Advancement Through Technology (aka ‘Vorsprung durch Technik')

As this is my first interview I wonder whether people will view WoW!-Brands as having to be expensive, luxury or even unattainable. I also wonder whether a WoW!-Brand needs to be Global and hope my discoveries answer my questions.

When my first volunteer, Eva, thinks long and hard....................and then mentions TIFFANY & CO and the signature teal boxes that would make any woman complete I feel that this may be the case...but on reflection that perhaps this is just a desire Eva settles on Audi

Audi Logo

'Why Audi?', I ask - surely it's still considered an inferior BMW or Mercedes - a Volkswagen in disguise?

Not so according Eva.

'Sexy, appealing, stylish - would make me feel confident and good about myself' is how Eva describes Audi.

And, according to Eva, the R8 makes all the difference.

Watching the advert I think you'll agree that Audi R8 is certainly appealing and must hit the spot for many people.

Audi, which has been a wholly owned (99.55%) subsidiary of Volkswagen AG since 1966, following a phased purchase of its predecessor, Auto Union, from its former owner, Daimler-Benz, was re-launched the Audi brand with the 1965 introduction of the Audi F103 series.

The company name is based on the surname of the founder August Horch, his surname meaning listen in German—which, when translated into Latin, becomes Audi. The four rings each represent the individual car companies that banded together to create the union.

In the 1980s the Audi Quattro was the pinnacle of Audi's success - particularly in motorsport - but there is now an affordable range from superminis to crossover SUVs , and the ultimate desirable supercar tops the range.

I found myself nodding and agreeing with Eva, and recalling how my wife and children all exclaim every time we see an R8 so perhaps Audi really is a Wow!-Brand.



The 'desirable' Audi R8



I move on to my next 'victim'