Audi and Apparent Launch 'Fluent in Both' Australian Brand Platform

Audi Australia and Apparent have launched ‘Fluent in Both’, a new brand platform for the Audi e-hybrid range, its plug-in hybrid line-up, led by the new Q5 plug-in hybrid.

The platform is built on a simple truth that most cars speak only one language, but the Q5 e-hybrid speaks both. It speaks 100% electric in town. Then when the road opens up, it speaks petrol, so you can go as far as you like without ever thinking about a charger.

The film plays it out through a driver who switches between English and German as easily as the car switches between drivetrains, from English then turning to German to describe the petrol performance legacy on which Audi built its name. It ends in one word, straight to camera. Fluently.

Directed by Scoundrel's Scott Pickett, the driver was cast for real fluency, someone who could move between the two without a beat of hesitation. Studio Tonic did the sound, taking the car from near silence to the note of the petrol engine.

The campaign launches this week across film, out-of-home, social, and digital channels. The platform is built to carry the wider Audi plug-in hybrid range.

Apparent executive creative director David Jackson said, "Plug-in hybrid is a noisy category. Everyone's shouting about range and running costs and sounding exactly the same.

"We wanted to find a genuinely Audi way into it. Not louder, just clearer. The two-language idea gave us that. It's confident, it's a bit clever, and it lets petrol and electric both be the hero without one speaking over the other. Fließend, as they'd say back in Germany."

Nick Reid, general manager marketing, Audi Australia, added, “The Q5 e‑hybrid is Audi’s most significant model launch of 2026.

"Fluent in Both gives us a powerful creative platform that captures the flexibility of the plug‑in hybrid powertrain while celebrating the brand’s mother tongue and the spirit of Vorsprung durch Technik that defines Audi in the emerging EV era."