Comments on: Super Bowl XLIV: Which automotive manufacturer got it done?

By: Kim Serota

Kim Serota — Thu, 11 Feb 2010 19:42:04 +0000

I would give the nod to our friends at Volkswagen. The bit with Stevie Wonder punching Tracy Morgan and going “Red one” was the perfect clever ending to a well crafted inventory review. However, I think you guys are giving Audi too much credit. Advertising the TDI is a good idea but the car was nearly missing in action. My Management Strategy students at Oakland University described the “Green Police” commercial in one word: “Huh?”

By: Fran Kelly

Fran Kelly — Wed, 10 Feb 2010 14:43:09 +0000

I think you’ve ranked the creative performances correctly. Audi has as strong a lineup of cars as any brand today and their marketing is fresh and smart, just like the cars. Hyundai has come farther as a brand over the past two years than any other. They are becoming a high quality value brand, like a Target or Jet Blue. The VW spot was fun and pulled all of their strong models together for the first time in years. It is too bad only one American model had the confidence to climb up on the Super Bowl stage this year. Detroit is making better cars. It will need even better marketing to reconnect with American drivers, especially the all important under 35 segment.

By: Cameron

Cameron — Tue, 09 Feb 2010 22:36:24 +0000

I agree that they could have done a little more with the car but all in all it was a job well done. I do feel as if they missed the opportunity to hammer home a factoid like 30% better MPG. American’s need to be “sold” on the advantages of diesel and while I do believe that Audi has done more than anyone else to promote diesel, we’re a long way as a country from appreciating its benefits.

By: Jeff Ford

Jeff Ford — Tue, 09 Feb 2010 16:51:46 +0000

I agree on the Audi “Green Police” call, acknowledging a bias, of course! Not quite enough register the car itself, though. So happy to see someone with the courage to promote diesel as green, and on the Super Bowl! First, diesel as perrformance, and now, diesel as green. Excellent analysis, Cameron.