Audi Commercial in China Compares Women to Used Cars

Audi is learning that lesson after releasing an ad in the Chinese market that attempts to find humor in a groom's family inspecting his bride as though she's a used vehicle.

It shows a woman having her nose, ears and teeth inspected by her mother-in-law on her wedding day.

The groom's mother suddenly interrupts the ceremony to inspect the bride.

An animation in the same ad encourages viewers to visit a website selling "Audi-approved" secondhand cars.

It's an ad from Ogilvy & Mather Beijing promoting used Audis that have been checked out and officially certified for resale.

Both Twitter and Chinese social media site Weibo blasted the commercial, with some calling for an apology or a boycott of Audi.

"This is unacceptable", wrote one user, while another called it "disgusting".

"Has Audi lost its mind to compare women to second hand cars, " said one comment on Sina Weibo. He added that the company's local joint venture partner was responsible for marketing in China.

"Most corporations do not have the concept of gender equality and neither do Chinese regulators", Li Maizi, a feminist activist, told CNN.

"So many powerful women in China are also potential customers for Audi, and this is how Audi is sending its message to buyers?" said Guo Zimeng, a Shanghai-based lifestyle editor.

This speed bump isn't good for Audi.Its sales fell 15 percent during the first half of this year. Viewers are then directed towards Audi's second hand auto sales website.

Audi has been struggling in China of late, with BMW and Mercedes beginning to overpower it. The man emerges from the wash as a clean, light-skinned Chinese man.


Popular

CONNECT