Audi of America has been one of the most interesting challengers in the US in recent years. Starting some way back in the US luxury automotive category, a category where social acceptability in brand choice is critical to success, they have capitalised on a flow of strong new products with some of the most eye-catching challenger communications in any category, let alone cars. Their preparedness to take on the larger players, whom they have grouped together as Old Luxury, their recognition that relatively low budgets demand bigger ideas that will create more conversation, their balance between drama and thoughtfulness – all this has led to momentum even in a downturn, and a share of the luxury car market that has doubled, as well as successfully shifting their ‘centre of gravity’ up towards the more profitable, higher end models such as the A8, A7 and A6. Scott Keogh has been the CMO over that period of growth.

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