Uncompromised’ positioning for A3 came out of consumer comparisons

Very Illuminating

The message behind the just-launched Audi advertising campaign for the new Audi A3 sedan–about the “uncompromised” luxury provided by the new entry-level nameplate–stemmed from customer research last year that pointed out the clear advantages the A3 would enjoy over its competition.

In new TV ads airing on NCAA March Madness this weekend, Audi doesn’t mention any rival premium sedans by name. But it’s easy to infer from ads such as the first one, “Dues,” that the Audi insistence on “no compromises” is painting a contrast between the fully loaded Audi A3 and less-generous competitors.

Audi conducted research clinics last year with consumers “taste testing” the A3 versus the competition while remaining unaware of what brand was paying for their opinions.

“We allowed them to walk around the car, feel the fit and finish and play with the technology,” said Anna Russell, General Manager of Brand Marketing for Audi of America. “They concluded that the technology was way beyond their expectations. And when they examined [others] side by side in terms of fit, finish and product features, they felt the A3 was exceptional.”

Further, Russell added, the mindset of premium buyers who are Millennials “of ‘not compromising’ was a natural fit with what our product clinics showed in terms of the car being uncompromised.” The generation of American consumers who are new adults through their early 30s, also known as Generation Y, comprise one of the key targets within what the brand now is calling “Generation Audi.”

More broadly, the target audience for the Audi A3 sedan will be first-time luxury buyers, many of whom will be considering the Audi brand for the first time. “So it was essential that despite the $29,900 starting price, the A3 was every bit a true Audi from its exceptional technology to the fit and finish,” Russell said. “They’ll know that not one millimeter was cut anywhere despite the highly competitive price.”

And while Audi won’t be calling out competitors’ specific vehicles in its TV advertising, Russell said that point-of-sale materials at Audi dealerships will make explicit comparisons. “It’ll be,” she said, “very illuminating.”