Audi A1 - A big idea, condensed

This case describes the UK launch of the Audi A1, which represented the first time a prestige car brand had produced a small car.

Audi A1 – A big idea, condensed

Principal authors: James Mitchell and Ross Berthinussen, BBH Contributing authors: Ida Siow and Daryl Frost, BBH


This paper is the next chapter in Audi's 30-year journey, and the next phase in the evolution of Vorsprung durch Technik, its prestigious brand philosophy.

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