Audi is a subsidiary of Volkswagen. As a manufacturer of high-quality luxury cars, Audi is one of the world’s leading premium brands. It is represented in 110 countries worldwide and has been selling cars in India since 2004. These were imported into the country by dealers without being homologated. In March 2007, Audi established a formal presence in India with Audi India being a division of Volkswagen Group Sales India Pvt. Ltd.
The Audi India strategy encompasses significant investments in branding, marketing, exclusive dealerships and after sales service for the upcoming years. At present, Audi is assembling the Audi A6 and the Audi A4 for the Indian market in Aurangabad. Local production of the Audi A6 started at the end of 2007 and of the Audi A4 in early October 2008.
AUDI AG develops and produces luxury cars and sold worldwide a total of 1,003,000 cars in 2008. Audi produces vehicles in Ingolstadt and Neckarsulm (Germany), Györ (Hungary), Changchun (China) and Brussels (Belgium). The company is active in more than 100 markets worldwide. AUDI AG’s wholly owned subsidiaries include Automobili Lamborghini Holding S.p.A. in Sant’Agata Bolognese (Italy) and Quattro GmbH in Neckarsulm.
Audi currently employs around 57,000 people worldwide, including 45,000 in Germany. It invests more than €2 billion each year. Audi plans to significantly increase the number of models in its portfolio by 2015 to 40. The Audi brand celebrates its 100th birthday in 2009.
Audi is a German brand and the company name is based on the last name of the founder August Horch. His surname which means listen in German, when translated into Latin, becomes Audi. The four rings of Audi emblem stand for the four companies (Audi, DKW, Horch and Wanderer) that merged together to form the company what is today Audi AG.
In 1899, August Horch established the company A. Horch & Cie in Cologne but left the company because of some problems with the management. A few years later, Horch established a second company called the Horch Automobil-Werke GmbH. In 1909, Horch was forced to leave the company. He then started another company in Zwickau called Audi. This company manufactured vehicles for the First World War and launched the first Audi car, the Type B, 10/28PS early in 1910. Horch left Audi in 1920 but continued to remain involved with Audi as a member of the board of trustees.
In 1932, Audi merged with Horch, DKW, and Wanderer, to form Auto Union. The union had great success in motor sport in the following years and built a powerful car in 1936, before the 2nd world war which boasted of a 6 litre V 16 engine with 382 KW (582PS). During the 2nd world war, the Auto Union built vehicles for German military. The company manufactured many motorcycles, engines, different war vehicles and even parts for submarines until 1945.
In 1964, Volkswagen bought 50% stake in the company and in 1969, Auto Union merged with NSU. In 1985, with the Auto Union and NSU brands effectively dead, the company's official name was shortened to simply Audi AG and the company manufactured many different types of engines and cars in the following years.
German luxury car company, Audi AG, was founded in the year 1909 by an engineer and automobile enthusiast, August Horch. Before founding Audi, Horch had spent a couple of years working at shipyards in Rostock, followed by a four-year stint at an automobile project in Leipzig. He had also briefly worked at the ‘Benz’ company, which later came to be known as Mercedes-Benz.
August Horch & Cie.
In 1899, Horch founded his first auto company – August Horch & Cie. – in Cologne. From the beginning, August Horch & Cie was beset by financial trouble, and Horch had to make every possible effort to keep it afloat. The constant struggle, perhaps inevitably, led to a strain between Horch and the company’s directors, and in 1909, following a spat with board members, he left to start another company of his own. He settled on the name Audi Automobilwerke GmbH for the new company, after a court ruling disallowed him to use his own name, which was found to be too similar to that of the company he had left.
Horch quickly turned Audi AG into one of the most successful auto companies in the country, which managed to do well even during the turbulent years of the First World War. One of the many precedents it set for other carmakers was placing the steering wheel on the left side of the car. The company’s successful run was halted in the late 1920s, when the Great Depression set in, leading Horch to enter into a joint venture with three other automakers – DKW, Wanderer and Horch - in 1932.
