Scott Keogh :: Audi of America

THE POWER
OF THE
INDIVIDUAL
Agenda
Individualized:
Brand
Products
Experiences
Marketing
Audi’s 5 Rules of Individualized Marketing
Opportunities/Challenges
Power of Individuals
August Horch
Auto Union
quattro®
Motor sports : Le Mans
Individual Thinking is Audi
Individualized Products
Audi Exclusive
Custom Order
Individualized
Experiences
Audi Dealerships : Hangar Concept
Audi Dealerships : Terminal Concept
Audi Design Language
is a Gateway
AUDI’S
5 RULES OF
INDIVIDUALIZED
MARKETING
I.Tone and Manner
No repetition
Not obvious
Smart

Audi Luxury Microsite

Not talking dumb or down
but intelligently

Audi Technology Microsite

II. Experiences Count
Audi Driving Experience
On a real track
With real cars
Completely transparent
product experience
III. No False Promises
Audi is a “do” brand
Our racing leads to real
consumer innovation
Our design is rooted in function
IV. Audi empowers
the ownership
experience
We are not afraid to let people
into the details of the brand
and product
Audi Vodcasts
Tells the entire brand story

120 units 1.2 million downloads

Education Vodcasts enable usage

17 vodcasts 3,000,000 downloads

V. Validation
3rd party editorial
JD Power IQS ranking
R8 Car of the Year
Owner Validation: Online/CRM
OPPORTUNITIES
AND
CHALLENGES
Opportunities
The Audi customer
is an individual
Intelligent : Make smart, informed choices

Independent : Listen to others, trust own judgment

Innovative : Progressive, like fresh thinking

Impassioned : Love to drive

Old Luxury New Luxury
Individualization
Individualization benefits
Individualization benefits

Margin gain
Opportunity for a new
luxury leader
Challenges
Managing Complexity
Managing Complexity

Communications
Products
Operations
Commercial Discipline