Audi has launched a new campaign, focusing on the clean power of Diesel. Audi’s ad focuses on an emotional appeal of the problems foreign oil has caused for the United States over the past thirty years. While Diesel engines are known for being 20-30% more fuel efficient over regular gas engines, that’s not what you’ll see in Audi’s ads. They are tapping into consumers’ sensitivity to the environment.

While Audi’s ads certainly instill a desire to go buy a Diesel car in less than two minutes, Audi doesn’t have the Diesel line-up to backup their “movement.” Audi offers two vehicles with TDI (Audi’s Diesel engine), the A3 and the Q7. The A3 is Audi’s smallest car and is known for having almost identical parts to a VW, just with a higher price tag. It also doesn’t feature Audi’s well-known 4 wheel drive called Quattro. Audi’s other Diesel car is the Q7, Audi’s oversized SUV that is essentially the antonym of fuel efficiency, even in Diesel.

If Audi wants to convince a large base of consumers to purchase a TDI Audi, they need to offer a wide range of TDI vehicles. A mid-sized sedan (A4, A6) and a small SUV (Q5) would help Audi connect with an environmentally sensitive culture. Audi even features a sedan in the commercial following their TDI race car that appears to be an A4, a car they don’t offer in Diesel in the United States. Audi’s message is strong, and could impact the Automotive industry as a whole, but they need a larger TDI vehicle line-up to connect emotionally with a higher proportion of the population.