{"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\/en\/de-la-comunicacion-audi-vs-mercedes\/","title":{"rendered":"From Audi Vs. Mercedes communication"},"content":{"rendered":"<div style=\"text-align: justify;\">Something is moving in the positioning of the main best-selling premium brands in the automotive sector.<\/p>\n<p>We are facing a new battle for a new, more aggressive positioning axis by Audi against one of its rivals Mercedes.<\/p>\n<p>If we analyze any positioning map of the automotive sector we can see how Mercedes embodies the values of classic premium, BMW and Audi of the most modernized luxury, with the nuance that BMW squeezes more the power factor and Audi the technology factor.<\/p>\n<p>Following the United States Super Bowl we have seen a very clear development of Audi against Mercedes, leaving aside its rival BMW.<\/p>\n<p>An argument far beyond technology and that is clearly committed to leaving its rival between the obsolescence of design and modernity.<\/p>\n<p>In Spain and therefore Europe, the concept is much more subtle and less aggressive since comparative advertising is prohibited. Even so, Audi&#039;s main focus is clearly Mercedes, in a strategy of trying to leave two predominant &quot;players&quot; in the premium market.<\/p>\n<p>It is interesting to see how Audi associates the concept of modernity with the concept of &quot;enlightenment.&quot;<\/p>\n<p>From the technological tradition of Audi with the \u201cQuatro\u201d concept as a guest star, we have moved on to a technological concept that is derived from each time a breadth of range and a more than constant aesthetic renewal (A1, A3, A4, A5, A6, A7, A8, Q5,Q7, TT and the future Q3) where to cover absolutely all potential segments.<\/p>\n<p>Furthermore, the purchase of Porsche by the group provides a spectacular homogeneity of aesthetic criteria, where there is not excessive aesthetic difference between a VW Toureg or a Porsche Cayenne, for example.<\/p>\n<p>Mercedes also plays its battle in the concept of aesthetic renewal.<\/p>\n<p>Is the VW and Audi group betting on the correct strategy? Will it pay off in gaining market share from Mercedes?<\/p>\n<\/div>\n<p><iframe title=\"YouTube video player\" src=\"http:\/\/www.youtube.com\/embed\/fJnaOPzZ_pQ\" width=\"640\" frameborder=\"0\" height=\"390\"><\/iframe><\/p>\n<p><iframe title=\"YouTube video player\" src=\"http:\/\/www.youtube.com\/embed\/hTAaG4XJ8bI\" width=\"640\" frameborder=\"0\" height=\"390\"><\/iframe><\/p>\n<p>Jordi Crespo<br \/>\nHamilton Managing Partner<\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Something is shifting in the positioning of the top-selling premium brands in the automotive sector. We&#039;re witnessing a new battle for a new, more aggressive positioning axis between Audi and one of its rivals, Mercedes. If we analyze any positioning map of the automotive sector [\u2026]<\/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=\"en_GB\" \/>\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. 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;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hamilton.global\/en\/de-la-comunicacion-audi-vs-mercedes\/\" \/>\n<meta property=\"og:site_name\" content=\"Hamilton\" \/>\n<meta property=\"article:published_time\" content=\"2011-02-09T10:14:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-27T11:23:58+00:00\" \/>\n<meta name=\"author\" content=\"Jorge Teixeira\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jorge Teixeira\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/hamilton.global\/es\/de-la-comunicacion-audi-vs-mercedes\/\",\"url\":\"https:\/\/hamilton.global\/es\/de-la-comunicacion-audi-vs-mercedes\/\",\"name\":\"De la comunicaci\u00f3n Audi Vs. Mercedes -\",\"isPartOf\":{\"@id\":\"https:\/\/hamilton.global\/#website\"},\"datePublished\":\"2011-02-09T10:14:00+00:00\",\"dateModified\":\"2023-06-27T11:23:58+00:00\",\"author\":{\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28\"},\"breadcrumb\":{\"@id\":\"https:\/\/hamilton.global\/es\/de-la-comunicacion-audi-vs-mercedes\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/hamilton.global\/es\/de-la-comunicacion-audi-vs-mercedes\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/hamilton.global\/es\/de-la-comunicacion-audi-vs-mercedes\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/hamilton.global\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"De la comunicaci\u00f3n Audi Vs. Mercedes\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/hamilton.global\/#website\",\"url\":\"https:\/\/hamilton.global\/\",\"name\":\"Hamilton Global\",\"description\":\"Market Intelligence Consulting Company\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/hamilton.global\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28\",\"name\":\"Jorge Teixeira\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g\",\"caption\":\"Jorge Teixeira\"},\"url\":\"https:\/\/hamilton.global\/en\/author\/jorge\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"De la comunicaci\u00f3n Audi Vs. Mercedes -","robots":{"index":"noindex","follow":"follow"},"og_locale":"en_GB","og_type":"article","og_title":"De la comunicaci\u00f3n Audi Vs. Mercedes -","og_description":"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;]","og_url":"https:\/\/hamilton.global\/en\/de-la-comunicacion-audi-vs-mercedes\/","og_site_name":"Hamilton","article_published_time":"2011-02-09T10:14:00+00:00","article_modified_time":"2023-06-27T11:23:58+00:00","author":"Jorge Teixeira","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Jorge Teixeira","Estimated reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/hamilton.global\/es\/de-la-comunicacion-audi-vs-mercedes\/","url":"https:\/\/hamilton.global\/es\/de-la-comunicacion-audi-vs-mercedes\/","name":"De la comunicaci\u00f3n Audi Vs. Mercedes -","isPartOf":{"@id":"https:\/\/hamilton.global\/#website"},"datePublished":"2011-02-09T10:14:00+00:00","dateModified":"2023-06-27T11:23:58+00:00","author":{"@id":"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28"},"breadcrumb":{"@id":"https:\/\/hamilton.global\/es\/de-la-comunicacion-audi-vs-mercedes\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/hamilton.global\/es\/de-la-comunicacion-audi-vs-mercedes\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/hamilton.global\/es\/de-la-comunicacion-audi-vs-mercedes\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/hamilton.global\/"},{"@type":"ListItem","position":2,"name":"De la comunicaci\u00f3n Audi Vs. Mercedes"}]},{"@type":"WebSite","@id":"https:\/\/hamilton.global\/#website","url":"https:\/\/hamilton.global\/","name":"Hamilton Global","description":"Market Intelligence Consulting Company","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/hamilton.global\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-GB"},{"@type":"Person","@id":"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28","name":"Jorge Teixeira","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/hamilton.global\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g","caption":"Jorge Teixeira"},"url":"https:\/\/hamilton.global\/en\/author\/jorge\/"}]}},"_links":{"self":[{"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/posts\/990"}],"collection":[{"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/comments?post=990"}],"version-history":[{"count":0,"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/posts\/990\/revisions"}],"wp:attachment":[{"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/media?parent=990"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/categories?post=990"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/tags?post=990"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}