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Audi

Audi

Company: Volkswagen AG

Brand value: US$8,580 million

Headquarter city: Ingolstadt

Category: Cars

Year formed: 1909

 

Audi is one of Germany’s most premium carmakers, instantly associated with the four rings of its brand logo and the long-standing promise to deliver “Vorsprung durch Technik”, or “Progress through engineering”. The range extends from the most compact A1 model through to the sporty TT and RS models, the high-performance R8 sports car, larger sedan cars and the Q range of SUVs. Audi also offers hybrid cars with the e-tron engine. Recent launches include a Q2 – a small SUV cross-over vehicle designed to appeal to younger drivers – and the new A8 featuring a virtual cockpit, touch screen and self-driving options. The brand recently updated its logo to a more digital-friendly black version of its traditional silver rings. Communications tend to focus on Audi as the meeting point of lifestyle and technology, positioning Audi as a daring and emotional brand for forward-thinking consumers. Its ad for the Q series features electronic music, unusual for the category, and shows people in unusual situations, while one commercial for the Q2 questions the need to define and hashtag everything, and calls the car #untaggable. One of Audi’s most famous ads was for the 4WD Quattro model, which in 1980 was shown driving up a ski jump. Audi has been involved in the touring car race event DTM (Deutsche Tourenwagen-Masters) since 1990, and currently races its RS 5, competing successfully against BMW and Mercedes AMG. Audi is owned by Volkswagen, which is listed on the Xetra Stock Exchange. The brand was affected by the 2015 emissions scandal that engulfed the parent company, and some of its cars were recalled as a result, but there has been a limited lasting damage to public perceptions of the Audi brand.