The competitive and digital business strategies within Audi are set with the goal of retaining the ‘ability to personalise customer experience and to simplify the way the services are delivered’, relaying ideas within a McKinsey Quarterly article (D’Emidio et al. , 2015). Within Audi there is a strategic position of the firm which are determined not only by the direct competitors but also by the four environmental factors such as new market entrants, substitute products, customers and suppliers.

Within Audi’s digital marketing there is a heavy sense of inbound marketing. This is the technique used to attract customers to their products using content and social media marketing, utilising their branding. Audi takes on a premium pricing approach, capitalising on the brand image (Audi.co.uk, 2024).  

Audi has a very dominating demographic of customers, 70.22% are males having only 29.78% as female. Overall customer sales are mostly those in a 25–34-year range, holding 25.63% of sales and the second highest age demographic is the 45-54 age group (Similarweb, 2024).

Audi’s electronic customer relationship management (E-crm) involves a combination of social media platforms to help focus the customers engagement and consistency within Audi’s sales, marketing initiatives and customer support.

When it comes to cyber security measures Audi utilise, they consider contact, scope and vulnerabilities under their ‘cyber security Audi vulnerability reporting policy’ (audi.com, 2022).