New Citroen C5 "Unmistakably German"

Check out the ad for the new Citroen C5 above. I shall translate. "We at Citroen have a sense of humor (you see, we're not REALLY German). We are taking this new car seriously, so we are spending millions on a gorgeous campaign by ad agency EuroRSCG. This is a car for anal-retentives and it won't be unreliable. BMW has won the [carmaking] war, so all we can do is parrot/parody them. We'll do anything to promote the car, including negating what's left of Citroen's brand values (which were: hydropneumatic suspension, quirky styling, value-for-money, French esprit)." Like you, I'm amused and confused. "Vorsprung Durch Gobbledygook" or "Fahrvergnuckgnuck." Those were (kinda) OK, because they said: "We are German, but we no longer invade other countries, we just build good cars". In other words, those compaigns transported a coherent message about branding and national identity. This Citroen ad? Not so much.

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  • CarShark CarShark on Feb 27, 2008

    I can't say as I blame them. They aren't under any obligation to build quirky cars that don't sell. After all, what good are brand values if no one buys a car because of them?

  • Robert Farago Robert Farago on Feb 27, 2008
    CarShark: I can’t say as I blame them. They aren’t under any obligation to build quirky cars that don’t sell. After all, what good are brand values if no one buys a car because of them? An excellent point. But the only thing worse than a failing brand is a flailing brand.

  • Chuckgoolsbee Chuckgoolsbee on Feb 27, 2008

    Ach! Mein Sensibilité! --chuck

  • Willbodine Willbodine on Feb 27, 2008

    Grossartig!

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