A carregar...
Publicação
How can premium automotive brands maintain their status, while sharing technology with their respective auto groups? - the case of Audi and the Volkswagen automotive group
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 3 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Automotive groups with large portfolios face growing branding challenges in the premium market. Currently, premium brands need to pursue digital innovation to maintain their status, but technology by itself does not lead to a higher positioning: other attributes like comfort, safety, material quality, and design are still valued. Based on the study of Audi and the Volkswagen Automotive Group, this Work Project demonstrates that autonomous driving, integrated smartphone connectivity, and media consumption applications are likely to increasingly act as differentiators in the future. Also, the identity of premium brands needs to remain strong to justify the consumers’ personal brand preferences.
Descrição
Palavras-chave
Premium automotive brands Digital innovation and technology Premium status attributes Automotive market segmentation.