The tone of voice defines how we as a brand speak and write. It brings the brand personality to life in linguistic terms. In other words, it is not about what we say or who we are speaking to – but how we do it.
We have defined four linguistic principles and provided examples for each of them.

Linguistic principles

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.

02 Confident

Clear and energetic

Everything we do is done with conviction. We know that great things can be produced with passion, experience, and self-confidence. Our language is powerful and clear, active and open-minded.

03 Cultivated

Elegant and stylish

We communicate eloquently, our language is fluent and full of elegance. We emphasize the brand’s premium character, but with a sense of understatement and coherence that never comes across as arrogant.

04 Inspiring

Captivating and empowering

Our tone of voice is dynamic and empowering, inspiring both customers and society. Since we believe in the will to create, we are convincing and engaging.

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.

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-netural wordings, wherever possible, if your language permits. 

Ahead of our time | Sample text

A passion for progress

Audi is already shaping tomorrow’s world. With progressive technology, passionate creativity, and new ideas for society as a whole.
We are convinced that sustainable progress is changing the world. For the benefit of mankind.
Find out here what drives us. Be inspired.

Ahead of our time

At Audi, we are shaping the future – with pioneering technology, and sustainable mobility.
We take the decisive next step. Together with you.
For the benefit of the planet. For a better tomorrow – and far beyond. Find out here why future is an attitude.

Notes

  • “Future is an attitude” – that is more than progress. It is progress that is transformative and sustainable. We are ahead of our time, thinking about tomorrow and beyond, and talking about it.
  • We play an active part in shaping the future and take that decisive next step with our customers. As a partner on equal terms. Driven by a shared passion for technology with which we are changing the world for the better. We communicate this in a clear and transparent manner.
  • Our language is flexible and plays with both omissions and word repetitions ("Together with ...", "For the ..."). Stringing together short sentences with the verb omitted emphasizes the significance of the content and adds rhythm to the text.
  • We are committed to gender equality by using gender-neutral language. Instead of talking about mankind, we use a neutral term such as “the planet.”

02

Confident

Clear and energetic


Everything we do is done with conviction. We know that great things can be produced with passion, experience, and self-confidence. Our language is powerful and clear, active and open-minded.

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.

Confident | Sample text

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.

  

Four become one – the story of the four rings

Let’s go right back to the beginning again: The story of the Audi brand starts in the 19th century with August Horch. The mechanical engineer decided to work for himself in 1899 and founded the company August Horch & Cie.

Four become one – the story of the four rings

The story of the Audi brand starts with August Horch.
The mechanical engineer founded the company August Horch & Cie back in 1899.

Notes

  • Filler words diminish the power of a text. We don’t have to go right back to the beginning. And we definitely don’t have to do it again. We start right away with the story of the Audi brand.

  

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.

Notes

  • We emphasize the essential and focus more strongly on the Audi brand.
  • The term “garnered attention” sounds a little old-fashioned. On the other hand, “caused a stir” shows enthusiasm and self-confidence without being over the top or arrogant.

03

Cultivated

Elegant and stylish


We communicate eloquently, our language is fluent and full of elegance. We emphasize the premium character of the brand – understated and coherent without arrogance.

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.

Cultivated | Sample text

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.”

04

Inspiring

Captivating and empowering


Our tone of voice is dynamic and empowering, inspiring both customers and society. Since we believe in the will to create, we are convincing and engaging.

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.

Inspiring | Sample text

Inspiring content, interesting backgrounds, and fascinating moments – digital, individual, and authentic.

Be inspired by fascinating stories that Audi writes. Be fueled by our vision of a mobile, sustainable future. Be your own Audi story.

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.

  

Pure sportiness and progressive luxury.

Indulge in sporty elegance and progressive luxury.

Notes

  • We set the tone with our language, inviting the customer to indulge in something in this example.
  • We choose words with positive connotations: “indulge” implies luxury and motivates the customer to take action themselves.

  

Creativity

Audi’s aim is to maintain a creative dialogue with art and design: Art is created at the cutting edge and provides an outlook on the developments of the future.

Creativity

Audi aims to engage in creative dialogue with art and design: That’s because both move at the cutting edge and are trailblazers for pioneering developments.

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.”
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