Audi To Backhand BMW Technology In Latest Ads

Audi wants luxury-car buyers to know its in-car technology enhances driving -- and doesn't complicate it like some gizmos in competitors' models.

In trying to popularize and energize its brand with its first ad campaign from Venables Bell & Partners, San Francisco, Audi of America is taking aim at rivals, though Scott Keogh, Audi's chief marketing officer, said the effort doesn't target a specific competitor. "We have a point of view about technology -- that it complements the driving as opposed to having some electronica doing the driving for you," he said. The new campaign is much more about Audi's "philosophy about how technology should be used in a car."

BMW system too complex

Germany's BMW was broadly criticized for its iDrive system, an eight-way controller knob for 700 functions that rolled out in 2001 on BMW's top-of-the-line 7 Series. The feature was simplified three years ago. The latest S-Class from DaimlerChrysler's Mercedes-Benz is equipped with an adaptive cruise-control system that automatically keeps a specific distance from the vehicle ahead. Mr. Keogh, incidentally, is a former Mercedes marketing manager.
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aussiecarnut - 5/8/2007 11:21:20 PM

+2 Boost

their campaign seems like it will be doing what Apple have done to Windows in recent ads, which seem to have proved VERY effective.

very smart audi

BMWRCL - 5/9/2007 2:00:53 AM

+3 Boost

Agent 009, I think you compared the Audi campaign to the wrong car company. The only car company I know that claims to drive itself if is Lexus with the LS... iDrive doesn't drive your vehicle for you.

Occarnut - 5/9/2007 7:27:01 AM

+1 Boost

That part will make more sense when the new A4 ad starts running...

printhan - 5/9/2007 4:32:10 AM

-2 Boost

Audi is a nice car, but it hard 2 compete with Benz and BMW

daytonaviolet - 5/10/2007 12:04:33 AM

+2 Boost

YOU SAID: "Audi is a nice car, but it hard 2 compete with Benz and BMW."

REALITY SAYS: "Mercedes makes a nice car, but its hard to compete with AUDI and BMW."

EnnNorak - 5/9/2007 9:21:32 AM

+3 Boost

What do you mean "printhan" ? I was in a Mercedes showroom yeaterday to gather intelligence on the 2008 models and sat in a 2007 C-Class that caught my eye. The C is noticeably smaller than my A6. I felt quite cramped in the C. I also visited a local BMW dealer and every new car in the showroom lacked a protective side strip to help prevent door dings in parking lots. In terms of drive technology and interior luxury, Audi reigns supreme against BMW and Mercedes. However, nobody has been able to beat the unique comfort and adjustments of the front seats in the Mercedes S-Class.

rg12345 - 5/9/2007 10:55:48 AM

+3 Boost

Smart ... how can u compare the C class to the A6? of course it's smaller! I have an A4 and it's still bigger than the C class(just check the specs, interior space, leg room etc), but only with just a little bit. You are right in a way, but C class goes hand in hand with A4 , A6 competes against the E class.

S4cabriofoxone - 5/9/2007 2:23:51 PM

+1 Boost

rgt is right. Don't compare a 175 in. C-Class with something like a 190 in. or so A6.

david999 - 5/9/2007 10:02:32 AM

-4 Boost

Audi in the future will battle it out for second with BMW and Mercedes. They will have a long way to go to compete against Lexus in North America.

S4cabriofoxone - 5/9/2007 2:24:28 PM

+2 Boost

I knew you would add Lexus into there. What do they have to do with anything?