Considering the car market in the UK, till 1980, the general opinion of Audi was that it was a car built in Europe and customers were not certain of even the nation of building, the technical capacities and the car had no specific image. The car was not clearly positioned according to the Louis Harris Car Image Study. The position of the car changed to some extent and by 1987, the car slowly moved towards the group of prestige cars. This was due to the “Vorsprung Durch Technik” Campaign of the 1980s. Though the car was of the same size as Ford and Vauxhall, it was positioned as a car above them in terms of image. Further improvement was achieved in 1995 when Audi took advantage of the marketing opportunities that were available to it and to an extent this was due to the new models that were introduced. These were called Audi A8 and the Audi A4 and both these cars were far better than the previous models that this brand had. (Members only – how advertising helped Audi join the prestige car club)
The models were liked by the press and the potential customers, and the particular brands have won a number of awards. This range of models was an improvement on the previous models that it had and those were called Audi 80 and Audi 100. Yet the brand had strong opponents in terms of brand names and prices. There were also new launches coming up from the competitors and the brand had not many advantages in terms of the product itself. Thus, it was essential to establish the brand on certain parameters. The advantage of the brand getting into the prestige segment was that it would permit the brand to retain value after a few years of usage and this would encourage the users to buy the car. This can be seen in the case of Mercedes C class, Saab 900i, and Ford Mondeo 2.0 Si, where Mercedes retained 87.5 percent of the value, Saab retained 76 percent and Ford retained only 61 percent.