DETROIT - In print advertising that debuts in June, Audi of America Inc. will try to explain technology on its redesigned 2004 Audi A8L by linking it to body parts and systems.
In one advertisement, Audi explains how the A8L's new aluminum space frame is like the body's skeleton. In the same vein, Audi's new Multi Media Interface - which the driver uses to operate everything from the CD player to the suspension - is described as the A8L's central nervous system.
"We've tied and identified some very specific Audi innovations to the car in a very human way," says Mary Ann Wilson, national advertising manager. "This campaign is entitled 'Anatomy of a Genius.' We think it's a very consumer-friendly way to take something that's highly technical and make it very friendly, very approachable and very understandable to the target audience and consumers in general."
The sedan's lower extremities will be its adjustable air suspension. The A8L's heart will be its new 4.2-liter V-8 engine.