Audi Brand Orientation - Sutter Group

The Brief

Build a training experience that gives every dealership employee an authentic connection to the Audi brand, one that goes beyond specs and talking points to create genuine ambassadors.

Scope eLearning Design & Development

The Challenge

Audi of America needed to bring employees across a national dealership network to a consistent, deeply felt understanding of the brand. The audience ranged from seasoned sales professionals to service technicians to finance managers, all with different technical backgrounds and daily responsibilities. A static presentation could not hold attention or drive retention across that range.

Our Approach

We designed a full brand orientation as a self-directed interactive course organized into four modules: Audi History, Signature Technologies, Core Brand Values, and You Are Audi. Each module paired custom-produced video and animated content with interactive activities, including a clickable historical timeline, a feature-benefit matching exercise covering quattro, FSI, TDI, and ASF, and a core values photo-sorting challenge. Learning was reinforced through doing, not reading.

The Work

The Audi Brand Orientation is a custom-built eLearning program designed for Audi of America's national dealership network. The course opens with a produced cinematic sequence before branching into four self-paced modules navigable from a persistent top menu. The History module traces Audi's lineage through an interactive timeline, with archival photography and narrative at each milestone. Signature Technologies covers quattro, FSI, TDI, Audi Space Frame, and MMI, then reinforces understanding with a drag-and-match game connecting features to customer-facing benefits. Core Brand Values introduces Sporty, Sophisticated, and Progressive through video and imagery, validated by a photo-sorting activity. The program closes with You Are Audi, connecting brand philosophy directly to each employee's role on the floor. Every module was built to Audi's brand standards using licensed imagery, custom motion graphics, and a premium interface designed to feel as considered as the vehicles themselves.