Repositioning Audi as progressive premium player in the Netherlands

A premium car brand in a transforming market

Audi has been one of the leading premium car brands for years. A brand with an unconventional history and a legacy of technically superior cars. But in a market where sustainability is driving consumer choices, new brands like Tesla are quickly winning market share, and the word ‘premium’ has acquired new meaning. What is it that keeps the Audi brand unique and distinctive?

We took Audi’s management team for a ride to imbue the brand with new meaning for the Dutch market. In open conversations with consumers, car journalists and staff members, we found out which part of the Audi brand makes people’s hearts beat faster, and in which areas the brand was getting behind on the competition.

Parallel Perspectives

Using our Parallel Perspectives methodology, we did a deep dive into the world of progressive premium consumers. What could Audi learn from a progressive denim brand, a high-end gym, a boutique perfume store and Amsterdam’s biggest members’ club? A lot, it turned out.

A new beacon of progress in the Dutch car market

Building on these insights, we formulated a new promise and ambition for the Audi brand: aspirational for its target group and distinctive from the competition. A clear and guiding vision to make Audi a new beacon of progress in the Dutch car market.

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Martijn Pater


James Veenhoff


Frédérique Moolenbeek

Associate Partner

Tim Ramsche

Tim Ramsche