Audi SWOT Analysis, USP & Competitors

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


Parent Company

Audi (Volkswagen Group)


Super mini, SUV, Sedan, Sports Car



Tagline/ Slogan

Advancement through technology; Progress through technology


Wide range of luxurious and comfortable cars delivering excellent engine performance

Audi STP


Affluent customers seeking luxury, comfort and excellent driving experience

Target Group

Targeted towards professionals and executives as well as rich families


Audi is positioned as a company which continuously progresses by using innovative technology and provides superior luxury and better driving experience

Product Portfolio


1. Audi A1                               2. Audi A3

3. Audi A4                               4. Audi A5

5. Audi A6                                6. Audi A7

7. Audi A8                                8. Audi Q3

9. Audi Q5                               10. Audi Q7

11. Audi R8                              12. Audi TT

Audi SWOT Analysis


1. Audi is available in both petrol and diesel variants with a huge product portfolio

2. Wide range to cars from Audi to choose from starting from Hatchback to Luxury SUVs

3. Cars from Audi are equipped with superior features like parking sensors, LED illuminated interiors, Air bags, traction control and much more

4.Elegant styling of both interiors & exteriors make its a standout car brand

5. Latest technology like Quattro and FSI provide refined and efficient engine performance have boosted brand performance

6. Well established brand which helps in the brand recall

7. Has approximately 50,000 employees worldwide

8. The Audi brand has actively been involved in motorsport and sponsorship of many sporting and premium events


1. High maintenance & handling cost of Audi cars compared to a few competitors

2. Limited presence in emerging markets where some other brands have taken over the market


1. Expanding automobile market and available space is a huge opportunity for Audi

2. Opportunity to leverage brand recall and acquire newer customers

3. Expansion of product portfolio by entering into low cost cars can be thought of by Audi

4. Increasing manufacturing capability to meet increasing demand generated through advertising


1. Increasing fuel costs can reduce sale of Audi cars 

2. Competition from other big automobile giants can reduce market share of Audi

3. Product innovations and engineering by competitors

4. Limitations due to government policies in entering foreign markets



1. BMW

2. Volkswagen

3. Mercedes Benz

4. Porsche

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


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