Screw the economy, Audi orders up another Super Bowl commercial
Lately, our monthly By the Numbers post has resembled a blood bath, with just about every automaker's sales lower than they were the same month in 2007. Audi is no different, but has experienced far less blood-letting than its competitors. In fact, Audi's luxury market share in the US has risen from 6.2% to 8.4% so far this year. On a global basis, Audi sales are up 7.2%, and the German automaker plans to sell one million vehicles in a year for the first time. Audi is keeping the heat on the competition, too, with more new products and a one-minute ad during the first quarter of the 2009 Super Bowl.Last year, Audi aired a Super Bowl commercial for the first time in 20 years, and its Godfather-themed spot resulted in Audi.com's best-ever site traffic. We have no idea what this year's spot will be, but we've got our hopes on a prime time Meet the Beckers campaign. Hit the jump to view Audi's press release.
PRESS RELEASE
Audi to Advertise During Super Bowl XLIII Broadcast
- 60-second spot to air in the first quarter of the game
- Last year's ad drove record traffic to Audi's website
- Audi's market share has increased over two percentage points in just 12 months
Last year's Super Bowl ad was the first in nearly 20 years for the company. The spot's unique creative elements scored big points with viewers. According to Collective Intellect and Nielsen Buzz Metrics, Audi was the number two Super Bowl advertiser in total buzz after the game. In the months following the game, traffic to HYPERLINK "http://www.audiusa.com" www.audiusa.com increased almost 200% and the Audi R8 became the top search term on Google immediately following the ad's airing.
"Last year's Super Bowl ad put old luxury on notice that Audi was setting the new standard in the American luxury market," said Scott Keogh, chief marketing officer, Audi of America. "With this spot, we plan to build on the success we've enjoyed in 2008 to make 2009 a year of progress and market momentum for the Audi brand."
Audi experienced a record year for sales in 2007. In 2008, despite the worst sales climate in nearly 25 years, Audi has increased market share against other imported luxury brands to 8.6%, up from 6.2% just 12 months ago.
Audi's advertising agency, San Francisco-based Venables Bell & Partners, created the ad.
ABOUT AUDI
Audi of America and its 270 dealers offer a full line of German-engineered luxury vehicles. The Audi line-up is one of the freshest in the industry with 23 models, including 12 models launched during model years 2008 and 2009. Audi is among the most successful brands globally. Last year AUDI AG recorded its 12th consecutive record year for sales and profit growth. Visit www.audiusa.com or www.audiusanews.com for more information regarding Audi vehicles and business issues.
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Reader Comments (Page 1 of 1)
Trent 8:46AM (12/11/2008)
Audi keeps building great products and letting the rest of the world know is a good thing.
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TigerMil 8:54AM (12/11/2008)
Has nothing to do with the economy...Audi simply builds a car(s) that people want to buy and drive.
Fair disclosure: I own two 4.2 V8 Audis complete with all the aggravation on control arms, various CEL's, and dealer irritations. Quattro FTW!
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epilonious 8:58AM (12/11/2008)
"It used to be, that if you were a cock, you drove a BMW... but now, if you are a cock you drive an Audi... so now normal people with a penchant for RWD performance can start driving BMWs again without fear of a nasty reputation"
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BigMcLargeHuge 10:42AM (12/11/2008)
All the BMW owners I know are computer geeks.
coolremo 11:04AM (12/11/2008)
Who are you quoting? That's still total nonsense. If you are a cock or a wannabe, you still drive a BMW. Audis rule!
BigMcLargeHuge 11:53AM (12/11/2008)
@ cool,
Top Gear said something of that ilk in the last episode.
moyoi 12:47PM (12/11/2008)
Sorry, BMW drivers will ALWAYS carry that stigma. It's their nature.
Alex 9:05AM (12/11/2008)
Meet the Beckers series of commercials would be awesome. Especially if Beth has a wardrobe malfunction...
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Brad 9:25AM (12/11/2008)
Audi is sensitive to the economy, they have pulled their sponorship of the German America's Cup team (this is and international sailing competition at the highest level for those that have never heard of it). However 1 to 2 hundred million dollars to run a sailing program is a much more significant investment then a 10 million superbowl ad.
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gmpphotography 10:06AM (12/11/2008)
If only BMW would pull its sponsorship from the Golden Gate Yacht Club. Those bastards can't win on water so now they try to do it in court. It was a good day when their appeal was denied.
Pdexter 1:22PM (12/11/2008)
Money well spent then. Better use 10 million for superbowl that's second most watched sport event than use it for German America's Cup team.
meshies 12:32PM (12/11/2008)
"Only the strong will survive."
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