German Car Zone

TORONTO, CANADA - With the launch of a new R8-centered brand campaign, Audi will introduce its global positioning statement to Canada.

Audi is a German manufacturer of exquisite premium automobiles and sport utility vehicles - beautiful, sophisticated machines that embody their ongoing quest for better solutions. Audi strives to lead the industry through constant innovation and the establishment of new standards that are defined by Audi's global positioning statement which describes the company and its products using the phrase "Vorsprung durch Technik".

"Vorsprung durch Technik" (pronounced forsprung durk teknik) is Audi's signature in most places around the globe. It is a German phrase that literally translates as "advancement through technology". However, English cannot fully capture the meaning of "Vorsprung," which also translates as "to leap ahead." This catchphrase captures Audi's ambitions in the development of new vehicles and technology; the perpetual challenge is to question existing concepts and adopt innovative approaches.

The "Vorsprung durch Technik" signature will begin appearing in all Audi Canada advertising starting on October 9th. The campaign will feature the pace-setting R8, Audi's first mid-engine sports car, and will be the first and most visible exposure Canadians will have to Audi's international credo. The Vorsprung durch Technik brand statement will appear on all Audi television, magazine, newspaper and online advertising nationwide.

"Vorsprung durch Technik is the heart of the Audi brand, the philosophy that guides all of our activities," explained Audi Canada's Director of Communications, Marketing and Public Relations, Douglas Clark. "Vorsprung durch Technik encapsulates the Audi philosophy representing not only progressive technology and advanced design but also for our methodology in delivering product leadership and servicing our customers."

Audi has stood for technological progress ever since 1909 and can look back on nearly a century of automotive tradition. Even the vintage models provide a demonstration of the high standards of technology and design that has always driven the company. Audi, and the companies that preceded it, introduced a great many new technical features and innovations that enhanced the development of the automobile and have significantly contributed to the high standards of reliability and ease of operation we enjoy today - entirely in the spirit of Audi's maxim 'Vorsprung durch Technik'.

Audi's story is one of the most fascinating in automotive history. The Audi emblem with its four rings identifies one of Germany's oldest-established automobile manufacturers. It symbolizes the amalgamation in 1932 of four previously independent motor-vehicle manufacturers: Audi, DKW, Horch and Wanderer. These companies form the roots of what is today AUDI AG.

From the very beginning, advanced technology has been at the very heart of Audi's DNA. In practice, this means a relentless pursuit of new and better solutions to the automotive challenges of an ever-changing world. From quattro(R) all-wheel-drive and all-aluminum body construction to FSI(R) direct fuel injection, Audi's innovations mean safer, more efficient, and more brilliantly satisfying cars to drive.

"Vorsprung durch Technik is more than a slogan. It is more than a philosophy. It is a promise to our customers that represents sportiness, progressiveness and sophistication in every product and service that bears the Audi name," said Diego Ramos, Audi Canada's Executive Vice President. "Vorsprung durch Technik mirrors Audi's focus on the single, ultimate goal: delivering excellence to its customers."

The launch of this new positioning coincides with the introduction of the Audi product range for the 2008 model year. New for 2008 are the TT Coupe and Roadster, the R8 mid-engine sports car, and the S5 coupe. These four models join the comprehensive line-up of sporty, progressive, and sophisticated Audi models, which reflect the brand's dedication to its core 'Vorsprung durch Technik' philosophy and receive a number of enhancements for 2008.

Audi Canada
Audi's history in Canada dates to 1971, when the brand was first introduced on the Canadian market. Today, a network of 37 Audi retailers nationwide sell and service a range of premium vehicles that include the Audi A3 sportback; the sporty A4 sedan, Avant and Cabriolet models; the high performance S4 sedan, Avant and Cabriolet models; the high-revving RS 4 sports sedan; the design-leading A6 sedan and Avant; the Audi Q7 performance SUV; the all-aluminum Audi A8; the V10-powered S6 and S8 performance sedans; the all-new 2008 TT Coupe and Roadster models and the exciting new R8 sports car.

More information on all Audi models can be found at Audi Canada > language selector.
Audi Canada Introduces "Vorsprung durch Technik"

"Vorsprung durch Technik" Includes Recycling
• Audi the first major manufacturer to meet future EU Directive
• All models 85% recyclable and 95% recoverable

Audi applies the maxim of Vorsprung durch Technik equally to the protection of the environment. AUDI AG is the first and to date only major car manufacturer that already meets the tough "EU Directive 2005/64/EC on the type approval of motor vehicles with regard to their reusability, recyclability and recoverability" with its current model range.

