{"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\/fr\/de-la-comunicacion-audi-vs-mercedes\/","title":{"rendered":"De la communication Audi contre Mercedes"},"content":{"rendered":"<div style=\"text-align: justify;\">Quelque chose bouge dans le positionnement des principales marques premium les plus vendues du secteur automobile.<\/p>\n<p>Nous sommes confront\u00e9s \u00e0 une nouvelle bataille pour un nouvel axe de positionnement plus agressif d&#039;Audi contre l&#039;un de ses rivaux Mercedes.<\/p>\n<p>Si nous analysons n&#039;importe quelle carte de positionnement du secteur automobile, nous pouvons voir comment Mercedes incarne les valeurs du premium classique, BMW et Audi du luxe le plus modernis\u00e9, avec la nuance que BMW exploite davantage le facteur de puissance et Audi le facteur technologique.<\/p>\n<p>Apr\u00e8s le Super Bowl des \u00c9tats-Unis, nous avons assist\u00e9 \u00e0 une \u00e9volution tr\u00e8s nette d&#039;Audi contre Mercedes, laissant de c\u00f4t\u00e9 son rival BMW.<\/p>\n<p>Un argument bien au-del\u00e0 de la technologie et qui s&#039;engage clairement \u00e0 sortir de son rival entre obsolescence du design et modernit\u00e9.<\/p>\n<p>En Espagne et donc en Europe, le concept est beaucoup plus subtil et moins agressif puisque la publicit\u00e9 comparative est interdite. Malgr\u00e9 cela, l&#039;objectif principal d&#039;Audi est clairement Mercedes, dans une strat\u00e9gie visant \u00e0 tenter de laisser deux \u00ab\u00a0acteurs\u00a0\u00bb pr\u00e9dominants sur le march\u00e9 haut de gamme.<\/p>\n<p>Il est int\u00e9ressant de voir comment Audi associe le concept de modernit\u00e9 au concept d\u2019\u00ab illumination \u00bb.<\/p>\n<p>De la tradition technologique d&#039;Audi avec le concept \u00ab Quatro \u00bb en guest star, nous sommes pass\u00e9s \u00e0 un concept technologique qui d\u00e9coule \u00e0 chaque fois d&#039;une largeur de gamme et d&#039;un renouvellement esth\u00e9tique plus que constant (A1, A3, A4, A5 , A6, A7, A8, Q5, Q7, TT et le futur Q3) o\u00f9 couvrir absolument tous les segments potentiels.<\/p>\n<p>De plus, le rachat de Porsche par le groupe offre une homog\u00e9n\u00e9it\u00e9 spectaculaire des crit\u00e8res esth\u00e9tiques, o\u00f9 il n&#039;y a pas de diff\u00e9rence esth\u00e9tique excessive entre un VW Toureg ou un Porsche Cayenne par exemple.<\/p>\n<p>Mercedes joue aussi sa bataille dans la notion de renouveau esth\u00e9tique.<\/p>\n<p>Le groupe VW et Audi parie-t-il sur la bonne strat\u00e9gie ? Est-ce que cela sera payant en gagnant des parts de march\u00e9 \u00e0 Mercedes ?<\/p>\n<\/div>\n<p><iframe title=\"Lecteur vid\u00e9o YouTube\" src=\"http:\/\/www.youtube.com\/embed\/fJnaOPzZ_pQ\" width=\"640\" frameborder=\"0\" height=\"390\"><\/iframe><\/p>\n<p><iframe title=\"Lecteur vid\u00e9o YouTube\" src=\"http:\/\/www.youtube.com\/embed\/hTAaG4XJ8bI\" width=\"640\" frameborder=\"0\" height=\"390\"><\/iframe><\/p>\n<p>Jordi Crespo<br \/>\nAssoci\u00e9 directeur de Hamilton<\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Le positionnement des marques premium les plus vendues du secteur automobile est en pleine mutation. Nous assistons \u00e0 une nouvelle bataille pour un positionnement plus agressif entre Audi et l&#039;un de ses concurrents, Mercedes. Si l&#039;on analyse la cartographie du positionnement du secteur automobile [\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=\"fr_FR\" \/>\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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