To drive a luxury vehicle is to experience it fully – and that’s exactly where Audi has placed its sights to entice drivers into its world.

In 2020, Audi expanded its partnership with BIMM, and in 2022, selected Bensimon Byrne as its new AOR. These moves were inspired by remaining on the forefront of digital efforts and developing more opportunities to connect with drivers.

“We have many great Canadian partners that work with us to share our brand stories,” says Vito Paladino, president of Audi Canada. “Audi recently created RED in partnership with BIMM, a new digital design and development agency to drive innovation and create amazing experiences for customers across Audi’s digital touchpoints. Bensimon Byrne just came on board and we look forward to working with them to continue our brand journey.”

Late last year, the automaker showcased its “House of Progress” experiential event, which ran in Tokyo, Sao Paolo, Montreal, and more. The events provided drivers with an immersive way to experience Audi’s commitment to sustainability through its electric vehicles.

With big goals such as creating a portfolio of more than 20 all-electric models that emit zero carbon by 2025, we sat down with Paladino to see how the brand is strengthening its commitment to sustainability while putting people in the driver’s seat.

Sustainability is top-of-mind at Audi. How does the brand support drivers in making this switch?

Our “Vorsprung 2030” strategy provides the orientation and clarity that Audi needs to have clear vision on all sides as it moves toward electromobility. This e-roadmap not only specifies the point in time, the year 2026, when Audi will exclusively launch all-electric models, but it also sets a clear phase-out date of 2033 for the combustion engine.

We know where we need to focus: Battery-electric mobility is the only way we can efficiently and effectively help to combat the climate crisis. That’s why technological clarity is so important at this point.

Vito Paladino, Audi Canada president

Audi has been leaning on experiential events recently. Why is this style of marketing effective for the brand, and what can we expect to see in the future?

We feel experiencing the brand is key to understanding it. Bringing people, innovation, technology and entertainment together has long been part of our DNA – this was most recently seen in the “House of Progress” held in Montreal. We have consistently created compelling experiences for Canadians such as large-format public conferences, private dining events, and film, driving and sports events. We’ve created both in-person and virtual events right across Canada for many years.

We have lots of exciting experiences planned this year, such as our ongoing sustainable dining series, the Audi Innovation Series that features global icons, many events celebrating film, sport and cultural milestones, and our Audi driving experiences. Ensuring our experiences are both sustainable and responsible is top of mind – and we look forward to continuing to showcase this to our valued customers and partners in 2023.

What are some of the biggest challenges facing the auto industry right now? How is Audi tackling them?

The automotive industry, like many global industries, is managing through a period of rapid change. The opportunities to shift to electrification and digitalization while dealing with global supply chain issues are all significant, and together they require a whole-of-organization approach. In Canada, we are working to expand access to charging station infrastructure, while developing stronger direct ties with our customers to ensure ease of access to our sales and services teams.

A recent goal of Audi’s was to find a way to market the global brand locally and connect authentically with drivers. How is that being accomplished?

We believe every global market, while maintaining key similarities, also should be celebrated for their unique histories and cultures. Being a global brand means we are cognisant and respectful of the traditions and histories of the country’s where our drivers live. In Canada, we have invested in a variety of country-specific programs and try to support the sporting, cultural and environmental areas that Canadians care about. From golf to skiing, from film to all forms of entertainment, from sustainable dining to the Canadian media, we consistently aim to tell our story authentically and to connect directly with our drivers.