Introduction
AUDI BMW
Audi is one of the best-selling luxury
automobile manufacturers in the world.
However, the origins of the German
brand are complex and colorful, to say
the least.
Behind the name of every car company,
there’s a story. Sometimes it’s as simple
as the name of the family who founded
it (Bentley, for example), sometimes it’s
an acronym for a phrase people don’t
seem to remember. The story behind
Audi, however, is that little bit more
interesting. OSV takes a look at the rich
history of the German brand in our Audi
history.
The special fascination of the BMW
Group not only lies in its products and
technology, but also in the company’s
history, written by inventors, pioneers
and brilliant designers.
Today, the BMW Group, with its 31
production and assembly facilities in 15
countries as well as a global sales
network, is the world’s leading
manufacturer of premium automobiles
and motorcycles, and provider of
premium financial and mobility
services.
 Brand pyramid
Audi

Bmw
 Brand comparison

 Audi also once had an advantage over BMW when it came to interior design,
but that’s also no longer the case.

 Still, we have to give the edge to BMW. The brand continues to use rear-
wheel drive architecture throughout its lineup, which provides better
balance, greater response and ultimately better handling than the enslaving
front-wheel drive architecture used by Audi. Front wheel drive platforms,
which Audi uses in its sedans, as well as its popular Q5, usually push the
engine further forward in the vehicles structure. This puts more weight over
the car’s front tires and the result is inferior handling and lethargic response.
Please, don’t misunderstand. Audis aren’t disinclined to perform, they just
don’t offer the discriminating enthusiast driver the same depth of engineering
and deft dynamics tuning as BMWs.

 BMW also has the advantage over Audi when it comes to reliability. BMW
comes with free scheduled maintenance for the first 3 years or 36,000
miles, including complimentary oil and filter changes. Audi doesn’t include
complimentary maintenance into the price of its cars.

 Audi and BMW compete head to head in many vehicle classes, but not all.
BMW offers significantly more models than Audi, so it’s not always a fair
comparison when it comes to price, but generally, Audis are more affordable
than their BMW rivals. To help you calculate which models are more
affordable we’ve listed every Audi and every BMW model along with its
base price.
 Brand equity
AUDI-
1.1. Audi AG
Audi AG is a German automobile manufacturer, designs, engineers, manufactures
and distributes automobiles. Audi oversees worldwide operations from its
headquarters in Ingolstadt, Bavaria, Germany. Audi-branded vehicles are produced
in nine production facilities worldwide.
Vision: “Audi – the premium brand”
The Audi Group first unveiled its Strategy 2020 in 2010, then refined it in the
following year. The cornerstones of this strategy remain unchanged and place the
emphasis on sustainable, continuous corporate success. The aim is to equip Audi
for the challenges of the future along its pathway to becoming the leading premium
brand, and to delight customers worldwide

1.3. Mission: “We delight customers worldwide”

The Audi brand has placed evoking customer delight worldwide at the very heart
of its strategy, as the key component of its mission. The brand values sportiness,
progressiveness and sophistication are convincingly embodied by the products of
the Audi brand. 
4. Global image leader
A strong brand and a positive image are key success factors for a premium
manufacturer. They pave the way for lasting corporate success. 
SWOT Analysis of Audi

3.1. Strength
Available in both petrol and diesel variants with a huge product portfolio
Wide range to cars to choose from starting from Hatchback to Luxury SUVs
Equipped with superior features like parking sensors, LED illuminated interiors,
Air bags, traction control and much more
Elegant styling of both interiors & exteriors
Latest technology like Quattro and FSI provide refined and efficient engine
performance
Well established brand which helps in the brand recall
Has approximately 50,000 employees worldwide
The brand has actively been involved in motorsport and sponsorship of many
sporting and premium events

3.2. Weakness
High maintenance & handling cost
Limited presence in emerging markets where some other brands have taken over
the market

3.3. Opportunity
Expanding automobile market and available space
Opportunity to leverage brand recall and acquire newer customers
Expansion of product portfolio by entering into low cost cars
Increasing manufacturing capability to meet increasing demand generated through
advertising

3.4. Threats
Increasing fuel costs
Competition from other big automobile giants
Product innovations and frugal engineering by competitors

BMW

BMW SWOT analysis

Strengths Weaknesses

One of the most valuable Poor automotive brand portfolio with

automotive brands in the world little product differentiation
Geographically diversified revenue Increasing debt levels
streams
Successful partnership in China
Perfect engineering and excellent
driving experience
Competence in hybrid and electric
cars
 Clear strategy to meet the future
challenges and trends

Opportunities Threats

Fuel prices are expected to rise in Increasing competition in the

the near future
Demand for autonomous vehicles
Weakening euro exchange rate
Timing and frequency of new
model releases
worldwide automotive market
Increasing government regulations
may raise the costs
U.S. automotive market is poised to
slow down or even decline

BMW Group Mission Statement

The BMW Group is the world's leading provider of premium products and
premium services for individual mobility.

BMW Group Vision Statement

To be the most successful premium manufacturer in the industry

BMW Group Values

 Responsibility

 Appreciation

 Transparency

 Trust

 Openness

Sources consulted-
1. http://sozyal.blogspot.com/2013/12/brand-equity-analysis-of-audi.html
2. https://www.comparably.com/companies/bmw/mission