Audi: Innovation Leadership - Automotive ??Opinion Audi 65%, Competition 82% 2006. Focus. ... 2005 Audi A6 3.2 $399 ... Audi: Innovation Leadership Author: Audi of America

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  • Loren AngeloDirector of MarketingAudi of America

  • Why?

  • Why?

  • Awareness Audi 60%, Competition 79%

    Consideration Audi 42%, Competition 70%

    Opinion Audi 65%, Competition 82%

    2006

  • Focus

  • #ProgressIs

  • State level

    City levelZip code level

    Neighborhood level

    98

    7386

    60% Dealer Advertising Group Investment Increase

    20132006

  • Provoke

  • If 1/3 of Americans drove clean diesel, we could send

    back 1.5 million barrels of foreign oil every day. A3 Luxury

    withoutCompromise

    Image

    Luxury without compromise

    #stayuncompromised

  • 65 6773

    80 80 82 8483

    82

    40

    50

    60

    70

    80

    90

    100

    2006 2007 2008 2009 2010 2011 2012 2013 *2014

    4245

    5255 55

    6065

    62

    67

    30

    40

    50

    60

    70

    80

    2006 2007 2008 2009 2010 2011 2012 2013 *2014

    60 6368

    73 77 77 77 7884

    40

    50

    60

    70

    80

    90

    100

    2006 2007 2008 2009 2010 2011 2012 2013 *2014

    84% 82%

    67%#2 Cross Shopped

    Overall Opinion Awareness

    Purchase Consideration

  • 1) Focus2) Provoke

  • Audi new vehicle sales

    82,716

    101,629117,561

    139,310158,061

    84,349

    2009 2010 2011 2012 2013 First Half 2014