Dealers and the formation of premium brands in the German car industry : Audi AG (1990–2020)

Donzé, Pierre-Yves; Inukai, Tomonori; Nakagawa, Koichi et al.

大阪大学経済学, 2022, 72(1), 1-18

Number of Access:1,080（2025-09-04 08:31 Counts）

Identifier to cite or link to this item: https://doi.org/10.18910/88430

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Title
Dealers and the formation of premium brands in the German car industry : Audi AG (1990–2020)
Creator
NRID
1000020635718 1000020635718
ORCID
0000-0003-2854-5531 0000-0003-2854-5531
researchmap permalink
donze donze
Scopus Author ID
36922614100 36922614100
CreatorName
Donzé, Pierre-Yves
NRID
1000060380143 1000060380143
CreatorName
Inukai, Tomonori ; イヌカイ, トモノリ
NRID
1000040510409 1000040510409
CreatorName
Nakagawa, Koichi ; ナカガワ, コウイチ
NRID
1000090263409 1000090263409
researchmap permalink
mazda1 mazda1
Scopus Author ID
6507747442 6507747442
CreatorName
Nobeoka, Kentaro ; ノベオカ, ケンタロウ
Subject
Car dealership
Mono-brand store
Premium brand
Audi
German car industry
JEL
D22
L20
L62
L81
Description
論文
Abstract
This article discusses how dealers contributed to the formation of premium brands in the German car industry in the 1990s. Using literature on luxury business, it tackles the case of Audi to explore the changing role that dealers have played and their integration into Audi’s brand management strategy when the company became autonomous within the Volkswagen Group. The article demonstrates that dealers were not mere sellers of vehicles but rather places that transmitted experience value to customers. Like mono-brand stores in the luxury industry, Audi dealers were strongly integrated in the firm and physically embodied the brand through a standardized, worldwide architectural model.
Publisher
大阪大学経済学会・大阪大学大学院経済学研究科
The Economic Society of Osaka University　and　Graduate School of Economics, Osaka University
オオサカ　ダイガク　ケイザイ　ガッカイ オオサカ　ダイガク　ダインガクイン　ケイザイガク　ケンキュウカ
Source Title
大阪大学経済学
Osaka Economic Papers
Volume (Issue)
72(1)
Page
1-18
Date of Issued
2022-06
Handle URL
https://hdl.handle.net/11094/88430
DOI
https://doi.org/10.18910/88430
eISSN
24240397
NCID
AN00030111
Access Rights
open access
oaire:version
Version of Record
Category
本学関連学会 Related Societies
Osaka Economic Papers / Vol.72 No.1