The new company was called Auto Union Sachsischer Motorfahrzeugfabriken – and adopted as its logo the four interlocking rings (for the four companies) that represent Audi AG to this day. Auto Union cars soon became a popular automobile choice in the country, making up 25 percent of all cars running on Germany’s roads by 1939. The Second World War, however, dealt a huge blow to the company. The JV, which had its headquarters in Soviet-occupied East Germany, was dissolved after the war, and re-established by some of its directors in Ingolstadt, Bavaria.
August Horch did not live to see the much-delayed revival of the Audi brand, which happened only after the Ingolstadt facility was taken over by Volkswagen in 1964. He had passed away in 1951.
- 1899: August Horch, the founder of Audi , establishes the company Horch and Cie Motorwagenwerke. A few years after which he founded Audi Automobilewerke.
- 1921: Audiwerke AG rolls out a new car called the Audi 14/50. The car was a left hand drive.
- 1932: The four companies – Audi, DKW, Horch and Wanderer merge to form the Auto Union AG, which was the second largest automobile producer in Germany.
- 1949: In Ingolstadt, the new company bearing the name Auto Union GmbH comes into being. It is this company that is the actual precursor of the present-day AUDI AG
- 1965: Auto Union releases a new car called the Audi
- 1966: Auto Union is acquired by Volkswagen.
- 1969: Auto Union merges with NSU to form Audi NSU Auto Union.
- 1971: The slogan of Audi “Vorsprung Durch Technik” which means achievement through technology is introduced.
- 1989: Audi launches the Turbocharged Diesel Engine.
- 1990: The Audi duo, a hybrid model based on the Audi 100 Avant is released.
- 1994: Audi launches the Audi A8
Audi’s vision is to provide experiences, not cars. The company is passionate about what they do. They provide great cars and great after-sales service. They are a team of professionals and have good customer interactions. They want to establish long-term relationships with their buyers.
The Audi AG Board of Management is as follows:
Rupert Stadler is the Chairman of the Board of Management. Stadler was born in 1963 in the town of Tittling in Germany.
Michael Dick since 2006 has been the Member of the Board of Management for Technical Development
Frank Dreves has been the Member of the Board of Management since 2007. He is responsible for the Production.
Peter Schwarzenbauer takes care of the Marketing and Sales of the company, and has been a Member of the Board of Management since April 2008.
Thomas Sigi heads the Human Resource of the company and has been a Member of the Board of Management for Human Resources since October 2010.
Axel Strotbek has been Member of the Board of Management for Finance and Organization since September 2007.
The Ingolstadt plant is the largest Audi plant. Its where the Audi A3, Audi A4, Audi A5, and Audi Q5 cars are built. The Audi Hungaria, Audi TT Coupe, and Audi TT Roadster are also built in this facility. This facility produces 500,000 vehicles per year.
The Ingolstadt plant opened in 1949. Initially motorcycles, vans and parts were built. There is a press shop, tooling shop, body shop, paint shop and an assembly line at this plant. Everything to be produced at the shop is first planned on the computer. The plant produces power, heat and refrigeration. There is also an Audi museum for visitors.
In India Audi has a production plant in Aurangabad. The plant produces the Audi A6, the Audi A4. 2,000 Audi A6 and 11,000 Audi A4 are expected to be produced at the Aurangabad plant by 2015. An additional assembly line was installed to produce the Audi A4. Some of the parts of the cars come from 11,000 kms away and some even come from Germany. The front seats, doors pedals and associated parts are preassembled in the Aurangabad plant.
Audi has also opened its largest showroom in India in the Gurgaon area. This showroom is 1,200 square meters large and has 14 cars.
Audi has a MMI operating system, a high tech entertainment and information system and the drive strain. It also has a turbo engine and great fuel efficiency.
Audi also has a quattro all wheel drive system which delivers powers to wheels.
Audi TDI is diesel technology which helps burn clean diesel. It offers great fuel efficiency.
The FSI is Fuel Stratified Injection and offers more power and fuel efficiency.
The Audi Space Frame is a technology used to create a frame body that offers increased stiffness.
Audi also has the Bang and Olufsen sound system for great sound quality.
Audi cars has the ability to use the iPod and it has Bluetooth technology.
