Advert.

Audi recognizes its competitors’ superiority in their particular ladders: Alpha Romeo as design, Mercedes Benz as comfort, Volvo as safety, and BMW as sportiness. They clearly acknowledge that through their advertisements yet they create a whole new category for themselves: the all-in-one. I find this could work both ways for Audi – either really good or really bad, nothing in between.

Some costumers may perceive such idea as convenient because it is a car with all rounded outstanding features. Why would a costumer settle down for a single point of differentiation if Audi brings all of them together in a single car? Therefore – ideally – more people would like to buy Audi cars instead of any other top brands (interesting that they did not include any cheaper brand).

On the other hand, other costumers may look at the other side of the coin and find that Audi is not actually specifically good at anything and just mediocre at everything. Regardless of how good or bad Audi is, many buyers would rather choose a preference of their own and go for a single special feature that any other top brand sells.