Introduction
Audi is a German car manufacturer, founded in 1909 as August Horch
Automobilwerke GmbH and which adopted the new name Audi from 1910. It belongs to the
Volkswagen Group since 1964.The history of Audi begins thanks to August Horch, a German
engineer who in 1899 founded an automobile company bearing his name. In the early 1900s,
the German auto company grew more and more, but August found himself isolated from the
board of directors. His tireless desire for research and innovation was the cause of a
considerable increase in expenses. For this reason, many of his colleagues took a dislike to
him, increasingly excluding him from board meetings. For this reason, Horch left the company
in 1909 and started his own business. He collected a considerable sum in a short time, thanks
also to the help of some of his friends and colleagues. Then he thought it best to use his
surname again, but after losing a civil case (the Horch brand was already registered) against
the managers of his old company he decided to use the term Audi (Latin translation of "listen",
"horch" in German).
 Four become one the history of the four rings:
Four interlocking rings symbolized the unification of four car manufacturers located in
the German state of Saxony: Audi, DKW, Horch and Wanderer became Auto Union A
G, the second largest car manufacturing company in Germany.
 Audi Market:
Since the establishment of this motor company, Audi has been developing and making
Audi cars for creativity and future design. Today, Audi has become one of the three Ge
rman super car manufacturers that produce affordable, sport, luxury and sport utility ve
hicle models in the full range.
 Typical target audience:
The potential AUDI customers are the upper middle class or upperclass social commun
ity who are in the middle of their career & may be in the age group of 30-50 years. The
goal is to continue improving these factors and to constantly expand their highquality,
creativeproduct range to delight consumers and emotionally connect them to the Audi
brand. (Bhasin, 2020).
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