Becoming a luxury brand
Global brand strategy and research
Led by Claudius at Addison
Vorsprung durch Seduction
Working directly with Ferdinand Piech, then Audi CEO and nominated Volkswagen Group Chairman, Claudius spearheaded the team that researched and repositioned Audi as a mass luxury brand. We devised the 'TrafficLightTest' in order to research and recommend a strategy for Audi's brand to beat potential competitors in a fledging market segment: Lexus, Mercedes, BMW, Volvo, even Alfa.