Audi – Firing up the Quattro: how Audi accelerated into the 21st century

Ed Booty, Adam Knight, Daniel Hauck and Rachel Hatton

By the turn of the millennium, Audi had seen its share of the prestige car market grow steadily, gradually transforming it from a generic "Eurocar" into an established prestige auto marque.
Agency: BBHAuthors: Ed Booty, Adam Knight, Daniel Hauck and Rachel Hatton

Audi – Firing up the Quattro: how Audi accelerated into the 21st century

“Any motor advertising that breaks the mould of the traditional car commercial, with its laboured shots of leather interiors, alloy wheels and sleek bodywork, is to be welcomed. Clearly a supporter of this philosophy, Audi has made a point of applying creative thinking in the development, not only of its cars but also to its marketing” - Source: Superbrands Volume VI.

INTRODUCTION

This is the story of how Audi went...

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