Audi R8 For Sale – Slowly!

I was more than a little surprised to see an advert for the Audi R8 on TV last night. I can’t remember ever seeing an ad for a supercar before on national television. Seemed a little odd. After all, with a huge waiting list for the R8 (unless you’re an Innovation Cars customer!) what’s the point. But there is a point, and it’s a very clever piece of advertising.

Unlike other supercar makers such as Ferrari, Lamborghini, Aston Martin etc, Audi has a very big mainstream model range. And that gives them the ability to let their lesser models bask in the reflected glory of its high-end products. It’s called ‘Halo’ advertising. And it does work. After all, if you were toying with the idea of buying a smallish, family saloon wouldn’t you potentially get a kick out of choosing a car with the same badge and common styling themes as a world-renowned supercar? Well, maybe you wouldn’t, but many would. Audi don’t need to worry about devaluing the R8 by associating it with lesser models as it’s such a sell out success. And to be honest, all the Ford and Volvo bits that have found their way in to Aston Martins, never mind the Fiat bits that have appeared on Ferraris and Lamborghinis in the past, never did any harm.

But what’s the ‘Slowly’ bit about? Well, as I’m sure you’ve realised, it’s about the build speed. Again, a smart piece of advertising. Whilst allowing the lesser models bask in the glory of the R8, it’s detaching itself from the ‘mass-produced’ tag that could be associated. They’re basically saying “Yes we make high-volume cars, but we make the R8 by hand”. So with one advert they’ve let the world see that they make the R8 in a different, bespoke way, but the rest of their range is made by people capable of building a hand-made supercar that has taken the motoring world by storm. Hats off Audi – a clever move.

We will soon be taking delivery of an Audi R8 for ourselves, we’re that impressed. But it won’t be a white one. I’m not sure about white. I have to admit it looks good, But it’s a bit too ’70s for me. Maybe I’m just getting old!

But to be honest, I’d rather have a white one than not have an R8 at all.