00:002025 is a very important year for us because it's the 60th anniversary of Audi
00:16rebirth and not only talking about Audi globally but also talking about Audi in
00:21the UK. Audi started the operations of the national sales company in 1965 to
00:28celebrate this 60th anniversary Audi UK PR team has done something amazing we have
00:36a heritage fleet so we have offered the possibility of driving cars of each one
00:42of these six decades and we have brought the journalists to a unique place the
00:47vineyard and the winery of Marques de Riscal who has a unique story and a
00:53unique building the story is about the most innovative winery in Rioja and
00:59second because of the building of Frank Gehry which is a jewel of design unique
01:05integration and I would say also some kind of first product technique into
01:10architecture
01:13it's really nice to to look back and see those 60 years of evolution but what we
01:19can also see is that you know with this timeframe of 50 plus years you create a
01:25sort of a DNA for the brand like for instance with the Audi TT it was an era
01:29where reduction simplicity was the title basically and the headline and it
01:36influenced a lot of other cars that came after that and we still we still believe
01:41that this is a very very important factor in designing cars the better the
01:46proportion the less design you need in these 60 years the story of the brand
01:52in the UK has been a massive story of success we were showing the evolution of
01:57the market share in the last 60 years and how the trend of the car is really
02:02sharp increase from 1% to 7% in order to explain how this has happened it's not
02:10only about the design of the cars is about the technology and is about the
02:15whole promise that this behind force from the technique concept I mean Audi has
02:22always been a technology driven company always with innovation like the
02:28Quattro drive the five cylinders in history aluminum technology and I think
02:33there's ways to transmit this technical soul of these products that basically can
02:39be felt in the design like one example for instance in the 80s when the Audi
02:43Quattro was born the car basically had a wider track because of the technology
02:49a better stance architecturally it was just very solid and those blisters were
02:55added into the wheel arches and that's a way to transfer the idea of Quattro in
03:01design language
03:03and it's amazing that we were discussing and we were showing how force
03:08Runduk technique even if it's a German expression which is not easy to pronounce
03:13has become something very very British that was present in the King child
03:18coronation present in the in the British TV in the British music and this is
03:24something that for a brand is unique very few brands can really dream of having
03:30such a powerful claim in the minds of the consumers in the UK
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