Audi Forum Brings on the Brand

The launch of the brand-building, high-end showroom reflects the automaker's new confidence that its cars can follow through on its promise

On a brisk Wednesday morning earlier this month, a small group of auto journalists milled around inside the New York City Audi Forum. Chatting with company executives, they waited under floating flat screens and pulsing lights for Mayor Michael Bloomberg to arrive in the company's high-profile new R8 roadster and inaugurate both the new space and new model.

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