This paper identifies consistent themes behind effective Audi UK advertising from 1982 to 2019. Building on the brand purpose of Vorsprung durch Tecknik (‘progress through technology’), communications succeeded in elevating the auto brand from the mass market to the prestige sector and defended its position as most desired prestige brand. Unvarying principles included the use of ‘hero’ car models ‘with personality’ in creative and the choice of film to convey premium values. Audi UK grew its sales faster than other European Audi markets and the UK car sector as a whole. It is estimated that since 1982 communications returned £2.33 per £1 invested.