WITH THE UPCOMING launch of its A1 premium light car, Audi is aiming to expand its slice of the new car market by building brand loyalty among younger buyers.
Focusing on the small and light segments - two areas experiencing massive growth in recent years - Audi hopes to capture the minds of young, upwardly mobile urbanites, driven largely by ultra-modern looks and unique styling.
According to Audi Board Member Peter Schwarzenbauer, that's a group big enough to give the German carmaker 80,000 global A1 sales in its first full year.
â€œItâ€™s the perfect entry-level model for young customers in particular," Mr Schwarzenbauer said.
"And of course weâ€™re confident that weâ€™ll be able to delight these customers with the new A1 so that they will stay with the Audi brand and will later want to drive our larger models.â€
As most carmakers rush to get their share of the growing small and light car segments, Audi believes that establishing a foothold with young buyers entering the market will ensure continued growth as those young adults start families and look toward a larger car.
Signalling its desire to build a relationship with trendy young adults, Audi recently appointed singer Justin Timberlake as the brand's official ambassador in the US.
JT's recruitment forms part of an upcoming internet and TV campaign to promote the German carmakerâ€™s newest offering, set to air in March this year.