Audi factors math into its advertising message.(Marketing)(Audi of America Inc.)(Mathematics)

Automotive News, October, 2004 by Halliday, Jean

Byline: Jean Halliday Advertising Age

Audi of America Inc. wants to be greater than the sum of its parts.

The automaker will introduce four vehicles in the next six months - its most ambitious sequence ever. To link these debuts, Audi is using the "greater than'' mathematical sign in advertisements to embellish its "Never Follow'' tag line.

"It's greater to lead than follow,'' explains Stephen Berkov, Audi's marketing director.

The math symbol will "crystallize'' Audi's leadership positioning, he says.

The first launch is the redesigned 2005 A6 sedan, which has a sticker price of $41,620, including destination charge. The next-generation A4, Audi's best-selling model, arrives in March.

Audi's top-of-the-line A8...

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