Article summary: Audi had faced lots of problems in the U. S. market, and the problem is because Audi has a weak and unclear image in the market and that is why they only sold 83, 000 cars in 2001. Their aim is to get 200, 000 cars a year, with this image it will take them a long time to get to there goal.
So, their plan is to make a huge advertising campaign to make their image look better in the market. They will start advertising in networks like CNN, and NBC; also they will advertise through magazines and newspapers like The Wall Street Journal, USA Today, and New Yorker. Their main target is to avoid the crises they went through when they had a defect in their design which caused an uncontrolled acceleration in their vehicles, and that made sales to go way down. And their main customer target is the people who are interested in buying luxury cars such as BMW. The new step that Audi is presiding to benefit from is their new TV advertisement, which is going to be a two minutes long.
They want their Ad to include about Audi history and how they are the first people to have all-aluminum vehicles, which they are light and more strong and they say it is safer from steel. Moreover, they will include information about the car variable transmission, which give the car better fuel efficiency and more power than other automatic cars. CNN had agreed to run the ads and that is a huge step for Audi. CNN decision will effect the other ad? s and it will limit them with the time they have to put there ad? s on the channel, this ad campaign is the first of its kind and CNN will be the first channel to do such thing. My Interpretation on the article: I think what Audi is doing the best thing, because their image was ruined when they had a defect in their cars, so they have to rebuild their trust with the people. Trust is very important element for car makers, for instance, a trust loss had appeared in the ford and the FireStone problems, because of tires the sales of the cars went down.
... help any time they need to. Trust Trust is another important part of a relationship. Trusting other people can be difficult because we are ... afraid that we will be let down. When I trust other people I can ask for support when I have a problem ... . It will also help my organization to maintain a professional image. In an effective relationship parties listen to and understand others ...
So trust what Audi, is seeking, and want first, and they want to get that by making their image better in the market.