The secret of Audi's success: No other car maker in recent history has gone so far, so fast - but can its growth be maintained?

摘要

Times change. Back in 1993, Audi sold 19,725 cars in Britain and just 354,158 globally. But last year the German manufacturer sold 98,828 cars here and 1.09 million across the world. No other brand has enjoyed such an extraordinary transition; Audi has gone from afterthought to benchmark in a generation. It wasn't until 1993 that the VW board decided to establish Audi as a standalone brand, by selling the cars through bespoke centres and marketing Audi as an 'alternative premium' choice. "The Audi brand was built around quality, craftsmanship and design," says Peter Schwarzenbauer, board member for marketing and sales. But how did it turn those values into its current sales figures?