Audi seeks to refresh its sporting heritage with R8, can it succeed?
Call it t
he outcome of destiny or of inappropriate positioning, Audi has gradually fallen out of favour with sports car enthusiasts. It simply does not find itself in the league of Ferrari F430, Lamborghini Gallardo and Porsche 911 Turbo. Not without reason, as the car maker is predominantly associated with saloons competing head on with the relatively mundane Mercedes E320 CDI and BMW 550i! So would you spend a $100,000 on a super car made by this Bavarian auto major? If lineage is a matter of concern for the discerning buyer, then the Audi brand is no pushover, if one recalls its association with the legendary ‘Auto Union’ of the pre-WW2 era. When the R8 super car is launched internationally in early 2008, Audi hopes to once again resurrect its sports car intentions. According to Ashish Masih of Autocar India, “The R8 has the potential to make Audi a super brand. It is already receiving rave reviews.” Lying dormant in the avenues of Audi headquarters in southern Germany, the blueprint of the R8 was there all along, but Audi was just not confident enough!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
Call it t
he outcome of destiny or of inappropriate positioning, Audi has gradually fallen out of favour with sports car enthusiasts. It simply does not find itself in the league of Ferrari F430, Lamborghini Gallardo and Porsche 911 Turbo. Not without reason, as the car maker is predominantly associated with saloons competing head on with the relatively mundane Mercedes E320 CDI and BMW 550i! So would you spend a $100,000 on a super car made by this Bavarian auto major? If lineage is a matter of concern for the discerning buyer, then the Audi brand is no pushover, if one recalls its association with the legendary ‘Auto Union’ of the pre-WW2 era. When the R8 super car is launched internationally in early 2008, Audi hopes to once again resurrect its sports car intentions. According to Ashish Masih of Autocar India, “The R8 has the potential to make Audi a super brand. It is already receiving rave reviews.” Lying dormant in the avenues of Audi headquarters in southern Germany, the blueprint of the R8 was there all along, but Audi was just not confident enough!For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
No comments:
Post a Comment