Audi of America.
Case Study #2
How Audi of America’s Marketing Evolved.
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.
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, I’ve learned you can’t always compare yourself to others, 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.
Audi A8 “Prison Break” - Audi of America
What does it take for a car to become an Audi? - Audi AG
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.
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?”
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.
Audi R8 “Super Bowl” - Audi of America
Wonderfully e-tron - Audi AG
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.
What Constitutes a Photo to be an Audi of America Photo?
Creating a Spec Photo.
Photographer & Photo Retoucher: Alvin Shen
Audi AG has its proprietary font “Audi Type.” In this example, in the copyright text at the bottom of the photo. While not shown in this photo, Audi has a color pallet following Audi’s Branding Guidelines. Such as “Functional Grey Tones.”
Typography
Audi of America tends to have a slightly more saturated color profile to its photos, compared to Audi AG. Not so saturated it looks like American manufacturers, but just a slight deviation from a color pallet from American manufacturers, rich, but a touch contrasty, with a little bit of clarity in its photos. Similar to Lexus USA.
Color Profile
Framing
Audi of America tends to shoot their vehicle at eye level/low angle, making their vehicles feel dominant in a photo, while also being relatable to its target audience. While Audi AG showcases a more idealistic lifestyle approach to its vehicle branding, Audi of America likes to embrace American culture in its German brand.
In considering your client, someone looking for progressive luxury. It’s essential to keep in mind who’s purchasing an A4 allroad. Being someone wanting luxury who reap the benefits of an off-road vehicle, including optional bike racks provides a bit more dimension to how the vehicle can be used. In a market where SUVs are dominant, showing the versatility of a wagon-based body style with roof racks redefines what a wagon is in the North American Market.
*Note: a North American spec car must also be used, a key differential mark is the DOT Orange/Amber Reflector, Matrix LED Headlights not available in the US, Rear Headrest US DOT compliant, North American license plate bracket, window tint. These are just some regional market differences for the B9 Chassis for MY18.