The Conversation - A Decade Of Innovation

At the Women of Style 10-year celebration, InStyle’s editor Emily Taylor caught up with Audi’s marketing and communications director Anna Burgdorf to chat about the brand’s ongoing involvement in the Awards and how Audi is putting the female consumer firmly at the forefront.

- Anna Burgdorf

EMILY TAYLOR: Tonight, Audi is launching a new tagline and hashtag, Drive Progress. Tell us about it.

ANNA BURGDORF: The automotive industry isn’t very well known for being progressive when it comes to how we speak with women, and our goal is to change that. Essentially, what we want to achieve is to ‘humanise’ the progressive spirit of our brand and the technology in our cars, so we are reaching a more diverse audience in a more appropriate way. This is about having inclusive and meaningful conversations about the positive ways that technology enables our lives, benefits the everyday tasks and ultimately makes life a little bit easier through simplicity and intuitive operation. The days are long gone when the value of your car was measured by the power of the engine or the size of the brakes. We want customers to choose Audi because we offer the best technology and innovation that adds to your lifestyle. That’s what #driveprogress aims to achieve.