1. Scott Keogh :: Audi of America
THE POWER
OF THE
INDIVIDUAL

2. Agenda
Individualized:
Brand
Products
Experiences
Marketing
Audi’s 5 Rules of Individualized Marketing
Opportunities/Challenges

3. Power of Individuals

4. August Horch

5. Auto Union

6. quattro®

7. Motor sports : Le Mans

8. Individual Thinking is Audi

9. Individualized Products

10. Audi Exclusive

11. Custom Order

12. Individualized
Experiences

13. Audi Dealerships : Hangar Concept

14. Audi Dealerships : Terminal Concept

15. Audi Design Language
is a Gateway

16. AUDI’S
5 RULES OF
INDIVIDUALIZED
MARKETING

17. I.Tone and Manner

18. No repetition

19. Not obvious

20. Smart
Audi Luxury Microsite

21. Not talking dumb or down
but intelligently
Audi Technology Microsite

22. II. Experiences Count
Audi Driving Experience

23. On a real track

24. With real cars

25. Completely transparent
product experience

26. III. No False Promises

27. Audi is a “do” brand

28. Our racing leads to real
consumer innovation

29. Our design is rooted in function

30. IV. Audi empowers
the ownership
experience

31. We are not afraid to let people
into the details of the brand
and product

32. Audi Vodcasts
Tells the entire brand story
120 units 1.2 million downloads

33. Education Vodcasts enable usage
17 vodcasts 3,000,000 downloads

34. V. Validation

35. 3rd party editorial

36. JD Power IQS ranking

37. R8 Car of the Year

38. Owner Validation: Online/CRM

39. OPPORTUNITIES
AND
CHALLENGES

40. Opportunities

41. 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

42. Old Luxury New Luxury

43. Individualization

44. Individualization benefits

45. Individualization benefits
Margin gain

46. Opportunity for a new
luxury leader

47. Challenges

48. Managing Complexity

49. Managing Complexity
Communications
Products
Operations

50. Commercial Discipline