
sedans,”

and
“luxury
SUVS”
in
conjunction
with
competitor
names
to
begin
to
paint
the
picture
of

how
Audi
performs
compared
to
competitors.

Generally,
the
sentiment
surrounding
Audi
was
positive.
Many
noted
that
Audis
perform

well,
are
fun
to
drive,
and
exhibit
great
detail,
quality,
and
workmanship.
Some
passionate

consumers
reviewed
their
experience
with
their
Audi
vehicles:

• “I
had
no
idea
diesels
were
so
much
fun!”
–Audi
A3
review

• “You
can
feel
the
superior
quality
and
craftsmanship
in
material,
workmanship,
and

engineering
in
every
detail
and
step
of
the
gas
pedal
in
the
Audi.
I
love
the
quick

acceleration
in
Sport
mode
and
the
refined
executive
styling!
I
look
forward
to
and

enjoy
driving
it
each
and
every
day!”
–Audi
Q5
review

• “Great
timeless
design,
wonderful
interior
design
and
material
quality,
great
step
in

height
and
the
list
goes
on.”
–Audi
S5
review

Although
negative
sentiment
was
low,
some
commented
on
the
poor
multimedia
interface

(MMI)
and
navigation
system,
sometimes
describing
it
as
being
“unintuitive”
or
describing

instances
where
the
maintenance
feature
of
the
MMI
interface
gave
false
notifications.
By

comparing
cross-‐website
consumer
keywords
and
comments,
we
collected
the
following

pros
and
cons
list
for
Audi
vehicles:

• Pros:
Top-‐notch
interior
craftsmanship;
sporty,
nimble,
&
capable
handling;
Head-‐
turning
style;
Upscale
interior;
Superior
cabin
quality
and
design;
Efficient
and

punchy
engines

• Cons:
Below-‐average
cargo
capacity;
Unintuitive
control
layout
and
navigation

Online
Research
–
Social
Media

We
extended
our
research
to
include
social
media
sites
such
as
Facebook,
Instagram,
and

Twitter.
Tools
such
as
TagBoard.com
were
used
to
collate
these
three
popular
social
media

websites
and
acquire
a
real-‐time
snapshot.1
This
method
provided
more
insight
into

consumers’
impressions
toward
Audi
vehicles.
Further,
we
used
tools
like

SocialMention.com
to
gather
sentiment
information
regarding
Audi’s
brand.
Our
social

media
findings
were
consistent
with
car
forums
and
vehicle
consumer
reviews:
people
are

passionate
about
Audi’s
vehicles,
excited
about
future
advancements,
find
them
luxurious,

fun
to
drive,
and
often
describe
the
R8
as
their
“dream
car.”

The
two
photos
above
come
from
Twitter
and
Facebook,
respectively.
The
photo
on
the
left

1

#tagboard,
“About
Tagboard,”
Tagboard.com,
Accessed:
July
1,
2014,
https://about.tagboard.com/overview.

depicts
a
gentleman
capturing
a
luxurious
watch
and
“2
fine
cars”
including
an
Audi.
It
is
a

great
representation
of
the
how
consumers
associate
Audi’s
brand
with
luxury,
quality,
and

good
workmanship,
matching
the
depicted
watch.
The
photo
on
the
right
is
consistent
with

the
consumer
reviews
that
describe
Audis
as
fun
or
exciting
to
drive.
A
blonde
woman
is

driving
her
Audi
and
hashtags
#Audi
#convertible
#cruising,
along
with
#funinthesun.

She
clearly
views
her
Audi
convertible
as
a
key
piece
to
her
fun
and
happy
day.

The
photos
below
are
from
Twitter,
Twitter,
and
Instagram,
respectively.
The
first
two

photos
show
consumers
capturing
candid
pictures
of
the
Audi
R8
in
action.
The
first
post

speaks
positively
about
the
curvy
body
design.
She
hashtags
#Audi
#R8,
then
describes
this

car
as
being
her
“dream
car.”
We
have
included
the
second
photo
because
this
type
of
post

was
one
of
the
most
common
in
our
online
social
media
research.
The
vehicle
is
described

as
“beautiful”
and
again
as
a
“dream
car.”
The
third
photo
depicts
an
Audi
TT
at
either
a

product
reveal
or
car
show.
The
picture
was
posted
with
hashtags
#AudiTT
#audi

#quattro.
The
post
says,
“This
one
will
be
sick!!!”
demonstrating
the
general
anticipation
of

Audi’s
up-‐and-‐coming
products
due
to
their
passion
for
design,
technology,
and

engineering.

