Tone of Voice
01 Ahead of our time
Trendsetting and transforming
We are visionary and one step ahead of our time. With our progressive spirit, we shape the future of premium mobility. Just as we seize every opportunity to create a livable future for our planet and generations to come, our language is trendsetting and versatile.
Ahead of our time
Trendsetting and transforming
We are visionary and one step ahead of our time. With our progressive spirit, we shape the future of premium mobility. Just as we seize every opportunity to create a livable future for our planet and generations to come, our language is trendsetting and versatile.
Our language goes one step further
“Future is an attitude” – this attitude also has an impact on the language. We think in visionary terms, using new technologies to achieve quality and sustainability, thereby always focusing on people. We use our language to bring visions to life and to highlight connections and opportunities. Our language engages in dialogue with the customers in the same way that we interact with the future.
Our language is flexible
Embracing mobility calls for a language that is agile. It is never rigid. It drives people forward. It communicates the next step and leads the way.
Like a comma, after which something always follows.
Our language is appreciative
Part of progress is being careful and respectful: The seizing of opportunities, the will to embrace transformation and transparency. Our language is open and explains what drives us.
After all, we want to share our passion for technical innovations, high standards, and mobility – with our customers, who we treat with respect.
Gender-neutral language
Appreciation also means using gender-neutral wordings, wherever possible, if your language permits.
Notes
- We name the future explicitly and refer to it as “the future,” “tomorrow,” and the time “far beyond.” This is more concise than descriptions such as “tomorrow’s world.” By encompassing a time “far beyond,” we also show that our visions extend far into the future.
- We use our language to express motion and formulate in a positive way. “Move on” and “don’t stop” are the same thing, but “move on” is positive and has a forward pull.
- The future means driving change, which is why our language is also versatile. We emphasize the significance of the content and add rhythm to the text by playfully using omissions and stringing together short sentences: “We take the decisive next step. Together with you. For the benefit of the planet. For a better tomorrow – and far beyond.”
- We show our commitment to gender equality by using gender-neutral language. Instead of talking about mankind, we use a neutral term such as “the planet."
We generate enthusiasm
Our sentences are powerful and comprehensible.
We use them to express our enthusiasm, experience, and conviction in relation to everything we do.
We use active sentences
Passiveness neither suits our personality nor our language. We are self-confident doers and this is reflected in our language – we use active sentences wherever possible.
We avoid exaggeration
We know what we are capable of and do not need to exaggerate. That's why we rarely use superlatives. If we do, we get straight to the point.
We give the text structure
We ensure the content is clearly laid out by using subheadings, short paragraphs, and bullet points.
We avoid using complex multi-clause sentences.
Focused on dynamic aesthetics
The interior of the Audi e-tron GT quattro reveals its supreme suitability for everyday use in combination with high-quality looks.
Pioneering design icon
The design of the Audi e-tron GT quattro is the consistent embodiment of electric mobility and Audi’s distinctive DNA.
Extensive driving pleasure
The sheer dynamism of the Audi e-tron GT quattro is tangible. That’s because its concept combines all the elements that characterize a well-balanced sports car.
Dynamic aesthetics
The interior of the Audi e-tron GT quattro will impress you - stylish & exquiste, suitable for everyday use.
Pioneering design icon
Its design will inspire you – with captivating aesthetics and distinctive Audi DNA.
Infinite driving pleasure
Its dynamics will seduce you – with handling that is both sporty and coherent.
Notes
- We choose self-confident, powerful verbs such as “impress,” “inspire,” and “seduce” to convey our passion.
- We synchronously build up headlines, like here with adjective and noun. We continue by starting the short descriptive sentences with noun and verb, and – preceded by a hyphen – explaining them in greater by adding the preposition “with.” This consonance provides comprehensibility and clarity, and gives structure to the text.
- We only repeat the long model name when necessary. This is how we guarantee clear, concise sentences.
Horch did this because he founded a new car company in the same year. Since the name Horch had already been taken and he was prohibited from using it, he translated his family name into Latin: “Audi”. The marque’s first car came onto the market in 1910. Audi garnered a great deal of attention following its three successive victories at the International Austrian Alpine Rally.
