Editing Audi (section)

==Marketing==

===Branding===
[[File:Audi Logo.svg|thumb|right|The logo used by Audi, 1995–2009]]<!-- Please don't change it to 1985-2009, I found this from Logopedia. -->
[[File:Audi logo detail.svg|thumb|right|The logo used by Audi, 2009–2016]]
[[File:Typeface sample Audi Sans.png|thumb|right|The typeface Audi Sans (used 1997–2009)]]
[[File:Typeface sample Audi Type.png|thumb|right|The typeface Audi Type (used since 2009)]]
The Audi emblem is four overlapping rings that represent the four [[marque]]s of Auto Union. The Audi emblem symbolises the amalgamation of Audi with DKW, Horch and Wanderer: the first ring from the left represents Audi, the second represents DKW, third is Horch, and the fourth and last ring Wanderer.<ref>{{cite web| url= http://www.carlogo.info/audi-audi-logo_blog-bid-29.htm| title= Audi Logo| author= Car Logo| access-date= 10 September 2007| archive-url= https://web.archive.org/web/20070930100058/http://www.carlogo.info/audi-audi-logo_blog-bid-29.htm| archive-date= 30 September 2007 | url-status= usurped| df= dmy-all}}</ref><ref>{{cite web|url=http://www.seriouswheels.com/art-four-rings-1.htm |title=History of the Four Rings-Part 1-Audi Auto Union |publisher=Seriouswheels.com |access-date=27 April 2009}}</ref> The design is popularly believed to have been the idea of [[Klaus von Oertzen]], the director of sales at [[Wanderer (car)|Wanderer]]—when [[Berlin]] was chosen as the host city for the [[1936 Summer Olympics]] and that a form of the Olympic logo symbolized the newly established Auto Union's desire to succeed.<ref>{{cite book|last1=Harris|first1=Paul|title=Audi: Sutton's Photographic History of Transport|date=25 May 1999|publisher=Sutton Publishing|isbn=978-0750919258|page=84}}</ref> Somewhat ironically, the [[International Olympic Committee]] later sued Audi in the International Trademark Court in 1995, where they lost.<ref>{{cite web|url=http://www.autoevolution.com/news/audi-reveals-updated-logo-10315.html |title=Audi Reveals Updated Logo |access-date=27 August 2009 |first=Alina|last=Dumitrache |publisher=autoevolution.com|date=27 August 2009 }}</ref>

The original "Audi" script, with the distinctive slanted tails on the "A" and "d" was created for the historic Audi company in 1920 by the famous graphic designer [[Lucian Bernhard]], and was resurrected when Volkswagen revived the brand in 1965. Following the demise of NSU in 1977, less prominence was given to the four rings, in preference to the "Audi" script encased within a black (later red) ellipse, and was commonly displayed next to the Volkswagen roundel when the two brands shared a dealer network under the '''V.A.G''' banner. The ellipse (known as the Audi Oval) was phased out after 1994, when Audi formed its own independent dealer network, and prominence was given back to the four rings—at the same time Audi Sans (a derivative of [[Univers]]) was adopted as the font for all marketing materials, corporate communications and was also used in the vehicles themselves.

As part of Audi's centennial celebration in 2009, the company updated the logo, changing the [[font]] to left-aligned Audi Type, and altering the shading for the overlapping rings.<ref>{{cite web|url=http://wot.motortrend.com/6546262/marketing/audi-unveils-updated-logo-following-centennial-celebration/index.html |title=Audi Unveils Updated Logo Following Centennial Celebration |publisher=Wot.motortrend.com |access-date=2 August 2010| archive-url= https://web.archive.org/web/20100809114134/http://wot.motortrend.com/6546262/marketing/audi-unveils-updated-logo-following-centennial-celebration/index.html| archive-date= 9 August 2010 |url-status = live}}</ref> The revised logo was designed by Rayan Abdullah.<ref>{{cite web |url=http://www.mosul-network.org/index.php?do=article&id=18707 |title=mosul-network.org |publisher=mosul-network.org |date=20 January 2011 |access-date=18 November 2011 |archive-url=https://web.archive.org/web/20110727095044/http://www.mosul-network.org/index.php?do=article&id=18707 |archive-date=27 July 2011 }}</ref>

