German automaker Audi announced today that it has signed exclusive sponsorship deals with television networks ABC, CBS and NBC for the inauguration of President-elect Barack Obama on January 20. Audi said in a press release that the network newscasts will be presented with “limited commercial breaks exclusively from Audi.” The automaker will also take out eight-page inserts in major national newspapers.
Audi says that the newspaper inserts will feature a “Progress is Beautiful” marketing campaign. The eight-page insert will be in major market newspapers across the country, as well as national publications like the Wall Street Journal and USA Today.
The automaker also says it will be the exclusive sponsor of online streaming broadcasts from four major news outlets: ABC News, CBS News, MSNBC and Washington Post.
In the news release, Audi says that it expects to reach an audience of more than 30 million Americans with the campaign. The automaker declined to specify how much it paid for the sponsorships and inserts.



01/16, 4:10 PM
posted by:
Gundy
Obama IS the Audi of Presidents: sleek, crisp, and smart. (cringing, waiting for backlash of responses)
01/16, 4:10 PM
posted by:
Borat
Common, we spend billions on that political campaign and nobody wants to pay for inauguration circus? Audi out of all companies? The best sponsor we can come up with is a Kraut? Did we just elected New Fuhrer?
01/16, 4:11 PM
posted by:
Gundy
…and, hopefully, profitable (as in, being able to turn around this sinking economic ship)
01/16, 4:18 PM
posted by:
johnnycanuck
I’m honestly surprised Kotex didn’t ante up and go with its ‘Stop the Bleeding’ marketing campaign.
01/16, 4:25 PM
posted by:
Gundy
The guy’s a genius, shear genius!
01/16, 4:30 PM
posted by:
Zcarsales
Borat may be more correct than he thinks. It is funny that no domestic is sponsoring him…think about that will you.
01/16, 4:34 PM
posted by:
bradleygt
Should have been a Pontiac
01/16, 4:35 PM
posted by:
AnonymousCoward
And so the blitzkrieg starts…
01/16, 4:54 PM
posted by:
mayer_ray_nagin
So there is going to be driving adverts alongside all the Colt45 Malt Liquor commercials?
And the uptight PC-crowd allows this?
01/16, 4:54 PM
posted by:
yarddog82abn
Dose anyone one see what I see? The “Germans” are paying Big Busk for Our New President’s inauguration… They have come a LONG way…….
01/16, 5:33 PM
posted by:
JakeK66
Agreed with Gundy,
Except I would have added overpriced, boring, arrogant and ultimately unreliable as well.
01/16, 5:37 PM
posted by:
Jon Luc
Who the **** cares?
01/16, 5:44 PM
posted by:
Dangerous1
Audi is probably the only auto company with any cash on hand to sponsor an event.
Congratulations Mr. Obama!
01/16, 5:47 PM
posted by:
TonyEnzo
The “Germans” are paying because no American company, not even the one that made his limo, can afford to sponsor the inauguration. It’s the same reason why they are pulling ads from the superbowl and pulling out of car shows.
I’m no Bahama fan but i am going to love watching some of you ****ers gnash your teeth for at least four years.
01/16, 6:02 PM
posted by:
Struggle
Yawn. (lol @ bradley btw).
I am so tired of the Obama worshipers.
At least Audi will get much exposure. Good for them.
01/16, 7:00 PM
posted by:
idrinorbarsaku
I’m not surprised to be honest. VW, audi, and porsche have so much money on hand compared to everyone else. GO AUDI!!!!! GO OBAMA!!!!!!!!
01/16, 7:45 PM
posted by:
jonmiles
OhhhhhhhhhhhhBAAAMAAAA!!!!!!!!!!!!!
01/16, 8:52 PM
posted by:
TomF
And, in a reciprocal gesture, Chevrolet has agreed to sponsor the next invasion of Poland.
01/16, 9:27 PM
posted by:
Captain Crunch
Anyone know what model Audi that is in the pic?
01/16, 10:12 PM
posted by:
desertdriver
Looks like an A3
01/16, 11:04 PM
posted by:
jonmiles
2009 A3 with convienience package
01/16, 11:14 PM
posted by:
Captain Crunch
Thanks guys.
