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I think a lot of people here don't understand the position Audi is in. Their advertising campaigns are built around the boomer generation who often doesn't think much of Audis.
Audi is the least recognized luxury brand from the major ones listed here (among gearheads obviously not the case, but among normal people Audi barely comes to mind). Audi has repeatedly run commercials that merely get people thinking about Audi when they think Merc or BMW because ... most people DONT. Its their attempt at relevance, thus the super-bowl commercial last year mentioning all the other brands in a relatively favorable light.
Audi just wants people to notice them.
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