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Hitting the right note

How far can Audi stretch its brand values?

Marketing and sales board member Ralph Weyler last month described Chinese concert pianist Lang Lang as "having the same virtues as Audi."

Lang Lang is under contract to arrive at all his worldwide concerts in an Audi. But the automaker may have a hard time getting classical music fans to see the parallels between its cars and Lang Lang's smooth performances.

In Audi's words, both are "competing in the international premium class, inspiring the world with their dynamism, polished execution ...