Audi, Volkswagen AG's premium brand, is shelving the understated approach that serves it so well in Europe and plans to adopt a bolder and brasher marketing message for American audiences.
"You have to be bold to be noticed in America -- certainly bolder and more aggressive than we've been," said Johan de Nysschen, executive vice president at Audi of America.
Audi's restrained slogan, 'Never follow,' will be scrapped as part of a new marketing campaign that will begin in April, in connection with the U.S. launch of the redesigned Audi TT.
Despite a loyal following, Audi trails its German rivals BMW and DaimlerChrysler AG's Mercedes-Benz, as well as newer Asian premium nameplates in the U.S. market. Worldwide, however, Audi outsells Toyota Motor Corp.'s upscale Lexus brand two-to-one.
"Audi is viewed as a peer of BMW and Mercedes in Europe -- and in Germany, where they really know," said Jim Sanfilippo, executive vice president at Bloomfield Hills marketing firm AMCI.
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