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New Audi drive

Published on .

Audi of America, Auburn Hills, Mich., will position itself as the "un-sport-utility" brand in an ad campaign breaking in February that borrows from the way 7UP created the "un-cola" image, Automotive News reports. The campaign by McKinney & Silver, Raleigh, N.C., highlights Audi's all-wheel-drive cars. Audi is boosting its 1996 ad spending to $35 million to $40 million, up from an estimated $30 million.

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