DETROIT -- 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.

Audi marketing will draw from both. "We see this is a big opportunity for us," Keogh said.

"What you are seeing right now in the luxury world is the opportunity where these two things come together," he said.

"You are holding these traditional European values of quality. But you are also bringing to life these new-age values coming mostly from the West Coast such as innovation and design," Keogh said.

Audi will unveil a 60-second TV commercial in the Super Bowl to convey the marketing strategy. The film the "The Godfather" is the theme for the commercial because the movie addresses old and new power, the company has said previously.

Keogh also cautioned marketers to beware as advertising venues proliferate online and in digital venues. "The customer can lead you in four million different directions in a minute and you can lose your brand," he said.