Audi developed a Corporate Sound concept, with Audi Sound Studio designed for producing the Corporate Sound.<ref>{{cite web|url=http://audio-branding-academy.org/aba/congress/2k10/program-2010/audi-corporate-sound/|title=Audi Corporate Sound|access-date=14 July 2015}}</ref> The Corporate Sound project began with sound agency Klangerfinder GmbH & Co KG and s12 GmbH. Audio samples were created in Klangerfinder's sound studio in Stuttgart, becoming part of Audi Sound Studio collection. Other Audi Sound Studio components include The Brand Music Pool, The Brand Voice.<ref>{{cite web|url=https://www.audi-mediaservices.com/publish/ms/content/en/public/pressemitteilungen/2010/08/23/luxurious_sound_from.standard.gid-oeffentlichkeit.html|archive-url=https://web.archive.org/web/20130525193935/https://www.audi-mediaservices.com/publish/ms/content/en/public/pressemitteilungen/2010/08/23/luxurious_sound_from.standard.gid-oeffentlichkeit.html|url-status=usurped|archive-date=25 May 2013|title=Audi MediaCenter|access-date=14 July 2015}}</ref> Audi also developed Sound Branding Toolkit including certain instruments, sound themes, rhythm and car sounds which all are supposed to reflect the AUDI sound character.<ref>{{cite web|url=http://soundbrandingblog.com/2010/05/07/benchmark-case-new-audi-sound-branding/|title=Benchmark case: new AUDI Sound Branding|work=Sound Branding Blog|access-date=14 July 2015|date=7 May 2010}}</ref>

Audi started using a beating heart sound trademark beginning in 1996. An updated heartbeat sound logo, developed by agencies KLANGERFINDER GmbH & Co KG of Stuttgart and S12 GmbH of Munich, was first used in 2010 in an [[Audi A8]] commercial with the slogan ''The Art of Progress''.<ref>{{cite web|url=http://audiusanews.com/newsrelease.do;jsessionid=6B7C3D245D0FFFC5A8563D0862FE4948?&id=1865&allImage=1&teaser=new-audi-heartbeat&mid=19|title=The new Audi heartbeat |publisher=Audi of America|date=9 July 2010}}</ref><ref>{{cite web|url=http://posterous.com/getfile/files.posterous.com/carros/WmX9Ft92s9yydQy7TX9YDKACypSGLlNnSGbucb0f6XxPiXZyFQD7m1b3yi5h/Audi_Corporate_Sound.pdf |archive-url=https://ghostarchive.org/archive/20221009/http://posterous.com/getfile/files.posterous.com/carros/WmX9Ft92s9yydQy7TX9YDKACypSGLlNnSGbucb0f6XxPiXZyFQD7m1b3yi5h/Audi_Corporate_Sound.pdf |archive-date=9 October 2022 |url-status=live|title=Good night, Posterous|access-date=14 July 2015}}</ref>

====Slogans====
Audi's corporate [[tagline]] is {{lang|de|Vorsprung durch Technik}} {{IPA|de|ˈfoːɐ̯ˌʃpʁʊŋ dʊʁç ˈtɛçnɪk|}}, meaning 'Progress through Technology'.<ref>{{Cite journal | title = Eco-Culture | journal=Audi Magazine | issue = 3/08 | page = 19}}</ref> The German-language tagline is used in many European countries, including the United Kingdom (but not in Italy, where {{lang|it|All'avanguardia della tecnica}} is used), and in other markets, such as Latin America, Oceania, Africa and parts of Asia including Japan. Originally, the American tagline was ''Innovation through technology'', but in Canada ''Vorsprung durch Technik'' was used. Since 2007, Audi has used the slogan ''Truth in Engineering'' in the U.S.<ref>Lavrinc, Damon. [http://www.autoblog.com/2008/04/08/audi-planning-tt-and-r8-lightweight-sport-models/ Audi planning TT and R8 lightweight "Sport" models]. ''[[Autoblog.com|Autoblog]]''. Retrieved 24 April 2010.</ref> However, since the [[Volkswagen emissions violations|Audi emissions testing scandal]] came to light in September 2015, this slogan was lambasted for being discordant with reality.<ref>{{Cite web|title = Audi's 'Truth in Engineering' ads come back to bite amid probe|date = 21 September 2015|url = http://www.autonews.com/article/20150921/RETAIL03/309219887/audis-truth-in-engineering-ads-come-back-to-bite-amid-probe|access-date = 3 October 2015}}</ref> In fact, just hours after disgraced Volkswagen CEO [[Martin Winterkorn]] admitted to cheating on emissions data, an advertisement during the 2015 Primetime Emmy Awards promoted Audi's latest advances in low emissions technology with Kermit the Frog stating, "It's not that easy being green."<ref>{{Cite news|title = Audi Airs Mistimed 'Truth in Engineering' Ads|url = https://www.bloomberg.com/news/articles/2015-09-21/audi-truth-in-engineering-ads-come-back-to-bite-amid-probe|publisher = Bloomberg L.P.|access-date = 3 October 2015|first = Alex|last = Webb|newspaper = Bloomberg.com|date = 21 September 2015}}</ref>

