The (not so) silent marketing war between Audi and BMW
- 11 minutes read
The (not so) silent marketing war between
Audi and BMW
- 11 minutes read
Key Learning Objectives
1. Discuss how competitive dynamics can push companies to be more creative and innovative on the example of the Audi vs BMW marketing war
2. Examine the importance of humor and friendly teasing for grabbing people’s attention and building customer loyalty
3. Analyze increasing market visibility by targeting the audience via social media
Abstract
In this case study, we will analyze the two well-known companies in the automotive industry, BMW and Audi. We will focus on their marketing strategies, particularly their advertising, how they evolved through time, and what steps both companies took to create an emotional bond with their consumers. We will focus on their marketing rivalry and cover some of the most amazing campaigns through the years.
Unveiling the Battlefield
Just like Pepsi and Coca-Cola in the Fast-Moving Consumer Goods (FMCG) industry, Audi and BMW started a marketing battle in the automotive industry. And what is the goal of this war? Selling cars, of course, but besides that, getting publicity, creating emotions, and stealing people’s hearts. Today, we’ll analyze Audi and BMW’s marketing “war”. These “battles” are great examples of advertising as they are all about creativity, making them more interesting every time they happen again and again.
But before we dive into these battles, where each move is a mastermind move, let’s start with the overviews of both companies.
Audi vs BMW - A Quick Overview
August Horch established Audi in 1909 as an innovation leader in automotive engineering. In Latin, the name means “listen,” and this organization was formed by merging with DKW, Wanderer, and Horch to be called Auto Union in 1932¹. It came to be known as Audi in 1965 and finally became a subsidiary of the Volkswagen Group. Until today, impressive technological advances and superior performance, including Quattro all-wheel drive, have won the company international respect. On the other hand, owing to its luxuriousness and modern designs, it has become an internationally emphasized name among premium automobiles.
BMW was first established in 1916 as BMW and began making airplane engines for aircraft. After WWI when it switched to motorcycles and subsequently moved on to developing vehicles for use on the roads². During the seventies, this company gained recognition for its sporty automobiles, upscale branding choices, and adoption of the brand name “The Ultimate Driving Machine.” BMW associates itself with luxury, cutting-edge technology, and thrilling driving experiences, all within one automobile.
Engines Roar, Brands Clash - Origins of the Rivalry
Their rivalry between the two giants, Audi and BMW, started publicly in the early 2000s. The competition began to roll slowly when both companies introduced their new vehicles, Audi RS and BMW’s M series, in the same year, 2006³. This act of teasing started one of the biggest marketing wars that continues to this day. However, the clash between both brands went beyond mere technicalities in engineering. It was fundamentally a matter of storytelling; each brand tried to tell tales that would touch consumers on emotional levels. However, one thing is certain: their “war games” are as fascinating as the automobiles themselves.
It Takes Two To Tango
The first round that caught people’s attention was back in 2006. BMW made a first step on this billboard battlefield. BMW was promoting its new 3 Series and used the opportunity to congratulate Audi for winning the South African Car of the Year award⁴. This would be fine, healthy competition, right? But here is a cheeky twist: They congratulated them with the line “From the winner of the World Car of the Year Award 2006.”
But Audi, never one to resist a playful jab, penned their response with equal flair. They congratulated BMW and added their line, “From the winner of six consecutive Le Mans 24 Hour races.” With an intelligent response, Audi turned a plain conversation into an unparalleled display of humor, demonstrating yet again that in the realm of pricey vehicles, having a bright brain is as vital as having a speedy machine.
This exchange wasn’t just a new battle; it was a masterstroke in brand storytelling, turning a rivalry into a celebration of each brand’s strengths. In this new battle, Audi and BMW showed the world that true competition is as much about respect as it is about rivalry, reminding everyone that excellence in the automotive world is always worth celebrating. With a dose of sarcasm and humor that makes this war even more interesting and inspiring in a creative way.
When the Streets Ignite: An Epic Battle of Car Titans
One of the most famous marketing clashes between Audi and BMW occurred on Los Angeles streets in 2009. It started pretty simply, with Audi placing a billboard promoting their new car A4 with the copy “Chess? No thanks, I’d rather be driving!”. The billboard was placed near BMW’s headquarters in LA. The billboard caused attention and confusion among passengers since there was no “logical story” behind it. Days passed by, and Audi took the gloves off. They switched out this billboard with the new copy “Your move, BMW,” provoking a response from BMW.
It was on for the BMW; they would not stand down. In a gesture only an expert can make, BMW reacted by putting a billboard next to Audis displaying the M3 with just one word: “Checkmate”⁵. This street battle rapidly gained publicity, and people were eager to see what would happen next. It was much more than just a sign fight; it showed how far advertising has come, leaving spectators wanting more from the ongoing tussle between them. Two great automobile manufacturers were playing with each other, fighting and flaunting advertisements on their cars.
You would think this is it, but it was far from the end of this battle. Audi took this to another level. They invited the public to join the fray and unleash their creativity. They’re asking fans to join this legendary rivalry by sharing their Photoshopped responses on Audi’s Facebook page. They created a master twist to the story, turning this playful battle into a viral sensation.
