In addition to styling, I also enjoy talking about branding. Is there anything more important in the automotive industry than projecting a brand that compels consumers to buy? Do it successfully and buyers flock to your showrooms. Miss the mark and you’re left with lots jammed full of new cars and millions of dollars in lost sales.

In the age of new media, Audi is taking a decidedly different approach as they launch their new models. It began with the film-like introduction of the R8 during the Super Bowl earlier this year. But it has evolved even further with the debut of the 2009 Audi A4.

A couple of days ago, Audi announced the launch of their new advertising campaign for the all-new A4 by continuing their Truth in Engineering theme that began with the R8 and helped launch the A5.

The new A4 campaign began during the Olympics with the TV airing of “Living Room”, the morphing of a traditionally designed room into something quite modern. But this is a key point in Audi’s branding message. Move away from the old establishment toward luxury that is comfortable and approachable. According to Audi, “The spot introduces the concept of progress and delivers the message that the all-new A4 embodies that concept.”

But to further my point about new media, Audi is pushing beyond the TV screen. As expected, new online banner advertising is part of it, attempting to clarify the distinctions between the A4 and its competitors.

But a really sweet web addition is an iPhone dedicated microsite. It makes it easy for owners of the cutting edge phone to check the new car out whenever and wherever they are with information and video about the car. You can even check out how the car looks in different colors by simply tapping on color swatches. Very cool. By the way, I’ll take mine in black.

In addition to the microsite, Audi has developed their own iPhone application, the A4 Driving Challenge. Available through Apple’s App Store, the game allows you to drive the A4 on the phone’s screen. Take it from me though, it’s not an easy game. Maybe with some practice I’ll get better at it. But I’m no gamer so I’m not so sure!

One thing is clear, Audi is hoping to take advantage of new media. Traditional media is fine, but Audi hopes to garner more attention by breaking out of the old institutions and improve their brand in new ways. My guess is that they will be successful.