We
were
careful
to
not
only
include
the
highest
echelon
offerings
from
Audi
in
our
social

media
search.
We
also
wanted
to
know
what
people
were
saying
concerning
the
more

affordable
models
such
as
the
A3,
S5,
A6
and
Q5.
We
found
that
the
same
level
of
pride
is

shared
in
these
models
as
well.
Many
photos
showed
consumers
washing
and
various

angles
of
consumers
driving
their
cars.
The
two
photos
below
demonstrate
that
consumers

still
view
these
models
as
strong
products
from
the
Audi
line.
Both
of
the
photos
below
are

from
Instagram.
The
first
depicts
an
A3
with
the
tagline,
“Got
this
bad
boy
back
on
the
road

today”
with
hashtags
#Audi,
#A3,
#quattro,
and
#beast.
The
second
photo
demonstrates

the
speed
of
the
more
affordable
models.
The
tagline
is
“Just
doing
a
lousy
200kms
on
the

autobahn”
with
hashtags
#audi
#A6
#200kms
#autobahn.

In
our
general
social
media
research,
we
found
few
negative
posts
surrounding
Audi;

however,
we
needed
to
devise
a
means
of
measuring
customer
sentiment.
Enter
the
online

tool
SocialMention.com.2
This
tool
collates
various
websites,
micro
blogs,
forums,
and
social

media
sites
across
the
web
and
allows
users
to
search
for
specific
terms.
It
has
several

different
algorithms
that
help
produce
statistics
about
the
search
term
including:

• Strength
–
the
likelihood
that
your
brand
is
discussed
in
social
media.
The
algorithm

captures
phrases
mentioned
in
the
last
24
hours
divided
by
total
possible
mentions

• Sentiment
–
ratio
of
comments
that
are
positive
compared
to
comments
that
are

negative

• Passion
–
measure
of
the
likelihood
users
will
repetitively
post
keywords

• Reach
–
measure
of
range
of
influence;
number
of
unique
authors
talking
about
your

brand
divided
by
the
total
number
of
mentions

• Average
Time
Per
Mention

• Last
Mention

• Top
Keywords
–
most
frequently
used
keywords
and
the
number
of
times
they
are

mentioned

• Top
Hashtags
–
most
frequently
used
hashtags
and
the
number
of
times
they
are

mentioned

With
these
metric
definitions
in
mind,
SocialMention.com
demonstrated
that
at
a
specific

point
in
time,
“Audi”
had
100%
Strength
(or
likelihood
that
it
was
discussed
in
social

media),
7:1
sentiment
(7
positive
posts
per
1
negative
post),
20%
Passion
(percent
of

repetitive
posting
about
Audi),
and
95%
reach.
On
average,
users
were
posting
about
Audi

every
14
seconds.
The
most
common
keywords
were
“audi,”
“billionaires,”
“chrome,”

“Porsche,”
“gold,”
“nurotag,”
and
“sportback.”
The
most
common
hashtags
were
#audi,

2

socialmention*,
“Frequently
Asked
Questions,”
SocialMention.com,
Accessed:
July
1,
2014,
http://socialmention.com/faq.

#quattro,
#pdk,
#porsche,
#discovery,
#functionandform,
#whisleterwheels,
#sosw,

#audiR8,
and
#functionform.

Finally,
we
wanted
to
use
social
media
to
determine
the
“voice”
of
Audi’s
brand
in

comparison
to
its
competitors.
To
do
this,
we
used
a
proprietary
tool
(Python
programming

language
based
software)
to
“scrape”
information
from
Twitter.
We
searched
for
instances

when
luxury
car
brands
were
mentioned
on
Twitter.
In
two
days,
over
200,000
mentions
of

luxury
car
brands
were
collected.
This
data
was
then
visualized
in
a
tool
called
Tableau.3

Each
spike
was
noted
along
with
the
time
that
the
most
comments
occurred.
Over
this

sample,
the
Audi
brand
experienced
the
most
mentions
of
its
own
brand
as
well
as
the

highest
spike
compared
to
other
brands.
Therefore,
the
voice
of
Audi
among
social
media
is

at
the
top
of
its
class.

