Dear Colleagues,
Last year we did grate and crossed vehicle sales level of 200,000 and Audi brand is as powerful as ever. However, the Audi A5 model line is among the outsiders, its YTD lost reached 22%. Still we should not give up, it has hidden potential. Thus, it is time to broad our horizons and to start a new era for Audi A5
I am sure that you know about the recent success of Volvo S60. Their concept was somehow revolutionary as this model was turned from the “old-fashioned slob” into lifestyle vehicle, which suits both young active and older clients. The attention switched to new demographic was supported with client-oriented redesign, this new Volvo did inherit all the best from the old school but exterior was a bomb, probably no one expected to see such a change in this traditional safety oriented models.
Their change in exterior made its look more appealing for younger generation, the technical characteristic were also good.
The main points of a new concept were:
contemporary aggression instead of utilitarian safety in forms
coupe-like roofline
pointed headlamps
large and more pronounced trapezoidal grille
two LED ‘DNA' lamps to emphasize the front vertical stance.
reverse trapezoidal forms formed by headlamps.
technical superiority
a four-cylinder 1.6 L petrol engine (though T3, T4, T5 and T6 petrol engines and D3, D5 and 1.6D DRI are available)
GTDi
new safety futures
The marketing followed the change in design and used new mobile utilities to promote this brand. This joint effort was quit a success, as the brand favorability rise was 2.4 and 78% more customers would recommend this brand.
Our Audi A5 is better positioned as its exterior is closer to the expectations of younger group and is more interesting, thus we definitely should try to beat following Volvo redesign statistic:
20% sales growth over two years
approximately eighty-two thousands of sold S60 models
The example of Volovo S60 shows us the rational and effective way to invest our time, money and effort into redesign. The combined efforts of marketing, technical department would make A5 a beneficial model line in the near future.
Audi A5 is interesting for your clients; let’s make it an intriguing tempting offer they cannot deny. We will gain even more strength in the hard time if this redesign project would come to life. Here I see the possibility for your fantasy to fly and present something revolutionary to support the main Audi upstream.
Best Regards,
Purpose
The purpose of this proposal is to request authorization to perform marketing research, prepare technical proposal for the Audi A5 redesign.
Introduction
Five years has passed since Volvo had their grate success with S60. Now that revolutionary step to broad their market attracting younger generation seems to be logical.
Audi A5 is already elegant, but still fare from the top-model.
The Volvo new design concept in 2010 showed that changes, the innovative changes appealing to younger generation, are favorable and can bring 20% rise in sales. Of course, Volvo also succeeded in the marketing campaign organization. Perfectly chosen tools made their brand 240% more recognizable and 88% more appealing for purchase. Still without the new perfect look it would be less pronounced
Last year in USA was a tremendous success for Audi in general, but not for A5. This redesign project is to change it.
Proposed Tasks
As our Audi A5 is already close to clients’ expectations, we need to know what are the general market trends and expectations, the user disadvantages of our care like slight rear seat in convertibles, small trunk room. Several trustworthy agencies will be ready to offer the survey and focus group services including on-line questioning. This would result in the list of demands.
The list of wishes from clients is to become a starting point for a team of designers, who are to present possible solutions. Still the overall design concept should not be just an implementation of the clients demands, the new A5 look must be spirited.
All of the design ideas are to be presented to a focus group first as sketches and computer simulation. Ratings will be used further to make a decision. This would result in the development of a final design concept.
A prototype is to be created and tested. Tests should evaluate technical and consumptive properties. The same focus group will be asked to evaluate the expectations to reality ratio. The prototype should be rated as at least 100% to be worth entering the market.
A prototype will be optimized based on the focus group response.
Schedule
Figure 2 presents the proposed schedule of the Audi A5 redesign project. The dates are supposed to change
Figure 2 Schedule of the Audi A5 redesign project Tasks.
The more detailed plan is supposed to be proposed and approved for the third and fifth steps depending on the number and nature of its counterparts.
Expediency
The Audi departments of marketing and design are led by experienced leaders and are in their fill strength.
I am as project leader with ten years in Audi will be supportive and make efforts to ensure fast and productive cooperation and technical organization of the process. I am qualified for this job not only because of my experience in cross team management, but also auto design.
Conclusion
References
The Car Connection (2016). 2015 Audi A5 Review, Ratings, Specs, Prices, and Photos Available at: http://www.thecarconnection.com/overview/audi_a5_2015. [Accessed 06 February 2016].
Audi USA (2016). Audi surpasses 200,000 U.S. sales for first time with sixth straight record year |Available at: https://www.audiusa.com/newsroom/news/press-releases/2016/01/audi-passes-200000-u-s-sales-for-first-time-with-sixth-record-year. [Accessed 06 February 2016].
Volvo S60 Concept Car (2016). Volvo S60 Concept Car. Available at: https://www.volvoclub.org.uk/press/s60concept.shtml. [Accessed 06 February 2016].
Jalopnik (2016). Volvo S60 Concept: A Preview Of The 2010 Volvo S60. Available at: http://jalopnik.com/5111107/volvo-s60-concept-a-preview-of-the-2010-volvo-s60. [Accessed 06 February 2016].
The purpose of this email is to give advice and guide you through the redesign project
Summery
In 2010 Volvo has redesigned its S60 and get a 20% rise in sales in return. They proposed not only new lines. but presenting contemporary aggression instead of utilitarian safety in forms focused on attracting new demographic.
Their coupe-like roofline, pointed headlamps, reverse trapezoidal grille, large and more pronounced trapezoidal grille made its look more appealing for younger generation.
Discussion
The Volvo success can be easily explained, they were ready to change the internal standards and opene minds to something completely new, but still kept the best from old school techniques.
Following your success in 2015 we have decided to start a redesign campaign to improve Audi A5 positions on the market. The main points of a new design concept will be:
innovation
attraction
securing
The resulting A5 should attract customers via innovative design and secure the purchase desire.
When working on this project remember:
Recommendations
If you are exhausted or experience any problems feel free to call me or come and talk and we will find solution together. Do not wait until it is too late, this would only do more damage than good. Print the advices and look through them from time to time to make sure that your ship is on the right course
