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Class, finesse and performance: New A4 gets Audi back in the race

Despite its unique brand attributes that combine understated luxury with advanced engineering, the Audi is yet to take pole position in the luxury game in India where it still trails BMW and Mercedes-Benz. The automobile brand had garnered a great deal of attention from luxury car buyers because of its Bollywood strategy under former Audi India heads Benoit Tiers and Michael Perschke.

Tiers and Perschke positioned the company as a maker of high-tech luxury SUVs (Q5, Q7) that are most popular with the in-crowd. Think athletes and Bollywood stars. While this strategy pushed awareness …



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