In the same year, Horch founded a new company.
Since he was not allowed to use the name Horch, he translated his surname into Latin. Audi. The first Audi came onto the market one year later and soon caused a stir: At the International Austrian Alpine Rally, the young marque racked up three victories in a row.
We choose our words carefully
We distance ourselves from hollow phrases: Our target group is located in the premium segment.
This means that we use language elegantly and intelligently, while attaching importance to every single word.
Our sentences depend on one another
We use the full potential of language, whether literal or metaphorical. We let the reader glide through the sentences – like a pleasant car journey. The sentences intertwine and depend on one another. In the same way that one word leads to another when speaking, one sentence leads to another here.
Our sentences have rhythm
Our language follows its own rhythm. This may occur through the use of slick repetition of the sentence structure or by stringing together three striking adjectives. It is never predictable or boring, because we know how to adapt the rhythm.
We have an excellent command of the language
Nothing is more alive than language. Our knowledge and our love of aesthetics resonate on every line. If we share this knowledge, the approach is never loud, but endearing and courteous.
Those who know Audi, know quattro
And anyone who has ever been on the road with quattro no longer wants to drive anything else.
Why? Because this drive system transfers the engine’s force to the road so impressively.
quattro’s advanced technology offers dynamism and safety, while affording exclusive, unique driving pleasure. An Audi with the quattro drive system can also safely and easily make headway in places where two-wheel-drive vehicles no longer cope – such as on slippery or unpaved road surfaces.
You drive Audi – and feel quattro
Treat yourself to the unique driving experience of an Audi and quadruple the excitement. Because quattro drive delivers its engine force so powerfully to the road, you won’t want to do without it. Because its cutting-edge technology offers dynamics and safety, you will enjoy exclusive handling, even on slippery or unpaved roads. Because a quattro impresses with innovative technology, you know you’ll reach your destination effortlessly and safely.
Notes
- We use language elegantly and play with it. We take quattro literally here and appeal to the senses.
- Audi is sensuous pleasure, conveying a feeling of luxury and sophistication! We also reflect this in the language.
- We glide through the sentences: In the example, three sentences in a row start with the word “because,” generating a rhythm, with each picking up where the last left off.
- Every detail counts at Audi. And in our language, too, it is the subtleties that make the difference:
For example, “effortlessly” sounds more elegant than “easily.” In the same way, “makes an impression” is more stylish than “makes headway.”
We address the users and involve them
Our linguistic style is dynamic and inspiring. This means that we distance ourselves from impersonal pronouns such as “one” or “anybody” and directly address the user with “you.” We refer to ourselves as Audi in the first person plural and thus involve the customers.
We empower people to generate their own stories
Nothing is as powerful or inspiring as a good story. A story that is alive and constantly evolving. We take our customers with us on this journey and inspire them to create their very own experiences with the Audi brand.
We set the tone
We know that the right tone can have a big impact.
We want to captivate people and motivate them to do their own thing, like in the way our language empowers and guides them.
We believe in dialogue on equal terms
We believe in the creative will of our customers, their judgment, and their very own ideals and goals.
That is why we communicate on equal terms. We want our customers to feel as if they are seen and understood to be part of Audi.
Notes
- We directly address the customer and invite them to engage in dialogue through the use of verbs.
- We choose dynamic, inspiring words, such as the verbs “inspire,” “fuel,” and “be” used in this example.
- Once we have mentioned Audi, we switch to the first person plural (“we”) and get closer to the customer.
- We use active sentences wherever possible. If we use the passive voice, we do so in a way that feels empowering. In the example above, this is achieved by the preceding imperative “be” in all three sentences, which connects Audi as a source of inspiration with the customers, who are their own Audi story.
Notes
- Audi is self-confident and active: We do not only maintain the dialogue, but actively engage in it.
- By slightly rephrasing sentences, we make them more powerful and active: “Move” is more mobile than “is created,” while “being a trailblazer” is more captivating than “providing an outlook” and “pioneering developments” more impressive than “developments of the future.”
