The Volkswagen Group of France SA is a subsidiary that was created in 1960. Today it is the largest importer of cars in France. This company holds a significant market share in France, and accounts for 10.2% of it. In 2006, it achieved a turnover of 4.5 billion Euros. The group holds five brands. They are: Volkswagen Skoda Audi, Seat and Volkswagen Commercial Vehicles.
The company joined the Audi Volkswagen group in 1972. The symbol of the brand with the four rings, symbolizes the merger of four German manufacturers in 1932.
Since its creation, this brand has been positioned on the production of high-end exclusive models inspiring prestige, comfort and sportiness since the 80s. As examples, we may cite the Audi A8, A4, A3 and even the famous Audi TT. In 2006, Audi launched an SUV (Sports Utility Vehicle) with the release of the Q7.
This new product is an opportunity for the brand to make inroads into a market where it was absent so far and to finally compete with major competitors like BMW or Mercedes which have been on the 4x4 market for quite a few years.
Has the Audi society found her place in the highly selective SUV segment?
Is it a prisoner of its image as a producer of luxury sedans? How has Audi matched the pace of the greatest manufacturers, and succeeded in gaining credibility with the public?
The Lexus RX 400H: Product: There are two versions namely the RX 400H that has a hybrid engine (petrol and electronic) and the RX 350H with a gasoline engine. The power varies from 211 to 276 horsepower.
With respect to pollution: Lexus offers a 4x4 with an emission level of 192 grams per kilometer (g / km) to 276 g / km depending on model and engine.
Prices are € 56,500 for the hybrid model, and 53000 € for the gasoline model. The Lexus does not offer special finishes but has many options.
With respect to positioning, Lexus primarily focuses on security aspects, performance, and urban markets. Furthermore, with the release of a hybrid, the brand wanted to focus on the ecological side. In fact, the fuel consumption of the vehicle is relatively low, and it is vehicle is less polluting than most of its competitors. It targets a large population with relative ease. We believe it executes a certain standard, especially among the men.
Tags: Volkswagen Group, Audi A8, A4, A3, Lexus, positioning, urban markets, hybrid engine, luxury sedans
[...] - Evocation of the concept and theme The advertising will be presented on a double page. On the left, the Q7 will be depicted in a situation with a hostile environment, with mountains in the background. This will show the vehicle in all its power. The relief will refer to the performance of the Q7. On the right side of the double page, the Q7 will be depicted carrying a family, which will symbolize the feeling of safety and comfort. [...]
[...] Audi has always had a prestigious image, and with the Q7, it can match its key competitors like the X3 BMW - The second point is to participate in various motor shows in France, such as the Geneva Motor Show, Bordeaux, Toulouse, Lyon and the famous salon of 4x4 in Val d'Isere. Communication is done directly by the organizers of the show, so that no expenses are incurred in advertising. Car shows each year attract many visitors, so this event will necessarily be a positive spin on the group's image and the introduction of the Audi Q7 4x4 on the market. [...]
[...] Its price ranges from 44,950 to 73,350 Euros. In terms of positioning, Volvo emphasizes practicality on its flexible interiors. Design and technology are two assets that Volvo have, to convince its customers, in addition to the asset of security. This 4x4 is intended for urban use. The target consists of men, but also increasingly targets women. - Another competitor is the Audi because of its Mercedes 4x4, the Mercedes M-Class The brand has released its SUV in 6 models: three using petrol and three using diesel. [...]
[...] The sporting side of the trade mark is not forgotten (nice acceleration) though the engine is not very powerful. The target audience for the purchase of the Q7 is primarily men, including sports-persons and fathers Communication strategy for the Audi Q7 Communication media - Support As a medium of communication, we choose the media of the press. First of all this publicity will take place in the press through car magazines such as AutoPlus, AutoMoto, AutoJournal, Turbo etc. At the same time, it will also appear in the business press, such as Capital, and expansion. [...]
[...] FORCES WEAKNESSES AUDI Good image, partly This is the last races It has a Low range Know-how and compared to its competitors technological innovations BMW and Mercedes Audi is listening to the customer Importance of performance, but also design Audi is present on It is in Operation in France and other geographical locations The Mastery over new means of communication with clients. This medium is the internet. Competitor Analysis We will now analyze the strategies of the key competitors of the Audi Q7. [...]
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