Audi Gets Behind Clean Diesel

A new ad campaign shows how an Audi TDI can get from New York to Chicago on a single tank of gas.

September 09, 2013

NEW YORK – Diesel-powered cars are a tough sell in the United States, but Audi is hoping to create change and dispel diesel myths through a new ad campaign.

As more automakers get behind diesel-powered vehicles, including BMW, VW, Jeep, Chevrolet and Nissan, the U.S. market could see a positive shift in diesel’s direction. Audi is jumping ahead of the curve with new 60-second ad spot called “The Station” and two 15-second spots, “Future” and “Range,” that show drivers the benefits of clean-diesel technology, such as better fuel mileage and cleaner emissions.

"We wanted to make a big statement that Audi TDI is here not just in one model but five models," Lauren Angelo, director of marketing at Audi of America, told Marketing Daily, adding that the ad campaign makes it clear that consumers “have a whole host of choices depending your needs and preferences."

Angelo told the news source that perceptions about diesel being dirty and foul-smelling isn’t much of an issue anymore, and thanks to technicians who are fine-tuning clean diesel technology.

"We think that sets Audi apart. We have among the lowest median ages for luxury buyers, and we know luxury consumers are seeking out alternatives partly because of environmental concerns,” he said, adding that younger consumers don't have preconceived notions of clean diesel — they didn't experience the early diesel models that were noisy and smelly. “They are focused on the story about clean diesel."

Audi launched its first diesel ad in 2009, with creative focused on fuel efficiency translated to barrels of oil not imported from OPEC. "With older consumers, with boomers, we don't have to have conversations with them now about foreign oil. That was big in 2009 when we introduced the diesel Q7. Now they are interested in benefits," Angelo told the news source.

So far 26,000 Audi TDI vehicles have been sold in the United States.

Read more on the potential for diesel in the July NACS Magazine: “Diesel Climbs in Popularity.”

Also, join us at the NACS Show for the “Future of Fuels” educational session that’s taking place on Sunday, October 13. Hear from fuels experts including just-announced Ezra Finken, director of policy and external affairs for Diesel Technology Forum.?

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