Audi A1 - A big idea, condensed

This case describes the UK launch of the Audi A1, which represented the first time a prestige car brand had produced a small car.

Audi A1 – A big idea, condensed

Principal authors: James Mitchell and Ross Berthinussen, BBHContributing authors: Ida Siow and Daryl Frost, BBH

SUMMARY

This paper is the next chapter in Audi's 30-year journey, and the next phase in the evolution of Vorsprung durch Technik1, its prestigious brand philosophy.

In 2010, Audi made a leap that no other major prestige car brand had done: it launched a small car, the Audi A1.

The potential reward was great; recruiting a new audience of Audi buyers. But the risk was just as great – the sacrifice...

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