The marketing environment for car companies is an extremely competitive one. Being that the people who can afford these kinds of cars (BMW, Mercedes, Lexus) are not a dime a dozen, car companies like Audi must find new, innovative ways to grab a customer's attention and draw him away from the competition. But first, they have to look at the kind of people they are trying to attract and what values those people possess and live their lives by. People who want an Audi want certain things: they want a car that shows their wealth, their style, their sensibility (both in their personal lives as well as professional), and above all, something that satisfies them. Now when Audi advertises, lets say in a TV commercial, they don't direct their ads towards only the upper middle class. Their commercials are more on the satirical, jokey side, so as to not alienate anyone and make them think, "Oh, I can't/shouldn't get an Audi, as they're made for people who look better than me, dress better than me, or make more money than me." For example, the ad they debuted at the Super Bowl had nothing to do with social status or where you are in life. They simply took a popular subject (vampires) and used that to advertise a new feature on their cars, the new extremely bright LED headlights. In doing so, they made people laugh, they got their point across, all without making it seem like a normal, run of the mill person couldn't buy their cars, but instead they created a welcoming, almost friendly atmosphere into which almost anyone could buy into (as long as you have the money when you get to the dealership).
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