Chapter 11 Developing and Managing Products

Audi of America attributes innovation in marketing and technology as its main revenue drivers, pushing its year-over-year sales up 20 percent. The brand’s January sales recorded 7,812 Audi cars and SUVs sold in the United States. This tops the charts as the best January in Audi history.Affluent consumers are continuing to be drawn towards and respond favorably to the most technologically advanced vehicle Audi has ever produced: the Audi A8. When the 2011 A8 flagship model was introduced in November, sales jumped 765 percent from a year earlier. Consumers also continued to demand the Audi A3 TDI clean diesel model, as sales climbed to almost 53 percent from a year earlier. This model won the 2010 Green Car of the Year award. Audi’s strong social media and digital tactics were leading factors in its sales records. The German automaker consistently posts recent news on its Facebook, Twitter and Web site. It also promotes its latest vehicles on the brand’s YouTube channel.

Audi also flaunts its newest vehicle via an iPad application. The automaker recently announced its plans to go green with the launch of providing auto show attendees access to digital brochures. Audi of America reshaped its business model to bolster its dealership partners and to get away from buying sales with unsustainable discounting. Audi is continuing to build consumer awareness and consideration, while building off interest in our newest models.This spring brought the all new Audi A7 4-door executive coupe – putting Audi into a new luxury segment.