Audi A6 Avant: The latest must-have cars campaign

Audi Australia is launching a new campaign called "The latest must-have cars" for the Audi A6 Avant, featuring Audi Ambassadors, Collette Dinnigan and John Eales.

Audi has long maintained that 'beautiful estate cars are called Avant' since securing its position as the market leader in the estate car class in Europe many years ago. This new campaign highlights the company's conviction that the superb Avant concept has a place in the Australian luxury vehicle market for discerning buyers.

General manager - marketing, Javier Degen, says that the Avant concept is expected to find favour in Australia because of its versatility and excellent performance.

Far from a purely rational decision based on vehicle performance, it is well-recognised that the purchase of a new car is a very emotive process. To support the practical advantages of the Avant concept, the Dinnigan/Eales Avant campaign was developed from a desire to emphasise the emotional and lifestyle factors involved in vehicle choice.

“We looked for ways to emotionalise what the Avant concept means. In Europe the Avant is a hugely popular concept and is considered a very contemporary car for active people. The Australian market is currently less-focussed on estate vehicles in favour of SUVs and we wanted to create a campaign that showed a very personal element and was easily identifiable with the lifestyle philosophy of the Audi brand,” Mr Degen said.

GermanCarBlog, Audi A6

Source: Fourtitude

Audi A6 Avant: The latest must-have cars campaign

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