Audi of America is mounting an effort to reshape its image away from world-class German engineering to be \"more American,\" its top U.S. executive said Wednesday. Edward A. Riordan, professor of automotive marketing at Wayne State, says Audi\'s strategy is similar to what BMW has tried to do. \"BMW is the model for this campaign,\" Riordan says. \"They\'ve exhausted the German engineering shtick and the natural movement is to combine lifestyle with performance.\"