Remember the billboard war between BMW and Audi that took place in the late 2000s? Back then, billboard advertising was still relevant, unlike today when most of the commercials and ads we see are through a screen of sorts. It was a fun time to see the old German rivals going at it with all sorts of subliminal and sometimes downright up front jabs at each other. Today, it looks like Asian car makers are trying to take jabs at German manufacturers with brands like Lexus and Kia simply comparing different cars in obviously biased videos.
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Nevertheless, it looks like some old wounds are reopening as a billboard war is currently under development in Tunisia, where two dealers are apparently going at it. It all started with BMW this time, unlike in the previous situation when Audi stirred things up first. This time, a BMW dealership bought a billboard and placed it right on the route to a local Volkswagen-Audi dealership. Their billboard says “Il n’est jamais trop tard pour changer d’avis” which translates to “It’s never too late to change your mind,” a clear suggestion for those heading down to buy an Audi.
However, the people from the Audi dealership didn’t waste no time and came up with their own reply. The billboard they bought simply says “LOOOOL You don’t switch from a winning brand”, with the LOL clearly being spelled with four O’s to be interpreted as the four rings of the Audi logo. Quite a nice touch, if you ask me. At the moment, it seems like the BMW dealer didn’t respond yet but we’re curious if they ever will anyhow.
This will nonetheless most likely not be the last time BMW and other manufacturers trade blows through their marketing departments. There have been numerous accounts of that happening, in various markets around the world and with different models. The video below highlights just a couple of them. We’d love to see the creative ideas that could come out from such a ‘billboard war’ once again though.