Friday, December 2, 2022
News Audi Twitter Ad Sparks Outrage, Carmaker Posts Apologies, Explains Intent

Audi Twitter Ad Sparks Outrage, Carmaker Posts Apologies, Explains Intent

Audi tweet shows girl posed with RS 4 Avant Wagon

  • Ad shows small child leaning against the front of an RS 4

  • Twitter users said it was insensitive to children’s safety


Audi started its social media week with a post about the 444 hp RS 4, but that’s quickly flipped to an apology as a social media storm quickly erupted about the ad, which showed a young girl leaning on the front bumper of the car.

The post says “lets your heart beat faster – in every aspect,” and while some replies to the tweet try to point out that Audi’s ad people are referring to the fact that a child’s heartbeat is more rapid than an adult’s (so the RS4 makes you feel like a kid again), that’s not the way many took it.

The primary message people seemed to take away from the ad was that this was a sportscar with a top speed of more than 270 km/h with a child who would be nearly invisible from the driver’s seat leaning against the car’s blunt nose. Replies to the post called out Audi for the imagery during a time when increasing CO2 emissions and pedestrian deaths are becoming a more important issue to many, including car buyers.

Other posters in both English and German implied that the young girl leaning aginst the car while eating a banana could be seen as sexualising the child as a way to promote the company’s wares.

Just over 24 hours later, Audi responded to the concerns in another post. Audi’s official twitter account pointed out that the RS 4 “is a family car with more than thirty driver assistance systems including an emergency break (sic) system,” and that they had run a series of ads in the campaign featuring various family members.

Audi said that they were hoping to showcase that the RS’s technology could make things safer “even for the weakest traffic participants.”

They concluded with an apology for the image, calling it insensitive, and saying that it would not be used going forward. Audi also tweeted that it would “immediately examine internally, how this campaign has been created and if control mechanisms failed in this case.”

Trending Now

The degradation of batteries is concerning in the UK

When the battery capacity reaches 80 %, its life cycle is near its useful cycle. Battery degradation varies from car models. EV owners...

The Lexus CT Could Return as a Small SUV

The hybrid sub-compact hatchback was sold in North America between 2011 and 2017. The new CT could slot between the sub-compact UX and...

Volkswagen May Team Up with Foxconn to Build Scout Vehicles

Taiwanese Foxconn is currently building the Lordstown Endurance pickup. Volkswagen announced the return of the Scout brand last May. Volkswagen is actively shopping for...

Ford Recalls 634,000 Bronco Sport, Escape Models over Fire Risk

Cracked injectors could lead to fire Fix involves new software, drain tube Ford is recalling more than 634,000 Bronco Sport and Ford Escape models...

The 2023 Honda Pilot will Start at $50,650 in Canada

The new Pilot will be offered in five trim levels. Every new Pilot comes with an expanded suite of driver assistance features and...

LEAVE A REPLY

Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.