Audi – Official Premium Automobile of the 2008 Olympic Games in Beijing
As a partner of international sport, Volkswagen China Investment Ltd., with its brands Audi and Volkswagen, will be nailing its colours to the mast during the Summer Olympics staged in Beijing (China) in August 2008. In the Olympics and Paralympics the spotlight will be on Audi vehicles as the “Official Premium Car”: Athletes, officials and VIP guests will be using the chauffeur service with over 1,000 cars from the Audi brand, primarily the models A6L, A8L and Q7.
The commitment entitled, “Passion for Movement”, consists of numerous individual elements and activities. “It has become a tradition at Audi to support high-class sports events around the world. The partnership with the Olympic Games in Beijing marks another milestone. It’s the perfect opportunity to present Audi’s values of sportiness and innovation as well as its position as a premium manufacturer,” said Werner Eichhorn, Managing Director Audi Sales Division China, before the start of the Shanghai Autoshow.
Volkswagen China Investment Ltd.’s commitment far exceeds the support provided by a vehicle partner. The Audi brand wants to place particular emphasis on cultural activities aimed at communicating the Olympic Idea around the world. The “Passion for Movement” programme includes plans for various cultural events. Audi, among other things, will make use of its many years of experience in the professional organisation of large-scale musical events and invite prominent performing artists to China.
Before and during the Games the spotlight will also be on the employees and dealers. For example, 124 showrooms in 87 cities will receive their own “Olympic Corner”, combined with numerous marketing activities and the sale of merchandising articles. During this campaign, Volkswagen China Investment Ltd. will also be collaborating with other partners of the Games, such as adidas and Air China. The objective is to inspire excitement and euphoria around and about the Olympic Games in order to extensively motivate dealers and employees and to further intensify their commitment to the Audi brand this way. The name of the project: “Olympic Extended Family”.
The commitment was officially kicked off at a press conference in Beijing in January. On this occasion the chauffeur vehicles with the newly developed emblem symbolising the ties between Audi and the Olympic Games were also presented for the first time. The Games themselves will be staged in the Chinese capital, which had been selected in 2001 against other contenders – including Paris, Toronto and Istanbul – from 8 to 24 August 2008.