藉由汽車產業之專家訪談，我們可以更了解台灣對於奧迪的品牌感知程度為何？為何同為德國強勢品牌，每年的銷售量卻遠不及Mercedes-Benz在2016年掛牌數的四分之一，最後透過各司其職的專業經理人，讓大家了解奧迪在台灣所面臨的瓶頸。 The passenger car market, which is definitely one of the indispensable industries to promote global economic development, has strategic position in every country. In the luxury car market, the Audi family’s competitive advantages come from its German origin and brand awareness. While Audi’s marketing strategy keeps a consistent low-key luxurious style, it still wins a place in the global luxury car market. Therefore, the study focuses on SWOT analysis from marketing-strategy’s perspective.
All industries were suffered seriously by global financial crisis in 2008. After economic recovered in 2010, domestic and foreign car factory increase investment in new-fashion and fuel-efficient cars to catch up car market’s next growth period. How Audi gains a competitive edge in global vehicles market while it cannot have impressive performance in Taiwan is one of key directions in the research.
From interview with industry expert, we can understand more about Taiwan consumers’ perception of Audi’s brand. Why Audi’s annual sales volume is far less than one-fourth of number of vehicles registered in 2016 by Mercedes-Benz, which is also German well-known brand? Last but not least, we can get further information on the bottleneck Audi faces in Taiwan via discussion with professional managers of different functions.