BMW Congratulates Audi

A few years back BMW, Audi and Subaru made some noise by poking each other in a game of one-up-manship.

BMW started with:

BMW congratulated their competition on winning an award and then cited their own award.  This is an easy positioning exercise.  Superiority in a large market (the world) than that of a smaller market (South Africa) in the mindn of the consumer.

Can you use this example in your own industrial business?  Are you leading a market or category somewhere? Can you use this to influence potential buyers?


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