An ad comparing a Chinese bride to a used car has upset a lot of people.

In the ad, the groom’s mother seems to be objecting to their union until she gets to “inspect” the bride, which she does – right at the altar. She pinches the bride’s nose, pulls her ears and lips before she’s pulled off the bride by the groom. She then gives her approval, to which the bridal couple breathe a sigh of relief.

Then the mother of the groom sees the bride’s breasts which causes the bride to cover them with her hands in embarrassment.

The advert then cuts away to an image of an Audi car with the voiceover: “An important decision must be made carefully”.

Watch the ad below:

The ad caused uproar in China according to several reports.  According to the BBC, users have been calling the ad “disgusting” and “a terrible ad” and saying they’ll never buy Audi.

Wheels24’s Janine Van der Post is appalled by the automaker’s ad: “Geez Louis, what the heck was Audi thinking? That’s an epic fail in an attempt to be even half funny. How can a giant carmaker even go that route in this day and age? My initial reaction is anger, so much that I can’t even come up with a comprehensive response, even as a petrolhead. I just can’t fathom it.

“What’s ironic is that most men – and women – refer to their cars as females – but then they’re treated with the utmost respect and love, and they would never let anyone offend their heart and soul like that.

“This ad is the complete opposite. I know the relationship between a man and his mother is another story, but no man should ever let his mother treat his partner with such utter disregard – whether she is “used goods” or not. As the ad implies. It’s just in poor taste and should have never even have been approved for airing.”

The German automaker has since apologised, according to USA Today. "The ad’s perception that has been created for many people does not correspond to the values of our company in any way," said Audi, who also says that the ad was created by the used car division of its joint venture in China.