Cool doors on new TT

Audi USA Executive VP Johan de Nysschen said the automaker is "frustrated" that it hasn't been able to break into the ranks of America's top luxury brands as it has done in Europe, writes AdAge.

de Nysschen vowed that Audi would be bolder and more aggressive in a region that "lacks brand awarness." The Volkswagen-owned brand has identified North America and Asia as its two major growth markets as it seeks to reach 1.4 million in total unit sales by 2015.

Audi's altered communications strategy will drop the "Never follow" tagline and launch the new TT sports car with help from the automaker's new creative agency, Venables, Bell & Partners, San Francisco, which won the estimated $70 million account late last month after a review.

The automaker has challenged its online agency, Factory Design Labs, "to take advantage of the anything-is-possible landscape of the web," de Nysschen said. "Our goal is to drive the digital lifestyle and allow our prospects and customers to be even more involved with our products."