AUDI – Brand Strategy
Bachelors Course | 2019
How can AUDI maintain a competitive edge in the future of 2030?
This project focuses on creating a new brand vision and positioning for AUDI that is based out of trend research, business analyses and consumer values.
Project aim: Creating a future-proof design vision and brand positioning for 2030.
Result: A new positioning that reflects the future of premium luxury in the automotive industry.
Keywords: VIP Method, Brand positioning, trend research, SWOT analysis, Porter’s Five Forces, consumer research, market research, strategy, stakeholder management, concept developing, future vision 2030
Trend research
Summary of clusters
A diverging exercise where different trend clusters were made through brainstorm sessions with the team. The themes represent out-of-the-box future context factors applicable for the automotive industry.
Business Analysis
Porter’s Five
The analysis and evaluation of the Porter’s Five forces has been done through market- and competitor research, additionally we had taken into account the trend research. Some examples of which resulted in this evaluation are: Fierce competition in luxury car brands, the threat of mobility solutions replacing car ownership and the shift from automotive to tech.
AUDI Positioning
From Fulfilment to Perspective
The positioning and axis highlight 4 quadrants that represent AUDI’s future consumer values. Fulfilment, Relief, Perspective and Interdependence.
Based on trend-, competitor- and market research we created a strategy shift that aims to give the users of AUDI not a focus on fulfilment based on luxury experience, but a shift of perspective a new experience.
AUDI Positioning statement
Limitless Feeling
We define AUDI’s premium lifestyle as feeling unlimited. The premium lifestyle of today is mostly centred around feeling luxurious. In the future however, this will change to feeling limitless, since feeling limitless in a luxury car —with limited space— is going to be a premium lifestyle.
This statement gives a direction for the future, but does not restrict AUDI to be constrained by market threats as the EV Shift, urbanization or digitalization. Instead, the statement and brand positioning allows AUDI to spark opportunities in areas that AUDI can excel in, while focusing on creating a limitless feeling in the luxury automotive industry.
Shervin Tjon 