IDEAS home Printed from
   My bibliography  Save this paper

Audi A1, a success story
[Audi A1, une success story]


  • Sylvie Hertrich

    (Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg - EM Strasbourg - Ecole de Management de Strasbourg)

  • Ulrike Mayrhofer

    () (Centre de Recherche Magellan - UJML - Université Jean Moulin Lyon 3 - Institut d'Administration des Entreprises (IAE) - Lyon)


The Audi company (Volkswagen group) decides to launch the new Audi A1 model in 2018. The objective is to become a major player on the market segment of small premium cars for city-dwellers, which is characterised by strong growth. To sell the new Audi A1 model, the company has to face direct competition from three other models: the MINI, the Citroën DS3 and the Alfa Romeo MiTo. The students are asked to prepare a marketing-plan for the new Audi A1 model for the French market: internal and external analysis, marketing strategy (market segmentation, target definition, product positioning) and marketing-mix (product, price, distribution and communication policies). Prepared in close collaboration with the marketing team of Audi, this case-study presents the marketing plan for the new Audi A1 model. The case-study covers detailed information about the Audi brand, the evolution of the automobile market and the segment of premium city cars. This case-study is the updated version of the case M1749 (GB) "Audi A1: Marketing a premium city car" that has received the Prize "Top Case in Marketing" of CCMP in 2012.

Suggested Citation

  • Sylvie Hertrich & Ulrike Mayrhofer, 2017. "Audi A1, a success story
    [Audi A1, une success story]
    ," Post-Print hal-01577649, HAL.
  • Handle: RePEc:hal:journl:hal-01577649
    Note: View the original document on HAL open archive server:

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-01577649. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (CCSD). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.