Audi sees a new style of luxury evolving and will invoke that sensibility to stand apart from its competitors.
The brand will tap a new West Coast contemporary luxury that is distinct from traditional European-based luxury, Scott Keogh, Audi of America Inc. chief marketing officer, told the Automotive News World Congress on Wednesday.
" An important dynamic happening in the marketplace is this concept of old luxury and new luxury," Keogh said.
" Old luxury is traditionally grounded in Europe. A Swiss watch. High quality. A traditional definition of prestige," he said.
New luxury has a West Coast sensibility, Keogh said. The style is characterized by " a more casual attitude, a sense of Zen and spirit and those types of things," he said.
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