Audi marketing advertising agency executives and their colleagues have to decide which should be used for the launch campaign for the Audi 5000, her new car planned entry to replace the Audi 100LS in the United States in the fall of 1977 by several executions advertising. The positioning of the 5000 focused on engineering and design superiority. Two alternative models on the basis of this strategy have been considered. Background information on Audi German and U.S. provided marketi … Read more »

Audi marketing advertising agency executives and their colleagues have to decide which should be used for the launch campaign for the Audi 5000, her new car planned entry to replace the Audi 100LS in the United States in the fall of 1977 by several executions advertising. The positioning of the 5000 focused on engineering and design superiority. Two alternative models on the basis of this strategy have been considered. Provided background information on Audi German and U.S. marketing experience available on a competitive car positions in the United States and on the new campaigns.
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from
Stephen A. Greyser,
Robert J. Kopp
Source: Harvard Business School
18 pages.
Publication Date: Jan 22, 1991. Prod #: 591065-PDF-ENG
Volkswagen of America: Audi 5000 (A) HBR case solution