Members only: How advertising helped Audi join the Prestige Car Club

Richard Exon

1995-7 campaign to re-position Audi as a status car comparable with Mercedes and BMW. Recent history and market position (rationale for campaign) summarised: the self-image of drivers of the different marques is crucial.
Agency: Bartle Bogle HegartyAuthor: Richard Exon

Members only - how advertising helped Audi join the prestige car club

INTRODUCTION

This paper examines how advertising contributed to the change in status that the Audi brand has undergone since 1995; the year that Audi introduced its new model range. It demonstrates that Audi achieved membership of what is often called the prestige car club, and studies the resultant change in Audi's business and the benefit that this brought to the various stakeholders in the Audi brand. It then uses new learning to understand better how we can evaluate...

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