01/17, 1:59 AM
posted by:
rerone
Audi Sucks. No matter how many Le Mans they win or whatever prestige car makes they absorb,Audi willl always be third fiddle to Mercedes, BMW. As far as the inaugural goes, the Germans are more excited than any other Europeans.
01/17, 3:02 AM
posted by:
Got Handling?
It says a lot about American politics that sponsorship of this kind of event could even be discussed: everything’s for sale.
Of course domestics aren’t sponsoring this, how could they after going cap-in-hand to the government and telling them how poor they are.
01/17, 5:14 AM
posted by:
Eisen Faust
Wow wasnt the war over 60 years ago? nice of some of you acknowledge change
01/17, 6:38 AM
posted by:
JakeK66
It’s an overpriced GTI, that’s what it really is.
01/17, 10:20 AM
posted by:
idrinorbarsaku
borat, i think it would have been a D3 sponsoring this event if they won’t in such a fncked up position. they have no money to go counter Audi’s offer.
01/17, 10:22 AM
posted by:
idrinorbarsaku
Audi is just smart and knows that the whole world will be watching obama inauguration along with their commercials/advertisements!
01/17, 11:16 AM
posted by:
polleitor
JakeK66: “overpriced, boring, arrogant and ultimately unreliable as well”… I may agree on the overpriced, but boring? arrogant? unreliable???? Have you actually owned an Audi? I hate all this if-it’s-not-american-is-not-good comments from these patriotic idiots. Any Audi related article is an excuse for stupid comments bashing Audi. You should see the point of this article before letting know everybody of your ignorance towards the quality of Audi cars. By the way, I DO own an Audi (2008 TT), and is the least boring, most reliable car I have ever driven. Not to mention a head turner and fuel-efficient as hell. Nuff said.
01/17, 11:53 AM
posted by:
idrinorbarsaku
polleitor, i’m a big fan of the new TT’s i hope i can own the new TTS oned day!
01/17, 12:20 PM
posted by:
nitinsharma1000
I’LL KEEP MY GUNS
I’LL KEEP MY RELIGION
I’LL KEEP MY LIBERTY
YOU KEEP THE MOTHER F**KIN CHANGE!!!!!!
01/17, 1:44 PM
posted by:
JakeK66
plleitor,
True, no all Audi’s are boring, but the lines and style of some of the current models, A8 for example, just don’t leave much to the imagination. I own a newer GTI, and I appreciate the VW styling, but still, looking at the previous generations of Audi’s and VW’s, boring comes to mind everytime. Arrogant because some of the dealerships see their product is only for a certain type of customer, and they feel they are not in competition with themselves, VW, on model lines like the A3 and A4 now, even though the product has alot in common. Unreliable because, heck, they aren’t in the top shelf in Consumer Reports for a reliable cars, they have alot of way to improve, ranked 22nd. I know personally my VW, whicjh is a near twin of the A3, has had it’s issues. In the first year of ownership, I have had to get a new fuel injection system and Air Conditioning core. It’s under warrenty, obviously, but relaible compared to previous Honda’s and Subaru’s it’s not.
I like Audi, I’m one of few on here that will probably own one someday. But perfect they are not. I’m not a big fan of Obama though, and I think they figure they can reach that pseudo-intellectual market that’s going to be living and dying by this inauguration. It’s probably a good idea because that’s who I see buying alot of their product, but not all of it.
01/17, 4:23 PM
posted by:
jonmiles
JakeK66:
1. Correct. Audi’s styling is traditional and understated. You will never see an A8L in a 50 Cent video, and both Audi and it’s customers preffer it that way. Audi has taken more top honors in design than any other brand in recent years because of thier attention to detail rather than designs that beg for attention.
2. I find it kinda funny that you bash them for being overpriced; slander thier designs and yet still call them arrogant for thinking thier product is only for a certian type of person. DUH!
3. Consumer Reports is not the be-all and end-all of reliability reporting. Plain and simple.
4. You never owned an Audi. You owned a VW. The two companies, while they share some parts, are completely different. The cars are built in different factories, and the companies are run by different management. Unlike Infinity, Acura and Lexus, Audi is not a glorified marketing plan designed to sell cheap japenese cars for a higher profit to stupid americans.
5. You won’t own an Audi, because you are too cheap, most likely uneducated, and clearly have no appreciation for anything that Audi stands for. If I were to meet you in my showroom, I’d blow you off and help someone else who has taste.
