German car manufacturer Audi has increased its regional marketing activity and translated its iconic ‘Vorsprung durch Technik’ into Arabic for the first time.
The changes form part of a strategy implemented by Chayne Brand, marketing director of Audi Middle East, who is keen to roll out locally produced brand work, something that is becoming increasingly rare in the automotive industry.
The marketing push includes a new print campaign by JWT Dubai (pictured), which highlights the technologies that form part of Audi’s USP. Traditionally Audi would take creative from Germany and simply adapt it.
“We’ve also translated ‘Vorsprung durch Technik’ into Arabic, which, as arbitrary as that may sound, is actually a huge fundamental leap for us,” said Brand. “What I discovered was that some of the markets didn’t even know if it was German or English. So one of our drives is to Arabise, or to give meaning to Vorsprung durch Technik in the Arabic context. That’s one of our big drivers and over the course of the next few months we’ll see the success of it.”