Audi reshapes branding with new slogan 'Future is an Attitude'

MANILA: Get ready for more electrified models from Audi after the German automaker just put emphasis on the word "future" with a fresh branding campaign centered on the new slogan, “Future is an Attitude.”

With sustainability, digitalization, and design still being its core themes, Audi begins this whole rebranding process by redefining the German word "vorsprung," which is currently being used classify the top trim of several Audi models like the A5, Q5, and A7.

“By refining our brand strategy, we give a contemporary definition to vorsprung and make ourselves ready for the future — for a new automotive era and for our customers. The purpose is to improve people’s lives through technology and to make a contribution to society. Audi’s ambition is to shape the future of premium mobility and to create fascinating experiences,” says Audi Brand Senior Vice President Henrik Wenders.

This new global campaign will show how Audi is pushing for an electric, digitalized, and emotional future with models like the Audi e-tron Sportback and visionary vehicles such as the Audi AI:ME and Audi Q4 Sportback e-tron concept.

According to Audi, these models represent the innovative power of the brand, just like how head of design Marc Lichte is an authentic embodiment of Audi’s attitude.

Aside from a more collective approach to their global marketing activities, Audi will also make fulfilling cultural and country-specific requirements a top priority without forgetting the brand’s mantra of “vorsprung durch Technik” which means “lead by technology” in English.

Find the new campaign all channels of communication, from TV to the digital platform, and also on the newly launched website progress.audi.

Photos from Audi

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