Seemingly out of nowhere, Audi is having some harmless fun at Mercedes’ expense. A post on Audi’s official Facebook page in Bangladesh features the G-Class—an unusual and counterproductive choice at first glance. However, the fully electric G580’s tank turn function allows it to spin 360 degrees on the spot, making it a perfect tool to “draw” the Four Rings on the asphalt.
There was also a message: “Nice rings! Thanks Mercedes for leaving our mark in Gulshan.” Gulshan is an affluent neighborhood in Dhaka, the country’s capital and largest city. Audi published the original post on February 25, and later the same day, Mercedes Bangladesh promptly replied with two cars and the following message: “Hi Audi… We’re happy to provide the most engagement ever on an Audi post. Next time, add two Mercs–might get you even more.”
Photo by: Mercedes-Benz
The next day, Audi decided to invite BMW to join the fun by posting an image of the Q8 alongside a BMW 7 Series. Side note: choosing the Q8 was a bit of a marketing faux pas, given that the electric SUV went out of production just days after the closure of the Brussels plant. We checked BMW Bangladesh’s Facebook page, but so far, there hasn’t been a response.
Photo by: Audi
However, before social media took off, there was an “ad war” between Audi and BMW. It started in 2009 with an A4 billboard in a wealthy neighborhood in California with the tagline “Your move, BMW.” The Bavarians shortly replied by buying advertising space right next to Audi’s poster to show the 3 Series alongside a “Checkmate” reply. Audi retaliated with an even larger billboard of the R8 and the following message: “Your pawn is no match for our king.”
That wasn’t the end of the story, as BMW paid for a blimp featuring the BMW V8-powered Sauber F1 car and a “Game Over” text to hover over the billboards. The banter continued with yet another poster from Audi of the R8: “Time to check your luxury badge. It may have expired.” BMW refused to respond, deciding to channel its advertising efforts elsewhere.
At the time, The New York Times spoke with representatives from both parties involved. An Audi spokesperson implied it didn’t respond to BMW and the replies were just a (happy) coincidence: “We had been planning long before the BMW billboard to come up with a different message. That had been in the works for quite a while.” A spokesperson for BMW ruled out an ad war between the two luxury automakers: “We would not look at it as a billboard war. When you step back, there is just a tremendous amount of good, competitive spirit.”
Source: Audi Bangladesh, Mercedes Bangladesh