audi brand book

Somehow, we’ve convinced ourselves

that driving is a very serious matter.

We’ve come

to believethat things like reputation are supreme-

that a car’s integrity is measured by what others think,

Instead of what our gut senses.

We’ve let road creWs and rush hours and housing developments in Which We had no say in their making

We’ve let road creWs and rush hours and housing developments in Which We had no say in their making

reinvent driving as a chore.

We’ve forgotten hoW

it should make us

feel

how our feet should become the pedal that becomes the road,accelerating faster and faster across that limitless, asphalt expanse spread wide before us,aching for our direction.

How we sHould notice

every flaw and curve in tHe land winding under us,

Hugging eacH incH close.

How we sHould find pleasure

in tHe unmapped routes

tHat indulge our wHims,

forcing us to trust wHat’s

unfamiliar

Only by experiencing this fOr Ourselveswill we remember that we drive

simply for the joy of it.