Audi: Staying ahead of the race in Korea

Barbara Messer

This event report discusses how Audi is winning over consumers in South Korea, where German automotive brands now account for approximately 65% of imported car sales.

Audi: staying ahead of the race in Korea

Barbara Messer

With a 20-year background in branding in Germany, China, Hong Kong and Singapore, Jörg Dietzel kicked off his presentation at the ADMA Forum, held in Sydney in July 2014, by emphasising the importance of branding – particularly in Asia, where prestige brands represent status.

"In Germany, brand means 'fire'. It's about differentiation – doing things differently as a marketer," said Dietzel, head of marketing at Audi Korea.

Audi's differentiating claim, 'Vorsprung durch Technik', is one of the most recognisable taglines in the world. But in a market like...

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