Audi and the Chinese Market: A Success Story

Sylvie Hertrich () and Ulrike Mayrhofer ()
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Sylvie Hertrich: EM Strasbourg Business School, University of Strasbourg
Ulrike Mayrhofer: IAE Lyon, Jean Moulin Lyon 3 University

A chapter in Market Entry in China, 2016, pp 37-44 from Springer

Abstract: 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: Automotive industry; China; Audi; Country-of-origin; Premium segment (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-29139-0_5

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

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