Audi of America launches a campaign today starring funnyman Ricky Gervais to tout its new car in the rapidly-increasing entry-level luxury segment: the 2015 Audi A3 sedan, which goes on sale nationwide April 3 at a starting value of $ 29,900.
The highlight of the new campaign is a 60-2nd spot referred to as “Dues” starring Gervais, the British comedian who developed “The Office” prior to moving on to characteristic films and taking down Hollywood’;s elite as host of the Golden Globes awards present.
In the spot from Venables Bell & Partners, San Francisco, Gervais, U.S. gold medal winning boxer Claressa Shields, celebrity chef David Chang, comedian Kristen Schaal and other iconoclasts recite lines from Queen’;s hit song “We Are the Champions.”
The message: Every single of these “uncompromised” trailblazers persevered right up until they became productive while refusing to settle or minimize corners. Venables’; new campaign follows the “stay uncompromised” theme that it launched for the A3 with its “Doberhuahua” spot in the course of Super Bowl XLVIII. That commercial was meant to demonstrate the perils of compromising.
So why choose Gervais, who was criticized for daring to poke exciting at Hollywood although internet hosting the Globes?
“He has a point of view. And he sticks to it,” answered Loren Angelo, Audi’;s director of marketing. “Which is plainly what Audi does. We are provocative. We have an viewpoint. … He was a normal alignment for this campaign.”
To complement the traditional ad campaign, each of the folks featured in “Dues” will be profiled in “Uncompromised” digital portraits on Audi’;s YouTube channel.
Audi’;s A3 campaign will air heavily during Turner Sports’; coverage of the NCAA school basketball tournament. The luxury brand is also purchasing time on the spring season finales of Tv series this kind of as “The Strolling Dead.” It will also market the A3 during the NBA Playoffs and on ESPN.
Audi’;s “uncompromised” ad theme has 2 targets. Very first, to present wavering clients they are not compromising when they buy an entry level A3 rather of a more high-priced Audi. 2nd, to communicate the luxury automaker itself did not compromise when developing and constructing the A3.
Explained Angelo: “This auto is going into a section with other autos at a $ 29,900 price point. Normally, a whole lot of companies make a whole lot price-cutting measures to provide a item there. That just was not the case with the A3. It is an Audi by means of and by way of.”
The target industry for cars this kind of as the A3 and the CLA from competitor Mercedes are very first-time luxury purchasers, said Angelo. They are typically thirty to forty many years outdated in dual-income households with no children. They make $ 75,000 to $ 25,000 yearly. Audi’;s normal customers, on the other hand, are typically in their mid-40’;s and producing above $ 150,000 a 12 months.
On the other hand, European luxury nameplates are salivating more than the prospect of luring new buyers who previously purchased Chevrolet, Ford, Honda or Toyota. Audi President Scott Keough informed CNBC he expects product sales in the entry-level luxury section to develop 400% by 2020.
Angelo mentioned he expects the A3 to conquest owners from Honda and Toyota as effectively buyers from other luxury competitors such as Mercedes, BMW and Lexus.
“We consider there is a lot of individuals who have been in volume brands who will now think about a motor vehicle at this cost point,” he stated.
Mercedes was the 1st luxury automaker to dive under the $ thirty,000 barrier with its productive launch of CLA last fall. The $ 29,900 cost-tag appears to be the sweet spot to lure middle-class vehicle owners who previously drove a Honda Accord or Toyota Avalon, say automotive authorities.
“When you think luxury, you believe high-priced. But simple and low cost credit has produced this segment comparatively cost-effective for folks who may possibly have previously bought a mainstream sedan,” stated Jessica Caldwell, an analyst with Edmunds.com. “Now, they can start off to get into this entry luxury segment. The vehicle may be smaller sized — but you get a far more prestigious nameplate. Which can make it worthwhile for a good deal of buyers.”
Audi’;s income have been flat in February, even though Mercedes and BMW acquired 3 percent, in accordance to the Automotive News Information Center.