Investing in people and in brands
An Audi UK case study

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Page 1: What the Brand stands for

The heritage of a prestige brand is important - research has shown that Audi drivers like to be associated with a long and successful prestige Brand. This prestige is reflected not only in the cars but also in the independent Audi Centres which sell the cars and service them for customers.

Audi originated in Germany in 1909 when it was founded by August Horch. The name Audi first appeared on a car in 1910. Right from the start, the company was known for its innovation, a notable example being the introduction of headlights that turned sideways to reduce drag - somewhat of an innovation for 1912!

Most people associate Audi with its four rings logo. This resulted from the merger of four leading motor manufacturers Audi, Horch, Wanderer and DKW during the 1930s Depression. The merger was successful because each company had its own particular speciality.

From 1932 - 1969 the company was known as Auto Union. This was later changed to Audi NSU from 1969 - 1977 before finally being simplified to Audi AG. AG is the German equivalent of limited, meaning the company is incorporated and its shareholders' liability is limited to their investment.

The Audi Brand is based on a number of values as illustrated.

Audi UK | Investing in people and in brands