Audi’s Scott Keogh was recently featured in an Adweek article, for his forward thinking approach to bringing Audi into the forefront of luxury vehicles. The article demonstrates his understanding of not only popular culture, but also the importance of truly emotionally connecting with consumers.
“When Audi adopted “clean diesel” engines, Keogh turned down the obvious approach of touting m.p.g. ratings. “For us,” he says, “it was about emotions.” The resulting TV spots announced that if a third of us drove Audi diesels, America could send 1.5 million barrels of oil a day straight back to the Middle East.”
