February 2009
The biggest names in the movie industry arrived in fitting style for the recent 81st Academy Awards ceremony.
A fleet of 40 white Audi Q7 TDI Clean Diesel cars chauffeured the stars to the red carpet in front of the Kodak Theater in Los Angeles.
With its presence at the Oscars, Audi supports yet another major event as part of a major US marketing initiative. The German premium brand already presented the TV transmission of the inauguration of President Barack Obama and launched a major commercial during the Super Bowl that was seen by about one billion viewers tuned into the football spectacular.
“Thanks to new models such as the A4 and top models such as the Audi R8, Audi in the US reached the highest brand awareness and best image in its history last year. In order now to further gain market share, we are increasing our marketing budget for the USA,” said Peter Schwarzenbauer, Member of the Board of Management for Marketing and Sales of AUDI AG.
A full 15 to 20 per cent more is to be invested in the brand this year in order to transform this crisis into an opportunity.
“While others are hitting the brakes, we continue our extensive marketing initiative,” said Schwarzenbauer.
“Behaving counter-cyclical will further strengthen us in these times.”
This also explains how Audi was able to further expand its market share during January 2009 when compared with its competitors (from 6,7% to 7,2% of the Import High Group).
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