We are facing a new battle for a new, more aggressive positioning axis by Audi against one of its rivals Mercedes.
If we analyze any positioning map of the automotive sector we can see how Mercedes embodies the values of classic premium, BMW and Audi of the most modernized luxury, with the nuance that BMW squeezes more the power factor and Audi the technology factor.
Following the United States Super Bowl we have seen a very clear development of Audi against Mercedes, leaving aside its rival BMW.
An argument far beyond technology and that is clearly committed to leaving its rival between the obsolescence of design and modernity.
In Spain and therefore Europe, the concept is much more subtle and less aggressive since comparative advertising is prohibited. Even so, Audi's main focus is clearly Mercedes, in a strategy of trying to leave two predominant "players" in the premium market.
It is interesting to see how Audi associates the concept of modernity with the concept of "enlightenment."
From the technological tradition of Audi with the “Quatro” concept as a guest star, we have moved on to a technological concept that is derived from each time a breadth of range and a more than constant aesthetic renewal (A1, A3, A4, A5, A6, A7, A8, Q5,Q7, TT and the future Q3) where to cover absolutely all potential segments.
Furthermore, the purchase of Porsche by the group provides a spectacular homogeneity of aesthetic criteria, where there is not excessive aesthetic difference between a VW Toureg or a Porsche Cayenne, for example.
Mercedes also plays its battle in the concept of aesthetic renewal.
Is the VW and Audi group betting on the correct strategy? Will it pay off in gaining market share from Mercedes?
Jordi Crespo
Hamilton Managing Partner
