I was driving down Santa Monica Blvd. in April last year and was stunned and impressed by a very blatant F*** You message to Audi from BMW. Although I’m a self professed Audi groupie I do love a rivalry and think that an attack campaign is a great, no bull way to get a strong message across, especially if you’re playing in a very niche and competitive space such as the luxury auto sector and you have the winning move.
Audi started the rivalry with a very dangerous, open ended invitation for BMW to respond to their side-by-side prime billboard real estate in LA, saying “Your Move BMW”. It was a battle that Audi lost when BMW posted a simple image of their new M3 with the caption “Check Mate” (at least in the short term until their RS5 arrived on the scene shortly after).
Audi and BMW duel it out on Santa Monica Blvd.
Weather or not it caused a scurrying of people trading in their Audis for BMWs isn’t relevent but it definitely couldn’t have hurt the BMW brand in a market where there are more luxury vehicles bought and sold than any other in the US and and industry where perception is everything.
~ Tyson
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