Automotive (110)
French qualite vs German qualitat
The new TV commercial of the French carmaker Renault parodies the last advertising campaign of the German brand Opel. A man, speaking a funny mix of German and French, presents a Renault car. The Opel campaign starred German engineers presenting Opel cars in German and was subtitled in French.
Why it matters
The country of origin of a car is a determinant factor in the perception of the quality in the automotive market. By making fun of its competitors by only talking about the country of origin, Renault differentiates its products by also showing their practical side. Is regional identity enough to differentiate your brand on a highly competitive market?
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