Audi 2008 Annual Report Download - page 151

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At the same time, the Audi Group is steadily increasing its engagement in car markets around
the world. The high saturation of traditional sales markets means that relatively new, burgeon-
ing markets like Russia, India and China are of particular importance for the future growth of
the Audi brand. The Company is therefore gradually expanding its exclusive dealer and service
network in these countries. Furthermore, AUDI AG added the new Audi A4 last year to its local
CKD assembly operation in India. At the beginning of this year, the first long-wheelbase version
in the upper midsize category went on sale in China, currently the leading export market. The
new Audi A4 L satisfies the customer’s desire for progressive mobility and excellent spacious-
ness, cementing the Audi brand’s leading position in the Chinese premium segment. Further-
more, the brand with the four rings has announced its intention to launch diesel technology in
the United States, the world’s largest auto market. The aim is to convince future American cus-
tomers of the high performance and efficiency of this modern propulsion method, adding fur-
ther momentum to Audi’s plans for growth over the medium term.
Customer enthusiasm and image leader in emotion and quality
At a time when competition is becoming increasingly fierce, a strong and desirable brand pro-
vides a sound basis for lasting success. The key focus of all Audi Group activities is therefore on
further strengthening the current image positioning of the Audi brand and creating an emo-
tional bond between customer and brand through captivating products. Alongside unique de-
sign and outstanding quality, the emphasis is on giving customers that proverbial “Vorsprung
durch Technik.”
Once again, the Audi brand underscores its prominent position in the field of technology
through innovative and sustainable vehicle concepts that provide solutions today for
tomorrow’s mobility issues. One example of this is provided by its highly efficient e models,
whose extremely good fuel efficiency and emissions are a compelling example of how sportiness
does not have to be forfeited for efficiency.
The public’s unstinting enthusiasm for the Audi brand and its vehicles was again expressed by
numerous awards in the past fiscal year. For example, readers of the trade magazine Auto
Zeitung voted the brand with the four rings top in its “Image Report 2008,” giving it five wins
in a row. In addition, the Audi A4, Audi A6 and Audi R8 won the same magazine’s “Auto Trophy
2008” (issue 24/2008 and issue 25/2008) in their respective classes. In the important “Best
Cars” reader poll sponsored by the trade publication auto motor und sport (issue 4/2008), four
Audi models came out on top: the Audi A3, Audi A4, Audi A6 and Audi R8. The Audi R8 claimed a
double victory at the World Car of the Year Awards 2008 (March 20, 2008) by capturing the
titles “World Performance Car” and “World Car Design of the Year.” Even before it arrived on the
market, the new Audi Q5 carried off the “Golden Steering Wheel” sponsored by the newspaper
Bild am Sonntag (issue 45/2008). The Audi brand also enjoyed widespread international ac-
claim. In China, it ranked first in the J.D. Power Asia Pacific 2008 China Sales Satisfaction Index
(SSI) StudySM (August 28, 2008), which gauges the satisfaction of new car owners. Furthermore,
the Audi A6 L, Audi Q7 and Audi R8 earned the distinction of “Best Cars” in their class in a reader
poll taken by the Chinese edition of the trade magazine auto motor und sport (issue 2/2008).
Once again, Audi did justice to its brand attribute of sportiness with an array of motor-racing
triumphs in the past year. The legendary Audi R10 TDI diesel-powered racing car, which features
cutting-edge diesel technology, took victory in the 24 Hours of Le Mans for the third time in a
row and won both the European and American Le Mans Series in the bargain. The competition
version of the new Audi A4 won the internationally popular touring-car racing series, the
German Touring Car Masters (DTM), on its very first time out, continuing the previous year’s
success. With four wins out of four, 2008 was thus the most successful year for motor sports
in the Company’s history. This serves to document the competitiveness of the Audi brand’s
technology.