• Ad Age, Thursday, January 18, 2007 11:30 AM

German car company Audi is putting the pedal to the metal as it revs up its marketing motor to build brand awareness in the U.S. The company is frustrated that it hasn't been able to break into the ranks of America's top luxury brands.

Johan de Nysschen, executive vice president of Audi of America, says, "It's time for [us] to stop being so understated." To that end, the company plans to add more experiential marketing, including online, public relations, events and traditional advertising. Germany's Audi has identified North America and Asia as its two major growth markets.

In the spring, it will introduce the second-generation Audi TT with the all-new R8 to follow in the summer. It is "really the year of emotion for us," says de Nysschen, adding that the company has given its online agency the green light "to take advantage of the anything-is-possible landscape of the Web."

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