- Roy Morgan Research Institute analysed Australian premium consumers' preferences to identify which brands attract the most premium consumers
- Audi recognised as the #2 premium brand in Australia, and the top automotive brand
- Paul Sansom: "This result is testament to all of the work we have invested into regenerating the brand in Australia"
Zetland, December 18, 2019 – Australia's largest independent research company, Roy Morgan, has announced Audi as the #2 premium brand in the country, and the top automotive brand survey results for Australia's top ten premium brands according to high-spending consumers.
"This is a fantastic result for Audi, and a testament to all of the work we have invested into regenerating the brand in Australia," said Paul Sansom, Managing Director at Audi Australia.
"We have been actively building the foundation of our future growth on a platform of storytelling that brings the true Audi DNA to the surface for consumers, as one of the most progressive premium brands in Australia.
"We're delighted to see that this is already resonating with Australian premium consumers, as we move into an incredible growth phase over the next 12-18 months. We have an unprecedented number of new Audi vehicles arriving in the market that set a new benchmark for sustainability and efficiency, bring innovative technology, stunning design and dynamic performance. The next phase of the Audi story will shift to another gear in 2020," said Sansom.
The national survey, conducted by the Roy Morgan Research Institute, utilised Australia's biggest consumer database to determine the favourite brands of Australia's high-spending premium consumers.
For the purposes of this study, Roy Morgan defines these consumers as 'NEOs', who spend less on traditional products and more on creating emotional experiences, investing in brands and experiences that are authentic. They want beauty, design, quality, rich information, authenticity, flexibility, provenance and choice. The 4.7 million NEOs living in Australia are creative, entrepreneurial and typically occupy professional and managerial roles.
"Audi is in rarefied company, alongside other premium brands like American Express, Qantas and David Jones," said Michele Levine, CEO of Roy Morgan.
Australia's Top 10 premium brands, according to Roy Morgan, are:
- Vintage Cellars (Coles Group)
- Audi
- American Express
- Qantas (international)
- Harris Farms Markets
- David Jones
- UniSuper
- Zara
- Emirates
- Lexus
For more information: https://www.roymorgan.com/findings/8826-roy-morgan-premium-top-10-by-neo-pr-201912160400
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The Audi Group, with its brands Audi, Ducati and Lamborghini, is one of the most successful manufacturers of automobiles and motorcycles in the premium segment. It is present in more than 100 markets worldwide and produces at 18 locations in 13 countries. 100 percent subsidiaries of AUDI AG include Audi Sport GmbH (Neckarsulm), Automobili Lamborghini S.p.A. (Sant'Agata Bolognese, Italy) and Ducati Motor Holding S.p.A. (Bologna, Italy).
In 2018, the Audi Group delivered to customers about 1.812 million automobiles of the Audi brand, 5,750 sports cars of the Lamborghini brand and 53,004 motorcycles of the Ducati brand. In the 2018 fiscal year, AUDI AG achieved total revenue of €59.2 billion and an operating profit before special items of €4.7 billion. At present, approximately 90,000 people work for the company all over the world, more than 60,000 of them in Germany. Audi focuses on sustainable products and technologies for the future of mobility