Time For Tea? Is Audi having a laugh?

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.


Comments (77) Join the discussion on the forum

  • Gary C 08 Feb 2013

    desertwind said:
    Audi was having a big joke designing a car that looks like the Stormtrooper helmet from Starwars
    That was the EVO V

  • Gary C 08 Feb 2013


    A manual gearbox !

  • desertwind 04 Feb 2013

    Audi was having a big joke designing a car that looks like the Stormtrooper helmet from Starwars

  • bleunos 31 Jan 2013

    Contigo said:
    I actually enjoyed the video, well done and informative.

    I thought it was pretty good too.

    I wish more car ads gave decent lingering shots of cars in a well lit environment, gave lots of 'geeky' / interesting information and then showed someone credible who can drive enjoying it on the roads it was actually built for (not fleeting glimpses ragging along imaginary dusty dusky desert roads / across salt flats in the dark etc etc).

    Of course the A1Q is ridiculously over priced, it's built in very limited numbers for very rich Europeans who want an exclusive, fast, small car that's well made and easy to live with and a blast on snowy/wet Alpine roads - and as such it makes a pretty tempting proposition I would've thought. They are designed for people who DON'T want 'Value' or cheapness - it's supposed to show you're quietly wealthy enough not to care!

    If I had that sort of cash to blow on a small car I'd have a BMW 1M coupe all day long - each to their own.

  • Dagnut 31 Jan 2013

    myhandle said:
    Yes! True!
    Or just reverse into the spot

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