{"id":990,"date":"2011-02-09T10:14:00","date_gmt":"2011-02-09T10:14:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2011\/02\/09\/de-la-comunicacion-audi-vs-mercedes\/"},"modified":"2023-06-27T11:23:58","modified_gmt":"2023-06-27T11:23:58","slug":"de-la-comunicacion-audi-vs-mercedes","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/de-la-comunicacion-audi-vs-mercedes\/","title":{"rendered":"De la comunicaci\u00f3 Audi Vs. Mercedes"},"content":{"rendered":"<div style=\"text-align: justify;\">Alguna cosa s&#039;est\u00e0 movent en el posicionament de les principals marques premium m\u00e9s venudes al sector de l&#039;automoci\u00f3.<\/p>\n<p>Estem davant d&#039;una nova batalla per un nou eix de posicionament m\u00e9s agressiu per part d&#039;Audi davant d&#039;un dels seus rivals Mercedes.<\/p>\n<p>Si analitzem qualsevol mapa de posicionament del sector de l&#039;automoci\u00f3 podrem apreciar com Mercedes encarna els valors del premium cl\u00e0ssic, BMW i Audi del luxe m\u00e9s modernitzat, amb el mat\u00eds que BMW esprem m\u00e9s el factor pot\u00e8ncia i Audi el factor tecnologia.<\/p>\n<p>Arran de la Super Bowl dels Estats Units hem vist un desenvolupament molt clar d&#039;Audi contra Mercedes, deixant de banda el seu rival BMW.<\/p>\n<p>Un argument molt m\u00e9s enll\u00e0 de la tecnologia i que aposta clarament per deixar el rival entre l&#039;obsolesc\u00e8ncia de disseny i modernitat.<\/p>\n<p>A Espanya i, per tant, Europa el concepte \u00e9s molt m\u00e9s subtil i menys agressiu ja que la publicitat comparativa est\u00e0 prohibida. Tot i aix\u00ed el focus principal d&#039;Audi \u00e9s clarament Mercedes, en una estrat\u00e8gia d&#039;intentar que quedin dos \u201cplayers\u201d predominants al mercat premium.<\/p>\n<p>\u00c9s interessant veure com Audi associa el concepte modernitat amb el concepte d&#039;il\u00b7luminaci\u00f3.<\/p>\n<p>De la tradici\u00f3 tecnol\u00f2gica d&#039;Audi amb el concepte \u201cQuatro\u201d com a estrella convidada s&#039;ha passat a un concepte tecnol\u00f2gic que ve derivat de cada cop una amplitud de gamma i una renovaci\u00f3 est\u00e8tica m\u00e9s que constant (A1, A3, A4, A5, A6, A7, A8, Q5, Q7, TT i el futur (Q3) on cobrir absolutament tots els segments potencials.<\/p>\n<p>A m\u00e9s, la compra de Porsche pel grup aporta una homogene\u00eftat de criteri est\u00e8tic espectacular, on no hi ha excessiva difer\u00e8ncia est\u00e8tica entre un VW Toureg o un Porsche Cayenne, per exemple.<\/p>\n<p>Mercedes tamb\u00e9 juga la seva batalla en el concepte de renovaci\u00f3 est\u00e8tica.<\/p>\n<p>El grup VW i Audi est\u00e0 apostant per una estrat\u00e8gia correcta? Tindr\u00e0 r\u00e8dits a guanyar quota de mercat a Mercedes?<\/p>\n<\/div>\n<p><iframe title=\"YouTube v\u00eddeo player\" src=\"http:\/\/www.youtube.com\/embed\/fJnaOPzZ_pQ\" width=\"640\" frameborder=\"0\" height=\"390\"><\/iframe><\/p>\n<p><iframe title=\"YouTube v\u00eddeo player\" src=\"http:\/\/www.youtube.com\/embed\/hTAaG4XJ8bI\" width=\"640\" frameborder=\"0\" height=\"390\"><\/iframe><\/p>\n<p>Jordi Crespo<br \/>\nSoci Director hamilton<\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Algo se est\u00e1 moviendo en el posicionamiento de las principales marcas premium m\u00e1s vendidas en el sector de la automoci\u00f3n. Estamos ante una nueva batalla por un nuevo eje de posicionamiento m\u00e1s agresivo por parte de Audi frente a uno de sus rivales Mercedes. Si analizamos cualquier mapa de posicionamiento del sector de la automoci\u00f3n [&hellip;]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[62,63,64,65],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>De la comunicaci\u00f3n Audi Vs. Mercedes -<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"De la comunicaci\u00f3n Audi Vs. Mercedes -\" \/>\n<meta property=\"og:description\" content=\"Algo se est\u00e1 moviendo en el posicionamiento de las principales marcas premium m\u00e1s vendidas en el sector de la automoci\u00f3n. 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