Audi of America has been using a creative way of reminding luxury-car buyers that there’s another way to snag the Audi of their dreams: Wait a few years for it.
In two TV ads that have been running in major metro markets around the United States, Audi sheds light on the concerns of “second owners” of Audi vehicles in plugs for Audi Certified pre-owned models.
In one ad, a woman tries to dissuade the owner of a new Audi Q7 from putting one of those “honor student” stickers on his bumper, because she’s the “second owner” of the vehicle. She’s also worried about whether the man is going to allow his dirty dog, Mudbone, to ride on his leather seats.
In the other spot, a man sees a woman coming out of a coffee shop toward her new A4 and warns her not to spill her hot latte on the seat. As “the second owner,” he’s also concerned about the car’s being parked under a tree where sap could drop on it.
“The spots are unique and engaging,” Jeremy Meyer, Senior Manager of Certified Pre-Owned for Audi of America, told Audi Progress. “They do a very good job of telling a compelling story in 30 or 60 seconds.”
Meyer noted that the ads are just part of an “all-around CPO initiative that lets customers know about our CPO program and what’s so great about it.”
Audi and its dealers employed the spots over the summer and are still running them in many markets. Meyer said they could see a further push during the “Season of Audi” holiday promotion in the fourth quarter.