The world of car brands is full of innovation, success, and awe-inspiring designs. But let’s be real. Even the most iconic names in the automotive industry have had their fair share of oops moments. From marketing stumbles that left us scratching our heads to engineering disasters that literally went up in flames (no kidding!), some of the most trusted brands have found themselves taking a detour down the road of failure.
Cars are complex, sure, but that doesn’t mean every decision is a winner. Whether it’s a questionable logo redesign, a bizarre commercial, or a model that was poorly thought out from the start, the industry has seen its fair share of blunders. For instance, there are designs so divisive that they become a punchline for years. Or ads, which, despite its high expectations, is often cited as one of the greatest flops in automotive history.
We’re going to cruise through some of the most unforgettable missteps ever made by car brands, mistakes they’d likely prefer to forget. From cars that flopped hard to marketing fails that left us in stitches, this list is a ride you won’t want to miss. Buckle up because these are the biggest mistakes the car industry has ever made. And yes, they still make us cringe.
Jaguar’s “Copy Nothing” Campaign
In 2024, Jaguar’s “Copy Nothing” campaign was a bold attempt to define the brand as innovative and original. The slogan was meant to convey that Jaguar was all about creating something unique, free from copying trends. Sounds good, right? Well, the campaign quickly backfired when critics pointed out that Jaguar itself was heavily inspired by competitors’ designs.
Oops! The brand’s message of originality seemed a little less convincing when the very car it was promoting seemed to borrow ideas from others. The backlash was swift, and Jaguar found themselves in the awkward position of trying to explain away their own “copycat” designs. Not quite the marketing win they had hoped for.
Hyundai and Kia’s Inflated Fuel Economy Claims
In 2012, Hyundai and Kia found themselves in hot water when the EPA discovered that the carmakers had inflated fuel efficiency numbers for several models. The companies had exaggerated the miles-per-gallon ratings, giving consumers false expectations about how far their cars could really go on a tank.
While the vehicles did perform well, the exaggerated claims led to a massive recall of 1.2 million vehicles and hefty fines.
Customers who had relied on the high fuel efficiency figures were understandably upset. The automakers issued apologies, offered compensation, and adjusted the ratings. While they eventually regained consumer trust, this embarrassing mistake left a dent in their reputation, one that took years to repair fully.
Audi’s “TDI Clean Diesel” Campaign
Audi’s 2013 “TDI Clean Diesel” campaign promised an environmentally friendly, high-performance driving experience, boasting lower emissions and better fuel efficiency with their diesel engines. Sounds great, right? Unfortunately, Audi’s message fell apart after the diesel emissions scandal broke, exposing that the company, along with others, had used software to cheat emissions tests.
The “clean” diesel cars weren’t so clean after all.
Audi, caught in the controversy, had to face major legal and financial consequences, including recalls and fines. The irony? Their “clean” image was permanently tarnished, leaving customers feeling duped. Audi’s once-promising green initiative turned into a mess of lawsuits and public relations headaches, proving that even the best marketing can be undone by dishonesty.
Subaru’s Fuel Economy Data Falsification
In 2018, Subaru faced a major scandal when it was revealed that the company had falsified fuel economy data for several models in Japan. The automaker admitted to manipulating testing procedures, leading to inaccurate fuel efficiency figures being reported.
While the vehicles themselves weren’t changed, the discrepancy caused significant backlash, particularly as Subaru had built a reputation for reliability and transparency. This led to a recall of affected vehicles and an apology from the company.
Although the misstep wasn’t as damaging as some other automotive scandals, it was a blow to Subaru’s trusted image, and the brand had to work hard to regain consumer confidence.
Ram Trucks’ “Built to Serve” Super Bowl Ad
In 2018, Ram Trucks aired a Super Bowl ad titled “Built to Serve,” featuring an excerpt from Dr. Martin Luther King Jr.’s “Drum Major Instinct” sermon. The ad aimed to align the brand with King’s message of service and selflessness.
However, the campaign faced backlash for using King’s words to promote a commercial product, especially considering that the sermon criticized advertisers for exploiting the “drum major instinct” to sell products.
The ad was approved by Intellectual Properties Management, the exclusive licensor of King’s estate. Despite this approval, many felt it was inappropriate to commercialize King’s message. The controversy highlighted the tension between honoring a legacy and commercializing it for profit.
Mitsubishi’s Recall Cover-Up
In 2000, Mitsubishi found itself embroiled in a massive scandal when it was revealed that the company had been covering up safety defects for decades. The automaker had hidden reports of thousands of defects, including faulty brakes and faulty steering mechanisms, in various models sold in Japan.
Worse, they failed to issue timely recalls, putting consumers at serious risk. When the truth came out, Mitsubishi’s reputation took a huge hit. The scandal not only led to legal action and heavy fines but also prompted the company to rethink its internal processes. It was a devastating misstep for a brand once known for reliability, one that took years to rebuild.
Cadillac ELR’s “Poolside” Commercial
In 2014, Cadillac released the infamous ‘Poolside’ commercial for its luxury electric vehicle, the ELR. The ad was meant to showcase the car’s upscale appeal, but it quickly became the subject of ridicule. In the commercial, a wealthy man lounging by his pool, dressed in a suit and exuding a workaholic vibe, proudly boasts about his success and the ELR’s luxury status.
The problem? The tone came across as tone-deaf and alienating, promoting a “work hard, play hard” mentality that rubbed viewers the wrong way. Many felt it was out of touch, especially considering the growing public desire for eco-friendly and responsible choices.
Rather than inspiring admiration, the ad sparked backlash for its portrayal of greed and materialism, leaving Cadillac scrambling to adjust their messaging. It was an expensive lesson in tone, branding, and understanding your audience.
Hyundai and Kia’s Vehicle Theft Vulnerability
In 2022, Hyundai and Kia faced a major crisis when it was discovered that certain models were highly vulnerable to theft. A TikTok trend had spread, showing thieves how to exploit a flaw in the ignition system, making it easy to steal cars without key fobs. The issue affected millions of vehicles, and both companies were criticized for not addressing the security flaw sooner.
While the automakers eventually offered free steering wheel locks and promised software updates, the damage was done. Car owners were left feeling exposed, and the reputation of both brands took a hit as they scrambled to resolve the theft crisis. It was a stark reminder of the importance of robust security features in modern vehicles.
Ultra Tune’s “Unexpected Situations” Series
Between 2016 and 2018, Australian auto repair brand Ultra Tune aired a series of commercials called “Unexpected Situations,” which sparked widespread controversy for their sexist content. The ads featured scantily clad women in compromising or dangerous situations, only to be “rescued” by the brand’s services.
Critics immediately slammed the commercials for objectifying women and perpetuating outdated gender stereotypes, with many questioning the brand’s message of empowerment through exploitation. The backlash was swift, with calls for boycotts and petitions demanding an apology.
While Ultra Tune defended the ads as humor and exaggerated scenarios, the negative response was impossible to ignore. The brand ultimately had to adjust its marketing approach, trying to recover from the damage to its image caused by the offensive series.
Audi’s Brussels Plant Key Theft
In 2024, Audi found itself in a troubling situation when a key theft incident at its Brussels plant made headlines. Thieves managed to steal a set of master keys, which could have been used to access numerous vehicles produced at the plant. While no cars were reported stolen immediately, the theft posed a serious security risk as it highlighted vulnerabilities in Audi’s operations.
The company quickly launched an internal investigation, working with law enforcement to recover the keys and tighten security measures at the facility. The incident raised concerns over manufacturing safety protocols and sparked a conversation about the security of high-value assets within the automotive industry.
