Audi 2010 Annual Report Download - page 90

Mobility
For a long time in America, dieselFor a long time in America, diesel
stood for loud trucks. The thought ofstood for loud trucks. The thought of
driving a diesel car was unimaginabledriving a diesel car was unimaginable
to many U.S. citizens. Many were notto many U.S. citizens. Many were not
even aware that passenger cars couldeven aware that passenger cars could
be powered by diesel engines.be powered by diesel engines.
The Audi Mileage Marathon clearedThe Audi Mileage Marathon cleared
up these misconceptions. In 2008,up these misconceptions. In 2008,
23 Audi TDI models drove from the23 Audi TDI models drove from the
East Coast to the West Coast in 13East Coast to the West Coast in 13
days, covering more than 7,800days, covering more than 7,800
kilometers from New York to Loskilometers from New York to Los
Angeles by way of Chicago, DallasAngeles by way of Chicago, Dallas
and Las Vegas. At the wheel wereand Las Vegas. At the wheel were
184 drivers from the USA, Europe184 drivers from the USA, Europe
and Asia. Their mission: to publicizeand Asia. Their mission: to publicize
the diesel engine and Audi’s TDIthe diesel engine and Audi’s TDI
fleet. Making the trip were the Q7fl eet. Making the trip were the Q7
3.0 TDI clean diesel, the Q5 3.0 TDI,3.0 TDI clean diesel, the Q5 3.0 TDI,
theA43.0TDIandtheA32.0TDI.*the A4 3.0 TDI and the A3 2.0 TDI.*
The TDI engines demonstrated fuelThe TDI engines demonstrated fuel
consumption advantages of up to 40consumption advantages of up to 40
percent versus the fleet average forpercent versus the fl eet average for
the gasoline engines typically used inthe gasoline engines typically used in
the USA. “We were able to convincethe USA. “We were able to convince
people directly in front of theirpeople directly in front of their
doorsteps,” says Scott Keogh, Chiefdoorsteps,” says Scott Keogh, Chief
Marketing Officer at Audi of America,Marketing Offi cer at Audi of America,
“and demonstrated that the TDI“and demonstrated that the TDI
combines efficiency and sportiness.”combines effi ciency and sportiness.”
said Ron Cogan, founder of the Green
Car Award. “With its low consumption
and highway fuel economy of 5.6 liters
per 100 kilometers (42 U.S. mpg), it
has established a new standard in the
premium segment.”
Also impressing the jury: In contrast
to the hybrid competitors, the A3
TDI clean diesel stood out with xenon
headlights, LED lights, a leather interior
and a satellite radio system that is very
popular in the USA.
The heart of the winning car, the TDI
powerplant, was described by the jury
as “quiet, but aggressive.” By “quiet,”
the jurors meant the smoothness of the
2.0-liter TDI engine. “Aggressive” refers
to the 103 kW (140 hp) power output
and 209 km/h top speed. Many do not
expect such performance from the
winner of the Green Car Award. But in
the jurors’ view, the A3 TDI clean diesel
demonstrated that performance and
effi ciency are not mutually exclusive.
Word has apparently spread in
America. According to the marketing
agencies, the Audi brand has never
been so desirable. “Americans need an
emotional bond to their car,” explains
Scott Keogh, Chief Marketing Offi cer of
Audi of America. “They want a model
that stands apart from the others both
visually and technically.” The A3 TDI
clean diesel fulfi lls these requirements
perfectly.
But a good, green car on its own is
not enough. To establish the emotional
bond described by Keogh, Audi booked
the best advertising slots during major
events. Says Sebastian Mackensen, Head
of Sales for the Americas at AUDI AG,
“If the USA is watching television, we
want to be there.”
Coverage of the U.S. presidential
inauguration in January 2009 began
with a diff erent one-minute commercial
on each of the major television
networks. Their messages: Change,
renewal, progressiveness. “We used a
public event in a very targeted manner
for our innovative communication,”
explains Mackensen. In another
television commercial, oil barrels roll
through the city to the harbor and onto
a freighter. Two Audi TDI models are
standing on the dock. An off -camera
voice comments: “1.5 million barrels
of imported oil each day. If just a third
of all Americans would drive a TDI, we
could send it all back.” And after a short
pause: “Diesel is no longer a dirty word.”
Kicking off the green marketing
campaign by Audi in America were the
Audi Mileage Marathon and several
“Diesel Dinners,” at which stars dined
between TDI automobiles. According to
marketing boss Keogh, “This positioned
the Audi brand as very progressive,
young and modern.”
The Audi brand is continuing its
product initiative in the USA this year
with the new A8, A7 Sportback* and
A6 models.
OLIVER RICHARDT
88
New York, Chicago, Los Angeles – in 13 days
Start in the Big Apple:
The Audi Mileage Marathon
led 23 TDI models
to the Pacifi c in 2008.
* Fuel consumption and emission fi gures at the end of the Annual Report
PHOTOS | AUDI AG; TOM SÓLO; JAN RIEPHOFF/TANK MANAGEMENT
An audio version of this article is available
at: www.audi.com/ar2010/greencar
O