Audi and the Chinese Market : A Success Story

Abstract : Audi, a major actor in the ‘premium’ car market, appears to be highly successful in China, which has become the company’s first market worldwide. The company has acquired an important experience on international markets and entered the Chinese market in 1988. Since then, Audi has continuously developed its sales in China and has also established several production facilities. Today, competition in the ‘premium’ segment is strong, and German competitors BMW and Mercedes also follow ambitious development plans in China. The Audi brand thus has to multiply its efforts to remain the market leader in this segment.
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https://hal-univ-lyon3.archives-ouvertes.fr/hal-01308351
Contributor : Ulrike Mayrhofer <>
Submitted on : Wednesday, April 27, 2016 - 4:05:47 PM
Last modification on : Monday, December 2, 2019 - 12:23:49 PM

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  • HAL Id : hal-01308351, version 1

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Sylvie Hertrich, Ulrike Mayrhofer. Audi and the Chinese Market : A Success Story. Christiane Prange. Market Entry in China : Case-Studies on Strategy, Marketing, and Branding, Springer, p. 37-44 2016. ⟨hal-01308351⟩

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