MERCEDES 

VS
AUDI
How Mercedes and Audi differentiate themselves
internationally ?

SOUCHET Loïc - PRUDHOMME Florine - TUESTA GUERRERO José - ACHOUR Najia

SUMMARY
Presentation of the companies

SWOT analysis

Strategy at international level

Mix-Marketing

Innovations and new perspectives

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PRESENTATION OF MERCEDES
Founded in 1926 by Carl Benz
German brand that belongs to the Daimler Group
Premium, sport and luxury cars
Sales : 2.2 billion cars were sold worlwide in 2017
Turnover : 89.3 billion euros in 2017
New products and flagship models
Technological innovation

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 PRESENTATION OF AUDI
Founded in 1909 by August Horch
German brand that belongs to the Volkswagen Group
Very high quality cars and very high prices
Offer innovative technology and unique driving experience
Sales : 1.8 billion vehicles in 2017
Turnover : 60.1 billion euros in 2017
Very impressive sales in United States, China and Europe 

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SWOT OF MERCEDES
STRENGHTS WEAKNESSES
Strong brand value High production costs
Leader in premium cars Competition from new
Significant investment in premium models force the
research and development brand to justify its
Wide range of products quality/price advantages
Distribution is stunted

OPPORTUNITIES THREATS
Fierce competition
Use new suppliers
International regulations on
Increase in demand of
the reduction of greenhouse
premium cars
gas emissions
Strategic alliances
High fixed cost and
Technological advancements
investment in R&D
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SWOT OF AUDI
STRENGHTS WEAKNESSES
Sinergy with the others
Volkswagen group brand's
Premium image since 1970
Wide range of products
Large diesel range of
products and bad buz with
the diesel gate
Differents models in the
same segment

OPPORTUNITIES THREATS
New opponents
Explosion of new markets
some opponents have
Increase of demande for
more history in premium
ecologic cars
car conception
Development of
Policy to reduce gas
autonomous cars
emissions
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MERCEDES STRATEGY
Decreasing costs
Different models on the same
base
Seduce most of customers with
the same technology
Mercedes-Benz also team up with
Renault-Nissan for the X Class
Production
Germany, Austria, USA, Hungary,
Finland, France, South Africa,
China, Mexico
The choice of the production is
made with the target market
Assembly
India, Vietnam, Algeria
Mercedes AMG still only
assembly in Germany
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AUDI STRATEGY
Decreasing costs
The Group use a policy of
platform and parts share
between their different brands
Production
Belgium, Germany, Mexico,
Spain, Hungary, China
Audi share the production line
with other brands from
Volkswagen
Assembly
India, South africa, Germany
Themodels like A8 or R8 still
product and assembly in the
historical factory
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MIX-MARKETING OF MERCEDES
PRODUCT Wide range of vehicles
A lot of innovation since the
creation of the brand
The company assembles S-
E-C-Class
Others models are imported
PROMOTION
Aggressive promoter
Use all media channels
Marketing strategy always
focused on products and
technology
Mercedes Trophy
PRICE A premium priced luxury car
brand
It caters to a niche segment
The prices range from
$30,000 to $100000 and
above
PLACE
Brand present all accross
the world
Major markets : Asia, North
America, Germany
Factories in Europe,
South America, Africa
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MIX-MARKETING OF AUDI
PRODUCT Improve technology in PRICE
products
Wide variety of cars from
A1 to Q7
One of the top selling
luxury, sports car brands
Premium price policy
Price stratgy based on
competitionpricing of
premium cars
Help customers to buy
Optional princing strategy

PROMOTION Sports and sponsorship

PLACE Serve its customers throughout
ventures the world
Ads on magazines, Production facilities at nine
billborads and TV locations
Slogan : “Vorsprung durch Growth in Asian markets
Technik” Exclusive network of dealership
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INNOVATIONS AND NEW PERSPECTIVES
Mercedes-Benz EQC Audi E-Tron

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WHY INNOVATE ?

Consciencious
Consumer
Stricter
Regulation

Competitive
Market
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TECHNOLOGY MATCH
Autonomy : 415 Km (WLTP)
Charging batterie : 1 hour (155 Kw)/11 hours (11 Kw)
Acceleration : 0 - 100 KM (5s)
Speed Limit : 185 Km
Inside : Traditional

Autonomy : 415 Km (WLTP)

Charging batterie : 1 hour (155 Kw)/8 hours (11 Kw)
Acceleration : 0 - 100 KM (5.7s)
Speed Limit : 200 Km
Inside : Technology
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WHAT IS YOUR
FAVORITE
BRAND ?
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