Audi, the German luxury car manufacturer has bagged some coveted awards in India, thus, reinstating its brand philosophy of ‘Vorsprung durch Technik’ in the world of luxury automobiles.
Audi has won the following awards in India: First, Audi India won the CNBC-Overdrive Auto Awards for its Audi A4 TDI. Next, Car and Bike India awarded Audi the Performance Car of the Year, for the year 2011 and awarded Audi Q7, the Variant of the Year award. The brand ‘Audi’ was also adjudged Best Quality and Most Sporty by Auto India Best Brand Awards. While Audi Q7 was the top car in its segment in 2010, the Audi R8 was the leader in the supercar segment.
Expressing his delight on the awards received, Michael Perschke, Head Audi India said, “It has been an excellent beginning for Audi in 2011. We are currently the number one brand in Europe and China and the fastest growing luxury brand in India. Being recognized by India’s top media houses reinforces our faith in bringing the best products to the Indian consumers.”
Audi which sold 306 units in India in January 2010, performed remarkably well in India in January 2011, and sold 480 units in January, thus, achieving the highest ever monthly sales figure for Audi in India, indicating an impressive growth of 57 percent. In addition, Audi inaugurated two world class showrooms in Chennai and Delhi in the first two months of 2011. The Audi Delhi showroom prides being the largest luxury automobile showroom in the country.
For 2011, Audi India will continue to expand its product lineup with the launch of its new Audi A8 L which will be followed by the new Audi A6 later in the year.
Audi AG develops and manufactures luxury cars and sold a total of 1,003,000 cars in 2008 worldwide and thus achieved its thirteenth consecutive record year. Audi produces vehicles in Ingolstadt and Neckarsulm (Germany), Györ (Hungary), Changchun (China) and Brussels (Belgium). In Early October 2008, Aurangabad in India saw the start of local production of the Audi A6 and of the Audi A4. The company is active in more than 100 markets worldwide. Audi AG’s wholly owned subsidiaries include Automobili Lamborghini Holding S.p.A. in Sant’Agata Bolognese (Italy) and Quattro GmbH in Neckarsulm. Audi has about 57,000 people worldwide, including 45,000 in Germany.
The brand invests more than €2 billion each year in order to sustain the company’s technological lead embodied in its “Vorsprung durch Technik” slogan. Audi plans to significantly increase the number of models in its portfolio by 2015 to 40. The Audi brand celebrates its 100th birthday in 2009. The company was founded by August Horch in Zwickau on July 16, 1909; he named it Audi after the Latin translation of his surname (“hark!”).
Worldwide, Audi sold 14.6 percent more cars in May 2010 than in May 2009. In comparison to the sales of 2009, the company sold approximately 94,000 units more in April 2010, indicating a rise of 21.7 percent. Audi’s export markets include China, Great Britain and the United States.
Over the first five months of 2010, Audi AG increased its unit sales in the U.S. market by 31.4 percent to 39,839 cars; in May the figures increased again by 22.7 percent.
The company’s sales also increased in the Great Britain. Audi sold 23.5 percent more cars in January-May 2010, than what it sold for the same period in 2009. The brand also achieved significant growth in Russia. Audi’s sales increased in the Russian market by 30.3 percent. The company for the January-May 2010 sold 27.6 percent more cars when compared to the same period in 2009. The company’s sales in the European markets (outside Germany) also increased by 11.4 percent in May, 2010.
With a rise in sales by 39.9 percent in May 2010, in comparison to the sales for same period in May 2009, the company’s sales in China showed a positive curve. Audi’s sales have also increased all around the world; with Japan reporting an increase of 16.1 percent in its sales, Australia reporting an increase of17.5 percent and India reporting an increase of 65.3 percent.
To boost its sales in India, Audi plans to import new cars in the country including the SUVs for Indian market. The company has also started a market study for its luxury A7 sedan.
Audi plans to launch the A1 hatchback in India, which will come at a price of Rs. 11 lakh. The company also plans to launch the A3 sedan in the country which is expected to come at a price tag of Rs. 20 lakh. Audi also revealed the price of the A6, which fall in the price bracket of Rs. 38 lakhs to approximately Rs. 47 lakhs. The company will also launch the Audi A6 in India soon.
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