''Vorsprung durch Technik'' was first used in English-language advertising after Sir John Hegarty of the [[Bartle Bogle Hegarty]] advertising agency visited the Audi factory in 1982.<ref name="guardian-rice-oxley">{{cite news|url=https://www.theguardian.com/world/video/2012/sep/18/vorsprung-durch-technik-video|title=Vorsprung durch Technik: how a catchphrase was coined – video|work=The Guardian|date=18 September 2012|access-date=16 May 2013|first1=Mark|last1=Rice-Oxley|first2=Laurence|last2=Topham|first3=Ole|last3=Alsaker}}</ref> In the original British television commercials, the phrase was voiced by [[Geoffrey Palmer (actor)|Geoffrey Palmer]].<ref name="guardian-rice-oxley"/> After its repeated use in advertising campaigns, the phrase found its way into popular culture, including the British comedy ''[[Only Fools and Horses]]'', the [[U2]] song "[[Zooropa (song)|Zooropa]]"<ref>{{cite web| url = http://www.u2.com/music/lyrics.php?song=91&list=z| title = Official U2 Website – Zooropa Lyrics}}</ref> and the ''[[Blur (Blur album)|Blur]]'' song "[[Parklife (song)|Parklife]]". Similar-sounding phrases have also been used, including as the punchline for a joke in the movie ''[[Lock, Stock and Two Smoking Barrels]]'' and in the British TV series ''[[Peep Show (British TV series)|Peep Show]]''.

====Typography====
Audi Sans (based on [[Univers]] Extended) was originally created in 1997 by Ole Schäfer for [[MetaDesign]]. MetaDesign was later commissioned for a new corporate typeface called Audi Type, designed by Paul van der Laan and Pieter van Rosmalen of [[Bold Monday]]. The font began to appear in Audi's 2009 products and marketing materials.<ref>{{cite web|url=http://www.boldmonday.com/en/audi |title=Bold Monday: Audi Type |publisher=boldmonday.com |access-date=6 October 2010| archive-url= https://web.archive.org/web/20100901002038/http://www.boldmonday.com/en/audi| archive-date= 1 September 2010 |url-status = live}}</ref>

