Audi plans to tap into a new luxury trend they are calling West Coast contemporary. Scott Keogh, Audi of America Inc. chief marketing officer, told the Automotive News World Congress that the rising new idea of luxury is distinct from the company’s traditional European-based luxury.
He said, “An important dynamic happening in the marketplace is this concept of old luxury and new luxury.”
He pointed to the West Coast as being a beacon of new sensibility, defined by “a more casual attitude, a sense of Zen and spirit and those types of things.”
(More details after the jump)
The plan isn’t to dump the brands old-world styling, but to adjust minor details to adhere to the new concept of luxury, innovation and design. Keogh did not indicate any specific changes, but we can hope for some interesting concepts (maybe inspired by Snoop?).
To convey the new market strategy, Audi will unveil a 60-second ad during the Super Bowl based on the film “The Godfather”. Audi stated that the film displays old and new power – our guess is they hope to be prominently featured on MTV Cribs.
What changes would you like to see Audi implement to make it more West Coast?
Let us know in the comments.
+ Automotive News: Audi to tout West Coast luxury sense
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I don’t care. I don’t like “rice” even if it is on a car from Europe. I guess the styling is popular with this generation, but in my view hanging wings and scoops and multiple grilles on the front makes no more sense than the ugly finned and chromed wonders Detroit was building in the late 1950s.
“What changes would you like to see Audi implement to make it more West Coast?”
Absolutely none.
This would explain every Audi having chrome wheels at the Detroit show. Please leave the big-pimp’n chrome for Cadillac and Mercedes-Benz, Audi.
Dead Milkmen fan on the Winding Road staff?
Don’t do it!!!!!!
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