Audi A1 – A big idea, condensed
Principal authors: James Mitchell and Ross Berthinussen, BBHContributing authors: Ida Siow and Daryl Frost, BBH
SUMMARY
This paper is the next chapter in Audi's 30-year journey, and the next phase in the evolution of Vorsprung durch Technik1, its prestigious brand philosophy.
In 2010, Audi made a leap that no other major prestige car brand had done: it launched a small car, the Audi A1.
The potential reward was great; recruiting a new audience of Audi buyers. But the risk was just as great – the sacrifice...