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Loren AngeloDirector of MarketingAudi of America
Why?
Why?
Awareness Audi 60%, Competition 79%
Consideration Audi 42%, Competition 70%
Opinion Audi 65%, Competition 82%
2006
Focus
#ProgressIs
State level
City levelZip code level
Neighborhood level
98
7386
60% Dealer Advertising Group Investment Increase
20132006
Provoke
If 1/3 of American’s drove clean diesel, we could send
back 1.5 million barrels of foreign oil every day. A3 Luxury
withoutCompromise
Image
Luxury without compromise
#stayuncompromised
65 6773
80 80 82 8483
82
40
50
60
70
80
90
100
2006 2007 2008 2009 2010 2011 2012 2013 *2014
4245
5255 55
6065
62
67
30
40
50
60
70
80
2006 2007 2008 2009 2010 2011 2012 2013 *2014
60 6368
73 77 77 77 78 84
40
50
60
70
80
90
100
2006 2007 2008 2009 2010 2011 2012 2013 *2014
84% 82%
67%#2 Cross Shopped
► Overall Opinion► Awareness
► Purchase Consideration
1) Focus2) Provoke
Audi new vehicle sales
82,716
101,629117,561
139,310158,061
84,349
2009 2010 2011 2012 2013 First Half 2014
