Audi to Ditch "Never Follow" Slogan

Audi, Volkswagen AG's premium brand, is shelving the understated approach that serves it so well in Europe and plans to adopt a bolder and brasher marketing message for American audiences.

"You have to be bold to be noticed in America -- certainly bolder and more aggressive than we've been," said Johan de Nysschen, executive vice president at Audi of America.

Audi's restrained slogan, 'Never follow,' will be scrapped as part of a new marketing campaign that will begin in April, in connection with the U.S. launch of the redesigned Audi TT.

Despite a loyal following, Audi trails its German rivals BMW and DaimlerChrysler AG's Mercedes-Benz, as well as newer Asian premium nameplates in the U.S. market. Worldwide, however, Audi outsells Toyota Motor Corp.'s upscale Lexus brand two-to-one.

"Audi is viewed as a peer of BMW and Mercedes in Europe -- and in Germany, where they really know," said Jim Sanfilippo, executive vice president at Bloomfield Hills marketing firm AMCI.
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Sauceboy01 - 1/17/2007 12:43:38 PM

-1 Boost

You have to have good cars to be noticed. Screw your slogans.

MercBasher - 1/17/2007 9:05:55 PM

+2 Boost

Its tough to use a slogan like "never follow" when you're the last one to the SUV party.

quizz - 1/17/2007 12:44:09 PM

+1 Boost

Audi has yet to recover in the U.S. for the late 80's fiasco with the failed brakes. I was only 14 then, but I still remember the massive public media scrutiny. It was as if the Audi nameplate was completely tarnished overnight.

Had that issue never arose back then, Audi could easily be a peer of BMW today. All it takes is 1 mistake, and twenty years later they're still paying for it. Sadly enough, I believe that further investigation revealed that the whole safety issue was more media created hype/publicity than reality.

quizz - 1/17/2007 12:45:12 PM

+1 Boost

errrr, I need to be corrected. I don't think it was failed brakes, but the accelerator/gas pedal? Something like that... it was a long time ago!

kart1 - 1/17/2007 1:33:09 PM

+1 Boost

Its not so much about that but the lack of ads and marketing. People need to know that a product exist before they can buy it.

IamEvilHomer - 1/17/2007 1:57:33 PM

-1 Boost

that was a 60 min hit peice that they later found out was driver error

IamEvilHomer - 1/17/2007 3:03:26 PM

0 Boost

read the article

S4cabriofoxone - 1/17/2007 10:32:22 PM

+1 Boost

Yeah, they pretty much set it up so that it would happen.

I wonder why Audi didn't sue them for millions?

supermoto - 1/17/2007 12:55:32 PM

-2 Boost

I believe the issue was that the gas and brake pedals were a bit closer than what Americans were used to. So some idiots stepped on the gas instead of the brake and caused a lot of problems for Audi. Anyway, in the SF Bay area, Audis are hugely popular and getting more so every day.

IamEvilHomer - 1/17/2007 3:03:03 PM

+2 Boost

read the article before you post

EL34 - 1/17/2007 1:28:36 PM

+1 Boost

Audi are leaders in the automobile industry.

Many follow and sponge!

BMWRocks - 1/17/2007 1:52:07 PM

-2 Boost

Audi, what, who are they?

IamEvilHomer - 1/17/2007 2:13:39 PM

+2 Boost

BMWRocks - you must know who they are because you post in every Audi thread

Larry - 1/17/2007 2:18:31 PM

+3 Boost

also remember audi did not have any good products in the 80's or 90's, just B5 platform VW cars, BMW and Mercedes had great cars in those deacades, Lexus caught fire in the 90's. Now audi is late to the game, and even though they make great cars, they have to deal with BMW, Mercedes, Infiniti, cadillac, and other competition as well.

AlexTx - 1/17/2007 2:24:30 PM

+1 Boost

They did have great products...just not over here.
QUattro, Sport Quattro, RS2, S2..

S4cabriofoxone - 1/17/2007 10:33:23 PM

+1 Boost

No, he's right, they weren't yet a luxury brand. They literally were re-badged VWs. It was the ingenious Ferdinand Piech that gave the brand its resurgence.

AmazingBimmer - 1/17/2007 2:24:07 PM

-2 Boost

new slogan... "always follow BMW"

07mcs - 1/17/2007 3:12:49 PM

+1 Boost

Maybe it should be "always follow MB" In my country Audi took over the space for the old MB dealership. Now MB is across the street in a bigger, nicer, state of the art showroom.

