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.

F*****g ace!
— (Reaction after Audi board accepted new brand strategy) Hans Berger, Director Marketing Future/Innovation, Audi, Ingolstadt