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Do you have your Audi “elevator speech”?

Aug 25

The challenge that Audi faces in the U.S. is well known: we need more premium-segment consumers to know our brand and products, and to add Audi to that final shopping list when they are in the mood to buy a new vehicle.
Portland Audi
Over the past few years we’ve closed the gap with our key competitors in many ways. Advertising, marketing, PR, dealership environments, and new, high-quality products have helped raise consumer awareness, opinion, and consideration to record levels, as measured by third parties. The coverage that we receive in the media is at the highest levels. And sales, the most important measure, rose to a record in 2007, the last full year before the current recession began. Even in this current economic environment, Audi’s performance is better than all IHG competitors.

Yet whenever I meet someone new, all too often one of these questions is posed: “what’s happening at Audi”, “what’s new at Audi”, “how is Audi doing”. I’m sure that I’m not alone.
Portland Audi
I find that it’s better to be prepared for such questions than to rely on my mind for a spontaneous response. I also believe that a team of employees and dealers so armed with an “elevator speech” could help increase awareness to even higher levels.
Portland Audi
So the question … “do you have your elevator speech?”
To begin with, an elevator speech is either a stand-alone statement or a way into a longer conversation. I don’t know who first coined the phrase, but the meaning is simple: if you are on an elevator for the average ride how would you respond to one of the questions above.
Portland AudiI find the best versions are concise, planned and practiced. Don’t mistake that for trivial, stale, and boring. Quite the contrary, I want my new friend to walk away, even after a brief conversation, wanting to know more about Audi.

So, if you had sixty seconds to talk about Audi, what would you say?

Audi is successful. Across nearly every market, including here in the U.S., Audi has emerged as one of the most exciting stories in the automotive landscape. AUDI AG posted its 13th consecutive record of year-over-year growth in both sales and profits. In the U.S., Audi’s market share – a measure of consumer awareness and confidence – is at record levels. On that score, Audi has passed Volvo and trails Infiniti by just 1,300 sales this year. Clearly those profits have been invested wisely, because …
Portland Audi
Audi is the hottest luxury brand. It’s not a stretch to argue that Audi has launched the most exciting products of any brand during the past four years. Think back to 2006 and start with the RS4 , Q7, S4, S6 and S8. Then keep moving through the next three years with the all-new R8, TT coupe and roadster, S5 and A5, Q5, R8 V10, and the clean diesel Q7s and A3s. (Isn’t it fun to drive products that cause people to gawk and spontaneously snap camera phone pictures of your Audi?) Back in 2008, AUDI AG committed to an investment of over 11 billion Euros between 2008 and 2012, with the majority of that investment earmarked for new products. Despite the economic situation, Audi has kept pace … and significant announcements are coming yet this year. With moves like this …
Portland Audi
Audi is challenging the definition of luxury. Three years ago during a speech, Johan de Nysschen said that “it’s time for Audi of America to stop being so understated and be a little more bold and a little more American in telling our story here.” And we have. In speeches, advertising, public relations and product positioning, Audi has challenged the incumbent luxury brands directly. We’ve served notice that we are ascending and they are descending because we are the brand of progressive luxury. And ever since, the competition has reacted to Audi. Our goal is to be the premium luxury brand by 2015. That doesn’t mean that we seek volume leadership, but rather consumers will regard Audi as the best brand with the best products.
Portland Audi
Final advice: In delivering your elevator speech, be confident, poised and ready, so that the next time someone asks “So, how’s Audi doing?” there’s no hesitation.

It’s generally referred to as an “elevator pitch”, Scott. No one wants to hear a speech in an elevator….nor is there time.

As a satisfied new owner of an Audi, though, I’m happy to hear the brand is doing well in terms of marketing impact. It should continue as the product itself backs good branding initiatives.

I was however, disappointed that Sunset didn’t fund the PIR driving clinic and loyalty event this year. Understand the economic conditions, but still disappointed nonetheless.

From Galladan on August 25th, 2009

Want to add to the conversation? Please do.

1. Performance

Every part in the machine counts.

With our vehicles being developed from the ground up around the world famous & award winning Quattro All-wheel drive, it is no wonder we are the leader in performance.

With countless victories and developments in Le Mans, Rally racing, Pikes Peak, and touring car championships, we build the most competitive All-wheel drive cars in the world. If you are looking for that unfair advantage, welcome to Audi, you have found it.

2. Safety

Why die, when you can live?

Brought to you by the company that pioneered safety standards and crash testing almost 100 years ago, with Audi there is no compromise in safety.

Available with technical advancements such as side guard head protection, Side Assist, adaptive headlights, three point safety belts and many other award winning safety systems as well as L.E.D lighting.

3. Design

Everyone wants to look good right?

Bold dynamic lines with moving surfaces, coupe like design and an aggressive stance on the road whether moving or standing still.

Audi has set itself apart from the rest of the industry with driver oriented cockpits and the leader of interior craftsmanship, materials and fit and finish. Keep in mind our extensive use of aluminum, space frame technology and low center of gravity give you that true Audi experience inside and out.

4. Versatility

Sometimes abundance is not enough.

If you want it, Audi has it. And if you have heard of it, it is most likely an option. Audi builds the most versatile cars in the world. Four door sedan or sport back, Coupe or Sport utility vehicle, big or small, front wheel drive or Quattro, gas fuel or diesel - and you still have to pick a color.

We build vehicles that will truly win races and pick up the groceries on the way home. If you let an Audi tell you it's story, it will never disappoint or disconnect you from the experience.

5. Value

Yes, fair value exchange does exist.

Whether you go with a new Audi and get a 4-year 50k mile warranty, or the certified pre-owned Audi with the most comprehensive 300 + point inspection and up to 6 years, 100k miles, you will not only get the best car on the market,
you will gain piece of mind!

And really, you can't put a price on that.