01/17, 6:42 PM
posted by:
Andre Neves
I don’t agree with this.
I’m all for Obama.
I’m all for Audi.
But at a time when our big three are struggling, this would’ve been a great opportunity for them and their advertising. This opportunity should have been exclusively reserved for them.
Not sure if anyone mentioned this already. Didn’t read any comments.
01/17, 6:57 PM
posted by:
Andre Neves
What’s with LLN today? The end of that came out messed up.
01/17, 6:57 PM
posted by:
Andre Neves
LoL…echo
01/17, 6:58 PM
posted by:
Andre Neves
Disregard last 2 posts. Work computer = Sucks. Looked like everything was double-posting.
01/17, 8:42 PM
posted by:
winnipegjets
i agree that this shouldve been reserved for the D3, but good for audi on seeing a prime opportunity and jumping on it… kind of like if i saw jessica alba in need of a massage, id jump on that
01/17, 10:09 PM
posted by:
Borat
Tom, you should know history. It was a gesture by Ford, Henry Ford to be exact.
01/18, 4:49 AM
posted by:
KuroSyn
This has got to be the lowest blow ever against the Big 3, even IF this wasn’t intentionally done but this has to be a good moment for a rival to show a company that it means for you to go bankrupt, for the Big 3 not to land the sponsorship is a blow. Alright, I understand that the Big 3 don’t have the financial basis to truly support this Inauguration but still… this was one of those opportunities that SHOULD be used to bring them back onto their feet, even though it won’t be a significant help to their marketing but still, to let a foreign rival on their OWN TERRITORY… is just saying to the Big 3 “go and cry somewhere in a corner”, I as a rival company would definitely seek an opportunity like this on a competitions own home territory…
I say smart move by Audi, KO to the Big 3…
As for today’s trend, the Audi is a good pick for the Obama Inauguration. In an odd way, the two go together
01/18, 4:50 AM
posted by:
KuroSyn
There is one more thing…. where is NMOFGM in this conversation? His very own president is being sponsored by an outright foreign company… not American… definitely not American… what do you think NMOFGM?
*PS sorry for double posting, wanted to add this bit earlier*
01/18, 4:56 AM
posted by:
j-dubb
the obama camp should have objected in favor of one of the stuggling big three auto makers, this wont do a single thing for the hardworking people building american cars right here.
01/18, 7:08 AM
posted by:
AnonymousCoward
@ idrinorbarsaku : Why do you think the rest of the world watch the commercials/advertisements for the US market? Have you ever been outside Idaho?
01/18, 1:48 PM
posted by:
davebo
polleitor: I’m just wondering how a 2008 car can be called the most reliable car you’ve ever owned? I’ve never had a car of any make or model require major repairs after less than a year. I call cars reliable when they don’t have any major problems or require major replaced parts after several years.
01/18, 1:50 PM
posted by:
cdstylzz
The Audi A5 is not boring. It is very sleek, sophisticated, and stylish. The Audi MMI System is far better then BMW and Mercedes.
Audis are not overpriced. The pricing is along the same lines as BMW and Mercedes. It is a luxury care brand. You have to pay for quality.
I compared the Audi to the CLK and 3 Series and I will be purchasing an Audi A5 this fall!!!!!!!! I am glad Audi is sponsoring the Obama Inauguration.
01/18, 2:56 PM
posted by:
yarddog82abn
@..TonyEnzo
I know Audi has cash to pay, I was pointing out that the “Germans” are paying simply because VW & Audi were company’s that “Adolf Hitler” made, cars for the people.
@..nitinsharma1000
No one is going to take your “Guns” away, and your “Religion” is your Constitutional right! And as for change, I’m pretty sure the Economy is the first priority, we the U.S. of A. need to step away from international conflicts. We are NOT the World Police, we need to work with the U.N. and let then handle the problems of the word. Israel, Iran, Somalia, and now North Korea. We need to take care of our selfs, because no other country gives a Rats Azz about the U.S., and they are not going to help us, so lets pass the buck and walk out the back door and let’s focus on our selfs…
@..Every one els…
Come-on Audi is part of Bugatti, Bentley, Lamborghini, Porsche… “DON’T HATE THE PLAYER, HATE THE GAME”…..
