Audi Tries to Create an Online Pro-Diesel Movement

For Audi’s latest advertising campaign, the automaker says it’s promoting a cause, not just its cars. With a motto of “Diesel: It’s no longer a dirty word,” the “Truth in Diesel” campaign aims to convince consumers that diesel is the greenest solution, said Scott Keogh, Audi of America’s chief marketing officer.

“You get behind a cause, you don’t get behind an engine option or a feature,” Keogh said. Switching to a diesel-engine vehicle “is something that you can do that’s realistic and right now and practical.”

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