1. EXPERTS IN CHALLENGER BRANDS Audi of America A Story of Progress and a Reason to Believe 2. EXPERTS IN CHALLENGER BRANDS Audi of America A Story of Progress and a Reason to Believe 3. EXPERTS IN CHALLENGER BRANDS A Global Brand and Market Leader 4. EXPERTS IN CHALLENGER BRANDS Struggling in the 2nd Largest Car Market 5. EXPERTS IN CHALLENGER BRANDS A Series of Major Missteps in America 6. EXPERTS IN CHALLENGER BRANDS 80+% of Sales From Just Two Models 7. EXPERTS IN CHALLENGER BRANDS A Dire Situation in America 8. EXPERTS IN CHALLENGER BRANDS 2006 Reality: Audi was Out of the Conversation 9. EXPERTS IN CHALLENGER BRANDS An Irrelevant Brand Losing Money on Every Car Sold & Leased 10. EXPERTS IN CHALLENGER BRANDS A Clear Choice to be Made 11. EXPERTS IN CHALLENGER BRANDS 12. EXPERTS IN CHALLENGER BRANDS 3 Key Elements in the Turn-Around Plan 1. Re-ignite the Brand 2. Reconstruct the Business Model 3. Get the Dealer Network On-Board 13. EXPERTS IN CHALLENGER BRANDS Truth of the Moment: A Stagnant Market 14. EXPERTS IN CHALLENGER BRANDS Truth of the Moment: A New Generation to Capture 15. EXPERTS IN CHALLENGER BRANDS VORSPRUNG DURCH TECHNIK 16. EXPERTS IN CHALLENGER BRANDS PROGRESS THROUGH TECHNOLOGY 17. EXPERTS IN CHALLENGER BRANDS Audis Core Driving Belief We believe in making progress to move the world into tomorrow 18. EXPERTS IN CHALLENGER BRANDS Truth of the Moment: An Opportunity to Progress 19. EXPERTS IN CHALLENGER BRANDS 20. EXPERTS IN CHALLENGER BRANDS An Identity Built on a Brand & Product Truth 21. EXPERTS IN CHALLENGER BRANDS A Very Bold Move for the Relaunch 22. EXPERTS IN CHALLENGER BRANDS 23. EXPERTS IN CHALLENGER BRANDS Re-Introduction of the Core A4 Sedan 24. EXPERTS IN CHALLENGER BRANDS 25. EXPERTS IN CHALLENGER BRANDS A Progressive P.O.V on the SUV with TDI 26. EXPERTS IN CHALLENGER BRANDS 27. EXPERTS IN CHALLENGER BRANDS Continuous Innovation Across Models 28. EXPERTS IN CHALLENGER BRANDS 29. EXPERTS IN CHALLENGER BRANDS Progressive Brand Activation and Events 30. EXPERTS IN CHALLENGER BRANDS The Insight Todays definition of luxury is too old fashioned, conspicuous and out of date. There hasnt been enough forward progress or innovation in luxury. The Mindset The Progressive Next Generation those who represent the future and will be the ones to invent it, create it and make it happen. (Ref: Tony Stark & Davos) The Monster Being Stuck in mediocrity, in yesterdays old- fashioned ways or the status quo of the present day. W.B. in making progress to move the world forward into tomorrow Of the Times High-Tech & High-Design Provocative Pioneer MAKE PROGRESS THROUGH TECHNOLOGY! Envision, create & deliver the future for the Next Generation 31. EXPERTS IN CHALLENGER BRANDS A Path to Leadership Driven by the LighthouseApproach 32. EXPERTS IN CHALLENGER BRANDS Increasing the Forecast Every Year Since 2009 33. EXPERTS IN CHALLENGER BRANDS A Brand Back In the Conversation 34. EXPERTS IN CHALLENGER BRANDS The Stage is Set for Future Growth and Sales Records 35. EXPERTS IN CHALLENGER BRANDS