Magazine B Issue 23 (Audi) is available now at LOREM (not Ipsum). Audi’s history began in the early twentieth century when August Horch, a former automobile engineer, merged four small-sized automotive companies to establish Auto Union. After numerous mergers and acquisitions, auto Union joined the Volkswagen Group in 1964 and spent the following two decades rebranding itself. Initially, Audi was known only for making cars that performed well, but the brand has since come to represent a new style of understated premium value. The brand has also grown, and has now become a true premium brand, in image, sales, and all other facets of its business.
In Magazine B Issue 23 (Audi), I want to talk about cars. Even people who don’t know much about car brands unconsciously reveal something about their own characters and tastes when they purchase a vehicle. Some focus on how much cargo or how many people can fit. Others care more about their car than their house and buy a car that they can’t afford. There are also hose who are obsessed with performance and buy a car with power and speed. Perhaps automobiles are especially significant purchases because you can’t hide the brand.
This month’s brand, Audi, is certainly an expensive premium brand—but there is a subtlety to the brand that its competitors lack. The four-wheel drive system, quattro, appeals to consumers who want an automobile that is modest, but also offers premium features and excellent safety. I’ve heard the same thing from a number of Audi owners, and the Audi brand has long been one that I’ve taken an interest in. Read more in Magazine B Issue 23 (Audi).
Magazine B is an ad-less monthly publication that introduces one well-balanced brand unearthed from around the globe in each issue. Between its covers, Magazine B not only shares untold stories behind the brand but also its sentiment and culture that any readers interested in brand marketing and management can leaf through with ease. Magazine B attempts to discover truly good brands from today’s market where countless brand-named products are overflowing. Magazine B pursues its quest for true value of a printed medium by becoming a magazine that would be worth possessing, not affected by advertisements since it receives no financial support from the brand, and maintains a unique and independent perspective which is increasingly disappearing due to overflowing information mingled among different media outlets.
Magazine B dedicates each issue to the story of one specific brand, which is one of the well-balanced brands that JOH. discovers from around the world based on four standards: beauty, practicality, price, and philosophy. And each issue is packed with B’s unique insights and in-depth analysis. Magazine B will continue to search brands that it pursues to introduce cover-to-cover, such as Swiss recycled bag manufacturer Freitag and Japanese camping gear maker Snow Peak.
Content: Magazine B – Issue 23 (Audi)
INTRO
The goal of Audi’s founder was to make an automobile that “runs well.” Let’s imagine the loud roar of the engine as we go back to those days.
LINE UP
Audis are classified into three groups according to shape and function, and these differences are reflected in the model names. Here are a few of Audi’s more than 40 models that are noticeable in sales, price, and other qualities.
INNER SPACE
Here are the design elements and core technologies behind Audi’s competitiveness.
VS
Audi, BMW, and Mercedes-Benz are all premium German automobiles, but they all have very different characters. In this section, we compare their differing designs, sensibilities, and performance.
GERMAN CARS
We met with four people who drive cars from different German brands. Even though they work for the same design company in Munich, they all had their own reasons for choosing their car.
MY AUDI
Audi users don’t play favorites, and all segments of the company’s lineup enjoy nearly equal popularity with consumers. We met the owners of four different Audis and asked them what they thought about their current model and how it differed from their previous car.
FEATURES
We asked some Audi drivers about the details they most appreciate in their cars.
NEW PREMIUM
Audi’s unique sensibility has birthed a new premium value sensibility that sets Audi apart from other premium car brands. The meaning of this “new premium” becomes evident when we look into the lifestyles of Audi drivers.
B’S CUT
If we examine Audi’s history, we can see that the automaker’s image of understated luxury is the result of a focus on technology.
BRAND STORY
Audi was founded in 1932 as a union of several small automobile companies. Since that time, Audi has pursued constant innovation through technology acquired in numerous M&As. We take a look at how a quality-focused mass-market automaker evolved into an industry-leading premium brand.
OUTRO
Views from inside an Audi. Let’s listen to the sound of its quiet movements.
Details
240 x 170 mm, 152 pages
