Audi A8 SWOT Analysis, USP & Competitors

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SWOT Analysis of Audi A8 with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Audi A8

Parent Company

Audi (Volkswagen Group)


Luxury Sedan



Tagline/ Slogan

“Sporty & Exclusive”


A luxury sedan providing ultimate luxury, extravagant interiors and powerful performance



Luxury Sedan segment for affluent customers

Target Group

Targeted towards brand conscious and elite class of customers who desire to avail all the luxuries


Positioned as a premium luxury car in the compact executive sedan segment providing best features and excellent driving experience

SWOT Analysis


1. Aggressive and dynamic exteriors

2. Elegant and luxurious interiors studded with LED lighting

3. Equipped with features like double glazing, improved insulation providing outside noise free ambiance, speed sensitivity etc.

4. Powerful engine equipped with technology such as direct injection

5. Available in wide range of elegant and sporty colors

6. Marketing and advertising has enhanced brand image


1. The parent brand is still establishing itself across the globe especially emerging economies

2. Owing to high competition, brand market share is limited


1. Increasing per capita income and purchasing capability of potential customer base

2. Owned by a renowned and reputed brand name i.e. Audi, which can help in market penetration

3. More inclination of affluent customers to purchase international brand

4. Augmenting the distribution and service network in various countries


1. Increasing fuel costs

2. Competition from other big automobile giants

3. Competitive products offering same level features at a lesser price

4. Product innovations and frugal engineering by competitors



1. BMW Gran Turismo

2. Jaguar XF

3. BMW 7 Series

4. Volkswagen Phaeton

5. Mercedes S class


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