Audi of America is mounting an effort to reshape its image away from world-class German engineering to be "more American," its top U.S. executive said Wednesday.
Johan de Nysschen, executive vice president in charge of Audi of America -- the Auburn Hills subsidiary of German-based Volkswagen, said the company wants to reposition its brand as it targets two key growth areas: North America and Asia, especially China, India and Japan.
"The U.S. is not a province of Germany," de Nysschen said, saying the company needs to be "more American" in its marketing strategy -- more provocative and less about simply German engineering.
Last week, Audi held a first round of talks with advertising agencies and will hold a final round in Los Angeles next month. It plans to announce its choice of advertising agency before the end of the year.
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