Promotional Campaign
In 2001, Audi promoted the Multitronic transmission with television commercials throughout Europe, featuring an impersonator of musician and actor Elvis Presley. A prototypical dashboard figure - later named "Wackel-Elvis" ("Wobble Elvis" or "Wobbly Elvis") - appeared in the commercials to demonstrate the smooth ride in an Audi equipped with the Multitronic transmission. The dashboard figure was originally intended for use in the commercials only, but after they aired the demand for Wackel-Elvis grew among fans and the figure was mass produced in China and marketed by Audi in their factory outlet store.
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