How is Audi’s global marketing strategy evolving?
MR. KEOGH: Audi has different strengths and different attitudes in different markets. We’re the No. 1 luxury brand in Europe, the No. 1 luxury brand in China, so this is an absolute leadership brand that is obviously very successful. In America, we take on much more of a challenger attitude. There is the ‘Big Three,’ Lexus, BMW and Mercedes, and we have to challenge that traditional dogma that those are the only brands that people need to be looking at. They need to be looking at Audi.
Source: Advertising Age