===Sponsorships===
[[File:Allianz arena at night Richard Bartz.jpg|thumb|left|Audi sponsors [[Bundesliga]] club [[FC Bayern Munich|Bayern Munich]]]]
Audi is a strong partner of different kinds of sports. In [[association football|football]], long partnerships exist between Audi and domestic clubs including [[FC Bayern Munich|Bayern Munich]], [[Hamburger SV]], [[1. FC Nürnberg]], [[Hertha BSC]], and [[Borussia Mönchengladbach]] and international clubs including [[Chelsea F.C.|Chelsea]], [[Real Madrid CF|Real Madrid]], [[FC Barcelona]], [[A.C. Milan]], [[AFC Ajax]] and [[Perspolis F.C.|Perspolis]]. Audi also sponsors winter sports: The Audi FIS Alpine Ski World Cup is named after the company. Additionally, Audi supports the [[German Ski Association]] (DSV) as well as the alpine skiing national teams of Switzerland, Sweden, Finland, France, Liechtenstein, Italy, Austria and the U.S. For almost two decades, Audi fosters golf sport: for example with the Audi quattro Cup and the HypoVereinsbank Ladies German Open presented by Audi. In sailing, Audi is engaged in the Medcup regatta and supports the team [[Luna Rossa Challenge|Luna Rossa]] during the Louis Vuitton Pacific Series and also is the primary sponsor of the Melges 20 sailboat. Further, Audi sponsors the regional teams [[ERC Ingolstadt]] (hockey) and [[FC Ingolstadt 04]] (soccer).<ref>{{cite web |url=http://www.audi.com/com/brand/en/experience/sponsoring/sportsponsoring.html |title=Audi Worldwide &gt; Experience &gt; Sponsoring &gt; Sport |publisher=Audi.com |date=11 June 2009 |access-date=7 July 2009 |archive-url=https://web.archive.org/web/20090923140158/http://www.audi.com/com/brand/en/experience/sponsoring/sportsponsoring.html |archive-date=23 September 2009 }}</ref> In 2009, the year of Audi's 100th anniversary, the company organized the [[Audi Cup]] for the first time.<ref>{{cite web|url=http://www.fcbayern.t-home.de/en/news/news/2009/18772.php |title=FC Bayern |publisher=Fcbayern.t-home.de |date=4 March 2009 |access-date=7 July 2009}}</ref> Audi also sponsor the [[New York Yankees]] as well. In October 2010 they agreed to a three sponsorship year-deal with [[Everton F.C.|Everton]].<ref>{{cite web|title=Blues agree deal with Audi|url=http://www.evertonfc.com/news/archive/2010/10/14/blues-agree-deal-with-audi|publisher=Everton F.C.|access-date=16 March 2011|date=14 October 2010}}</ref> Audi also sponsors the England [[Polo]] Team and holds the [[Audi Polo Awards]].<ref>{{cite web|url=http://www.britishpolo.com/teams/ |title=British Polo teams |publisher=Britishpolo.com |access-date=8 June 2012}}</ref><ref>{{cite web|url=http://www.audipoloawards.com |title=Audi Polo Awards |publisher=Audi Polo Awards |access-date=8 June 2012}}</ref>

====Marvel Cinematic Universe====
Since the start of the [[Marvel Cinematic Universe]], Audi signed a deal to sponsor, promote and provide vehicles for several films. So far these have been, ''[[Iron Man (2008 film)|Iron Man]]'', ''[[Iron Man 2]]'', ''[[Iron Man 3]]'', ''[[Avengers: Age of Ultron]]'', ''[[Captain America: Civil War]]'', ''[[Spider-Man: Homecoming]]'', ''[[Avengers: Endgame]]'' and ''[[Spider-Man: Far From Home]]''.<ref>{{cite magazine|url=https://www.forbes.com/sites/csylt/2019/05/26/how-marvel-fuels-profits-for-audi/|title=Marvel Fuels Profits for Audi |magazine=Forbes |access-date=20 June 2019}}</ref> The [[Audi R8|R8]] supercar became the personal vehicle for [[Tony Stark (Marvel Cinematic Universe)|Tony Stark]] (played by [[Robert Downey Jr.]]) for six of these films.<ref>{{cite web|url=https://blog.dupontregistry.com/celebrity-cars/tony-stark-iron-mans-car-collection/|title=Tony Stark's R8s|date=10 December 2018|publisher=DuPontRegistry |access-date=20 June 2019}}</ref> The [[Audi e-tron (brand)|e-tron vehicles]] were promoted in ''Endgame'' and ''Far From Home''. Several commercials were co-produced by Marvel and Audi to promote several new concepts and some of the latest vehicles such as the [[Audi A8|A8]], [[Audi Q7|SQ7]] and the e-Tron fleet.<ref>{{cite web|url=http://theinspirationroom.com/daily/2016/audi-captain-america-civil-war-chase/|title=Civil War's Chase|date=28 April 2016|publisher=theinspirationroom.com|access-date=20 June 2019}}</ref><ref>{{cite web|url=https://thenewswheel.com/spider-man-cheats-on-his-driving-test-with-audi/|title=Driver's Test for Spider-Man|date=30 June 2017|publisher=thenewswheel.com|access-date=20 June 2019}}</ref><ref>{{cite web|url=https://www.motor1.com/news/355628/audi-helps-spider-man-vid/|title=Motor1.com|publisher=thenewswheel.com|access-date=20 June 2019}}</ref>