01/18, 4:29 PM
posted by:
peter g
And so what if AUDI spends some money on Obamas’ inauguration party? Had GM wanted to do the same, they would have had to lend the money from…well…Obama and his administration…
01/18, 7:12 PM
posted by:
sctdiverdown
Audi has come a long way – but still have the infamous problems the Germans love to pass
onto consumers …….
Brake pads and rotors that wear prematurely, electrical wiring and gremlins that stump even
the best mechanics, noisy / shot brearings in the drive belts ……..that comes from first hand
experience and other owners etc etc ……BMW is just as guilty for this crap as well .
What gets me the most is the HUGE depreciation that these cars suffer ……anyone who is a car
nut knows this as “common knowlege” ……there is no way i would by a new Audi when in a few
short years regardless of miles i can pick up a loaded car for a great price. I guess that is
a good thing.
I have diven many Audis including the R8 and S5
01/18, 7:18 PM
posted by:
sctdiverdown
Woops !
Hit a wrong key -
Anyway – after driving said R8 and S5 – they are fun, a little heavy but do have top notch interiors,
dynamics, and styling ……….but it’s the other problems i wish they would work on.
Then Audi will truly have come full circle …….i am rooting for them.
01/19, 2:47 AM
posted by:
JakeK66
JonMiles,
You are a genius! That A3 is nothing like the GTI, he’s right. Oh, forget the engine, tranny, platform, and all that unimportant riff raff. It has an Audi logo on it so it must be more reliable and worth the extra $$$! Give me a brake, if you worked in an Audi dealer and saw me walk in, you’d help me out, I
I’ve never seen a salesman ignore someone up If they thought they were cheap, that’s stuff that only a egomaniac luxury salesman would say.
My education is really none of your business, but if you have to ask, I only have a Bachelors with dual emphasis in Marketing/Management and Political Science from U of Missouri, not great, but arrogance does not come with the degree like yours I guess. If you are indeed a car salesman, I hope whatever education you got was worth it, because at most dealerships I know degrees aren’t required like at my position – which includes working with multiple car manufacturers (VW and Audi included) and purchasing their product in the thousands.
I’m sure you have great taste, but telling me that I’m cheap (which with a new car that cost close to 30k I’m probably not) and have no taste (I own a product that came from the same parents as Audi) tells me I maybe neither, but then again I don’t really know due to everyone having the right of their own opinion on things like taste and what they want to afford.
Yarddog,
National Security is always the number one priority and it’s thinking like yours and Obama’s that’s going to see us have another attack. Economy is important but a President can only do so much, it has to work itself out to some degree or it will never get better long term. The other countries not only care about us, but live and die by us, their own economies are dependant on the U.S. buying their merchandise and oil.
The UN couldn’t take a poo without a year’s long debate and one or two revisions all to get shot down by China or Russia’s veto rights. The U.S. props that up as well, and without our money, it would never exist anyway, look at what happened to the League of Nations with no U.S. support.
We are the world’s police, because there is no one else to do it. Face it, once we started with it, there is no turning back. You think terrorist are going to go away if we pull out everywhere? NO. They will only take their ambitions for extremism to the capitals with no recourse until they have complete control of the country and region. Our economy drives itself on the money spent on those military actions, home and abroad.
01/19, 6:00 AM
posted by:
peter g
JakeK66…You may have a bachelor, even several bachelors, but did you learn anything? From what I read you haven’t comprehended even the most elementary basics of something called democracy, but as this is a forum for car enthusiasts I shall refrain from commenting on that.
01/19, 11:44 AM
posted by:
jonmiles
^lol @ Peter G’s comment
Jake the engine and tranny were developed by Audi, and probably the two most reliable parts of the VW’s…
01/19, 1:59 PM
posted by:
yarddog82abn
@ JakeK66… I know what you mean, I was just trying to put the “Good Old Southern Boy”at-ease…
“Democracy” is something no one should need to fight for, but yet many die for everyday across the World for it.
No one hates War more then a Warrior… But before I jump on my soap box, and start showing off my battle scars, all I ask for… Is for a change, that thing get better, that car sales GO-UP! That all the Automakers put each other on check, and that competition get’s stiff. And we can “ALL” start making some money aging…
Ya every make has It’s Fan-Boys, but with out them, competing just wouldn’t be as fun.