Two weeks ago Audi launched the mid-life facelift for its Q3 small SUV, which has been one of the best selling premium cars since its launch in 2010. The highlight of the range is a 340 HP hot RS Q3 model, which uses the latest Haldex coupling and a tweaked gearbox to match the performance numbers of the GLA 45 AMG.
It's the perfect time then to launch a new commercial claiming that "this is not an All Wheel Drive, this is the latest quattro!"
And that's just what the Germans have done with a nicely done ad that invites you to hit the open road, to engage the locking differentials and explore places that lesser cars can't get to. What Audi owner or fan doesn't like that?
Despite probably throwing a couple of hundred-thousand dollars at this video project, Audi has failed in one respect – the song. It's No Church in the Wild by Kanye West and Jay Z, of course. Everybody knows it was part of the soundtrack for the Great Gatsby, but car guys are also familiar with it thanks an old Dodge Dart ad.
In 2012, when the compact sedan was young and full of hope, Chrysler released a bold video called "How to Change Cars Forever". As you can see, they used the exact same song and chose a similarly uplifting message.
Put together by Wieden and Kennedy Portland, the Dodge ad is honest, emotional and very funny. It didn't actually help Dodge sell that many Darts, but its memorable enough that we remembered it two years later.
Thank god it's not the same narrator as well, because that would have been really embarrassing for Audi.
Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida. Full profile
Would you like AUTOEVOLUTION to send you notifications?
Google News