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RE: Time For Tea? Is Audi having a laugh?

RE: Time For Tea? Is Audi having a laugh?

Tuesday 29th January 2013

Time For Tea? Is Audi having a laugh?

Dust off those 'not sure if serious' Joker images for this one



Now, we know Audi can, on occasion, take itself a little seriously at times. And, as we reported last week, attempts at humour (that little line about choosing not to participate in the global recession) don't always quite work.

What, you don't spend time caressing your car?
What, you don't spend time caressing your car?
So, is this video a subtle attempt at poking fun at its serious image? Or just a slightly cringeworthy corporate promo? We have a serious Belgian called Jeremy with sharp cheekbones and even sharper creases on his suit drily quoting numbers, stats and technical info about the A1 Quattro. Whilst caressing it, rather too fondly for our comfort. Get a room and all that. Oh, he already did.

Meanwhile on a mountain somewhere Audi jolly factory driver Filipe Albuquerque, who may or may not be made up, giggles and slithers up a snowy mountain road in said A1 Quattro.

So is this Audi poking fun at itself and saying, hey, you think we're immaculately presented but a bit dull like Jeremy but really we're all Filipes at heart and all we love to do really is hoon about going sideways in the snow? Or is it a carefully honed corporate ying and yang message; the 'business on top, party at the back' mullet of viral marketing?

Audi's marketing strategy, expressed as a haircut
Audi's marketing strategy, expressed as a haircut
We're about as clear on that as Harris was the A1 Quattro's talents after he had a similarly slidey drive in the snow in Sweden. Maybe they're struggling to find the 333 buyers for the £40K hot hatch or something. Indeed, four out of the 19 allocated to the UK are currently in the PH classifieds.

Whatever the thinking, it does look like a fun car to drive in the snow. Which has now melted.

 


Author
Discussion

zebedee

Original Poster:

4,549 posts

190 months

Tuesday 29th January 2013
quotequote all
He isn't made up, he just won the GT class in an R8 at the Daytona 24 hours, quite an achievement really.

Dan Trent

1,662 posts

80 months

PH Editor Bloke

Tuesday 29th January 2013
quotequote all
Maybe that's why he seems so jolly! What about Jeremy though?

Dan

Jem1

23 posts

88 months

Tuesday 29th January 2013
quotequote all
Alas this is very much not a spoof.

Gio G

1,372 posts

121 months

Tuesday 29th January 2013
quotequote all
Jeremy looks like a real fun guy...

zebedee

Original Poster:

4,549 posts

190 months

Tuesday 29th January 2013
quotequote all
I guess this is just a consistent Audi marketing strategy. We'll convince you our cars are very well made and of the highest possible standard but that (if you believe us) they are also great fun and really fast and can do things that other manufacturers cars don't.

Personally I think it is great that they spend so much money on motorsport to back that image up, but I would rather believe the road tests I read which say that most recent Audis miss the driver's car target by quite a large margin.
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SAndals

165 posts

86 months

Tuesday 29th January 2013
quotequote all
Says Jeremy is from Finish Dept.
Finns aren't known for their sense of irony.

StottyZr

6,423 posts

75 months

Tuesday 29th January 2013
quotequote all
Ok. What the hell is this?

f328nvl

507 posts

130 months

Tuesday 29th January 2013
quotequote all
If they'd marketted this better it'd be a very cool car for us older drivers who want to race to the station and around town in all weathers (Sort of a non-brain damaged person's Aston Martin Cygnet). However, it looks like it's aimed at the generation behind us, who presumably have more sense than money so won't pay £40k

But the Germans are really good at making stuff, even if they aren't exactly poetic in explaining or marketing it. Maybe to German people in Germany this contrasts the cool efficiency of the teutonic engineering with the notorious passion and flair of Filipe Miguel Delgadinho Albuquerque, the Portuguese racing driver (thanks Wikipedia)? (I presume the Portuguese are passionate, who knows? They are half Mediterranean, half Atlantic, so maybe they're only a bit passionate, like the Welsh, but without the singing)


If you want to see the German's having a laugh, try explaining the DISTRONIC PLUS incl. BAS Plus and PRE-SAFE® Brake / Driving Assistance Package: £1,895 on a C63. If that was a hair cut, it'd be a Pudding cut.

bagseye

110 posts

89 months

Tuesday 29th January 2013
quotequote all
No doubt its going to be a very fast, well built little car.

All I feel now is that more and more, the design, and feeling that Audis give off now are just so flat. There seems to be no individuality within the brand now. Yes, they do make some good looking cars, but nothing which makes me really lust after them.

Don't get me wrong, if I had the money I would seriously consider one. Just I feel for the money you can get something that will put an even bigger smile on your face.

Mind you. German engineers don't do smiling.

em177

2,375 posts

76 months

Tuesday 29th January 2013
quotequote all
Gio G said:
Jeremy looks like a real fun guy...
Things I'd rather do that go to the pub with him..... :P

EDLT

14,845 posts

118 months

Tuesday 29th January 2013
quotequote all
It doesn't sound very fast for £40k and it costs more than a TTS.

Gilhooligan

1,234 posts

56 months

Tuesday 29th January 2013
quotequote all
I think the car looks brilliant! Especially the wheels. Although I'm presuming the car isn't actually a proper quattro and is just another understeery haldex?

BaronVonVaderham

1,664 posts

59 months

Tuesday 29th January 2013
quotequote all
Having lived and worked in Germany the most useful thing I was told before going is that:

For a German, a joke is no laughing matter.

Krikkit

8,676 posts

93 months

Tuesday 29th January 2013
quotequote all
Gilhooligan said:
I think the car looks brilliant! Especially the wheels. Although I'm presuming the car isn't actually a proper quattro and is just another understeery haldex?
Yep, haldex - there's no room in the engine bay to mount an engine longitudinally, which (correct me if I'm wrong) is the only layout for the full-beans quattro setup.

Dan Trent

1,662 posts

80 months

PH Editor Bloke

Tuesday 29th January 2013
quotequote all
Gilhooligan said:
I think the car looks brilliant! Especially the wheels. Although I'm presuming the car isn't actually a proper quattro and is just another understeery haldex?
Check out Harris's drive video linked from the story - explains more about the drive system (yes, Haldex) but also demonstrates that it's not without its entertainment value. Though the cameraman may have begged to differ after the final run!

Dan

dublet

273 posts

123 months

Tuesday 29th January 2013
quotequote all
That serious Belgian should know that one never to does up the bottom button on a suit jacket.

carinaman

11,978 posts

84 months

Tuesday 29th January 2013
quotequote all
Matt black rear panel from the Triumph Dolomite. wink

HustleRussell

11,154 posts

72 months

Tuesday 29th January 2013
quotequote all
"Audi's marketing strategy, expressed as a haircut"

rofl

tomv1to

120 posts

79 months

Tuesday 29th January 2013
quotequote all
I wish VW would make a Polo R on this platform.

Baryonyx

14,481 posts

71 months

Tuesday 29th January 2013
quotequote all
How fat is that steering wheel? It looks like something from a Galleon.