Audi A1 SWOT Analysis, USP & Competitors

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SWOT Analysis of Audi A1 with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Audi A1

Parent Company

Audi (Volkswagen Group)


Super mini



Tagline/ Slogan

Small Car, Big on Audi


A compact car which has luxuries and space



Super-mini cars for rich individuals

Target Group

Targeted towards affluent individuals and those who have to traverse through dense traffic


Positioned as a small compact super mini which has same luxuries compared to bigger SUVs but is more convenient in maneuvering

SWOT Analysis


1. Available in both petrol and diesel variant

2. Spacious and luxurious cabin & good handling

3. Variations available in selecting the color combination of interiors, supported with brilliant LED lighting

4.Smaller and compact as compared to Q5 & Q7 which is more suitable for traffic conditions

5. Strong brand presence owing to excellent marketing and advertising


1. High competition from other premium brands means limited market share

2.  The brand perception that tags along with brand Audi that it will be costly


1. Expanding automobile market and available space

2. Increasing per capita income and purchasing capability

3. Owned by a renowned and reputed brand name i.e. Audi, which can help in increasing international presence


1. Increasing fuel costs

2. Competition from other big automobile giants

3. Product innovations and frugal engineering by competitors



1. Mini Cooper

2. Volkswagen beetle

The table above concludes the Audi A1 SWOT analysis along with its marketing and brand parameters.


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