Audi SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 27, 2020

SWOT analysis of Audi analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Audi SWOT Analysis, 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 industry. As of 2020, Audi is one of the leading brands in the automobiles sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Audi competitors and includes Audi target market, segmentation, positioning & Unique Selling Proposition (USP).

Audi SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Audi Brand 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
Audi Segmentation

Affluent customers seeking luxury, comfort and excellent driving experience

Audi Target Market

Targeted towards professionals and executives as well as rich families

Audi Positioning

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 Q3

9. Audi Q5                              10. Audi Q7

11. Audi R8                             12. Audi TT

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

Audi SWOT Analysis
Audi Strengths

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 50,000 employees worldwide

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

Audi Weaknesses

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

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 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 Competition

Below are the top 8 Audi competitors:

1. BMW

2. Volkswagen

3. Mercedes Benz

4. Porsche

5. Volvo

6. Jaguar

7. Aston Martin

8. Toyota Motor Corporation

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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Audi. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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