Ch. 10: Product Concepts

Audi's product mix consists of 33 automobiles. Within these 33, there are 5 different categories (The A line, S line, Q line, TT line, and R line), which we call the product mix width. Even within that, there is the product line depth, which are the different models under each line. With such a variety of cars, it seems impossible that someone wouldn't be able to find something that fit their needs and desires

Audi's A line is their basic car, ranging from the A4, which is a small 4 door luxury sedan, to the A8, which is the majestic, long, highest end luxury sedan. The S line is a little more sporty, and has 2 doors instead of 4. They also range from 4 to 8. Within both the A and S lines are the station wagons, which also come with All Road Capabilities. The Q line is the SUV line, which ranges from the smaller, sportier Q3, to the goliath 7-seater Q7. Their original sports car line is called the TT line, which are smally, zippy 2 door sports car, with the convertible option. Finally, their newest line is the R line, which only has one model (the R8) but the product line depth offers a coupe, or a convertible. 

When it comes to packaging, cars are an interesting topic, as the packaging for the car is, in fact, the car itself. Therefore, the car serves as both the product and the package, making the design of the car so much more important. Audi has perfected a new sleek, kind of mean looking car, as the headlights now resemble the eyes of a predator, and coupled with the growl of the engine, Audi's seem like some sort of majestic beast.