AUDI:- AUDI:- GERMAN TECHNO-SUPER-CAR*******************************************************************************
History:-*******************************************************************************
The origins of the company are complex, going back to the early 20th century and the initial enterprises (Horch and the Audiwerke) founded by
engineer August Horch; and two other manufacturers (DKW and Wanderer), leading to the foundation of Auto Union in 1932.
INTRODUCCTION:-
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Audi AG is a German automobile manufacturer that designs, engineers, produces, markets and distributes luxury vehicles.
Founded by August Horsh on the 16th day of July, 1909 in Zwickay, Germany
former owner Daimler-Benz
Audi is a member of the Volkswagen Group and has its roots at Ingolstadt, Bavaria, Germany.
Audi-branded vehicles are produced in nine production facilities worldwide.
The company name is based on the Latin translation of the surname of the founder, August Horch. "Horch", meaning "listen" in German, becomes "audi" in Latin.
India is the fastest growing luxury car market for Audi.
Website :- audi.in
Has approximately 50,000 employees worldwide.
Audi has very high international standards.
Audi India is Headquater in Mumbai. (AUDI globally:-Headquarters :- Germany )
Audi entered India in 2004 by selling imported vehicles through three dealers
Audi India, established a subsidiary, in 2007
Target Market:-
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Targeted towards professionals and executives as well as rich families.
Its commercial and marketing strategy is based on quality cars and luxury with a sports image
Audi is definately the perfect Fit for all lifestyles Audi’s customers are Brand Loyal
Brand loyalty is a remarkable asset for Audi and its every model ever released.
Segment leader in the luxury SUV segment with the Q7 and Q5.
2nd position in the luxury SEDAN segment with A4 and A6.
Overall 2nd position in the luxury car segment.
Employees (Audi Group) 88,453 ( December 31, 2016)
Deliveries to customers (2016) 2,088,187 cars
Potential customers:-
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Upper middle class or upper class social group who are in midst of their career & may be in the age group of 30-50 years are the
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Manufacturing Sites / Assembly:-
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The global network of Audi Group production sites includes the two German sites in Ingolstadt and Neckarsulm, as well as other production
facilities in Hungary, Belgium, China, Brazil, India, Indonesia, Russia, Slovakia and Spain, plus Automobili Lamborghini S.p.A., a fully owned subsidiary of AUDI AG.
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PRICING:-
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The Audi Q3 is the cheapest Audi SUV available in India at a price of Rupees 25,35,000 to 38,40,000 in petrol and diesel models.
This feature loaded SUV has GPS navigation system also.
The Q5 and Q7 are the two other 5-seater SUVs with prices for base variants Rupees 45 and 63 lakh respectively.
The Coupe models Audi TT, the RS5, RS7 and the Audi R8 are priced from Rupees 55 to 64 lakh.
Audi A7 and the Audi RS7 are the sportback models.
second generation sports utility vehicle 'Q5', priced Rs 53.25 lakh
Key People:-
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Audi India, Head, Rahil Ansari said.
Joe King. *******************************************************************************
Assembly In India :- Aurangabad.
Products :- A4, A6, Q5, Q7, TT, Q7, A7, A8, R8.
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MARKET SHARE:-
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Audi is represented in 110 countries worldwide and since 2004, Audi has been selling its products in the Indian market.
The company had closed 2017 with sales of 7876 units, a growth of 2% over 2016.
Distribution:-*******************************************************************************
Dealers In India :- More than 10. Dealer In Bangalore :- Only 1.
The Car Parts are first manufactured in Germany.
Then they are shipped to India as parts, and reach Aurangabad where they are assembled.
Then the cars are transported through trucks to the Dealer in Bangalore, a maximum of 4 Audi cars will be sent in 1 truck at once.
PROMOTION:-*******************************************************************************
1.The best way for promotion cars is racing
2.Audi promote their cars in films, for choice in films, which have many pursuit and racing.
3.The last type of Audi’s cars promotion is advertising in men’s magazines.
4.The Audi Mileage Marathon and Audi e-tron.
5.Promotes through video games
The four rings of the Audi logo each represent one of four car companies that banded together to create Audi's predecessor company, Auto Union.
