Promoting Audi’s New Electric SUV
Audi’s TV commercial promoting its new electric SUV “E-Tron” that aired during the Super Bowl (“Maybe Electric Isn’t for You”) drew mixed reviews. First, it repeats what EV opponents say to dissuade prospective buyers (limited range, doesn’t handle cold weather well, etc.), so as to make its point using irony. It can also be said that ads that promote an industry, rather than a brand, are a waste of money. My personal take is that neither criticism is particularly strong, though I’ll let readers make up their own minds.
We also need to keep in mind that Audi sells far more internal combustion engine-powered cars than it does EVs, and, since this will be the case for a time to come, such advertising cannibalizes its business. This too seems largely invalid; if someone is going to carve into its base, isn’t it better that it be Audi itself?
If I were to offer a concern, it would pertain to the exterior design of the car. Why not make the look of the vehicle differentiate itself from all the ICE-based SUVs on the road? Why so “normal?” In my mind, this is what made the Prius successful, i.e., the driver can proudly tell the world that he cares about the planet on which we all live. What we seem to have here is a lost opportunity.
Hi Craig,
The Audi SUV has a real world range of about 170-190 miles and costs around $80,000.
Auto-manufactures have learned from the marketing Leaf, Prius, iMev, etc, consumers don’t buy odd odd looking automobiles.
Nor are there enough consumers who wish to “proudly tell the world that he cares about the planet”!
Toyota successfully managed to sell the Prius through enough face lifts, only because of Toyota’s reputation and determination. Prius was also helped by being a hybrid.
Even the BMW i3 has struggled with sales, partly because of the odd design.
So, do you see a Audi E-Tron electric SUV as your future transport ? 🙂