The brightest moments in the history of Audi are marked by bold leaps in imagination, innovation and state-of-the-art technology. Clarity, character, and a strong commitment to implementation are now guiding the direction of Audi in reshaping both its design approach and the company itself. “We are focusing on what truly matters to our customers, offering a unique experience that is `unmistakably Audi´. Our goal is clear: to become the most desirable automotive premium brand, providing a clear signature in every interaction with the brand,” says Marco Schubert, Member of the Board of Management at AUDI AG Sales and Marketing.
The Audi Concept C is a first manifestation of the new design philosophy relying on an unmistakable combination of clarity, technicality, intelligence, and emotion. It is the embodiment of a necessary reduction to the essential. This forward-thinking approach is also evident in the communication strategy, which brings Harris Dickinson into the spotlight. “There aren’t too many moments of such magnitude in the history of a brand. It gives us the canvas to rethink, or even redefine, how we engage with a progressive audience – our customers and prospects. Our collaboration with Harris Dickinson is an important part of our communication strategy to create culturally relevant content that transcends automotive,” as Andreas Henke, Vice President Brand Audi puts it.
Striving for clarity will be the compass that guides Audi through the times ahead with the Audi Concept C as the vision of what’s to come.