Audi Quattro

Nathan Plowman

Campaign 1997-1999 by BUN for Audi Quattro. Need to move beyond current USP (safety), identify full benefit as a driving experience.
Agency: BUNAuthor: Nathan Plowman

Audi Quattro: The Case of the Disappearing USP

INTRODUCTION

'In an age of product parity marketers cannot rely on product and functional differences for sustainable competitive advantage. We need brand differences. Emotional differences. These are secured not by unique selling propositions but by emotional selling propositions.'

John Bartle

A functional unique selling proposition remains every planner's dream. There are few left, and Audi has one of them quattro. Of all the car manufacturers who have tried to emulate Audi's permanent four-wheel drive system, none has succeeded. quattro has never been rivalled.

But by...

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