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Audi and the Chinese Market: A Success Story

In: Market Entry in China

Author

Listed:
  • Sylvie Hertrich

    (EM Strasbourg Business School, University of Strasbourg)

  • Ulrike Mayrhofer

    (IAE Lyon, Jean Moulin Lyon 3 University)

Abstract

Audi, a major actor in the ‘premium’ car market, appears to be highly successful in China, which has become the company’s first market worldwide. The company has acquired an important experience on international markets and entered the Chinese market in 1988. Since then, Audi has continuously developed its sales in China and has also established several production facilities. Today, competition in the ‘premium’ segment is strong, and German competitors BMW and Mercedes also follow ambitious development plans in China. The Audi brand thus has to multiply its efforts to remain the market leader in this segment.

Suggested Citation

  • Sylvie Hertrich & Ulrike Mayrhofer, 2016. "Audi and the Chinese Market: A Success Story," Management for Professionals, in: Christiane Prange (ed.), Market Entry in China, pages 37-44, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-29139-0_5
    DOI: 10.1007/978-3-319-29139-0_5
    as

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