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Audi’s Advert For Second Hand Cars Backfires In China

The ad compares buying a second-hand car to checking out a bride-to-be.

  • Shilpa Chopra
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Audi controversial ad

The idea was to showcase the conventional image of fussy parents, though the entire advert backfired as customers expressed their anger through derogatory comments.

Advertisements play with your mind and leave an impression about the product and that’s what marketing is all about. While we have seen some indelible ad campaigns in the past, Audi China’s recent advert for authorized retailer of second hand Audi cars has been receiving flak for its content from people in China. The ad compares buying a second-hand car to checking out a bride-to-be.

Considering that China is the largest automobile market globally, Audi is keen on resuscitating sales in the country. Amid all the flummox, the video has gone viral on the inter-web, though Audi has withdrawn the video and deeply regretted the advert. Read – Audi’s Top Selling A7 and A8 Models Impacted In VW Emissions Scandal

Released online and in cinema halls lately, the video features an orthodox mother-in-law who is seen inspecting the bride, while the couple waited at the altar for their ceremonial processions. In the 30-second long ad, the mother-in-law checks out bride’s eyes, pinches her nose and ears and pulls open her mouth to check her teeth to make sure there is nothing wrong with her would be daughter in law. What makes things worse is the voice over that says, ‘Important decisions must be made carefully…Only with an official certification can you relax’. Read – Three Audi Electric Cars By 2020

The idea was to showcase the conventional image of fussy parents, though the entire advert backfired as customers expressed their anger through derogatory comments. While thousands of customers criticised the advert online saying it was sexist and inglorious, nearly half a million-peoplementioned ‘Audi second hand car’ on a popular chat app ‘WeChat’ earlier last week. Read – Audi Cars to Tell its Drivers When the Traffic Lights Will Turn Green

Knowing that such outrage on social media platforms can affect the image of the brand, the company, which is already struggling with sales in the world’s largest auto market, released an official statement mentioning the perception created by the advertisement does not correspond to the values of the company in any way.

 

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