Audi 2013 Annual Report Download - page 153

BASIS OF THE AUDI GROUP
STRATEGY
MANAGEMENT REPORT
150
A
// CONTINUOUS GROWTH
With a total of 1,575,480 (1,455,123) cars delivered, the Audi
brand did not merely establish a new deliveries record in the
2013 fiscal year, but also achieved the volume target of deliv-
ering 1.5 million vehicles – originally set for 2015 – two years
earlier than planned. The major drivers of demand included in
particular our attractive premium compact vehicles in the new
A3 family, as well as the Q3 and Q5 SUV models. We intend to
achieve our growth target of delivering more than 2.0 million
vehicles by continuing the product initiative and growing our
market shares in a large number of sales markets. The Audi
Group is consequently also increasing the number of its dealer
and service outlets worldwide. Furthermore, we are broaden-
ing the basis for our business model through the continued
expansion of our international production network – for exam-
ple in Hungary, Mexico, Brazil and China.
Further information can be found in the sections
“Production” and “Deliveries and distribution” on
pages 165 ff.
// TOP IMAGE POSITION AND CUSTOMER MIX
For a premium manufacturer, a strong brand and a positive
image pave the way for lasting corporate success. In order to
safeguard our position both now and in the future, image
ratings that are better than the competition and a correspond-
ing customer mix – for instance in terms of average age, values
and price acceptance – are vitally important. Our goal is to
keep improving our image position and our attractive product
range. We aim to delight customers in all age and social brack-
ets with our sporty, high-quality, innovative vehicles, and es-
tablish an emotional bond to the Audi brand. A large number
of national and international awards and analyses confirm the
positive image and public enthusiasm for the brand with the
four rings.
In the 2013 AUTO BILD reader poll for “The best brands in all
classes,” around 100,000 readers cast their vote, putting Audi
in first place in ten different classes. The Audi A3, A4, A5, A6,
A7, A8, TT, Q3, Q5 and Audi Q7 took first places for quality.
Readers voted on models in 13 different automotive categories.
The criteria were quality, price and design (AUTO BILD, issue
9/2013, p. 59 ff.).
First places were awarded to three Audi models in the “red dot
award: product design 2013.” The Audi R8 received the acco-
lade of “red dot: best of the best” in recognition of its high
design quality. The Audi A3 Sportback, already a multiple
award winner, and the Audi S3 each received the “red dot”
award for their high design quality (www.red-dot.de/pd/
online-exhibition/?lang=en&c=166&a=0&y=2013&i=0&oes=).
A survey conducted by AUTO ZEITUNG regularly rates the
image of car manufacturers. For the ninth year in a row, its
readers voted the brand with the four rings into the top spot
in the “Image Report 2013.” Audi was their brand of choice
in a total of nine different categories, including “best build
quality,” “most appealing brand,” “quality,” “successful in
motorsport” and also “has good advertising” (AUTO ZEITUNG,
issue 10/2013, p. 120 ff.).
On an international level, the Audi brand was also viewed
favorably. In the “Best Cars 2013” reader poll conducted by
the Chinese edition of the magazine auto motor und sport, we
captured the top spot in an impressive ten categories. The
locally built Audi A6 L was declared the best vehicle in the
“Upper Midsize Category” and the “Local Upper Midsize Cat-
egory.” The Audi Q5 and A8 L models also emerged as cat-
egory winners. In addition, Audi finished top of the brand
ratings with a total of six awards, and received the accolade of
“most environmentally friendly manufacturer” (auto motor
und sport China, issue 2/2013, p. 66 ff.).
The Ducati brand too received an array of awards in 2013. For
example, the new Ducati 1199 Panigale S achieved first place
as “red dot: best of the best 2013” in the “red dot award:
product design 2013” (www.red-dot.de/pd/online-exhibition/
%20work/?lang=en&code=2013-16-2099). In addition, the
Robb Report awarded the accolade “Best of the Best 2013” to
the Ducati 1199 Panigale R (www.robbreport.com/paid-issue/
best-best-2013-motorcycles-sportbike-ducati-1199-
panigale-r). Moreover, at the EICMA 2013 (Esposizione
Internazionale Ciclo Motociclo e Accessori) in Milan, the big-
gest international motorcycle exhibition, the Ducati Monster
1200 was voted “Most Beautiful Bike of the Show” in a poll of
around 10,000 visitors conducted by the Italian magazine
MOTOCICLISMO (www.motorbikenews.co.uk/new-ducati-
monster-1200-beautiful-bike-show/).