Audi: Shock the Sheep

Following six major launches in 2009, Audi of America faced the challenge of sustaining its sales growth and its brand consideration scores in 2010, a year when no launches were planned.

Audi: Shock the Sheep

THE BUSINESS SITUATION

When it comes to selling cars, the real challenge isn't selling new cars; it's selling existing cars on the lot. New cars get talked about in the press; they get featured on the cover of car magazines and mentioned around the water cooler. Existing car models get forgotten; they're yesterday's news. In the first half of 2009, Audi of America had just come off six major new car launches, so it was no surprise that shopping intentions—the percent of luxury shoppers who put the brand at the top of their list—increased for Audi...

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