• A new global brand campaign visualises Audi's new brand strategy.
• "Future is an Attitude" is the German carmaker's communicative approach for future campaigns.
• "A contemporary definition to 'Vorsprung ' and make ourselves ready for the future."
"By refining our brand strategy we give a contemporary definition to 'Vorsprung' and make ourselves ready for the future – for a new automotive era and for our customers," says Henrik Wenders, Senior Vice President Brand Audi.
Ultimately the message must have a purpose, and that is Wenders continues, is to improve people lives through technology and to make a contribution to society.
The German carmaker's global brand ambition is to 'shape the future of premium mobility and to create fascinating experiences'.
Future is an Attitude
With its global campaign, titled "Future is an Attitude", the Audi brand is showing the way to a future-oriented perspective which will ultimately include an electric, digitalised and emotional outlook.
The strategy encompasses current production models such as the E-tron Sportback, RSQ8 and other visionary vehicles such as the AI:ME and Q4 Sportback e-tron concept, are also on view as part of the global campaign communications.
These concepts and production vehicles represent the innovative power of the brand. Besides new and upcoming new models, protagonists are also employees of the brand like head of design Marc Lichte.
Under the communicative approach "Future is an Attitude", Audi will unite worldwide marketing activities from now on, while taking account of cultural and country-specific requirements.
Don't despair says Audi, "Vorsprung durch Technik" will always remain as the brand claim but the integration of "Future is an Attitude"will form part of the brand’s communication execution.
Locally, the new brand campaign of "Future is an Attitude" will form a core part of the updated A4 communication launch which takes place imminently.
The latest A4, through its significant heritage and current product improvement, remains a significant model within Audi’s model range in South Africa. The updated A4 which now includes Audi connect technology is more progressive and forward-thinking than ever before and is an excellent protagonist and embodiment of Audi’s future-focused brand campaign.
The campaign will be conducted through all channels of communication, from TV to digital platforms, out-of-home, billboards and print, says Audi.
On the newly launched website progress.audi, all content around the campaign will be gathered, and further brand stories and information will be offered to users.
In the framework of the new global brand campaign, the re-worked carmaker's corporate identity will also be visible for the first time. Its presentation is guided by the brand’s progressive premium image. The reduced, clear style of the 'Four Rings' and environment will be evident in a new exciting and visual language.
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