• by Tanya Gazdik , November 5, 2019

Audi will launch a global brand campaign in the first quarter of 2020 focusing on the realignment of its “four rings” and a strengthening of the brand, according to the automaker. 

“We are recharging the Audi brand emotionally and internationally,” said Sven Schuwirth, head of brand Audi, digital business and customer experience, in a release issued by the company’s Ingolstadt, Germany headquarters early today. 

The automaker has selected 72andSunny Amsterdam for the project.

Insights and communication trends from the company’s worldwide network will be incorporated along the lines of global brand management, according to the automaker. 

One of the most important objectives is to redefine the “Vorsprung durch Technik" (“Progress Through Technology”) slogan and infuse it with new life. In the future, it will no longer be solely about what is technically possible, but on focusing even more on what customers want.

The slogan was launched by the automaker nearly 40 years ago when BBH’s John Hegarty saw it on a faded poster in Ingolstadt, according to The Guardian.

“Vorsprung is globally becoming more and more a question of perspective, of an inner attitude,” Schuwirth says.“Since its inception, we have been driving this project forward in an agile network with colleagues from all over the world.”

Audi intends to "systematically rejuvenate the brand and in particular to address progressive target groups,” per the automaker. “The premium concept is also to be revived in the meaning of a contemporary form of luxury. The stated goal is to sustainably enhance both brand image and brand awareness.”