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Audi Encourages Drivers to Sign Pledge

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author photo by Jeffrey Archer September 2011

Audi is determined to make American roads a safer place. The automaker recently announced a national initiative urging drivers across the United States to take its "Driver's Pledge," part of a larger campaign for the all-new 2012 Audi A6 that calls attention to increasingly challenging road conditions. 

Audi says that signers of the pledge - which encourages drivers to become smarter, safer and more efficient road users - will be entered to win a grand prize trip for two to the Audi Sports Car Experience Challenge at northern California's Audi Forum Sonoma. Available to view online at www.driverspledge.com, the Driver's Pledge features witty resolutions like "I will not tailgate unless I'm in the parking lot of a stadium" and "I will place my hands at 9 and 3, not 9 and latte." 

"Drivers daily face an unintelligent road. Frustrations, distractions and deterrents bombard drivers as they go from place to place," said Scott Keogh, Audi of America's chief marketing officer. "Now, starting today, Audi challenges drivers to join the movement and take the ‘Driver's Pledge' for a more intelligent road."

The automaker's newest ad campaign, which highlights the difficulties faced by drivers on today's "unintelligent road," debuted Sunday night during the Emmy Awards broadcast. Several road hazards like damaged guard rails, inattentive drivers and road debris were juxtaposed with the recently redesigned 2012 A6, which Audi says makes 2,000 decisions per second to assist the driver.

The ads touted the A6's available equipment including a navigation system with Google Earth, a thermal imaging camera designed to detect pedestrians at night. Audi's Pre-Sense Plus safety system is also on board, it automatically applies the brakes when it detects an upcoming accident.

Released recently, the all-new 2012 A6 begins the model's fourth generation. While its sales have been declining in recent months, its clean-sheet redesign - and "intelligent"-focused ad campaign - will surely incite buyers to give the updated sedan more serious consideration.

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Audi Encourages Drivers to Sign Pledge - Autotrader