Wednesday, May 8, 2013

Audi keeps on trekking

30 years ago, when you thought of European luxury car brands, there were but two: Mercedes and BMW, the former owning a position of superior engineering while the latter differentiated through performance.

Somewhere around that time, Audi asked the question, "How do we get a piece of that sweet, sweet high margin, luxury market?"

Building on their signature feature Quattro, Audi decided to differentiate through technology, which either by luck or incredible foresight aligned nicely with the rise of our gadget-obsessed generation.

So it only makes sense that when Audi goes to the movies, they do so in technology focused films. Thus, the Audi R8 is the natural choice of Tony Stark in Iron Man 3. And, it is only logical that Audi is the official vehicle of the latest incarnation of Mr. Spock in the Star Trek series.

That's the beauty of a well-defined brand. Not only does it inform product design and development, it makes it easy to align promotions, placements, endorsements and other marketing activities.

And that's why Audi is on a roll.

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