Challenge: At just under $30K, Audi's A3 sedan was built for younger, affluent drivers striding into their prime. But lower price point luxury models are often luxury-lite—full of compromises and shortcuts. That's at odds with an audience who got where they are because "good enough" is never enough.

Unlock: At a secret showing, an engineer pointed to the paper-thin gap between the hood and front end—a mark of Audi going further than others would. Later, I stuck my thumb in the same gap on the Mercedes CLA. A small difference to the untrained eye, a grand canyon to those who care.

Strategy: The car and the audience share a connection: uncompromising.

Results: Audi's most successful US vehicle launch.

Role: Strategy Lead

Additional strategy work done by Kasra Sadi