Audi Korea is expanding cultural marketing so people can experience the brand in everyday life and through their tastes. From new cars in the city center to performances, dining, and sports games, it is broadening touchpoints across various fields to strengthen ties between customers and the brand.
On the 26th, Audi Korea said it has been continuously expanding a variety of programs that customers can join and experience firsthand under its "customer experience-centered brand strategy."
In Jul. last year, "Audi Experience — The Week of A5·Q5," held at IFC Mall in Yeouido, Seoul, and Lotte Department Store's Busan Main Branch, was a representative case of the brand coming directly into customers' daily routes. By showcasing the A5 and Q5 in the city, customers could observe the cars' design and technological evolution in their daily lives.
Audi Korea paired the event with private golf lessons with a pro golfer, art docents, and a premium dining program. In particular, it linked a chauffeur-driven "A6 e-tron" service throughout the entire process, allowing people to feel the model's signature quietness and comfort even while moving between venues. The car was naturally woven into customers' daily routines.
Audi Korea is also actively using its partnership with FC Bayern Munich, in place since 2002, for cultural marketing. Launched in 2014, the "Audi Summer Tour" is a global pre-season program designed so fans around the world can experience it firsthand, expanding not only games but also open training and local cultural experiences into a single brand experience that covers the squad's season preparations.
In its 10th year, this summer tour took place in Jeju and at showrooms nationwide. On the 4th at Jeju World Cup Stadium, the "Audi Football Summit 2026" was held between FC Bayern Munich and Jeju SK FC. It was the first time a world-class powerhouse club visited Jeju. The day before the match, an open training session was arranged so people could watch the players' training up close.
Audi Korea plans to operate official showrooms nationwide under the summer tour theme through the 31st and carry the soccer fever that began in Jeju into everyday life through test drives, customer participation events, and prize programs. Through a fan letter event held at 34 official Audi dealer showrooms across the country, eight children were selected as "player escorts." These children entered the stadium with FC Bayern Munich players and had a special opportunity to watch the match with their guardians.
An Audi Korea official said, "We will continue to expand touchpoints not only with existing customers but also with those new to Audi, and deepen relationships with the brand through experiences tailored to customers' tastes and lifestyles," adding, "Beyond the value of simply owning a premium car, leaving unforgettable moments in customers' everyday lives is the new standard of premium that Audi Korea defines through cultural marketing."