Case | HBS Case Collection | January 1991

Volkswagen of America: Audi 5000 (A)

by Stephen A. Greyser

Abstract

Audi marketing executives and their advertising agency colleagues must decide which of several advertising executions should be employed for the introductory campaign for the Audi 5000, their new car entry scheduled to replace the Audi 100LS in the United States in the fall of 1977. The positioning of the 5000 focused on engineering and design superiority. Two alternative executions based on this strategy were being considered. Background information is provided on Audi's German and U.S. marketing experiences, on competitive car positionings in the United States, and on the new campaigns.

Keywords: Advertising Campaigns; Brands and Branding; Marketing Strategy; Product Launch; Auto Industry; United States;

Citation:

Greyser, Stephen A. "Volkswagen of America: Audi 5000 (A)." Harvard Business School Case 591-065, January 1991.