Audi and the Chinese Market: A Success Story

Sylvie Hertrich and Ulrike Mayrhofer ()
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Sylvie Hertrich: Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg - EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School
Ulrike Mayrhofer: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: Audi, a major actor in the ‘premium' car market, appears to be highly successful in China, which has become the company's first market worldwide. The company has acquired an important experience on international markets and entered the Chinese market in 1988. Since then, Audi has continuously developed its sales in China and has also established several production facilities. Today, competition in the ‘premium' segment is strong, and German competitors BMW and Mercedes also follow ambitious development plans in China. The Audi brand thus has to multiply its efforts to remain the market leader in this segment.

Keywords: Audi; automobile industry; China; internationalization. (search for similar items in EconPapers)
Date: 2016
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Published in Christiane Prange. Market Entry in China : Case-Studies on Strategy, Marketing, and Branding, Springer, p. 37-44, 2016, ⟨10.1007/978-3-319-29139-0_5⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01308351

DOI: 10.1007/978-3-319-29139-0_5

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