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Audi and the Chinese Market: A Success Story

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Market Entry in China

Part of the book series: Management for Professionals ((MANAGPROF))

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Abstract

Audi, a major actor in the ‘premium’ car market, appears to be highly successful in China, which has become the company’s first market worldwide. The company has acquired an important experience on international markets and entered the Chinese market in 1988. Since then, Audi has continuously developed its sales in China and has also established several production facilities. Today, competition in the ‘premium’ segment is strong, and German competitors BMW and Mercedes also follow ambitious development plans in China. The Audi brand thus has to multiply its efforts to remain the market leader in this segment.

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Bibliography

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Author information

Authors and Affiliations

  1. EM Strasbourg Business School, University of Strasbourg, Strasbourg, France

    Sylvie Hertrich

  2. IAE Lyon, Jean Moulin Lyon 3 University, Lyon, France

    Ulrike Mayrhofer

Authors
  1. Sylvie Hertrich
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  2. Ulrike Mayrhofer
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Corresponding author

Correspondence to Sylvie Hertrich .

Editor information

Editors and Affiliations

  1. School of Economics and Management, Tongji University, Shanghai, China

    Christiane Prange

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© 2016 Springer International Publishing Switzerland

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Hertrich, S., Mayrhofer, U. (2016). Audi and the Chinese Market: A Success Story. In: Prange, C. (eds) Market Entry in China. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-29139-0_5

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