Audi is a German car manufacturer and a part of the group Volkswagen AG. The official name of the company is Audi AG, and its registered office is located at Ingolstadt in Bavaria. The name Audi is the acronym of Auto Union Deutsche Industrie. This name also comes from Latin audi (imperative mode of audire: to hear), which is linked to the name of the founder, August Horch (1868-1951) (imperative of hören: to hear). Its founder left the Mercedes group after a divergence of opinion. As a result, he founded his company, Auguste Horch & Co, which collapsed very quickly. With daring spirit, August Horch gave birth to Audi, he was legally forbidden to name the company with his own name. Audi was founded in 1909 in Zwickau by August Horch, initially under the name of August Horch Automobil Werke, after he had to leave its company "Horch & Co". Its name is the translation in Latin of “Horch”. The factories as well as the main office were in Zwickau, in Saxony. From 1911 to 1914, the Audi Company took part in the Alps Cup, an amazing endurance race of 2400 km which Audi won three successive years in 1912, 1913 and 1914.
[...] Content One of the strength of the Audi website is to provide both Flash and text content. This makes the website accessible to everyone (even those who do not have the Flash player plugin) with an interactive, modern and attractive content for the most recent browsers thanks to the Flash technology. The use of videos, music and friendly-user interface through the Flash animations invites the customer to learn more about a product or the company. As for most car manufacturers, we can find information such as cars characteristics, services description, corporate details and the history of the brand. [...]
[...] Analysis of the Audi website in a technical point of view Design and Layout As it was said previously, the design of Audi websites is a relevant illustration of the brand values such as quality, innovation, performance, elegance and sobriety. The use of the grey, light blue, black and white colours as the main colours of the background is very relevant. This makes the website very clear, not Flashy. It is also easier to find information as the general overview is very simple. [...]
[...] www.audi.com : an extension of Audi's philosophy The website of Audi is a small portal from which visitors can access to a diversified and updated content. When we go to www.audi.com, the main menu allows visitors to choose their country or region in order to access the web site dedicated to their location. Once you have reached the portal of your country, you can clearly understand the main objectives of the web site. The design of all regional Audi websites is very similar and is based on the same structure with a content adapted to the local marketing strategy. [...]
[...] The Audi website is one of the visible parts of this approach and will probably contribute to a better brand image for the coming years. As it was said previously in this paper, one of the strategy guideline of Audi is to focus on the relationships with the customer. How to make a very strong relationship with the customers and how to make them become loyal and even more, passionate? First of all, the homepage of some local websites should be optimized by moving heavy Flash animation to others pages. [...]
[...] So, the website ranking is good for the brand name: The official website will also appear at the top of the results with keywords like “Audi or for all models (e.g.: “Audi or “Audi However, researches related to Audi technologies (e.g.: Quattro, DSG . ) or values do not give very good results in Google and led to many generic articles about cars industry. Audi versus its direct competitors: the online battle As a premium car manufacturer, Audi competes mostly with three brands: BMW, Mercedes and Lexus. [...]
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