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06 Audi

Position: #06

Brand: Audi
Brand value: 7'283 Mio. EUR
Brand value change compared to last year: +17%
Ranking change compared to last year: +2

Audi, the German auto manufacturer, has been clear and consistent for over two decades about what its brand stands for: sportiness, progressiveness and sophistication, united through the lens of technology. Its internal commitment to this strategy is strong, with employees identified as "Audianers." Audi's position is apparent in the market and has resulted in robust sales. With more than 1.75 million vehicles delivered in 2014, the brand outperformed its previous record-setting sales year by 6.1%. In Europe and China, Audi led the premium automotive segment again as the top-seller in 2014. In addition, Audi has launched the third-generation of the TT with an integrated campaign, ‘The Concept. The Car’, illustrating how the car has been redesigned and engineered without compromise. Audi's autonomous TTS, an experimental model, emerges as a winner, but the real win is for the Audi brand, which created a viral sensation and attracted widespread media attention. Audi also effectively connects with its targeted consumer through Audi City Showrooms, the first virtual showroom. Demonstrating digital savvy, creative consumer experiences have launched on Tumblr, rather than social-as-usual sites, and award-winning cars such as the A3 now come with their own app to help drivers learn without resorting to old school owner's manuals. As competitors step up innovation, however, Audi will need to focus on differentiation and fully embrace its mantra "Vorsprung durch Technik" (“Advancement through technology”). With the development of (and growing demand for) battery-powered cars and hybrids, Audi has the chance to articulate a progressive concept for sustainability and deliver future-forward vehicles and driving experiences that will position it for long-term success.

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