The success of the brand new Audi A6 model is a vital step in Audi’s luxury market plans and the carmaker has taken a new tack with its launch advertising campaign embracing the emotional rather than rational approach.

“Essentially, we have moved from the head to the heart. It’s a different way of presenting ourselves to consumers that follows from our established brand reputation,” said Javier Degen, Audi Australia’s marketing manager.

“I guess you could say the pressure is on for us – the success of this model a key component of our plan to further establish ourselves as a true luxury player,” said Graham Hardy, managing director, Audi Australia Pty Ltd.

The A6 competes in the C segment, which includes the Mercedes E Class and BMW 5 Series and it is one of the few segments that is growing in the market. Others are either remaining static or shrinking.

The ‘new face’ of Audi’s marketing is more dynamic and sportier,” adds Mr Degen.

The marketing activity is spearheaded by a national press and magazine campaign and outdoor sites, all produced by M&C Saatchi Sydney.

“The positioning of the Audi brand now recognises how luxury car drivers feel about life. It’s not simply about Audi’s heritage of performance anymore,” said M&C Saatchi creative director Ben Welsh.

The “You only live once” campaign was created for Australia by Laurie Ingram and Graham Johnson, adapting Audi’s European campaign. Creative director was Ben Welsh. A teaser press campaign launched this week with the main campaign launching October 4.

The new Audi A6 will be officially launched at the Australian International Motor Show on Thursday 7th October 2004. This will be the first time this significant new model has been unveiled ‘in the metal’ to the Australian public.

It is also the first model to be launched in Australia with the brand’s bold new design hallmark – the single frame grille.

Pricing and specification will not be released until launch, however the new A6 is expected to be priced from around $85,000.