Audi Brand Book

Page 1


Somehow, we’ve convinced ourselves


that driving is a very serious matter.



We’ve come

to believe

that things like reputation are supreme-

that a car’s integrity is measured by what others think,



Instead of what our gut senses.


We’ve let road crews and rush hours and housing developments in which we had no say in their making


reinvent driving as a chore.



We’ve forgotten how

it should

make us

feel


how our feet should become the pedal that becomes the road, accelerating faster and faster across that limitless, asphalt expanse spread wide before us, aching for our direction.



How we should notice

every flaw and curve in the land winding under us, hugging each inch close.



How we should find pleasure in the unmapped routes that indulge our whims, forcing us to trust what’s unfamiliar



Only by experiencing this for ourselves will we remember that we drive


simply for the joy of it.




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