Investing in people and in brands
An Audi UK case study

Page 0: Introduction

In the modern world brands are as important as the products they represent. Customers only trust reputable brands, so maintaining its brand's reputation is a key objective for a successful business. At the heart of any organisation are the human resources - the people, who through their skills and expertise, help create the brand image of an organisation. Today we use the term intelligent...
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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...
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Page 2: Franchises and the supply chain

The franchised Audi Centres are independent, service sector businesses that buy cars from Audi UK - the sole official importer of the cars (another service sector business). Audi UK buys the cars from Audi AG in Germany. This is the secondary sector business that manufactures Audi cars. As they are independent, Audi Centres are free to run their own businesses as they see fit in accordance with...
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Page 3: Career development

Recruitment and selection The recruitment process at Audi is designed to attract and select those applicants most suited to working for a dynamic prestige Brand, i.e. those individuals who best fit the Audi culture. Audi provides a comprehensive recruitment service to all Audi Centres, which includes role profiles, pay advice, recruitment advertising, interview guidelines and assessment...
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Page 4: Technicians and their careers at Audi

The following profiles provide an insight into the technical side of the Audi business, the roles on offer and the development opportunities available. John Heaton - Master Technician What attracted you to Audi? Family ownership of Volkswagens and the love of cars led me to an Apprenticeship at the VW/Audi specialist (Smith Knight Fay) straight from school. A natural progression up to Audi...
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Page 5: Conclusion

Audi recognises the benefits of recruiting appropriate staff and having well-led, well-trained, well-motivated people who are happy in their work. Those who work in a team with like-minded colleagues are better able to deliver the level of service customers deserve. At the heart of the Audi Centre network lies an industry leading recruitment, selection, training and development programme...
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