Ch. 4 - The Marketing Environment

In this world of constant change and modernization like fashion, cars are also changing day by day. They are becoming more attractive and innovative. But not the majority of people can afford to buy a car that is beautiful, equipped with the latest gadgets and gizmos and most of all luxurious. People who usually own an Audi or any other luxury car do not work on minimum wage. A man who has a passion for cars but is living his life on $8 dollars an hour cannot afford to buy himself an Audi and if he does save up enough money to buy a used car he just does't want to risk it. The company has introduced a certified pre-owned program that will provide customers with used cars that are upto the Audi standards with a 6 years or a 100,000 mileage warranty. Reconditioned and rigorously tested by the company's professionals making it convenient for their customers for buying "Their Dream Car" as Audi puts it.

Furthermore Audi along with other leading German companies like BMW and Mercedes are trying to shift their target market towards the younger demographic. In their Superbowl Prom commercial they focus on young adults and how it embraces their braveness and encourages them to do the unexpected but they did blur out on the pricing. The strategy might effective to motivate people but the price factor still kicks in which makes it give a second thought and in this competitive market it's always about being ahead and not second.