But aside from jokes, Audi is getting better, I am considering their Q7 and the BMW X5

S4cabriofoxone - 1/18/2007 11:12:41 PM

+1 Boost

Even when BMW is quite obviously copying Audi with xDrive?

In fact, everyone has copied Audi. BMW is just the last one- and they come with their tails between their legs.

IamEvilHomer - 1/17/2007 3:02:35 PM

+1 Boost

does anyone ever read the article before they post?

jon21 - 1/17/2007 3:17:45 PM

0 Boost

What is a ouudeee?

Loki123 - 1/17/2007 3:17:46 PM

+2 Boost

I would tend to agree that in North America we want a more "visible" luxury mark - whereas across the pond many Europeans want low-key luxury.

"Never follow" is getting old and gray - time for a newer/fresher slogan to build and sustain some name recognition. Writing a proper slogan is an art form...but will it solve all of Audi's marketing ill's? I think not...

chewy - 1/17/2007 7:13:50 PM

+1 Boost

A new and much larger marketing campaign will work excellent. 60 minutes peace was nothing more than fake dog poop, completely made up. Screw 60 minutes for ever, only geezers watch it anyways.

JUGNU - 1/18/2007 6:06:35 AM

+1 Boost

Is it a good idea ?

How about having two.Keep this one and make a new one.

Like BMW.
Ultimate driving machine and Sheer driving pleasure.

JUGNU

Rupert - 1/18/2007 11:25:46 AM

+1 Boost

that's the slogan in america? here in europe it's vorsprung durch technik.
but i think audi need to cash in on america's love of bling.
all-chrome grilled q7? or is that OTT?

IamEvilHomer - 1/18/2007 3:31:16 PM

+1 Boost

YES bring us Vorsprung Durch Technik

Hopfuly they do but Audi is worried because of Farfignugan

Rupert - 1/18/2007 5:34:14 PM

+1 Boost

farfignugan?
what language would that be?
and what does it mean?

JUGNU - 1/19/2007 4:51:34 AM

+1 Boost

I think Every where except US Audi uses this slogan
'Vorsprung Durch Technik'

That's good enough.But i think it should be vastly understandable,so make a good one in the international lamguage,English.

JUGNU

AmazingBimmer - 1/19/2007 9:21:46 AM

0 Boost

S4.. everyone has copied audi?.. No i dont think so.. nobody else has shared platforms with mass (poorly engineered) producers, with a flawed fwd platforms and nose heavy chassis. Yes. I am quite sure. nobody will ever copy audi on these. Maybe except interiors..Right German?? hahah.. And if you are rfererring to 4 wheel drive, as susual you are mistaken.. Others had it way in advance of audi..I do like the slogan somebody else suggested.. "Copy and Paste". Other good ones are "the wrolds best poorly engineered car", or "Buy Audi: you know you cant afford a BMW or MB anyway!". or my fav.. "always follow"

passleft - 1/20/2007 1:29:03 PM

+1 Boost

Typical BMW snobs. The only thing that's getting the Roundel through these god-awful "Bangle Butt" years (3 series aside) is their brand and the fact that they are excellent driving, high quality vehicles. But honestly, Audi has beautiful, well-balanced high performance cars without the pretense of BMW, M-B, and the ultra-boring Lexus (who, by the way, may be conservative but invests about five times as much annually as Audi does in advertising/marketing). Also, the agency of record for the launch of "Never Follow" was McKinney, not TBWA. Vorsprung durch Technik, an emotional phrase in German, translates poorly to English as "Advancement Through Technology," neither exciting nor memorable. Admittedly, BMW still has the performance edge overall, but I'll take an Audi any day BECAUSE of it's design and understated badge.

daverave - 1/19/2007 11:02:34 PM

0 Boost

The slogan "never follow" was weak to begin with. Having worked with TBWA\ (On Nissan) I can say the agencies like TBWA\ are BRAIN DEAD IDIOTS who think creative campaigns and in-your-face slogans drive car sales. What sells for an OEM are well made, good looking cars that excite people. At least in North America, I think the A4/6/8 are one sausage that's just cut to different lengths. The cars look lame and they all look the same. People would rather be in a BMW cos they're made like a tank and look sexy!

passleft - 1/20/2007 2:14:59 PM

+1 Boost

Yes, the 7 Series is very sexy...in the Rosie O'Donnel sense of the word.