Audi’s brand identity is getting a makeover beginning with this new “Future is an attitude” global campaign, aimed at refocusing the carmaker’s purpose within the industry going forward.
The campaign shows an electric, digitalized and emotional future, featuring models such as the Q8 and e-tron sportback, as well as concepts like the AI:ME and Q4 Sportback e-tron.
“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,” said Audi senior VP, Henrik Wenders. He goes on to say that Audi’s purpose is to “improve people’s lives through technology and to make a contribution to society.”
Read Also: VW Chairman Says Audi Has “Started The Race To Catch Up To Tesla”
One of the first orders of business for the German carmaker is to unite its global marketing activities starting right now, while also taking account of cultural and country-specific requirements. Meanwhile, “Vorsprung durch Technik” will stay on as the brand’s claim.
As for the framework of the new brand campaign, its presentation will be “guided by the brand’s progressive premium image,” while the “reduced, clear style will be evident in a new visual language.”
Outside of their media platforms, Audi have already begun their electric offensive through the Artemis project, which according to VW Group chairman Herbert Diess, has put the Ingostadt brand in a position where it can finally hope to catch up to the likes of Tesla.
During Audi’s annual general meeting, Diess spoke about how a small team of specialists are already working on a “next-generation electric car” which could arrive as early as 2024.
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