In the modern world, the battle against competitors has reached a new level. Now, the main weapon is marketing.Audi, BMW, and Mercedes have been competing in this arena for many years. The fight bears fruit. For example, in 2016, Mercedes surpassed BMW in sales in the business segment for the first time in a dozen years. Mercedes sold over a million cars, while BMW's figure stood at 980,000, with Audi in third place at 950,000.
These brands have solidified their constant leadership and maintain it confidently, despite the large number of other brands in the premium class.
The German brands produce cars in the same niche. As soon as one brand releases a premier model, others catch up by introducing their directly competing versions. The cars have very similar characteristics and designs are perfected.
All three manufacturers consider their model as the standard and a breakthrough in technical possibilities. To stand out among competitors, the emphasis is placed on the magnetism of the brand itself.
These Germans are not perceived as ordinary cars, so the manufacturer must ensure empathy between the owner and the car, between the consumer and the corporation.
The three leading companies do not belong to the budget economy class, so those who have the financial means buy cars from these manufacturers. For buyers, it is important what values the brand shares, its specifics, and its attitude towards the consumer.
The value of the brand is influenced by ordinary random photos of famous people who choose BMW. The social chronicle captured stars like Heidi Klum and Selena Gomez next to cars of the preferred brand.
In 2012, Russia discussed an «advertisement» featuring Prime Minister Dmitry Medvedev talking about changes in traffic rules, with a BMW parked behind him.
Mercedes-Benz
In 1886, the innovative engineer Karl Benz patented the first car with a gasoline engine. In 1926, the well-known company Mercedes-Benz was formed as a result of the merger of the manufacturers Daimler and Benz.
The star on the hood symbolizes three elements: earth — the car, air — aviation engines, water — marine engines. All of these were produced within the corporation.
The main factor that led the «Three-Pointed Star» corporation to the top was the high popularity of the car among government officials.
The company had a difficult time during the Second World War, but production resumed a year after the war ended. In the 1950s, Mercedes entered Formula 1, and began producing fully handcrafted luxury limousines.
In 1998, the company bought Chrysler in hopes of expansion, but financial difficulties led to selling shares in 2008, ending the collaboration. Mercedes held a market leadership position until 2005. The company's management set a goal to regain its former positions by 2020.
The three-pointed star is recognizable to consumers, allowing the brand to not use photos of Mercedes in advertising. The active use of only the emblem in advertising campaigns began in 2011 when an advertisement with the slogan «The best or nothing» and the Mercedes-Benz badge was displayed at Johannesburg airport.
The advertisement marked the launch of new technology capable of reducing harmful emissions released into the air. An unusual billboard showed that over time, the pollution on the board formed the words «If more cars had BlueEFFICIENCY, you wouldn't be able to read this.»
In the same year, a promotional campaign «Left and right brain hemispheres» was launched, emphasizing technological innovation and the enduring recognizable design.
BMW
Bayerische Motoren Werke, known as BMW, was launched in 1916 and initially produced aircraft engines. The BMW logo reflects two meanings: a symbolic propeller against the sky and the main colors of the Bavarian flag.
After World War I, aircraft engine production ceased, and BMW started manufacturing motorcycles. The first car model rolled off the assembly line in 1928 and was named Dixi.
During World War II, BMW was transformed into a manufacturer of aircraft engines. After Germany's defeat, production became unnecessary. BMW entered the car and motorcycle market.
By 1956, BMW had produced over 250 sports cars, assembled manually according to the specific owner's requirements. In the 60s, the company expanded its geography, moving motorcycles to Berlin, and in the 70s, car production started in South Africa. During this time, BMW introduced classic 3, 5, 6, and 7 series.
In 1983, BMW established itself as a sports car by winning Formula 1 races.
In the 2000s, BMW acquired Rolls-Royce and Mini. In 2013, production of electric cars began.
BMW is the most frequently featured car brand in movies. The brand is prominently displayed in the «Bond» films, featuring not only real models but also specially created ones, such as the BMW Z3 equipped with a parachute and an active information system.
In 2003, the premiere of the film «Boomer» took place in Russia, by this time the brand had firmly established such a nickname. However, BMW declined to collaborate with the creators of the project as the storyline did not suit the company, avoiding criminal elements.
The brand's value is influenced by everyday random photos of famous people choosing BMW. The social chronicle captured stars like Heidi Klum and Selena Gomez next to cars of the preferred brand.
In 2012, Russia discussed an «advertisement» featuring Prime Minister Dmitry Medvedev talking about changes in traffic rules, with a BMW parked behind him.
Audi
In 1909, August Horch founded the company Audi. Prior to this, Horch worked as an engineer at Karl Benz's company. Due to certain disagreements, Horch left Benz and founded his own car manufacturing company, which seems justified by today's market. The surname Horch translates from German as «listen.» This word was translated into Latin and became Audi.
