Audi’s A6 New Campaign Strives to Combat Road Frustration Index

Audi of America has announced a campaign for the 2012 Audi A6 that confronts the challenging road conditions American drivers face today.

The message centers on making the road a more intelligent place and will appear in print, online and broadcast advertisements beginning this month. The ads will call attention to jarring facts about today's driver, as well as the obstacles presented by today's American road.

The ads tout the A6's ability to help overcome these obstacles while enhancing driver safety and enjoyment.

Currently, around 38 million drivers on the road would not pass their state's driver's exam, and across the nation, drivers encounter more than 100,000 miles of crumbling highways and bridges. The U.S. Secretary of Transportation, Ray LaHood, revealed earlier this year that a third of drivers under the age of 30 admitted to texting while driving.

The campaign for the 2012 A6 centers on Audi's mission to make the road a more intelligent place.

The industry-leading technology in the all-new A6 is specifically engineered to analyze the road, anticipate situations for the driver, prepare for incidents and most importantly, enhance the driver's experience, making the A6 one of the most intelligent cars on the road today, stated Scott Keogh, chief marketing officer of Audi of America. With this campaign, Audi wants to demonstrate to consumers that we recognize this and are looking into solutions that not only assist our drivers, but help to improve daily driving conditions nationwide.

The new A6 tagline - The road is now an intelligent place - will appear in 30- and 60-second national and cable television spots, in national newspapers and online beginning this month. Additional print ads will appear in automotive magazines.

Audi says the 2012 A6 is one of its most innovative and advanced models to date, making 2,000 decisions per second to assist the driver.

Safety is enhanced by a thermal imaging camera with Night Vision Assistant to highlight pedestrians it detects in front of the vehicle, as well as the Audi Pre-Sense Plus safety system that is able to minimize accidents by warning the driver and applying brakes with increasing force in an emergency.

Other intelligent features of the Audi A6 include head-up display, which projects navigation data as a hologram that hovers over the windshield, allowing the driver to see important driving information in real time without having to divert attention from the road.