Audi's slogan is Vorsprung durch Technik, meaning "Advancement through Technology".
However, Audi USA had used the slogan "Truth in Engineering" from 2007 to 2016, and have not used the slogan since 2016.
Audi, along with BMW and Mercedes-Benz, are among the best-selling luxury automobile brands in the world.
Fasten your seatbelts’ will be the slogan for this thunderous machine
LOGO:- Promotion
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The Audi emblem is four overlapping rings that represent the four marques of Auto Union. The Audi emblem symbolises the amalgamation of Audi with DKW, Horch and Wanderer: the first ring from the left represents Audi, the second represents DKW, third is Horch, and the fourth and last ring Wanderer
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Pull Strategy :-
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Advertisements in Paper, Tv, Business Magazines
Car’s will be displayed in AUTOEXPO before they are launched into the market
Audi will conduct OFF ROAD Rally's in Karnataka to display the cars Extreme off road features. .
Push Strategy :-
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Customers are given special Audi Merchandises like Watches, Key chains, Calendars and other Exclusive Items.
The salesman are given 1% incentives if they are able to sell above their targets.
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Product Line:-*******************************************************************************
Audi group produces Audi & Lamborghini brands
The Categories manufactures automobiles in 3 categories, which are-• The Executive Class1. Audi A42. Audi A53. Audi A64. Audi A75. Audi A8 (Full-size Luxury Car)
Sports class-1. Audi TT2. Audi R83. Audi TTS4. Audi TTRS
Sport Utility Vehicle (SUV) Range1. Audi Q32. Audi Q53. Audi Q7
The model Audi A3 a sedan is the cheapest Audi car available in India.
Priced Rupees 22,95,000 to 32,66,000,
the A3 comes in 3 diesel and 2 petrol variants with mileages of 20.38 kmpl and 16.6 kmpl for diesel and petrol variants.
Specifications:-*******************************************************************************
The standard features of all Audi cars include 6 airbags,
Rear parking sensors, leather seats,
A music system,
An auto AC and an onboard computer.
The Audi A4 sedan is priced Rupees 28,30,000 to 53,42,000 and comes in 1 petrol and 3 diesel variants with 8 speed auto transmission.
The sedan A6 in 2 petrol and 2 diesel variants is the first Audi vehicle assembled in India and launched in 2007.
This 7 speed auto transmission car has a maximum speed of 240 kmph and a GPS navigation system.
The Audi S4 sedan priced Rupees 51,11,000 is a petrol car with mileages of 10.5 kmpl.
The S6 sedan is a petrol car priced Rupees 87,33,000 has an 8 speed automatic transmission and a fuel efficiency of 10 kmpl.
The Audi A8L is the costliest Audi sedan in petrol and diesel versions priced from Rupees 1,12,95,000.
Sales In INDIA*******************************************************************************
Sales Quota :- 650 Cars per year
60 cars per month.
12-16 walk-in's in a day.
10-15 orders per week.
Enquiry :- 15 per day.
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Competition: -*******************************************************************************
Audi :- A4, A6, Q5, Q7 • BMW :- 3 Series, 5 Series, 7 series
Mercedes Benz :- C class, E class and S class
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Electric CAR:-*******************************************************************************
Audi is planning an alliance with the Japanese electronics giant Sanyo to develop a pilot hybrid electric project for the Volkswagen Group.
The alliance could result in Sanyo batteries and other electronic components being used in future models of the Volkswagen Group.
Concept electric vehicles unveiled to date include the Audi A1 Sportback Concept.
Audi A4 TDI Concept E, and the fully electric Audi e-tron Concept Supercar
Eco-friendly Initiatives: -*******************************************************************************
Audi aims to reduce its CO2 fleet emissions by around 25 percent based on 2010 till 2018.
In addition, all AUDI AG sites operate in accordance with the European Union’s new Eco Management and Audit Scheme (EMAS).
Features:-
The first Audi Q5 was for many years the world's best selling model in its class.
The Q5 has a strong base of fans and followers in Chennai
Mercedes- Benz’s cars are much more expensive than Audi’s cars, but they have the same quality.
Lamborghini Reventon Z as it is going to be one of the most expensive cars in the world.
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