Audi Aims Even Higher

[Deutsch]

What about new markets with big potential like asian markets ??

We're talking about the American Market.

IMhotep, you obviously haven't been reading much of anything round here lately having to do w/ Audi, or on Audi in general. Audi's identity is alternative luxury with an emphasis on intuitive technology, AWD capability and performance, and all round craftsmanship.


Doesn't take a fanboy's heart to get it: http://www.audi.com/audi/com/en2/audi_brand.html

Lastly, you got the negative response from me because you seem to have some sort of an issue w/ my posts... which isn't my issue, but it's annoying having someone blowing smoke in your face when it's the polite thing not to. In other words, if you disagree w/ something I say, think about how you say it, dont' just let the words spew from you fingers. You're much more liable to piss people off that way, especially when you keep doing the same stuff over and over and over again, and you illicit the same type of response over and over and over again.

 

[Imhotep Evil]

We're talking about the American Market.

IMhotep, you obviously haven't been reading much of anything round here lately having to do w/ Audi, or on Audi in general. Audi's identity is alternative luxury with an emphasis on intuitive technology, AWD capability and performance, and all round craftsmanship.

That doesn't convince me much. I've been reading around here, but nothing concrete arouse.

Doesn't take a fanboy's heart to get it: http://www.audi.com/audi/com/en2/audi_brand.html

Now I could write an essay, or thessis on why that is just a poor movie and the brand has issues.

Words like "driving pleasure, sport appeal, dynamic" have been used by BMW for decades.

Design, again influenced by BMW (Aero, Bauhaus now following BMW on the path to humanity).

Technology = german in general rather Audi in particular.

As a potential american buyer my opinion would be:
- we'll I've seen it all before, for decades now, from other german manufacturer(s), so what makes you particularily unique ?!
Cause this shows me nothing in that sense.

Lastly, you got the negative response from me because you seem to have some sort of an issue w/ my posts... which isn't my issue, but it's annoying having someone blowing smoke in your face when it's the polite thing not to. In other words, if you disagree w/ something I say, think about how you say it, dont' just let the words spew from you fingers. You're much more liable to piss people off that way, especially when you keep doing the same stuff over and over and over again, and you illicit the same type of response over and over and over again.

When the issues involved do not change, or something doesn't come up to change/correct my opinion, the I'll maintain and repeat my idea(s).

 

[Deutsch]

That doesn't convince me much. I've been reading around here, but nothing concrete arouse.






Now I could write an essay, or thessis on why that is just a poor movie and the brand has issues.

Words like "driving pleasure, sport appeal, dynamic" have been used by BMW for decades.

Design, again influenced by BMW (Aero, Bauhaus now following BMW on the path to humanity).

Technology = german in general rather Audi in particular.

As a potential american buyer my opinion would be:
- we'll I've seen it all before, for decades now, from other german manufacturer(s), so what makes you particularily unique ?!
Cause this shows me nothing in that sense.






When the issues involved do not change, or something doesn't come up to change/correct my opinion, the I'll maintain and repeat my idea(s).

Like I said, if you don't like Audi that's fine. But quit bringing up the same b.s. over and over again. It's clear to some people, then there are others like yourself, that just don't get it. Life goes on, but put a sock in it already, your whining is tiring and accomplishes nothing. It seems you come here more to convince people of your intellect in your ability to debate w/ others endlessly, but frankly no one cares. Especially me.

 

[Deutsch]

Oh... while we're on the subject, BMW wasn't the first to use "driving pleasure", it's just so happens that they deliver on that sentiment. Anyone could say anything about the identity of their cars and the same would hold true for a thousand others all made my by different automakers. Why? Because they're general ideas. It only matters how these ideas/messages are conveyed in the marketing of the products themselves. Now there's a brain twister for you.

 

[RICHBOY]

Listen, as a American that loves cars I can tell you if you were to ask 10 Americans what company is in bed with Audi you'd be lucky to find 2 who would know. It's funny how much energy is being wasted on this topic! The on ly thing Audi needs to do in the US is to show some damn commercials!! I can go a week and not see a single 1, what the hell! Another thing, why the hell does every one care about the US market? Where the most un-informed country you could find!

 

[Imhotep Evil]

No, it's not BS, and I do like Audi. And I consider this a constructive criticism not bashing/trolling.

Diferentiation, image, perception, brand management is what we're talking here.

Simply put, Audi hasn't got the USA sales because they don't have the image as a Tier 1.


BMW once have an ad:
"Ultimate Sitting Machine vs. Ultimate Driving Machine".

They positioned themselves and they positioned their competition.

Now Audi has to do the same.
But if Audi comes up with:

"driving pleasure, dynamic, sporty appeal" vs. BMW = driving pleasure

it will result in
"sorry guys, someone has ocupied that slot".

 

[Imhotep Evil]

Oh... while we're on the subject, BMW wasn't the first to use "driving pleasure", it's just so happens that they deliver on that sentiment.

Not only do they deliver in products, but they also ocupied that slot in perception of the interested clientele.

Anyone could say anything about the identity of their cars and the same would hold true for a thousand others all made my by different automakers. Why? Because they're general ideas. It only matters how these ideas/messages are conveyed in the marketing of the products themselves. Now there's a brain twister for you.

It's not about what anyone can say. It's about what a particular company can say to diferentiate it vs. its (more) established competition.

Vs. an established brand/competitor the idea is to point out what diferentiates you.

Cause if your going after the same brand qualities you're either too generic or trying to fill a ocupied slot, and against an established brand that usually doesn't work.

BMW conquered America because it offered the sporty alternative, they put the emphasis on driving dynamics and pleasure when MB put emphasis on driving comfort, luxury (and even safety).
BMW didn't went head to head, but flanked MB were they were weak(er).


As for the ideas that are conveyed. There a so called gap between image and
actuall product/service. Sometimes the image is higher, othertimes the product(s)/service(s). However this gap has to be managed to be small, if not that it can lead to disater. And no SuperBowl comercial can save you.

 

[Deutsch]

Imhotep,

You remind me somewhat of my grandfather, you could tell the man everything but it always turns out he heard absolutely nothing. I gave you as much information as I have from what i know (which is quite a bit) and as said before, there's a wealth of information at your disposal to obtain the answers to the questions you ask. All I'll say is this, Audi didn't have a direction for qutie sometime because management couldn't quite figure out way to explain Audi to Americans effectively, obviously the Audi story is well understood in other parts of the world, just not here. At this present time, AoA is getting ready to launch a new, more "effective" advertising campaign that will hopefully better translate the Audi brand character in a way Americans can understand. I hope you come to grips w/ the brands identity for your sake as an enthusiast and for the rest of us.

 

[Imhotep Evil]

My problem is not that I don't listen or see, my problem is that I'm not convinced (by PR statements and/or the comercials seen) by what I'm hearing and seeing.