Audi - putting old luxury on notice

A 2008 campaign for Audi in America. Objectives: get Audi talked about as a luxury car, popularise the brand, improve awareness and image, close the consideration gap with Tier 1 competition, increase market share in the Import High Group.

Audi – Putting Old Luxury on Notice

BUSINESS OPPORTUNITY

Audi is an absolute force in the rest of the world—outside of the United States. In many countries it frequently outsells its closest rivals, BMW and Mercedes-Benz, and the Audi A6 is “the world's best-selling luxury car.” Today, Audi is far from holding this position in the U.S. In America, there are three brands that have dominated the consumers' minds in the luxury segment: BMW, Mercedes-Benz, and Lexus.

Here in the U.S., Audi has not been on consumers' radar, and many have seen Audi as more of a “Tier 2” brand....

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