Scott Keogh Audi of America THE POWER OF

Scott Keogh : : Audi of America THE POWER OF THE INDIVIDUAL

Agenda Individualized: Brand Products Experiences Marketing Audi’s 5 Rules of Individualized Marketing Opportunities/Challenges

Power of Individuals

August Horch

Auto Union

quattro®

Motor sports : Le Mans

Individual Thinking is Audi

Individualized Products

Audi Exclusive

Custom Order

Individualized Experiences

Audi Dealerships : Hangar Concept

Audi Dealerships : Terminal Concept

Audi Design Language is a Gateway

AUDI’S 5 RULES OF INDIVIDUALIZED MARKETING

I. Tone and Manner

No repetition

Not obvious

Smart Audi Luxury Microsite

Not talking dumb or down but intelligently Audi Technology Microsite

II. Experiences Count Audi Driving Experience

On a real track

With real cars

Completely transparent product experience

III. No False Promises

Audi is a “do” brand

Our racing leads to real consumer innovation

Our design is rooted in function

IV. Audi empowers the ownership experience

We are not afraid to let people into the details of the brand product

Audi Vodcasts Tells the entire brand story 120 units 1. 2 million downloads

Education Vodcasts enable usage 17 vodcasts 3, 000 downloads

V. Validation

3 rd party editorial

JD Power IQS ranking

R 8 Car of the Year

Owner Validation: Online/CRM

OPPORTUNITIES AND CHALLENGES

Opportunities

The Audi customer is an individual Intelligent : Make smart, informed choices Independent : Listen to others, trust own judgment Innovative : Progressive, like fresh thinking Impassioned : Love to drive

Old Luxury New Luxury

Individualization

Individualization benefits

Individualization benefits Margin gain

Opportunity for a new luxury leader

Challenges

Managing Complexity

Managing Complexity Communications Products Operations

Commercial Discipline