had a spate of retro-look cars lately, now, perhaps inevitably, comes retro-look
car advertising.

Claiming that you can’t make history if you don’t already have one, Audi of
America is launching a new advertising campaign with the slogan ‘Great
then. Great now.’ based on the company’s two decades of motorsport
success with quattro four-wheel-drive technology.

Profile –


The new campaign consists of a television commercial that will be broadcast
on national terrestial and cable stations, two print advertisements for national
lifestyle magazines and automotive publications, and a radio commercial.

The ads will run until the end of the year.

The TV commercial features Michele Mouton, the French racing driver and first
woman to win the World Rally Championship, saying, "I remember 20 years
ago, Audi turned the racing world upside down. First, by introducing a race
car with all-wheel drive and second, by having a woman drive it."

The print campaign incorporates historic racing cars and current models. The
spreads, consisting of black and white vintage shots, have been modified to
contain images of the current TT and the R8 Le Mans winning race car.

Audi first unveiled its Quattro technology at the Geneva auto show in 1980.
It’s now on its fifth generation.

To view related research reports, please follow the links

on the Internet: Strategies for Success

b2b – Strategic threats and opportunities in the automotive supply chain