Audi has unveiled the next phase in the company’s new brand campaign, which redefines ‘Vorsprung’ and emphasises the importance of innovation and progress to the brand. Although themes such as design and digitisation remain core values for Audi, the brand continues it evolution from being just a car company, towards becoming a supplier of premium mobility solutions.

The slogan, ‘Future is an Attitude’ is all part of the reworked corporate identity which has been showcased for the first time with the new campaign.

“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 Brand Audi. 

The overarching idea is to improve people’s lives through technology and to make a contribution to society, as well as shaping the future of premium mobility and to create fascinating experiences in the process.
The new global campaign makes use of exciting new product from the brand including the Audi e-tron SUV and Sportback recently released in Australia, as well as visionary vehicles such as the Audi AI:TRAIL and Audi Q4 Sportback e-tron concept. These visions of future mobility clearly represent the innovative power of the brand, and give an indication of what is around the corner as Audi continues towards its goal of launching 30 new all-electric models by 2025.

Audi will unite its worldwide marketing activities under the ‘Future is an Attitude’ banner while taking into account cultural and country-specific requirements. 

The campaign will run across all channels of communication, from TV to the digital platform, and a newly launched website progress.audi houses the contents of the campaign along with further background stories for users.