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.