3

tableau
software,
“About
Us,”
Tableau
Software,
Accessed:
July
1,
2014,
http://www.tableausoftware.com/about.

Online
Research
–
Implications
&
Recommendations

Through
our
online
research,
we
have
found
that
Audi
is
a
leader
when
it
comes
to
social

media
presence.
Audi
maintains
14
verified
Twitter
accounts.
Among
these
Twitter

accounts,
Audi
shares
company
news,
interacts
with
people
for
customer
support,
and
even

makes
appropriate
jokes
that
uphold
their
brand
image
with
consumers.
For
example,

recently,
Justin
Bieber
was
spotted
driving
a
Cheetah
Spotted
R8.
@Audi
responded
to
this

post
with:
“Look
Away.
Just
look
away.”
Further,
Audi
maintains
a
handful
of
Instagram

accounts;
most
popular
is
@audiusa,
where
it
focuses
solely
on
posting
photos
of
products.

They
do
not
announce
promotions,
contests,
or
deals
on
their
Instagram
page
as
many

other
corporations
do.
Yet,
they
have
a
high
engagement
and
‘like’
ratio
per
user
and
per

photo.
Further,
they
post
once
a
day,
maintaining
their
momentum
and
presence
on

Instagram.4

We
believe
this
approach
has
been
effective
and
has
proven
itself
through
the

findings
we
have
presented.
Audi
has
been
able
to
achieve
high
sentiment,
high
reach,
the

highest
number
of
mentions,
and
high
customer
engagement
and
interaction
even
without

the
need
to
solicit
customer
engagement
through
tangential
methods
like
promotions
or

contests.
Instead,
customers
have
shown
genuine
love
and
appreciation
for
Audi
as
well
as

ownership
pride
by
incorporating
vehicles
into
their
lives.
Our
recommendation
is
that

Audi
continue
to
maintain
their
dominant
presence
and
vigilantly
seek
new
strategies
to

improve
their
voice
of
the
customer.

4

Bamburic,
Mihaita,
“Instagram
is
Used
By
40
Percent
of
Big
Brands,
but
Only
Audi
Uses
It
Correctly,”
BetaNews,
Inc.,
Accessed:
July
9,
2014,

http://betanews.com/2012/08/09/instagram-‐is-‐used-‐by-‐40-‐percent-‐of-‐big-‐brands-‐but-‐only-‐audi-‐uses-‐it-‐correctly/.

Treffen Audi-Kunden
Qualitative
Study
-‐
Methodology

An
understanding
of
the
general
online
customer
sentiment
towards
the
Audi
brand

allowed
the
research
to
expand
by
directly
speaking
to
consumers.
In
depth
interviews

were
conducted
with
11
customers
with
varied
ethnic,
age,
gender,
and
vehicle
ownership

backgrounds.
The
questions
that
guided
the
interview
process
were
developed
based
on

our
findings
from
the
online
research.
Gaps
and
areas
of
interest
guided
our
question

selection.
Our
goal
was
to
identify
customer
brand
perceptions,
images,
awareness,

associations,
loyalty,
and
the
general
personality
that
people
project
upon
Audi.

Qualitative
Study
–
Interview
Sequencing

The
interview
questions
were
presented
to
participants
in
a
systematic
manner.
First

customers
were
required
to
answer
demographic
information
to
categorize
responses.

Participants
were
not
notified
that
they
would
be
questioned
about
Audi
or
vehicles
until

the
appropriate
questions
were
presented,
alleviating
biases.
Next,
top
of
mind
attributes

related
to
two
of
Audi’s
primary
goals
–
Prestige
and
Quality
–
were
requested.
An
ideal

description
of
a
vehicle
was
requested
to
identify
baseline
traits.
Participants
were
then

directed
to
mention
their
top
of
mind
vehicle
brands
followed
by
luxury
brands
to
identify

perceived
competitors.
To
capture
consumer
opinions
on
the
greatest
competition,

respondents
were
asked
to
rank
the
luxury
brands
in
terms
of
quality.

