Audi And Prada Announce Joint Projects In Sport And Culture

January 20, 2009

Audi, "THE luxury brand for these times," stated Audi of America president Johan de Nysschen in an address from the Detroit Auto Show, has taken the fashion-forward step of announcing joint projects with famed Italian design house Prada. Will such a move add further sparkle and shine to the purveyor of vehicles with some of the most stunning interiors in the car biz, from R8 to A3, or will it make them seem like the elitist Miranda Priestly from the hit movie The Devil Wears Prada? (Priestly, the Cruella De Ville CEO of Runway Magazine, sneered at a polyester-clad world while perched in thousand-dollar stilettos.)

Time will reveal the success of this marriage. But it wouldn't be surprising to find a fair number of Audi owners with at least one or two pieces of Prada couture in their closets.

2010 Audi S5 Cabriolet

2010 Audi S5 Cabriolet

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The first fruits of this partnership will occur in February, where the two companies will band together in sponsorship of the yacht Luna Rossa ("red moon"). The yacht will be sailing in no less than the Luis Vuitton Pacific Series; caviar and champagne territory, indeed.

Shedding light on the partnership, Audi AG board of management member Peter Schwarzenbauer states, "we aim to pool" both strong brands "and build up a long-term partnership."

[source: Edmunds]

photo credit: ken mccown (flickr.com)

photo credit: ken mccown (flickr.com)

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