With a brief to reposition Audi as a prestige car to compete with BMW and Mercedes, the 'Vorsprung durch Technik' campaign was launched using press and TV. Achieving an impressive sales growth, brand demand also increased due to an improvement in the cars image. An estimate for future payback suggested a 33.2% growth increase in Audi demand. Also clear improvements in the brands depreciation value and positive effects for manufacturer and dealer margins