Euro-Engineered Car Advertising
May 8, 2007 1 Comment
Today, the Wall Street Journal has an article about Audi, seeking to get beyond its relative brand anonymity in the U.S. by introducing a new tagline.
“Truth in Engineering”
Clunk. This reminds me of a similar effort, now underway by Saab – “Born from Jets”
Maybe I’m missing something here. Do you really hope to get my blood pumping about engineering, or about the fact that a car company was started by a bunch of guys that made jets? Does that draw me closer to the brand?
Not at all. I’ve worked with European companies in the past (particularly Nordic and Germanic), and there seems to be a cultural tendency to glorify the colder, more cerebral attributes of precision, accuracy, engineering design, etc. But those things should be subordinate to a theme that grabs my heart, and makes me want to have the brand experience.
Of course, it’s a great thing to have precision engineering. BMW certainly does – but they market their car as the “The Ultimate Driving Machine.” Ah – they’ve tapped into two important things – the aspirational desire to have the “ultimate,” and the desire to experience the main point of this technological package – driving!
I don’t care if you’re born from jets, from rocket ships, or from barges (well, maybe I would care about the barge pedigree). The point it, why should I WANT to drive your car?
Image credit: Flickr