Supplement | HBS Case Collection | January 1991

Volkswagen of America: Audi 5000 (B)

by Stephen A. Greyser

Abstract

Six months after the launch in the United States of Audi 5000, Audi marketing executives and their advertising agency must appraise the introductory advertising for the car. Three alternative campaigns to replace the current one are under consideration.

Keywords: Advertising; Advertising Campaigns; Product Launch; Performance Evaluation; Auto Industry; United States;

Citation:

Greyser, Stephen A. "Volkswagen of America: Audi 5000 (B)." Harvard Business School Supplement 591-066, January 1991.