Audi Canada introduces "Vorsprung durch Technik"



    TORONTO, Oct. 9 /CNW/ - With the launch of a new R8-centered brand
campaign, Audi will introduce its global positioning statement to Canada.
    Audi is a German manufacturer of exquisite premium automobiles and sport
utility vehicles - beautiful, sophisticated machines that embody their ongoing
quest for better solutions. Audi strives to lead the industry through constant
innovation and the establishment of new standards that are defined by Audi's
global positioning statement which describes the company and its products
using the phrase "Vorsprung durch Technik".
    "Vorsprung durch Technik" (pronounced forsprung durk teknik) is Audi's
signature in most places around the globe. It is a German phrase that
literally translates as "advancement through technology". However, English
cannot fully capture the meaning of "Vorsprung," which also translates as "to
leap ahead." This catchphrase captures Audi's ambitions in the development of
new vehicles and technology; the perpetual challenge is to question existing
concepts and adopt innovative approaches.
    The "Vorsprung durch Technik" signature will begin appearing in all Audi
Canada advertising starting on October 9th. The campaign will feature the
pace-setting R8, Audi's first mid-engine sports car, and will be the first and
most visible exposure Canadians will have to Audi's international credo. The
Vorsprung durch Technik brand statement will appear on all Audi television,
magazine, newspaper and online advertising nationwide.
    "Vorsprung durch Technik is the heart of the Audi brand, the philosophy
that guides all of our activities," explained Audi Canada's Director of
Communications, Marketing and Public Relations, Douglas Clark. "Vorsprung
durch Technik encapsulates the Audi philosophy representing not only
progressive technology and advanced design but also for our methodology in
delivering product leadership and servicing our customers."
    Audi has stood for technological progress ever since 1909 and can look
back on nearly a century of automotive tradition. Even the vintage models
provide a demonstration of the high standards of technology and design that
has always driven the company. Audi, and the companies that preceded it,
introduced a great many new technical features and innovations that enhanced
the development of the automobile and have significantly contributed to the
high standards of reliability and ease of operation we enjoy today - entirely
in the spirit of Audi's maxim 'Vorsprung durch Technik'.
    Audi's story is one of the most fascinating in automotive history. The
Audi emblem with its four rings identifies one of Germany's oldest-established
automobile manufacturers. It symbolizes the amalgamation in 1932 of four
previously independent motor-vehicle manufacturers: Audi, DKW, Horch and
Wanderer. These companies form the roots of what is today AUDI AG.
    From the very beginning, advanced technology has been at the very heart
of Audi's DNA. In practice, this means a relentless pursuit of new and better
solutions to the automotive challenges of an ever-changing world. From
quattro(R) all-wheel-drive and all-aluminum body construction to FSI(R) direct
fuel injection, Audi's innovations mean safer, more efficient, and more
brilliantly satisfying cars to drive.
    "Vorsprung durch Technik is more than a slogan. It is more than a
philosophy. It is a promise to our customers that represents sportiness,
progressiveness and sophistication in every product and service that bears the
Audi name," said Diego Ramos, Audi Canada's Executive Vice President.
"Vorsprung durch Technik mirrors Audi's focus on the single, ultimate goal:
delivering excellence to its customers."
    The launch of this new positioning coincides with the introduction of the
Audi product range for the 2008 model year. New for 2008 are the TT Coupe and
Roadster, the R8 mid-engine sports car, and the S5 coupe. These four models
join the comprehensive line-up of sporty, progressive, and sophisticated Audi
models, which reflect the brand's dedication to its core 'Vorsprung durch
Technik' philosophy and receive a number of enhancements for 2008.

    Audi Canada
    -----------
    Audi's history in Canada dates to 1971, when the brand was first
introduced on the Canadian market. Today, a network of 37 Audi retailers
nationwide sell and service a range of premium vehicles that include the Audi
A3 sportback; the sporty A4 sedan, Avant and Cabriolet models; the high
performance S4 sedan, Avant and Cabriolet models; the high-revving RS 4 sports
sedan; the design-leading A6 sedan and Avant; the Audi Q7 performance SUV; the
all-aluminum Audi A8; the V10-powered S6 and S8 performance sedans; the
all-new 2008 TT Coupe and Roadster models and the exciting new R8 sports car.
    More information on all Audi models can be found at www.audi.ca.





For further information:

For further information: Doug Clark, (905) 428-4893,
Douglas.clark@audi.com

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Audi Canada Inc.

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