Audi unveiled its new strategy by launching a global brand campaign: "Future is an Attitude"
Henrik Wenders, Senior Vice President of Audi Brand: “By retouching our brand strategy, we give 'Vorsprung' a more contemporary meaning and make ourselves fit for the future”
Audi redefines “Vorsprung”: Unveiling its new brand strategy, Audi, people; puts it at the center of the brand strategy with its values and needs.
In the new strategy, where sustainability, digitalization and design continue to be the main themes, the importance given to the transition to sustainable and digital premium mobility is underlined with a new slogan: “Future is an Attitude”.
Shaping the future of premium mobility
“The aim of the Audi brand is to improve people's lives with technology,” said Henrik Wenders, Senior Vice President responsible for Audi Brand, saying that they aim to bring a contemporary definition to 'Vorsprung' with the innovations they make in brand strategy and make it ready for the future, in other words, for a new automotive age and customers. and contributing to society; "Shaping the future with premium mobility and creating exciting experiences."
Audi is showing the way to an electrified, digitalized and emotional future with its global campaign launched due to the transition to the new brand strategy. Representing the brand's innovative strength, visionary cars such as the Audi AI: ME and the Audi Q4 Sportback e-tron concept are on display in addition to existing models such as the Audi e-tron Sportback.
As part of its “Future is an Attitude” communication approach, Audi gathers its worldwide marketing activities under a single umbrella, taking into account the cultural and country-specific requirements. While “One step ahead with technology” continues to be the brand's motto, all creative applications are carried out under the responsibility of the Hamburg-based agency thjnk. All content created in the campaign, which will be conducted through all communication channels from television to digital platform, will be collected under the roof of the newly opened website "progress.audi" and will be presented to users with other background stories.
The corporate identity of Audi, reconstructed within the framework of the new brand campaign, becomes visible for the first time in the world today. This identity, launched with the innovative premium image of the brand, shows itself in the simplified visual language.