In 1910, the first car in the Audi-A lineup was presented.
The First World War led to a crisis that caused Audi's business to decline, and in 1932, the company merged with three other firms. This resulted in Audi Union and the well-known four interlocking rings emblem symbolizing «vorsprung durch technik.»
After the end of World War II and the division of Germany, the Audi plant remained in the GDR. The production of passenger cars almost stopped, and the corporation focused on producing commercial trucks.
From 1958 to 1985, Audi had almost no distinctive identity. Initially, the company was acquired by Daimler-Benz, but no investments were received from the new owner. Then, in 1964, the corporation moved to Volkswagen, and only in 1985, the car manufacturer regained the name Audi.
Currently, the VAG (Volkswagen Audi Group) corporation has been formed.
Audi's active advertising began to develop significantly only in the last three decades.
The breakthrough in Russia was the publication of a poster with the slogan «When four rings are all you need,» which played on the situation with the unopened Olympic ring at the Sochi Games opening.
The Brightest and Most Interesting Battles of the «German Trio»
All three corporations are known for their particularly reliable cars, and their advertising battles only heat up consumer interest without harming the competitor's reputation, as all three brands are known for uncompromising quality.
The «battles» began with BMW. They were the first to challenge Mercedes at the start of the 21st century. The Bavarians presented a billboard featuring the BMW X5 as a leopard breed, while Mercedes' ML was depicted as a hunted zebra.
Later, a provocative video with the screaming phrase «Mercedes can also provide driving pleasure» was released, attributed to BMW.
Two years after the release of this video, BMW outsold Mercedes in premium class sales.
In the late 90s, Mercedes produced a film about the notorious Chapman's Peak mountains, where many drivers had accidents. Public attention was drawn to a case involving an Irish businessman who drove a Mercedes-Benz over a cliff. The businessman survived, and the director who made the advertisement on this theme received a Golden Lion award for creativity.
BMW's creatives recreated the competitor's video, changing the outcome — the car simply reaches the destination. The advertisement was titled «Beat the bends.» The ad cleverly played on the sound resemblance between «Benz» and «bends.»
In the early 2010s, Mercedes-Benz elegantly teased BMW, releasing a billboard with the text «Thanks for 100 years of competition; the past 30 were really boring,» while reminding who the leader in the luxury segment was.
But that was not the last congratulation. All BMW employees were invited on a free tour of the Mercedes museum in Stuttgart. An added touch was that all those who arrived in a BMW received a free parking spot right at the museum entrance.
The main provocateur from Bavaria did not overlook Audi. At the end of 2006, Audi was recognized as the best car in South Africa. Audi received congratulations from the competitor with a note: «From the best car in the world — 2006.» Audi, in turn, did not lag behind and sent a response signed: «From the six-time winner of the Le Mans 24 Hour race (2000—2006).»
The spirit of rivalry also captivated the Japanese. Subaru sent congratulations to BMW and Audi for winning beauty contests and subtly mentioned that in 2006, Subaru had the best engine.
The Saleen poster «eclipsed» all in the battle with the inscription: «Congratulations to BMW, Audi, and this blue car on victories in all these different categories in which you guys so diligently compete. It's very cute.»
In 2009, a new «war campaign» unfolded between BMW and Audi in California. The presentation of the new Audi A4 model took place on a billboard with the slogan: «Chess? No, thanks. I'd rather drive»:
In Los Angeles, a billboard appeared with the message «Your move, BMW.» BMW responded positively to the call, placing the «Checkmate» advertisement on a billboard twice the size of Audi's.
Audi's next move was: «Time to check your luxurious emblem. It seems its time is up.»
And next to the first Audi billboards, a new image was placed: «Your pawn is no match for our king.» But the battle was lost, and the final move came from BMW — they attached a dirigible with an image of a racing car to Audi's ad: «Game over.»
These battles are not limited to print. BMW released a video «Jump for Joy.» Audi, in turn, responded with the video «Friendly Competition.»
Traditionally, the «war» involves two established opponents: BMW vs. Mercedes or BMW vs. Audi.
Sometimes Audi may make jokes at Mercedes' expense. In 2010, a car cover with an Audi R8 Spyder print was released.
«Don't have an Audi R8 Spyder? Now you can pretend you do. Deceive your neighbors, and most importantly, yourself, and imagine that you have your dream car. Perfect for BMW and Mercedes owners whose lives are filled with regret»:
All these advertising battles are harmless for the brands. Fans of the German trio know exactly what each corporation represents.
But sometimes, the German trio unites in a coalition to fight against the Japanese automotive industry, which is trying to claim the luxury segment.
What to Choose?
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