Ch. 2 - Strategic Planning for Competitive Advantage

Audi is highly preferable in the general public. It made it's name in the market and is continuously raising the bar. Since the early stages of the company, the people at Audi have been aiming high. The Audi 50 made it's name in the market worldwide with a unique compact design. Audi also made it's mark on the race track but in the early 1990 Audi shifted it's attention to compete against the automobile giant Mercedes and BMW.

Audi has been the hub of innovation which led it to being the most competitive automotive companies of the present. In 1994 it presented an entirely different kind of frame for cars which set it apart from other companies. It bears the name of Audi Space Frame and it has been used in every model ever since. 

In the field of sports cars Lamborghini was leading the market. But the tables turned when Audi presented it's R8 model.

The car did well in the market. With the same internal specifications as
the Lamborghini and it was $40,000 cheaper, with the signature Audi LED head lights.

During the launch of the 2014 R8, the company produced an app that would let it's customers customize their selective cars and it includes a full digital brochure.
It has also appeared in different Hollywood movies like the Iron Man and The Wolverine. In Iron Man the director talked about the strength of the chassis of R8 during a scene where they were trying to break the car in half, but in vain.

Audi is one of those companies that have a clear vision of the future and have the people that know how to achieve the goals as to always keep the company ahead of the game. They have the technology, the brains and the consumer demand to prove it on a global level.