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Car advertising in Germany hits $1.77 billion

Published on .

GELSENKIRCHEN, Germany--For every car sold in Germany during 1998, the auto industry spent $473 on advertising, compared to a rate of $452 in the U.S. Together, car makers spent $1.77 billion on advertising in Germany in 1998, according to an academic study conducted by Fachschule Gelsenkirchen.

The amount various car companies spent per car sold varied dramatically. Saab spent $1,632 on advertising per car sold in Germany, Citroen ($1,512), Chrysler ranked fifth ($907), while Mercedes came in at No. 21, spending $209. The per car sold ad spend by the major car makers--such as Volkswagen ($181), Ford ($218), GM/Opel ($304) and BMW ($306)--is small compared to those companies with a small market share in Germany, such as Saab, Citroen, Honda and Daewoo.

Copyright February 1999, Crain Communications Inc.

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