Which car rerpresents the Audi brand the most? - Page 4

Deutsch · 11-09-2006, 11:33 PM

I'm surprised so many are saying the A4. For me it's always been the TT, because it's an icon design wise, unlike anything else we've seen before it. That's changing w/ the introduction of the R8, which takes TT design language and transforms it into a remarkable sculpture in sports car packaging to create a new Audi flagship in this brand defining moment for Audi.

Merc1 · 11-10-2006, 12:16 AM

Quote:

Originally Posted by EnI

Interesting that in BMW & MB polls a result is very homogeneous:

MB: S-class leading 28/39 (72%) (MB = luxurious large sedan)
BMW: 3er leading 32/41 (78%) (BMW = sporty compact sedan)

While in an Audi poll the result is not so clear.

I guess some who claim Audi has a problem with their / image / position / what is Audi standing for / are right after all.

Although this poll is far from being representative, yet it shows Audi brand still hasn't got a very clear image - and they have a lot of work to do to make it clear.

Excellent products, but no clear image / position. Something like eg. Lexus is suffering from.

Yeah that is pretty much it. I'd say the A4 too here in the U.S. because that is their best seller and it was the car that brought them back from the brink in 1996. The A8 is a stunning car, but here in the U.S. it is an also ran when it comes to sales/prestige. It is either the A4 or A6 here in the U.S., but like you say it isn't clear, which is a problem for sure.

Lexus is known for the LS, RX and ES, but they made their rep on the LS models, LS400, LS430 and now LS460.

M

Matt · 11-10-2006, 01:57 AM

I completely agree with Luw, and Eni on this one. I am at a loss personally as to which is the "Audi car". Someone said the A4 because of it encompasses all the basic values of the company while also bringing the company up to Merc/Bimmer status in Germany at least. Sounds like the best bet..

Poverty · 11-12-2006, 08:29 AM

Quote:

Originally Posted by EnI

That's not the issue here. We all know Audi make superb cars, yet the question is not "Which is the best car in Audi line-up", but "Which car represents the Audi brand the most". We could say: "Which car shows the most what Audi brand stands for".

And you can't answer that until you know what Audi brand stands for. We had that debate not a long ago, and agreed Audi's "trade mark" is quattro, top notch fit&finish, and "hi-tech" solutions in every field (engines, transmissions, lighting, body-construction, etc). But still: what is Audi's core value?

Maybe all of the Audi models equally represent Audi core values, but also all BMW's represent "Ultimate driving machines" in their specific segments just as well as 3er does. And MB cars are definitely most luxurious in their segments. The "problem" is that there is no specific iconic model (i.e. 3er or S-class) in Audi's line-up which is a benchmark for all the other car in the segment, and it's easily & instantly associated with brand's core values.

Audi should more listen to thier slogan: "Never follow.", and really start to lead, and not just ... follow. They have excellent products, now the marketing should match them. And they need a product that will be a benchmark in its segment. Will R8 be that THE car?

Eg. TT was a bold & very succesful try - to position Audi brand as funky, special, design-led, sporty. But after TT they went conservative way, and later (a bit too late, IMO) they introduced trapezoid single grille. And now they try to reposition as design-led brand again. Yet today BMW is a brand with leading design.

Each of the german manufacturers "follow". Its called competition and us consumers benefit from that. To say audi are following isnt fair.

Also to say a manufacturer has a leading design is biased and subjective. Looks and styling are all subject. Arguably about 50 years ago you would get away with saying such things when most cars where boxy and a manufacturer released a model with flowing lines, but in this day and age no manufacturer really stands out design wise, as so many manufacturers take different routes and have different objectives. Just look at lamborghini and ferrari as an example. Could you honestly say that one is above the other design wise?

MB stands for luxury with the s-class.
BMW stands for driving pleasure with the 3 series.
I think that audi stands for both those things but with quattro, but because the company is still building its profile, and in relative terms to its success and social standing its a young company they still need a one or two more decades to be on equal, or above status to that of MB and BMW. I think the current lineup is succesfully building the foundations for audi to one day overtake BMW and MB.

View Poll Results: Which car best represents the Audi brand?
A3	3	5.17%
A4	20	34.48%
A6	9	15.52%
A8	16	27.59%
Q7	1	1.72%
R8	9	15.52%
Voters: 58. You may not vote on this poll

11-09-2006, 11:33 PM	#31 (permalink)
Deutsch Aficionado Join Date: Oct 2005 Location: L.A. Posts: 5,362 Thanks: 301 Thanked 468 Times in 240 Posts	Re: Which car rerpresents the Audi brand the most? I'm surprised so many are saying the A4. For me it's always been the TT, because it's an icon design wise, unlike anything else we've seen before it. That's changing w/ the introduction of the R8, which takes TT design language and transforms it into a remarkable sculpture in sports car packaging to create a new Audi flagship in this brand defining moment for Audi.

11-10-2006, 01:57 AM	#33 (permalink)
Matt Devotee Join Date: Sep 2005 Location: Los Angeles, California Posts: 2,882 Thanks: 210 Thanked 130 Times in 88 Posts	Re: Which car rerpresents the Audi brand the most? I completely agree with Luw, and Eni on this one. I am at a loss personally as to which is the "Audi car". Someone said the A4 because of it encompasses all the basic values of the company while also bringing the company up to Merc/Bimmer status in Germany at least. Sounds like the best bet..

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