• Brandweek, Thursday, December 14, 2006 12:31 PM

Audi will put its marketing emphasis on Sun Belt states as it launches a more flamboyant marketing style in the coming year. "We are going to where America is heading," says Scott Keogh, the company's chief marketing officer.

The German automaker's newly revealed Southern strategy aims at booming cities, such as Miami, Phoenix and Tampa-St. Petersburg, all of which are economically sound and fueled by solid construction and business climates.

Audi will be cast as a lifestyle achievement and aspiration rather than a triumph of German engineering--a move similar to what BMW has done in the last two years. Between 2005 and next year, Audi will have introduced 19 new products, including its first SUV, the Q7, and an all-new TT coupe.

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