Audi plans centenary marketing push

Audi is looking to boost global interest in its brand with a marketing campaign celebrating the company’s 100th anniversary.

Audi

The German car maker will promote its centenary in the company’s communications in an effort to fuel interest in the premium marque. Ads will pay particular attention to Audi’s “fascinating sports flair, luxurious comfort and innovative technology”.

The focus on the brand’s heritage will initially feature in ads for the new Audi A8 luxury saloon, due to go on sale in March next year.

Campaign plans for the new model are yet to be confirmed, but the model was unveiled at a star-studded premiere in Miami earlier this week, which also doubled as the company’s official centenary celebration.

The car will be promoted under the slogan “The Art of Progress”.

Rupert Stadler, chairman of the Audi AG board of management, says: “We are proud of the tradition of the Audi brand and our company’s history of success. You have to be aware of your roots if you want to shape the future with new ideas and innovations.”

The focus on the marque’s heritage follows the launch of a new web portal and logo earlier this year.

Audi claims to have sold 1 million cars worldwide last year and recently posted new record figures with a revenue of €34.2bn (£31.2bn) and profit before tax of €3.2bn (£2.9bn). In the UK the marque has a 4.73% market share and has sold almost 8,000 models this year, according to the Society of Motor Manufacturers and Traders.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here