This directive does not take effect until mid-2010 for all new vehicles. From then, new vehicles must be at least 85 percent recyclable and be up to 95 percent recoverable. The figure of 85 percent refers to the degree to which the recycled materials are returned to the production process. A further 10 percent of the vehicle is used for energy generation.

As confirmed by Technische Dienst TÜV SÜD Automotive GmbH and the Federal Motor Vehicle Registration Agency, Audi already meets these requirements. All models sold by the brand with the four rings already meet the directive's tough recycling standards.

Protecting the environment during the development and production of vehicles is immensely important at Audi. And recycling is a key issue here. As soon as development of a new vehicle starts, its developers work to ensure that it will be recoverable at the end of its useful life. During the development process, every model is put through exhaustive recycling tests and material analyses prior to its market launch.

"We recognised early on that knowing precisely what materials have gone into a vehicle is vitally important for its recycling," commented Uwe Heil, responsible for Recycling within Audi's Technical Development Division. "Because of the growing volume of data and the complexity of the issue, as far back as 2000 we teamed up with Group Research to develop a vehicle recycling database. It now ranks as the benchmark in the car industry," added Heil.

How much steel and iron does the new Audi A4 contain? Which plastics are used in the Audi A3? Which components contain which materials? Answers to such questions ensure that a car will be highly recoverable at the end of its useful life.

To meet the EU directive, the manufacturer has to put itself forward for double scrutiny. The preliminary examination involves checking the processes. It investigates whether the necessary arrangements for implementing the requirements have been made.
For example, measures for implementing recycling requirements, compliance with prohibitions on the use of heavy metals and the identification of polymers and elastomers are checked. The Audi Group, with its production operations at AUDI AG, quattro GmbH and AUDI HUNGARIA MOTOR Kft., received a glowing report in every single area.

Only if the results of the preliminary examination are positive can type approval proper take place. The recyclability ratio for each individual model is determined here. The comprehensive database generated from many years of recycling investigations proved an advantage.

It indicates down to the very gram which material is used where and in what quantities in an Audi model. For example, 13.3 percent of a new Audi A4 consists of light alloys such as aluminium, plastics account for 14.3 percent, glass for 2.2 percent and processed polymers for 1.7 percent.

These examples highlight the precision with which a car is stripped down into its component parts. Broadly speaking, the material content of the new Audi A4 can be categorised into nine groups, each of which can in turn be subdivided. The 14.3 percent plastics encompasses a great variety of different grades of plastic. The 3.26 kilograms of polyoxyxmethylene are as recorded as meticulously as the 31.28 kilograms of polypropylene.

Audi also demonstrates huge commitment in the field of reprocessing technology, which permits the recovery of valuable secondary raw materials. The "VW-SiCon process" generates user-oriented flows of materials by means of mechanical processing.

It uses methods of crushing, classification and sorting based on physical parameters such as density, grain shape, magnetisability, electrical conductivity and optical properties. The Volkswagen-SiCon process was presented with the "European Business Award for the Environment" by the EU Commission in 2006.

A similar principle applies to the use of recycled materials. Both ferrous and non-ferrous metals and also plastics are now used in recycled form. To promote the use of recycled materials, the Ingolstadt-based car manufacturer has approved their use for virtually all components. Care is taken to ensure that no variation in quality occurs. This paves the way for an effective recycling system. The idea of the materials cycle permeates both design and production.

Audi is a strong advocate of environmental protection away from its production plants, too. For example, since 1999 the VW Group has regularly been extending invitations to seminars where the topic of "recycling and recovering vehicles" is promoted both among employees and among suppliers and development partners.

End-of-life vehicle takeback and recycling at Audi
What happens to the end-of-life vehicle
• Subject to the legal requirements being met, e.g. the vehicle being intact, it is possible to hand in the vehicle free of charge at the end of its life at one of more than 90 Audi takeback points.
• The car is drained and dismantled there.
• To optimise this process, the IDIS database provides comprehensive information on how to handle the vehicles in an environmentally friendly, expert way, e.g. for the safe removal of operating fluids and batteries. It also indicates what special tools may be required.
• Recovery: steel, iron, copper, aluminium and other materials are reprocessed into valuable secondary raw materials.

How and where vehicles can be handed back
Audi has a comprehensive network of takeback points for end-of-life vehicles in Germany. To locate your nearest takeback point, please visit: Redirect. Or contact the freephone number 0800 2834737.
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