Audi AG, AktienGesellschaft, Audi, Volkswagen, cars, automotive, August Horch, automotive showroom, Deutsche Qualitat, Mercedes, BMW, Porsche, Ferrari, Audi city showrooms
In the early 20th century, the German engineer August Horch founded with two companions the Audi company. Indeed, Horch in German means “listen”, and was translated into Latin to become “Audi”. Audi AG (AktienGesellschaft, Limited Company), is one of the oldest automakers in the industry. After merging with three other car manufacturers in 1932, the group adopted the now famous four-interlinked-ring logo. The group managed to grow with the industry and took advantage of the many successive technical innovations to remain competitive. In 1964, Volkswagen AG acquired Audi AG. Since then, Audi represents one of Volkswagen's most valued brands.
[...] How Audi City Digital Showrooms Create Value and Build Competitive Advantage? The Audi City concept allowed Audi to increase its sales. Indeed, the London Store recorded an increase of 60% of its sales in 2012. From a strategic perspective, this new selling concept developed by Audi AG allows the group to build a competitive advantage based on low-cost competency. Indeed, according to Michael Porter's Three Strategies, Audi has a broad market scope, offering a wide range of products, diversified in prices and designs, and at the same time focuses on reducing costs. [...]
[...] Finally, in 2016, the Audi City Showrooms opened in Paris, Moscow and Istanbul. This paper will analyse how this new concept transformed the customer experience and reinforced Audi's competitive advantage. II. Customer Experience The customer experience journey at Audi starts with the need generation, based on advertisements (online, in the streets, on television). Audi's worldwide recognition is a key component of this journey. The second step of the customer journey is the contact with vendors in stores. At Audi, the customer experience is mostly based on the interaction with the seller in the different company-owned stores, or in local partners' stores. [...]
[...] The digital transformation strategy was developed in other production and commercialisation processes at Audi. For its global digital transformation effort, the company won the Digital Transformation Award in 2015 in Berlin[2]. The next step for Audi, in order to sustain its competitive advantage, is the Audi Vorsprung 2025 strategy, based on three pillars: Source: Annual report 2016 References - Audi AG Annual report 2016 - Audi AG Annual report 2015 - Audi AG Annual report 2014 - Financials.morningstar.com. (2017). Growth, Profitability, and Financial Ratios for Audi AG (NSU) from Morningstar.com. [...]
[...] With the digital showroom, Audi managed to improve the customer experience while reducing costs. Indeed, only four cars were required in the Audi City Stores, in addition to many display screens (called power walls), the use of Oculus rifts, and a digital interface. The advantage of Audi is that the customer can be provided with precise information on the potential car he/she would like to buy, thanks to the virtual car presentation. The car can be displayed from any perspective. [...]
[...] [online] Available at: https://www.audi.co.uk/locate-a-centre/search-centres/partner-uk/sytner- group/audi-city-london.html [Accessed 11 May 2017]. - Audi MediaCenter. (2017). Audi wins Digital Transformation Award. [Online] Available at: https://www.audi-mediacenter.com/en/press-releases/audi-wins-digital- transformation-award-4892 [Accessed 11 May 2017]. - Kumar, A., Agarwal, Y., Kumar, (2017). Audi Plans To Open More Digital Showrooms. [online] MotorBeam. Available at: https://www.motorbeam.com/2013/01/cars/audi-news/audi-plans-to-open-more- digital-showrooms/ [Accessed 11 May 2017]. [...]
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