Curious about why Audi teams up with certain people? Well, that’s the magic of the deal behind the brand ambassador of Audi.
Imagine your favorite actor or athlete cruising in an Audi – it’s not just a coincidence. In this dive into the world of marketing, we’ll explore why Audi chooses these ambassadors and what both parties get out of it.
Spoiler alert: We will cover this topic from an Indian perspective. It’s not just about selling cars; it’s about making you associate Audi with the coolness of your favorite celeb.
So, buckle up as we take a ride through the perks and reasons behind the choice of the brand ambassador of Audi!
(A) Who are the Brand Ambassador of Audi India?
When it comes to the Brand Ambassador of Audi India, two names shine on the top, viz.-
- Virat Kohli
- Kiara Advani
Let’s dive into some detailed information-
|Particulars||Virat Kohli||Kiara Advani|
|Type of Celebs||Cricket Player||Bollywood Actress|
|Endorsement Deal Size||INR 5.00 crore (2015)||Undisclosed|
|Tenure||2015- Present||2021- Present|
|Key Roles||Audi India’s Branding,|
|Boosting Brand’s |
Visibility & Appeal,
Back in 2015, Audi India sealed the deal with Virat Kohli, offering him a ₹5-crore endorsement deal that was valid for 18 months. Now, fast forward to today, and the bond is still going strong. Imagine this: Audi even gifted him a Q7 in 2017. Kohli, though, has been cruising in Audi vehicles since 2012. He’s not just a face; he’s been a key player in Audi India’s branding and marketing campaigns, making the association more than just a contract.
Now, let’s switch gears to Kiara Advani. When it comes to the specifics of her deal size or the direct benefits to Audi from her endorsement, the details aren’t readily available to the public.
Well, these kinds of details usually stay confidential between the brand and the ambassador.
But here’s the scoop: choosing a brand ambassador like Kiara Advani, someone with significant influence and popularity, is all about boosting the brand’s visibility and appeal, especially among specific target demographics. It’s like having a familiar face to make the brand stand out in the crowd.
(B) Financial Nuggets of Audi
Let’s look at some crucial information about Audi’s financial figures. As per the latest reports, Audi Group’s revenue in 2021 was EUR 50.0 billion. The operating profit of the brand in the same year was EUR 5.3 billion.
Now, let’s look at the financial highlights of Audi India-
|Surge in Retail Sales||97%|
|Retail Sales in 2023- H1 (First Half)||3,474 units|
|Retail Sales in 2022- H1 (First Half)||1,765 units|
|Models in High Demand||Audi Q3, |
Audi Q3 Sportback,
|Demand for top-tier models||Audi Q7,|
Audi A8 L,
Audi S5 Sportback,
Audi RS5 Sportback,
Audi RS Q8,
Audi RS e-tron GT
|Electric Models||e-tron 50|
e-tron Sportback 55
(B.1) Financial Performance of Audi in India
In July, Audi, the German luxury car manufacturer, announced a significant 97% surge in retail sales in India during the first half of 2023, amounting to 3,474 units. This marked a substantial increase compared to the same period in the previous year, where the company had reported the sale of 1,765 units from January to June in 2022, as stated in Audi India’s official release.
Balbir Singh Dhillon, the Head of Audi India, expressed optimism despite challenges, stating, “Our performance in the first half of the year, despite supply challenges and rising input costs, has laid the foundation for a successful second half of the year.” Dhillon highlighted strong demand for their volume models such as Audi Q3, Audi Q3 Sportback, Audi Q5, Audi A4, and Audi A6. Additionally, the top-tier models, including Audi Q7, Audi Q8, Audi A8 L, Audi S5 Sportback, Audi RS5 Sportback, Audi RS Q8, and Audi RS e-tron GT, are experiencing healthy growth.
Audi India also disclosed a notable 53% growth in its pre-owned car business, ‘Audi Approved: plus,’ during the first six months of 2023, with plans to further expand this segment throughout the country. Currently operating 23 Audi Approved: plus facilities in major hubs nationwide, the brand aims to reach 27 or more pre-owned car facilities by the close of 2023.
Regarding their journey into electrification, Dhillon shared insights, stating, “Our electric range will soon witness a new model, the Audi Q8 e-tron, and we are confident of continued success in this segment.” Audi India’s existing electric models include e-tron 50, e-tron 55, e-tron Sportback 55, e-tron GT, and RS e-tron GT.
(C) Benefits: How does the brand ambassador of Audi impact sales?
The benefits of the brand ambassador deal for Audi are multifold. Audi’s India marketing chief, Gaurav Sinha, highlighted the advantages of their “Friends of Audi” strategy, which is a unique approach to influencer marketing.
By partnering with brand ambassadors, Audi can leverage their influence and reach to promote their products to a wider audience. This helps in increasing brand visibility and awareness among potential customers.
