Audi SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: August 20, 2021

Audi SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Audi, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Audi to benchmark its business & performance as compared to the competitors, and make strategic improvements. Audi is one of the leading brands in the automobiles sector.

The article below lists the Audi SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Audi SWOT Analysis:

SWOT Analysis of Audi

For Audi, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Audi Strengths

The strengths of Audi looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Audi :

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 90,000 employees worldwide

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

9. The brand invests in events like Olympics, football club sponsorships etc. which strengthens its brand positioning

Audi Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Audi SWOT Analysis:

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

Audi Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Audi SWOT Analysis:

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

Audi Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Audi are as mentioned:

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

Audi Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 11 competitors of Audi:

1. BMW

2. Volkswagen

3. Mercedes Benz

4. Porsche

5. Volvo

6. Jaguar

7. Aston Martin

8. Toyota

9. Skoda Auto

10. Honda Motors

11. Hyundai Motors

Hence this concludes the Audi SWOT analysis.

Continue reading more about the brand/company.

About Audi

Audi Overview
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 Market

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

Audi 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 Q2

9. Audi Q3

10. Audi Q5

11. Audi Q7

12. Audi R8

13. Audi TT

14. Audi e-tron

The above mentioned brands are the prominent products under the Audi product portfolio.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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