Audi R8 V10 - the Commercial

Audi R8 V10 features in an Audi commercial cruising through Marenello - home of Ferrari

Audi has something of a habit of coming up with some cracking commercials. It produced a brilliant advert for the World Superbowl last year featuring a pastiche of the Godfather film. And it’s been going head to head with BMW on billboards in California for weeks. But this advert for the Audi R8 V10 is a good ‘un.

It features a new Audi R8 V10 cruising through Maranello, home of Ferrari, and features the reactions of the locals. No punches pulled; no skirting round Audi’s opinion. This blows Ferrari away, they believe, and they’re happy to shout it from the rooftops.

But I think the idea that Ferrari is undermined by the R8 V10 is actually a bit far fetched. I love the R8, and I’m sure the R8 V10 will be stunning (not got hold of one yet – where are you Audi when I need you?!), but cracking though the car is I don’t think it will steal too many sales from Maranello. Most people who buy a Ferrari do so for one reason only – the badge. They want to look flash/cool/rich (take your pick). Only a small percentage really buy on performance and heritage. After all, there are quicker cars for less money.

In truth, Audi should have driven the R8 V10 through Stuttgart. But I don’t think Porsche would have been too thrilled!