At the Shanghai Auto Show, Audi showed off a "Passion for Movement" A8L, part of the "Official Premium Car" fleet for the 2008 summer Olympics in Beijing. As sponsor of both the Olympics and the Paralympics, Audi is providing more than 1,000 chauffeured A6L's, A8L's, and Q7's for competitors, officials, and VIP guests.
The Passion for Movement project will also include concerts and cultural events in advance of the games to promote the Olympics -- and Audi -- around the world. Partnering with Audi are Adidas and Air China. The most intriguing part of the program might be the "Olympic Extended Family," in which Audi dealers in 87 cities will get an "Olympic Corner" for marketing purposes and merchandise sales. The aim of the extended family project is "to extensively motivate dealers and employees and to further intensify their commitment to the Audi brand." Perhaps it is just a coincidence in light of another auto maker's push to rally the troops, but Audi certainly does provide a nice template: good events and good marketing in support of good products.