Audi ad likening women to used cars in China backfires

Audi Ad In China Compares Women To Preowned Cars, Sparks Backlash

CNN and others are saying that an ad for used Audis being aired in China has received a lot of criticism for its alleged portrayal of women.

The next scene shows an Audi on the road, with a voiceover that says, "An important decision must be made carefully". The woman aggressively pinches the bride's nose, ears and lips before her son pulls her off the bride.

But all is not well as the mother-in-law casts her eyes down to the bride's breasts, forcing her to try and hide them with her hands.

Audi is learning that lesson after releasing an ad in the Chinese market that attempts to find humor in a groom's family inspecting his bride as though she's a used vehicle.

AW-Volkswagen, the joint venture, did not immediately respond to requests for comment.

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On Weibo, a Chinese social media platform similar to Twitter, one user wrote: 'I am not a woman and I am disgusted.

The ad was one of several on the "know what you're getting" theme. That spot opens as a man on a beach starts to tell his girlfriend he loves her.

Michael Wilkes, Audi's head of corporate communications in China, said the advert was produced by the used vehicle division of parent company Volkswagen's joint venture in China. (There are days when The Bulldog feels like a used car).

Audi has been struggling in China of late, with BMW and Mercedes beginning to overpower it.

The controversial commercial was removed from official online Audi channels, but copies of the ad went viral on Chinese social media. Audi's sales dropped 12 percent in the first half of the year in China during a dispute with dealers. The backlash in that case was fierce.

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