The Importance of Long-lasting Slogans in Automotive Advertising

When it comes to advertising slogans, the ones that stand the test of time are the most valuable. However, reinventing slogans can come with its own challenges.

Mercedes-Benz: A Lack of Consistency

One example of a brand that has struggled with maintaining a consistent slogan is Mercedes-Benz. The company’s previous slogan, “engineered like no other,” was introduced in 1956 and used until 1995. It was then replaced by “the best or nothing,” which lacks the impact of its predecessor. Today, Mercedes-Benz advertisements online often feature only the three-pointed star logo and a clickable link, with occasional model-specific slogans like “so AMG.” This lack of an overarching message may suggest that Mercedes-Benz no longer prioritizes lasting consistency in its advertising.

Perhaps in a world where style and connectivity take precedence over traditional engineering, Mercedes-Benz believes that a consistent slogan is less important than it once was. While the company still emphasizes engineering through its Formula 1 team, it no longer relies on a single slogan to represent its brand.

BMW and Audi: Maintaining Slogan Traditions

In contrast, BMW and Audi have held onto their longstanding slogans. BMW has used “Freude am Fahren” (translated as “sheer driving pleasure”) since 1965, adapting it to “the ultimate driving machine” for English-speaking markets in 1972. Audi’s slogan, “Vorsprung durch Technik” (translated as “progress through technology”), has been in use for over 50 years. While Audi has introduced variations like “future is an attitude” for its electric cars, the company still values its association with the original slogan.

According to Oliver Hoffmann, Audi’s technical head, “Vorsprung” is more than just a slogan; it encapsulates the Audi mindset. Whether it’s the lightweight Audi 80, the premium A8, or their victories at Le Mans, the slogan has remained relevant throughout Audi’s history. This suggests that the slogan not only resonates with customers but also drives employees internally.

The Risk of Losing Treasured Associations

It’s important for car companies to recognize the value of long-lasting slogans. While it may be tempting to introduce new slogans or rebrand, executives should remember that most people don’t care about their brands as much as they do about their daily lives. Building strong associations with slogans takes time and consistency. Once these associations are established, companies should be cautious about giving them up, as it is much easier to lose them than to regain them.

Ultimately, a memorable and enduring slogan can become a powerful tool in shaping a brand’s identity and connecting with consumers.