===Multitronic campaign===
[[File:Audi Centre Sydney, Zetland, New South Wales (2010-07-10) 02.jpg|thumb|Audi Centre Sydney, [[Zetland, New South Wales]], Australia]]
<!--do noy change multitronic to uppercase, it is trademarked in all lowercase - Thank you-->
In 2001, Audi promoted the new [[multitronic]] [[continuously variable transmission]] with television commercials throughout Europe, featuring an impersonator of musician and actor [[Elvis Presley]].<ref>{{cite web|url=https://www.youtube.com/watch?v=YQo95oI4nXY | archive-url=https://ghostarchive.org/varchive/youtube/20211122/YQo95oI4nXY| archive-date=22 November 2021 | url-status=live|title=Audi Wackel-Elvis commercial (2001, British version) | date=26 May 2008|via=YouTube |access-date=2 August 2010}}{{cbignore}}</ref><ref>{{cite web|url=https://www.youtube.com/watch?v=b1czNu9pTzM | archive-url=https://ghostarchive.org/varchive/youtube/20211122/b1czNu9pTzM| archive-date=22 November 2021 | url-status=live|title=Audi Wackel-Elvis commercial (2001, German version) | date=22 July 2007|via=YouTube |access-date=2 August 2010}}{{cbignore}}</ref> A [[prototypical]] dashboard figure—later named "[[Wackel-Elvis]]" ("Wobble Elvis" or "Wobbly Elvis")—appeared in the commercials to demonstrate the smooth ride in an Audi equipped with the multitronic transmission. The dashboard figure was originally intended for use in the commercials only, but after they aired the demand for Wackel-Elvis fans grew among fans and the figure was mass-produced in China and marketed by Audi in their factory outlet store.<ref>{{cite news|url=https://www.welt.de/print-welt/article456186/Wackel_Elvis_von_Audi_Fans_stehen_Schlange.html |title=Fans Waiting in Line for Release of Wackel-Elvis |language=de |newspaper=Die Welt |date=11 June 2001 |access-date=2 August 2010}}</ref>

===Audi TDI===
As part of Audi's attempt to promote its Diesel technology in 2009, the company began Audi Mileage Marathon. The driving tour featured a fleet of 23 Audi TDI vehicles from 4 models ([[Audi Q7]] 3.0 TDI, [[Audi Q5]] 3.0 TDI, [[Audi A4]] 3.0 TDI, [[Audi A3]] Sportback 2.0 TDI with S tronic transmission) travelling across the American continent from New York to Los Angeles, passing major cities like Chicago, Dallas and Las Vegas during the 13 daily stages, as well as natural wonders including the Rocky Mountains, Death Valley and the Grand Canyon.<ref>{{cite web|last=Abuelsamid |first=Sam |url=http://green.autoblog.com/2008/09/08/audi-to-kick-off-diesel-push-with-cross-country-mileage-marathon/ |title=Audi to kick off diesel push with cross country Mileage Marathon |publisher=Green.autoblog.com |date=8 September 2008 |access-date=2 August 2010 }}</ref>

===Audi e-tron===
The next phase of technology Audi is developing is the [[Audi e-tron (brand)|e-tron]] electric drive powertrain system. They have shown several concept cars {{as of|March 2010|lc=on}}, each with different levels of size and performance. The original e-tron concept shown at the 2009 [[Frankfurt motor show]] is based on the platform of the R8 and has been scheduled for limited production. Power is provided by electric motors at all four wheels. The second concept was shown at the 2010 [[Detroit Motor Show]]. Power is provided by two electric motors at the rear axle. This concept is also considered to be the direction for a future mid-engined gas-powered 2-seat performance coupe. The [[Audi A1]] e-tron concept, based on the Audi A1 production model, is a [[hybrid vehicle]] with a range extending [[Wankel rotary engine]] to provide power after the initial charge of the battery is depleted. It is the only concept of the three to have range-extending capability. The car is powered through the front wheels, always using electric power.

