Scott Keogh :: Audi of America

THE POWER OF THE INDIVIDUAL

AgendaIndividualized:

Brand ProductsExperiencesMarketing

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 downbut intelligently

Audi Technology Microsite

II. Experiences Count Audi Driving Experience

On a real track

With real cars

Completely transparentproduct experience

III. No False Promises

Audi is a “do” brand

Our racing leads to realconsumer innovation

Our design is rooted in function

IV. Audi empowersthe ownershipexperience

We are not afraid to let people into the details of the brandand product

Audi VodcastsTells 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

OPPORTUNITIESANDCHALLENGES

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