AUDI SPORT CAMPAIGN 2016 – THE COMPETITORS Positioning MODERN PRESTIGE • progressive • understatement • independent STRATEGIC DIRECTION Focus area is Modern Performance, with a rooting in Modern Prestige MODERN PERFORMANCE 1.0 PERFORMANCE • strong / muscly / aggressive • agile / dynamic (the athlete) (the poser) • bright / fascinating / surprising • dark & grime / frightening • hightec / human-touch • technocratic / cool PREMIUM 1.0 • conservative • status oriented • elitist Audi Sport Style Guide | About | Audi Sport strategy 7