Audi CMO Lays Into Auto Marketing-As-Usual

Edward Niedermeyer
by Edward Niedermeyer

Audi CMO Scott Keogh explains how diesel, racing and politics can be relevant to automotive marketing… as long as they’re approached in a different and unique way. Money quote at 3:10: “We clearly knew that a rational argument was not going to work in the marketplace.”

Edward Niedermeyer
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  • Kol Kol on Jan 06, 2010

    Wait. Audi has an American marketing department? I can't remember the last time I saw an advertisement of any kind for an Audi. VW? Sure? Audi? Nada.

  • John Horner John Horner on Jan 06, 2010
    Maybe Audi should be working on its customer retention Mr. Marketing Maven! "2009 Make Retention Rates Mercedes-Benz 67% Honda 64% Toyota 61% Lexus 57% Subaru 57% Ford 56% Nissan 55% Chevrolet 54% BMW 52% Porsche 52% Industry Average 48% Hyundai 47% Audi 45% Volkswagen 44% Cadillac 43% MINI 43% Dodge 42% Lincoln 39% Acura 38% GMC 38% HUMMER 38% Kia 37% Jeep 34% Mazda 31% Scion 31% Mercury 29% Volvo 29% Pontiac 28% Chrysler 27% Jaguar 26% Buick 25% Infiniti 25% Land Rover 25% Mitsubishi 25% Saturn 25% Suzuki 24% SAAB 9% "
  • Blowfish Blowfish on Jan 06, 2010
    Jaguar 26% Buick 25% Infiniti 25% Land Rover 25% Mitsubishi 25% Saturn 25% Suzuki 24% SAAB 9% I thought Infiniti would have a much higher score! Is hovering with the Also rans.
    • BklynPete BklynPete on Jan 06, 2010

      It seems to me that the below-average brands in retention have a combination of four factors working against them: Legitimate frustrations/concerns about quality - Audi, Jaguar, Land Rover, Mitsubishi, SAAB, Saturn, Suzuki Lease ending/want something newer -- Audi, Infiniti, Jaguar, Land Rover, SAAB Need something less expensive/more economical -- Audi, Infiniti, Land Rover, Jaguar Dwindling customer base -- Buick, Jaguar (? ), and most definitely Saturn and SAAB

  • Kurtamaxxguy Kurtamaxxguy on Jan 06, 2010

    It's innovative advertising for sure. But as werewolf34 said, Audi needs to work on their dealer network, which is simply too sparse for those who need transportation rather than a technology statement. We have ___one___ Audi dealer serving Portland Or and Vancouver WA - no more for over 100 miles in any direction. Having __one__ dealer with limited service hours to service a $40K and up car is simply too big a risk and inconvenience.