Next,
we
wanted
to

delve
deeper
into
consumers’
perceived
brand
personalities
and
understand
the

psychological,
functional,
and
product
feature
benefits
sought
in
vehicles,
along
with
the

personal
values
customers
expected.
To
achieve
this,
we
presented
questions
that

requested
traits,
characteristics,
and
associations
with
particular
vehicles
and
luxury

brands.
Animal
characteristic
and
human
attributes
were
also
requested
as
a
deeper

explanation
of
how
people
felt
about
luxury
vehicle
brands.
To
conclude
interviews,
we

introduced
questions
directly
related
to
the
Audi
brand.
We
used
brand
recall
and

recognition
questions
to
capture
information
that
may
not
be
at
the
forefront
of
customers’

minds.
We
were
particularly
interested
in
identifying:
key
associations
by
requesting
a

single
word
describing
the
brand,
awareness
of
ads
with
any
memorable
scenes,
asking

about
related
brands
and
global
location
ties
for
brand
hierarchy
recognition,
and
relative

competitor
knowledge
including
related
rankings
on
perceived
sales
values,
performance,

and
popularity.

Qualitative
Study
–
Customer
Interview
Results:
Top
of
Mind
Attributes

Seeking
the
meaning
that
customers
extract
from
the
word
‘Prestige,’
we
found
that
quality

was
closely
associated
as
portrayed
in
the
word
map
generated
from
interview
results.5

Other
notable
results
include
money
related
descriptions,
‘honor,’
‘fame,’
and
repute.

5

Feinberg,
Jonathan,
“Wordle
–
Create
Your
Own,”
Wordle.net,
Accessed:
July
9,
2014,
http://www.wordle.net/.

Delving
deeper
into
top
of
mind
attributes,
we
found
that
customers
envision
impulsive

images
of
an
ideal
generic
vehicle
as
a
‘sleek
black
sedan.’
Within
the
luxury
car
market,

consumers
found
BMW
as
the
top
of
mind
brand
with
Audi
at
a
close
second.
The
top
four

brands
are
distinctively
shown
in
the
frequency
word
map
below.6

Qualitative
Study
–
Customer
Interview
Results:
Brand
Personalities

Our
findings
also
showed
that
customers
easily
distinguish
vehicle
brands
with
human

attributes
and
animal
characteristics.
Audi
was
closely
tied
to
a
Cheetah/Leopard
and
said

to
be
fast
and
classy.
Mercedes
was
distinguished
as
a
Tiger
as
it
is
no
longer
the
king
of

luxury
brands.
BMW
was
said
to
be
a
Lion,
being
a
dominant,
powerful,
and
appealing

6

Feinberg,
Jonathan,
“Wordle
–
Create
Your
Own,”
Wordle.net,
Accessed:
July
9,
2014,
http://www.wordle.net/.

brand.
Moving
into
Audi
specific
results,
we
found
that
people
most
likely
described
Audi

with
a
single
word
that
related
to
the
high
cost
or
the
style,
sleek,
sexy
appeal.

Qualitative
Study
–
Customer
Interview
Results:
Brand
Associations
and
Perceptions

When
asked
to
about
features
that
customers
relate
to
attributes
and
associations
with

other
products
or
brands,
we
found
that
customers
were
well
aware
of
Audi’s
German

roots,
engineering
focus,
inherently
higher
luxury
prices,
and
the
resulting
quality.
We

were
pleasantly
surprised
to
find
that
most
interviewees
also
knew
of
Audi’s
Volkwagen

hertitage,
diesel
engine
offerings,
and
AWD
exclusivity.
Customers
identified
BMW
and

Lexus
to
be
competitors
while
estimating
that
Audi
popularity
was
highest
in
Europe.
Most

interestingly,
many
participants
associated
the
Olympics
with
Audi
due
to
the
4-‐ring
logo.

When
asked
about
advertisements,
we
were
somewhat
disappointed
to
find
that
most

people
had
not
seen
Audi
commericials
or
did
not
recall/recognize
any
unique
attributes.

However,
standout
memories
for
those
that
did
recall
were
impressive
LED
headlights
and

a
Superbowl
ad.

