A redefined brand strategy starts now.
Audi has just announced it is redefining its global brand strategy as it continues to launch all-new fully electric vehicles. Introducing the "Future is an Attitude" first-ever global campaign that aims to unite its worldwide marketing activities albeit with various cultural and country-specific requirements taken into account. And, of course, Audi's longtime slogan of Vorsprung durch Technik, German for 'progress through technology' will continue to be used.
"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 of Audi.
This new global campaign intends to show Audi as a leader in an "electric, digitalized, and an emotional future." How so? Well, just look at its latest models. There's the new Audi e-tron and e-tron Sportback, and the upcoming e-tron GT and Q4 e-tron. The new marketing campaign will be conducted through various forms of modern communication, including TV and social media channels. Audi has even launched a new website specifically for this purpose where all elements of the campaign will be collected.
Aside from the included video, no other new campaign marketing materials have been released, though this will change very soon. Going for a global marketing strategy is certainly an interesting choice and, in many ways, it makes sense.
Although Tesla does not have a dedicated marketing department anywhere near close to Audi, the California-based company has become the world's most valuable automaker, currently valued at around $400 billion. Tesla is easily recognized no matter what country you're in. Audi intends to replicate that in its own unique way.
Aside from its new marketing strategy, Audi's Artemis project is a single business technology and R&D unit working under one roof (and the watchful eye of Audi CEO Markus Duesmann). One of its chief goals is to have a new EV-specific platform ready to go for 2024.