Abstract
Audi, Auto Union Deutsche Industry, is one of the top car manufacturers of the world owned with more than 50% of the shares by the first car manufacturer group of the world: Volkswagen AG. Volkswagen owns 8 brands with more than 50% of the shares and 4 others with less than 50% of the shares. Audi is well known all over the world for its capacity of innovation, technology use, sportsmanship and its strong expertise to produce reliable cars.
We decided to select one of the cars most sold by Audi, the Audi A3. The production was launched in 1996, and rapidly the A3 became well famous, and 8 years after the launch it reached 23% of the total production of the Brand. The category of this car is called "luxury compact cars" and the main competitors are the Alfa Giulietta ("new" Alfa 147), the BMW 1 series or the Volvo C30. Nowadays, the Audi A3 is diversified in different versions such as the S3 which is the most powerful line and then there is the A3 in 3 doors (picture 1) or convertible (picture 2), or more recently the Audi A3 Sportback which simply means 5 doors A3 (picture 3). We would prefer to focus our analysis on the A3 Sportback.