In
terms
of
perceptions,
participants
identified
and
ranked
several
brands
for
popularity

and
sales.
We
caputured
the
results
of
these
perceptions
using
the
perceptual
map
below.7

7

Nielson,
Jake,
“Perceptual
Maps:
A
Step
By
Step
Guide
to
Analyzing
Value,
Competition,
and
Opportunities,”
The
Innovative
Manager
–

Management
Tools
for
Innovative
Professionals,
Accessed:
July
9,
2014,
http://www.theinnovativemanager.com/perceptual-‐map/.

Customers
correctly
identified
BMW
as
a
market
leader
but
were
somewhat
less
optimistic

about
Audi’s
market
standing
and
reach.

Qualitative
Study
–
Implications
&
Recommendations

The
qualitative
study
findings
demonstrate
that
Audi
customers
understand
the
prestige,

quality,
and
engineering
brand
focus.
Though
the
vehicles
are
perceived
to
be
expensive,

customers
show
satisfaction
with
products
that
they
receive
due
to
workmanship,
style,

and
performance.
German
engineering
has
been
viewed
as
an
important
selling
point
and

the
Volkswagen
heritage
is
generally
appreciated.
Customers
are
also
well
aware
of
Audi’s

competitors
in
BMW,
Mercedes,
Lexus,
etc.

However,
we
have
found
that
Audi’s
commercials
are
failing
to
resonate
with
the
consumer.

Tying
the
Audi
brand
with
the
Olympics
has
been
identified
as
a
major
opportunity
and

presenting
an
image
of
sleek,
black,
visually
appealing
sedans
would
boost
the
brand

image.
Laddering
techniques
such
as
leveraging
the
inadvertent
fanaticism
surrounding

LED
headlight
technology
and
educating
customers
about
the
benefits
associated
with

luxury
price
tags
would
allow
the
company
to
reach
more
customers.
Finally,
Audi
must

promote
recent
sales
success
and
popularity
to
help
consumers
recognize
their
market

dominance
and
achieve
top
of
mind
brand
status.

Wie sonst kann Audi Sie erreichen?
Quantitative
Study
-‐
Methodology

As
we
progressed
in
our
research,
a
quantitative
survey
was
distributed
and
completed
by

69
out
of
102
possible
consumers.
Our
intent
was
to
improve
upon
our
findings
with

information
measures
related
to
specific
beliefs,
attitudes,
intentions,
and
behaviors

towards
the
Audi
brand.
To
meet
these
needs,
questions
were
posed
to
participants
in
the

form
of
a
Qualtrics
survey
in
a
similarly
ordered
fashion
as
our
interviews.8
The

questionnaire
was
authored
with
these
needs
in
mind
and
addressed
ideal
locations
for

Audi
driving,
likes/dislike
about
the
brand,
agreement/disagreement
for
imposed

attributes
and
associations,
sources
of
brand
improvement
and
expansion,
prioritizing

luxury
vehicle
features,
and
identifying
purchase
decision
criteria.
Nearly
20%
of
the

participants
own
a
luxury
vehicle
and
70%
indicated
that
they
were
planning
to
purchase
a

vehicle
within
5
years.
We
had
a
70/30
distribution
of
males
to
females
with
a
fairly
even

distribution
of
age
groups
ranging
from
16
to
over
51
years
old.
Questions
were
posed
on
a

6-‐points
scale,
ranking,
or
open-‐ended
format.

Quantitative
Study
–
Customer
Survey
Results:
General
Vision
and
Beliefs

Most
consumers
favored
sedan
and
sports
vehicle
body
styles,
envisioned
Audi
vehicles

ideally
driven
in
the
Metropolitan
during
a
night
on
the
town
or
on
the
Autobahn,
and

correctly
identified
BMW
and
Mercedes
as
the
brand’s
#1
and
#2
competitors.
In
terms
of

Audi’s
strategic
goals,
participants
strongly
believe
that
Audi
is
a
Premium
brand,
defines

innovation,
serves
as
an
attractive
employer
worldwide,
shows
continuous
growth,
and

shapes
the
brand
through
dealerships.
An
interest
finding
suggests
that
customers
do
not

8

Qualtrics,
“Who
We
Are,”
Qualtrics,
LLC.,
Accessed:
July
1,
2014,
http://www.qualtrics.com/about/.

strongly
associate
Audi’s
strategic
goals
with
luxury,
truth
in
engineering,
or
innovation

through
technology.
Finally,
lower
prices
were
cited
as
the
single
attribute
that
would
most

appeal
to
consumers
as
an
improvement
on
the
brand/products.

