Design Lovers Drive Audis
I have noticed a pattern that many of our clients drive Audis. So many in fact that my husband and partner, Andrew, and I have started to use it as an early indicator as to whether we will be a good fit with a potential client. When we drive up and see an Audi in the driveway we are pretty sure we are going to hit it off, but if it’s a Mercedes or a Lexus chances are good it’s not going to work out.
To be honest Audis have never been on my radar. I have been partial to BMWs since my dad drove a 3-series in the early 90’s and I always thought that would be my grown-up car. But our friend Bryan, who is our go-to car-guy, said that was BMW’s classic period and that since then the styling has gotten more aggressive. Today Audi is more classic. It has a clean design aesthetic that is understated and unpretentious, while just as luxurious as its competitors.
After collecting some more anecdotal evidence, a quick Google search lead me to an interview with Audi’s head designer in Wallpaper* Magazine in which he defined Audi’s brand as being sporty, progressive, and sophisticated. I also noticed Audi was sponsoring a fundraising gala at the Institute of Contemporary Art / Boston. Then the final piece of the puzzle fell into place – a press release from Audi stating it has been the only automotive brand present at the internationally renowned art show Design Miami / Basel since 2006.
“Design Miami / Basel is one of the highlights on the international design show calendar, and it is the most significant forum for design lovers… The brand’s passion for design has taken the form of various projects with international designers and architects….”
Aha! It was deliberate. Audi has positioned itself as the design lover’s car. Well played Audi! Your clean lines and single-frame grill snuck up on me. You didn’t shout or honk or even grrr as you surrounded me but now design lovers 
is all I see.
