Audi’s new ad campaign showcases its latest in-car connectivity "In my opinion . . ." he new ad campaign by Audi entitled "Challenge All Givens" is supposed to resonate with those who defy convention. The campaign has two new TV commercials that aim to draw attention to technology used by Audi—and these days, it seems to be all about technology, not the driving experience as it...

Does the notion of "craftsmanship" matter to auto buyers any longer? In my opinion . . ." was reading about Audi's Factory yesterday and was startled by the sophistication and number of robots that play a role in the construction process. There are still humans that monitor the robots and handle some of the more unpredictable elements of construction, but it seems like only a...

"In my opinion . . ." rom a branding, market positioning, and financial standpoint, decisions that VW (Audi) makes do not always seem logical to me. Case-in-point, the VW Phaeton: a full-size luxury sedan/saloon that the chairman of Volkswagen Group, Ferdinand Piëch, hoped to build to compete or surpass Mercedes-Benz and BMW. Well, everyone in the US knows that VW built its brand/reputation here on small,...