Audi India has launched a new campaign, ‘That quattro feeling’, centred on its renowned quattro all-wheel drive technology that has been a core part of the brand’s performance heritage for more than four decades.
Conceptualised by Wondrlab, the campaign focuses on the experience of driving an Audi equipped with quattro technology, showcasing the sense of confidence, stability and control it delivers across a variety of road and driving conditions.
The campaign aims to capture the emotional connection drivers have with the technology rather than focusing solely on its technical capabilities. Through simple yet impactful storytelling, it highlights how Quattro enhances the driving experience by providing reassurance and control behind the wheel.
According to Audi, the quattro all-wheel drive system continuously analyses driving conditions and intelligently distributes power between the axles to optimise traction and performance. The technology has remained a defining feature of Audi vehicles for over 40 years.
Commenting on the campaign, Hemant Shringy, Chief Creative Officer, Wondrlab India, said, “The ‘That quattro feeling’ campaign is a shared experience for those who know and an invitation for those who don’t.”
Gaurav Sinha, Head of Marketing and PR, Audi India, said, “For over 40 years, quattro has been at the heart of Audi’s performance DNA, but its true value lies in how it makes our customers feel.”
He added, “It is not just about grip or power distribution; it is about delivering a sense of assurance, control and confidence in every situation. ‘That quattro feeling’ is our way of bringing this emotion to life, celebrating the moments where technology seamlessly translates into trust.”
The campaign is designed to reinforce Audi’s performance credentials while highlighting the role of quattro in shaping the brand’s driving experience across its vehicle portfolio.
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