Audi Brand Book
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Transcript of 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.