Audi just seems to be getting itself into all sorts of "he said, she said," misquotes and jumped all over by the automotive press as of late.
The U.S.'s CMO, Scott Keogh, was speaking about innovative marketing and how it has helped Audi in one of the worst years for auto sales in over 20 years. Of course it was not an issue when Keogh addressed Audi's tactics, but when he began speaking about how the automotive industry got there, some eyebrows were raised.
Essentially, Keogh's main point was that in the middle of the 20th century, the automotive industry was IT. Then, Keogh said it lost its way and the "industry drove itself into this mess."
He continued on by saying that many marketing campaigns became repetitive and predictable. Keogh said traditionally, vehicles were marketed like this: car on the road, point out some piece of technology, tell consumers how cheap your product is, convince the buyer to get to a dealer where they can get it cheaper and hope buyers love your brand.
Keogh pointed out "...after 20 years, [this strategy] really starts to erode away the romance, nostalgia and the ideals of the automotive business."
Automotive News has taken this as an attack on the domestic manufacturers but what do you think is really going on here?
The Spies are siding with Keogh because he is right.
And by Automotive News making something that it is not, clearly shows how out of touch it is.
Click "read article" to watch the video.
Weigh in and let us know in the comments below!
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