Let’s look into the overall benefits offered by the brand ambassador of Audi-
|Brand Image||Celebrities enhance Audi’s image, making it aspirational and prestigious.|
|Credibility||Well-known ambassadors bring trust, positively impacting perceived quality.|
|Visibility||Ambassadors generate buzz, increasing Audi’s visibility for better brand recall.|
|Targeted Reach||Diverse ambassadors reach specific audiences, broadening Audi’s appeal.|
|Social Media Impact||Ambassadors amplify Audi on social media, creating viral interest among potential buyers.|
|Emotional Connection||Celebrities evoke emotions, fostering a personal connection between the audience and Audi.|
Delving into the influence of brand ambassador on Audi’s consumer perceptions and sales is key to understanding their strategic role. Let’s go through the details-
(C.1) Brand Image and Aspirational Value
As you witness your beloved celebrities aligning with Audi, it transcends mere endorsement. It imbues Audi with an aspirational quality, positioning it as a symbol of success and prestige, elevating your perception.
(C.2) Credibility and Trust
Noteworthy personalities lending their support instill credibility and trust in the brand. Your trust in these admired figures extends to their choices, positively impacting your confidence in Audi’s commitment to quality and performance.
(C.3) Increased Visibility
The orchestrated activities of brand ambassadors, whether on social media, events, or advertisements, significantly augment Audi’s visibility. This heightened presence ensures that Audi remains prominent in your considerations when contemplating a purchase.
(C.4) Targeting Specific Audiences
Audi strategically selects ambassadors from diverse fields to resonate with a broader audience. Whether through a sports personality or a Bollywood actor, this deliberate approach aims to establish connections with various consumer segments, including yours.
(C.5) Social Media Impact
In this era dominated by social media, brand ambassadors wield significant influence. Their posts featuring Audi, especially reaching millions of followers, create a viral effect, fostering heightened interest and potentially influencing your consideration of Audi.
(C.6) Emotional Connection
The emotional resonance introduced by celebrities establishes a personal connection between you and the brand. If you find a connection with a particular ambassador, those positive emotions are seamlessly associated with the Audi brand in your perception.
While brand ambassadors undeniably contribute to heightened brand awareness and positive perception, it’s imperative to acknowledge the broader context. Market conditions, pricing, and product features remain pivotal factors influencing Audi’s sales performance. The impact of brand ambassadors is an integral component of Audi’s overarching marketing strategy, strategically cultivating a robust, positive association between the brand and its discerning audience.
Note: Recently, India held the Cricket World Cup 2023. Curious to know the impact of hosting the cricket world cup on Indian Economy? If yes, then go through the article for detailed analysis.
(D) Audi’s Choice: Virat Kohli as Brand Ambassador
Recently, Virat Kohli, the most admired player of the Indian Cricket Team has extended his collaboration with Audi. And we all know the significance of this prestigious German car manufacturer in India.
Since 2015, Kohli has been at the forefront of Audi’s brand representation, forming a connection that dates back to 2012 when he first acquired an Audi vehicle, showcasing his enduring affinity.
(D.1) An Ongoing Partnership: Almost Eight Years Strong
Now, fast forward to the present. Audi India recently made it official, announcing the renewal of Virat Kohli’s contract as its brand ambassador. Can you believe it’s been almost eight years? The enduring link between sports and luxury takes center stage here, with Kohli serving as the face of Audi India since 2015.
Additionally, having a brand ambassador like Virat Kohli, a popular cricketer, creates a strong association between Audi and his fanbase, increasing the brand’s credibility and appeal.
(D.2) Strategic Choice: Why Virat Kohli Stands Out?
So, what makes Virat Kohli Audi’s preferred choice? It’s not by chance; it’s a strategic move. Much like Audi’s dedication to performance, innovation, and excellence, Kohli embodies these qualities both on and off the cricket field. His association with Audi seamlessly aligns with the brand’s image of luxury and sophistication.
(D.3) Emphasizing Shared Values: The Partnership Extension
But the story doesn’t end there. Extending this partnership goes beyond mere announcements – it’s about shared values. Audi and Virat Kohli stand united in their pursuit of innovation, performance, and excellence. Under the leadership of Mr. Balbir Singh Dhillon, Head of Audi India, the luxury automaker consistently aligns itself with India’s cricketing elite. With Kohli continuing as the brand ambassador, this bond becomes even stronger.
(D.4) Beyond Advertisements: Kohli’s Active Involvement
Let’s talk about more than just ads. Virat Kohli’s tie-up with Audi India extends beyond the traditional realm. Imagine him actively participating in social media engagements and collaborating on various events. It’s not just about celebrity endorsement; it’s about Kohli’s genuine passion for Audi’s luxury vehicles shining through.
In essence, Virat Kohli’s association with Audi India isn’t just about slapping his face on billboards – it’s a true partnership. Think of it as a synergy where Kohli’s class, innovation, and performance mirror the qualities embodied by Audi India in its lineup of luxurious automobiles. Now, that’s a collaboration worth celebrating!
(E) Final Thoughts on the Brand Ambassador of Audi and its Benefits
In closing, the bond between Audi and its brand ambassadors, like Virat Kohli and Kiara Advani, is like finding a connection with your favorite people. It’s not just about flashy ads; it’s about real, relatable moments. When you spot these familiar faces endorsing Audi, it feels like a nod from a friend saying, “Audi is something special.”
This partnership isn’t just for the spotlight; it genuinely boosts Audi’s appeal, making you think Audi as a prestigious brand.
Overall, the brand ambassador deal allows Audi to tap into the ambassador’s influence and fan following, driving brand recognition and potentially boosting sales.