Sexist Audi commercial sparks backlash in China

Trending Audi Incites Anger with Controversial Ad that Compares Women to Used Cars Qin Qian
Trending Audi Incites Anger with Controversial Ad that Compares Women to Used Cars Qin Qian

20 July, 2017

The final sequence of the ad includes a screen grab of used Audis for sale, with the narrator saying, "Only with official certification can you be rest assured".

The advert then cuts away to an image of an Audi auto with the voiceover: "An important decision must be made carefully".

German auto manufacturer Audi has been criticised in China for running an advert comparing a bride-to-be to a used vehicle.

It did not go over well.

Many Chinese customers took to Weibo, China's Twitter, to blast the German automaker, calling the ad sexist.

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

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

There has been so much backlash to the commercial in China that a page has been dedicated to it on the Chinese microblogging site Weibo. Audi said the joint venture department responsible for the video "has arranged a thorough investigation" in order to prevent similar incidents in the future.

The company can ill afford this speed bump.

"I will not buy an Audi in this lifetime", one user said, and another called it "disastrous marketing".

"If this ad compared a guy to a second hand auto, people would undoubtedly say its amusing and creative", she added. It happened in China and the commercial has received massive criticism from the media, industry watchers and the general public in the Asian territory. Audi sales in China were down 15% in the first half of 2017.

Last year, a Chinese firm apologised for a racist laundry detergent ad, in which a Chinese woman throws a black man covered in paint into a washing machine.

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