Audi's marketing synchromesh: Customer-centricity, product & digitalisation

The luxury carmaker is focusing on technology, digital platforms and below-the-line activities to drive sales

Every carmaker has marketing principles and brand attributes that they leverage to get better connected with their customers. Think reliability and engineering for Honda, low cost of ownership and maintenance for Maruti Suzuki and sporty driving for BMW.

For Audi India, its Strategy 2025 black book includes the following: Customer-centricity, network, product, and digitalisation.

These operating principles started some six years ago, and could be said to largely apply to other luxury carmakers, but Audi’s strategy seems to point to pushing technology to directly connect with consumers using digital platforms and marketing to synchromesh into one seamless experience.

Balbir Dhillon, Audi India head,