I like the witty BMW reply but why did BMW need to stick an M3 coupe in the ad as a reply to a standard A4 saloon? It makes it look like BMW think the standard 3 series saloon was not worthy of the same "checkmate" quote? The A4 saloon and M3 Coupe are about as close in cost as an M3 Coupe and an R8. On that basis I am not sure that I agree with your BMW 1 : Audi 0 scorecard... then again both companies are getting publicity out of this debate, so maybe Audi and BMW are both winning here and there is actually no loser.
Official???? LOL, what makes them official? Anyways, Audi would never ever mention BMW in it's commercials here in the most of Europe. Definitely not in Holland.
Exactly. Such provoking comparative advertising is mainly all about publicity, not so much about the product per se. Since every advertiser knows such a move will definitely stir some controversy. And usually - as seen - provoking competitor's response: giving even more emphasis / publicity to the provoking ad (and the brand / product advertised in that ad). Same case eg. with Hyundai Genesis comparing itself to BMW & MB. Regarding A4 vs 3er ... FL 3er fares extremely well against both A4 & C-class. What BMW still lacks is (at least in Europe) a competitive 4-cyl turbo petrol engine.
Maybe BMW wanted a fast victory in that game? Otherwise, it would have been a much more narrow win... No, this is all about publicity. I mean, here in Europe the new A4 has by no means placed the move on BMW:s side.
Those are the practises in Europe, smearing and similar activities are not permitted. But in the US is common practise.
..............until a giant corporation thrashes your small business in an ad published in the local newspaper.
Exactly. This types of ads are childish and irrelevant. I always ask myself why Brand A does not have anything else to say about its product than that it is better than the one sold by Brand B. Furthermore, the one that the most compare their product to is always the best in reality.
That's because there are punitive laws governing comparative advertising in Dutch law (in addition to the EU rules). Netherlands: Transposition of EC Directive on Comparative Advertising Audi are quite happy to mention BMW in their European press releases though. Audi says it will soon overtake BMW, Mercedes in Europe - Worldnews.com