Quantitative
Study
–
Customer
Survey
Results:
Open-‐ended
Likes/Dislikes,
Brand
Associations,

Product
Attributes,
&
Purchase
Decision
Attributes

When
asked
to
describe
their
strongest
like
and
dislike
for
the
Audi
brand
in
a
single
word,

survey
participants
responded:

• Like
–
Beauty/Design
and
Performance

• Dislike
–
Expensive/Cost

Customers
were
presented
with
brand
associations
and
asked
to
rank
them
according
to

the
least
and
greatest
agreement
as
to
their
fit
with
the
Audi
Brand
(surprisingly
the
word

‘affordable’
received
more
identification
than
words
in
the
least
identification
list).

Greatest
Identification

1. Expensive

2. Luxury

3. German

4. Wealth

5. Sleek

6. Classy

7. Sophisticated

8. Fast

9. Beautiful

10. Overpriced

Least
Identification

1. Suzuki
(VW
family)

2. Japanese

3. Honda

4. Nissan

5. Toyota

6. Skoda
(VW
family)

7. British

8. Scania
(VW
family)

9. Lamborghini
(VW
family)

10. World
Series

The
most
and
least
appealing
product
attributes
for
Audi
vehicles
were
selected
as:

Most
Appealing

1. Cell
phone
integration
system

2. Transmission
choices

3. Premium
sound
system

4. Electronic
stability
and
traction

control

5. Engine
size
variety

6. Heated/cooled
seats

7. Multi-‐zone
climate
control

8. Rear-‐view
camera

9. Lane
assist

10. Adaptive
cruise
control

Least
Appealing

1. Electronic
retractable
floorboards

2. Video
screens

3. Wooden
accents

4. Chrome
exterior
trim
accents

5. Decorative
inlays

6. Heated/cooled
steering
wheel

7. Voice
recognition

8. XM
radio

9. Variable
steering
modes/Magnetic

shock
technology

10. Auto-‐parking
assistance
system

Most
importantly,
customers
reported
the
following
ranked
purchase
decision
attributes

for
Audi
vehicles.
Hybrid
attributes
and
dealership
traits
play
a
vital
role
in
vehicle

purchase
decisions.

Quantitative
Study
–
Implications
&
Recommendations

The
quantitative
findings
further
confirm
that
Audi’s
marketing,
advertising,
and

promotion
campaign
is
failing
to
reach
customers
in
terms
of
their
awareness
and

recognition.
At
the
fundamental
level,
consumers
do
believe
in
Audi
as
a
strong
Premium

brand,
and
have
begun
to
echo
the
executive
rebranding
strategic
goals
such
as
continuous

growth,
defining
innovation,
and
being
an
attractive
worldwide
employer.

Audi’s
recent
move
to
redesign
their
vehicles
presents
an
opportunity
to
expand
their

product
line
and
appeal
to
a
wider
customer
base.

The
following
chart
provides
customer

impressions
on
the
most
desired
new
body
styles.

Affordability
still
reigns,
as
customers
are
interested
in
a
cheaper
sports
vehicle
and

several
hybrid
options.
Moving
forward,
Audi
should
focus
heavily
on
their
advertising

campaign
to
provide
memorable
images
and
reemphasize
the
brand’s
core
value
such
as

“Innovation
through
technology,”
“Truth
in
Engineering,”
the
Prestige
perspective,
and

their
2014
market
position
as
a
dominant
Premium
brand.
Technology,
design,
and
style

have
vaulted
Audi
to
a
strong
brand
equity
position,
allowing
them
to
compete
directly

with
BMW
and
Mercedes.
Consumers
are
beginning
to
internalize
these
congruities;

therefore,
re-‐positioning
would
not
be
a
suggested
course
of
action.
Educating
consumers

on
Audi’s
brand
heritage
is
all
that
stands
in
the
way
of
their
ultimate
goal
as
the
global
#1

Premium
brand
and
sustaining
excellent
brand
equity.

Luxury to Prestige: Audi's Brand Exploration

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