And the public? They accepted this and wanted to be part of this viral battle.
Eventually, Audi answered, displaying R8 with the line, “Your pawn is no match for our king.”
The people were watching, so BMW did not hold back now. They brought out the zeppelin that flew all over Audi’s billboard, displaying the R8 and a BMW F1 car proclaiming, “Game Over.”
It was not just a battle but also a course to generate excitement and involvement for Audi and BMW, as shown on billboards. This mind-blowing encounter between automotive giants fascinated those watching, confirming that this type of advertising can catch people’s attention effectively. Their efforts transformed an ordinary enmity into an extraordinary performance time, which highlighted all aspects of creativity in marketing through every placard they displayed all around the globe.
Super Bowl Dance
In 2011, Audi promoted a commercial during the Super Bowl titled “Release the Hounds.” The commercial took its viewers on a funny trip, showing that Audi’s technology and modern comfort differ from what their competitors offer, which is more old-fashioned and cumbersome. The commercial has a powerful message – drive an Audi, drive progress.
In response, BMW launched a 2015 commercial starring Katie Couric and Bryant Gumbel. In this advertisement, they recalled their bewilderment over the internet back in 1994 when BMW introduced the all-electric BMW i3. BMW’s innovation and flexibility were vividly shown in this advertisement, thereby pointing out how forward-thinking it is in terms of automobile design.
Looking at these battle moves, one thing is impossible not to notice: both Audi and BMW elevated the art of advertising to new heights.
Video vs Video
Video content became a crucial weapon for Audi and BMW. They mastered creating engaging narratives that highlighted their brand values and directly challenged each other. Both BMW and Audi made some of the most notable commercials, leading to what some might call a “never-ending” battle.
The commercial promoting BMW 3 Series stability would be legit unless you are in the marketing war! The video shows a BMW 3 Series having the best traction control on slick conditions and the ability to maintain stability under sudden acceleration. The narrator commercial jokes that even “one of our closest competitors can’t” perform in such a manner, directly passing the ball to Audi. The overall tone is cheeky, pointing out that even Audi couldn’t come anywhere near the engineering knowledge required to create a vehicle that stands shoulder-to-shoulder with BMW.
Audi launched an advertisement called “Friendly Competition,” which took a cheeky swipe at BMW. It was constructed around different situations where two people are competing with each other at the same time. From getting first in the elevator to swimming first, there is only one winner. However, the core of the commercial is friendship and healthy competition, where they push each other to improve.
This commercial represents the comedic competition between Audi and BMW, brought to life with humor, innovation, and great storytelling in the ad, mesmerizing the viewers.
How many great commercials Audi and BMW have squeezed out over the years is unbelievable. The few examples above are just the tip of their ingenious marketing acumen. Of course, one can not help but note the mastery in blending it with humor. These brands do not just brag about what they have achieved but indulge in playful mockery. Through wit, these companies have outlined their strong points while keeping the target market charmed. Their ads aren’t ads, but ingenuity and creativity blended with a hint of rivalry that keeps us at the edge of our seats, waiting for what’s next in their marketing saga.
Head-to-Head Social Media War
For BMW and Audi, social media platforms are arenas. And they are using them to show their dominance, as Maximus did in the movie Gladiator. Some of the most viral beefs happened on Twitter (Today X). BMW goes ahead and tweets about its new model, flaunting its slender features. “The future of driving is here. Audi, can you keep up?” they ask. Without missing a beat, Audi responds, “We have been here for some time now. Look at your rearview mirror.” These humorous Tweets aren’t only for amusement, they’re part of a great marketing strategy that will grab fans’ interest and keep them on the edge of their seats.
Their rivalry peaked when BMW posted a picture on Twitter (today X) promoting the M4. Audi quickly responded with a simple line, “When you see it, “ alluding to their logo.
Then, BMW answered the following:
Their social media battles have become routine, and they display their smart marketing moves with humor. By challenging each other, they promote their brand while engaging with viewers as well.
What Can We Learn From These Marketing Battles?
1. Both brands have proven that the power of creative advertising attracts the audience and community through humor, fun, and originality.
2. Audi and BMW demonstrate the importance of remaining relevant in a fast-changing digital landscape by connecting with their audience through social media and video content.
3. Both brands saw the importance of community engagement in building brand loyalty and establishing lasting connections with consumers.
4. A clever marketing strategy should attract people’s attention and develop emotional bonds with them so that they can relate to the product.
Writing Marketing Legacy Through Competition
This marketing war between Audi and BMW is an excellent example of how a well-thought-out marketing plan makes a difference in competition. Through their relentless pursuit of excellence, they endeared audiences to them and set the bar on innovation and creativity for the whole industry. Mastering marketing is not only selling cars, it is selling ideas, lifestyles, and vision. This competition reminds all of us that proper marketing involves understanding our strengths and learning about and analyzing our competitors. Even though Audi and BMW have continuously been changing their marketing direction, the bottom line is that they have been learning from each other. The two prove that to be an expert in marketing; one has to go beyond slogans or pretty pictures. We can’t wait to see their next marketing move, but we are sure it will be innovative and funny since they will tease each other in this friendly competition.