Marketing-speak moves on


Autocar Mail

Please reassure Philip Barry (Mail, 10 March) that he’s not showing his age, it’s just that marketing speak has moved on.

In the 1970s it was all about the marque, and people were passionately loyal to the one they drove.

It all started to get confusing with ‘badge engineering’ – a practice turned into an art form by British Leyland – which applied different labels (aka sub-brands) to the same basic product. Remember when an Austin Mini was also a Morris, a Clubman, Wolsey Hornet, Riley Elf or Moke?

While a Skoda, Seat, VW and Audi today might share components and underpinnings, at least the brand differentiation and driving experience is more distinct.

Jeremy Clarke

That’s just what I was thinking as I drove to work in our long-term Seat Exeo estate. Or was it an Audi A4? – TD

Published in Autocar Letters, 24 March 2010


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