Audi Use Of Culture To Market A Product

Audi Use Of Culture To Market A Product

Karan Bahl
Marketing
3/3/2010
Over the past 100 years the automaker Audi has remained among one the most desirable automobile manufacturer in the world for one particular reason, they used “culture” in its advertising agenda. As culture changes and progresses along with times Audi marketing researchers examine what people conceive as “cool” through surveys. Another way Audi advertises its products is by strategically placing its products and slogans in movies and in sporting events. During the 1980’s the motorsport rallying was one of the most watched sports in the world, Audi researchers used this information to develop an automobile built for this sport and covered that car in Audi stickers. With the help of professional rallye driver Walter Röhrl, Audi was able to win the Pikes Peak International which caused the new at the time Audi A4 to become one of the best selling cars of that decade. In the 1990’s Audi began sponsoring many sporting events such as the Olympics. This proved as an excellent idea for Audi because they began plastering they name and slogan on every surface and in the years following they gained status in the list of the top 10 car manufacturers in the world because Audi was now a household name. Because of this Audi began sponsoring more sporting events and they even began placing their product in movies. In 2008 Audi placed the Audi A8 V12 in the major blockbuster hit movie Transporter 3. In the movie Jason Statham drove the Audi in certain ways that reliable and durable Audi’s are. After the success of the movie Audi then came out with a commercial called “The Chase” featuring the main actor in the Transporter movie series Jason Statham driving their new Audi A6 in the same style as the movie. This commercial proved to Audi greatest commercial to date, it was placed on the list of the top 10 commercials of 2009 and caused sales of their product to increase exponentially. Using culture to a market a product help establish Audi as one of...