It is all set to be displayed at the Auto Expo 2012 in [[New Delhi]], India, from 5 January. It is powered by a 1.4 litre engine, and can cover a distance up to 54&nbsp;km on a single charge. The e-tron was also shown in the 2013 blockbuster film Iron Man 3 and was driven by Tony Stark (Iron Man).

=== Lawsuit on the use of the letter Q ===
In early 2005, [[Nissan]] North America Inc. filed a lawsuit against Audi over the use of the letter "Q" as a model name.<ref>{{cite web |date=26 March 2005 |title=Audi Sued by Nissan Over Q |url=http://www.audiworld.com/news/05/q_name/content.shtml |url-status=live |archive-url=https://web.archive.org/web/20101219090621/http://audiworld.com/news/05/q_name/content.shtml |archive-date=19 December 2010 |access-date=17 October 2010 |website=Audiworld.com }}</ref>

Audi is using the "Q" for the designation of their quattro [[four-wheel drive]] system, used in production cars for over twenty-five years (Audi's '''Quattro''' trademark is actually an umbrella term for several types of four-wheel-drive systems developed by [[Torsen]], [[Haldex Traction]] AB, and [[Borg-Warner]], the latter being used in the Q7). Nissan's [[Infiniti]] marque first used Q for their 1989 [[Infiniti Q45]] flagship, but later expanded to its entire lineup, with Q for passenger cars (the [[Infiniti Q30|Q30]], [[Infiniti Q40|Q40]], [[Infiniti Q50|Q50]], and [[Infiniti Q60|Q60]]) and QX for [[SUV]]s (the [[Infiniti QX30|QX30]], [[Infiniti QX50|QX50]], [[Infiniti QX60|QX60]], and [[Infiniti QX70|QX70]]).

A settlement between Audi AG and Nissan was reached in late 2006. The agreement stipulates that Audi will only use the Q-prefix for three models, the [[Audi Q3|Q3]], [[Audi Q5|Q5]] and the Q7. Audi has since released other Q series cars as well, such as the [[Audi Q2|Q2]], [[Audi Q6|Q6]], and [[Audi Q8|Q8]].

===In video games===
Audi has supported the European version of [[PlayStation Home]], the [[PlayStation 3]]'s online community-based service, by releasing a dedicated [[List of PlayStation Home Game Spaces#Non-gaming Company Spaces|Home space]]. Audi is the first carmaker to develop such a space for Home. On 17 December 2009, Audi released two spaces; the Audi Home Terminal and the Audi Vertical Run.<ref>{{cite magazine|url=http://www.marketingweek.co.uk/audi-to-launch-playstation-download-game/3007770.article|title=Audi to launch PlayStation download game|date=10 December 2009|last=Fernandez|first=Joe|magazine=[[Marketing Week]]|access-date=10 December 2009}}</ref> The Audi Home Terminal features an Audi TV channel delivering video content, an Internet Browser feature, and a view of a city. The Audi Vertical Run is where users can access the mini-game Vertical Run, a futuristic mini-game featuring Audi's e-tron concept. Players collect energy and race for the highest possible speeds and the fastest players earn a place in the Audi apartments located in a large tower in the centre of the Audi Space. In both the Home Terminal and Vertical Run spaces, there are teleports where users can teleport back and forth between the two spaces. Audi had stated that additional content would be added in 2010.{{update inline|date=August 2016}}<ref>{{cite web|url=http://reviews.cnet.com/8301-13746_7-10358137-48.html|title=Audi creates virtual Audi Space within PlayStation Home|publisher=[[CNET]] Reviews}}</ref> On 31 March 2015 Sony shutdown the PlayStation Home service rendering all content for it inaccessible.<ref>{{cite magazine | url = https://www.forbes.com/sites/insertcoin/2014/09/27/sony-finally-shutting-down-playstation-home-on-ps3/ | title = Sony Finally Shutting Down PlayStation Home on PS3 | first = Paul | last = Tassi | date = 27 September 2014 | access-date = 20 September 2018 | magazine = [[Forbes]]}}</ref>