Audi Launches New Ad Campaign
Washington DC May 9, 2007; The AIADA newsletter reported that according to BusinessWeek, fortunes are improving for German carmaker Audi, sales in the U.S. have climbed from a paltry 14,000 in 1995 to 90,100 last year.
This year, the company expects sales to top 100,000, and Audi, a unit of Volkswagen, has put together a lineup of luxury and performance cars that for the first time can go head-to-head with its luxury competitors.
Audi managers are confident in their hardware, and the company, with a feeling that the time to make a move is now or never, is launching a new campaign from its new ad agency with a goal of popularizing and energizing the brand.
Scott Keogh, chief marketing officer for Audi of America admits not enough people know Audi or its products. Keogh is betting if the new ad campaign succeeds at making more people curious about the brand, the quality of the product will close the sale.
Audi's new ad slogan, around which it's building its new communications efforts, is "Truth in Engineering." Associating Audi with engineering is meant to ground the brand as a serious German engineer in the minds of luxury-car buyers.