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VW empire wants to sell you everything, including an Audi rival to Mercedes’ all-conquering CLS

Later this year we’ll probably see Volkswagen taking over Porsche, thereby uniting in one company the two feuding arms of the Porsche family (the latest batch of company owners are cousins). This follows an audacious and unsuccessful bid by the rather smaller Porsche to acquire VW two years ago.

So alongside volume cars VW will offer Porsche as well as its other luxury brands which now include Bentley, Bugatti and Lamborghini. And, down the price scale a bit, Audi.

But Audi itself has invaded the supercar sector with its highly successful R8 model, a snip at around the £100,000 mark. And it’s also challenging the second version of Mercedes’ four-door coupe CLS with the Audi A7, a cross between the sporty A5 and the R8.

And a veritable bargain at around £50,000. Who said there was a recession?

Ad creativity will play a big part in the battle and Audi agency Bartle Bogle Hegarty has come out with all guns firing for the A7 with this ad by Blind partnering with the UK’s Jelly (director Vanessa Marzaroli).

No ads yet for the CLS (or BMW’s forthcoming 6 rival) so here’s an incredibly cheesy Mercedes trailer.

How could they make a car this sexy seem boring and middle aged?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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