This paper explains how Audi went from being the understated alternative to Mercedes and BMW, to the fastest growing prestige car brand of the last eight years. In 1999, against ambitious growth targets, the communications strategy was overhauled to position Audi as the leader in the prestige sector. 'Vorsprung durch Technik' - the relentless desire to challenge and evolve - became the focus of the campaign which generated an incremental 50,000 car sales and payback of £7.50 for every £1 spent