Driven by passion for excellence
By Lei Lei (China Daily)
Updated: 2007-01-26 11:45

Themed "Passion for Movement", the program includes being the official premium cars for the Beijing Olympic Games, sports culture sponsorship, and the company's 'Olympic Extended Family', which includes Beijing Olympic strategic partnership and cooperation, licensed merchandise and employee incentives.

The program focuses on promoting Olympic ideals and encouraging participation. The company will arrange a series of events focusing on culture and art to encourage the public to participate in the Olympics and truly experience the Olympic spirit.

"The implementation of this program will ultimately further strengthen Audi's advantages in terms of brand, products and network services, and better demonstrate the sense of social responsibility of (the company)," said Werner Paul Eichhorn, managing director of FAW-VW Audi Sales Division.

Eichhorn said, over 1,000 Audi A8, Q7 and Audi A6L cars will be used for VIP shuttle services during the Games.

At the event, FAW-VW also signed strategic cooperation agreements with other Beijing 2008 Olympic partners including Air China and adidas. The parties will work closely to promote Olympic culture and spirit through VIP limousine service, business cooperation and branding.

Under the Audi Program, a series of employee and dealer incentive programs will be carried out to raise enthusiasm and passion for the Games.

In 124 dealerships in 87 cities, FAW-VW Audi will set up "Olympic corners" to sell licensed Olympic merchandise.

"Audi's Olympic Games Program is an important part of FAW-VW Audi's brand strategy," said Eichhorn. "FAW-VW Audi Sales Division will further roll out its Olympic programs, displaying the true 'Passion for Movement' of Audi in the hope that it will influence and encourage more people to participate in the Olympics and share and promote the Olympic spirit."

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