Audi of America
Audi of America marketed itself initially by comparing itself to BMW, Mercedes, and Lexus. Whether it be from fuel economy, features, or looks, it started with proving that Audi is better than their competition. Better in every way, down to lifestyle. You’re a different person with an Audi.
Where They Started.
How Audi of America’s Marketing Evolved.
While embracing that Audi conveys its brand as progressive luxury, it has evolved into building its own brand, with a lot less comparison. Instead, developing its own identity; a strong innovative German brand. From my chats with people in the car industry, Once you start comparing yourself with other brands, you get to a point where you become inferior to them. You become the wanna-be to whom you’re comparing yourself to.
Regional Marketing
Compared to the commercial ad from Audi AG focuses on a lifestyle-focused marketing approach. How the Inka test prepares your Audi for life. Leaving the audience to form their conclusion from the information provided; testing from the desert to the Arctic Circle. European marketing tends to prove itself in a given scenario, Europeans don’t base their lifestyle around a product, more so how does this product fit into my lifestyle. How can we make this “need” into a “want?”
Audi of America develops a product-focused marketing strategy. Perceiving itself as a robust European brand with a take on progressive luxury brand for a younger demographic. Depicting Mercedes-Benz USA suits itself as “Old Luxury,” a brand if you want to be behind and be trapped in your comfort zone.
Prestige vs Technik?
You might be wondering what’s the difference. They’re actually of the same trim level. The reason is the difference in appeal for the US consumer. The term Prestige resides better with Americans, compared to Technik, a term used in both Audi AG and Audi Canada. Small but subtle difference in how Audi differs in its regional marketing in the USA.
Brand Design
In comparing the regional markets of Audi’s divisions, the juxtaposition and asymmetric approach to the pacing and editing style, cultivate the brand image of Audi, similar to Porsche AG. Audi doesn’t carry any lead room in its shots, Audi tends to show how much they have travelled, how far you’ve come from where you are, in such with more look room. Audi of America considers how its demographic unconsciously asks “What does this car perceive me as? How will it make me feel?” In the R8 advert, a once-old man can return to his nostalgic past as an Astronaut.
While Audi AG focuses on challenging your assumptions, about how an EV can fit into a combustion engine household, from how the shots were shot, notice how there’s a contrast in motion and framing, the camera is focused on the talent with the vehicle being an accessory to the overall shot (reflection in the window), walking into one another. Merging into being one, an off-settling shot that subconsciously makes you see the car from a different perspective than most manufacturers in the same segment.
*Notice how much more room is behind the Audi e-tron® GT than in front, developing emphasis on how much you’ve travelled. Rather than what is ahead of you.