The Volkswagen AG is the fourth largest carmaker and the first European manufacturer. Its worldwide market shares represent 11.5% and 18.1% in the European markets. This group owns seven brands: Volkswagen, Audi, Seat, Skoda, Bugatti, Bentley and Lamborghini.
The Audi brand was founded by August Horch in 1909. Since its inception, the models of the Audi brand are enjoying great success, in racing and to the general public. The range of the brand is very broad: A2, A3, A3 Sportback, A4 Saloon, A4 Avant, S4 Cabriolet A4, A5, A6 Avant, S4 Cabriolet, allroad quattro, A6 Sedan, S6 Avant, A8, TT Coupe / TT Roadster and so on.
The years 2003 and 2004 saw a further decline in registrations. In 2004, the French subsidiary of Audi sold 36,461 cars. That's when Audi A3 created the Sportack and contributed to increased sales. The Audi A3 Sportback opened a new era for Audi.
The main factor for the success of a vehicle is the enthusiasm of journalists, readers, customers and prospects. Prospective buyers are very demanding with regard to the characteristics of a car (engine, design, equipment, options). Positioning image for money is of paramount importance and therefore requires manufacturers to develop sophisticated strategies.
In a context of crisis and intense competition, the launch of the AudiA3 Sportback has to take into account all relevant factors in its success.
Tags: Audi, launch of A3 Sportback, cars launched by Audi
[...] The Audi A3 Sportback opened a new era for Audi. Analysis Internal strategy Strengths WEAKNESSES -The Volkswagen Group is the 4th -Improve an existing model: Audi A3 largest carmaker and the leading European automaker. -Consumers who can get bored -The VAG group was the largest quickly importer of vehicles in France in -Failure of the new course: the 2004 (market share of 10.1 launch has not had the expected It has over 40 factories and success employs 342,500 people. -Has a high turnover (up 89 billion Euros in 2004 against 87 in 2002) -prestigious Brand -Success of the Audi A3 Audi A3 is the pillar of the brand; the best-selling and recognized model (market share of 3.9 External diagnostic OPPORTUNITIES THREATS Success-niche vehicles -Economic conditions are Consumer-potential (hedonistic unfavorable devotees) -Fierce competition: 1 Series Market-maturity therefore looking Series Compact 147. [...]
[...] Thus in the global market, Audi has a skimming strategy. In addition to placing the Audi sportback in a premium market, Audi has set a price close to that of the competition to have a similar positioning: strategy alignment- Premium market Product Audi A3 Sportback, has developed a new concept, that of a sports and family car. The brand is partly based on the 5-door A3 and highlighted the spacious and functional side, and has developed a sporty side by opting for a sleeker design, pace and motor sports. [...]
[...] The segmentation was performed based on social behavior. We distinguish four different segments: - Hedonists: lovers of the automobile based on the pleasure of buying - Pragmatic: demanding; reason disappears without pleasure -Detached: opportunistic choice based on budget criteria -Utilities: worried about choice based on the utility side. Characterized by distress buying Targeting The new Audi Sportback attacks a new target: young families. It corresponds to: - pragmatic/ demanding: they seek firstly, reliability, safety and comfort. Their decision to sell is mainly influenced by reason. [...]
[...] Communication We had to change the name of the Audi A3 to differentiate the five-door Audi: the Audi A3 Sportback. Communication on the A3 Sportback is intensive: -Catalog for the French market where Audi presents its new concept. -In the Paris Motor Show 2004, Audi presented its new concept to potential consumers. Audi communicates with special stress on the engine and power of the vehicle. Compared to hedonistic passion, it will highlight the comfort of the A3 Sportback and the image of luxury and elegance it exudes. [...]
[...] Young families concerned about their image, would not want to sacrifice luxury, for the pleasure of driving a vehicle called a "family" vehicle. The core targets of the A3 Sports back are less prestigious. Indeed, the requirements of a driver responsible for a family are met: comfort, space doors, trunk . and the demands of the love for sporty driving, the elegance, the latest equipment and prestige are also met. This is why the A3 Sportback is part of a new market (segment) based on a combination of assets to meet the expectations of customers with different requirements. [...]
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