Audi fires back at BMW in war of words

Just_me · 06-19-2007, 02:56 PM

Last week BMW Group Australia managing director Guenther Seeman took at shot at fellow German automaker Audi saying the brand from Ingolstadt is not a premium competitor because it doesn't offer rear-wheel-drive cars, instead referring only to Mercedes-Benz and Lexus as his competition in the Australian market. Seeman also dinged Audi by suggesting it was buying market share by discounting its vehicles, and therefore violating the trust of its customers.

Seeman's counterpart at Audi Australia, Joerg Hofmann, has fired back at BMW by insinuating the Bavarian brand is just plain arrogant. Concerning the argument that a vehicle must be rear-wheel-drive to be considered part of the premium market, Hofmann says, "For me, a premium product has nothing to do with the drivetrain. I think it's even boring for the customer if you offer only one drivetrain." Finally, in reference to Seeman's charge that Audi is buying marketshare with discounts, Hofmann points out that BMW has already begun offering thousands of dollars in discounts on its newly redesigned volume seller, the 3-Series.

Audi is quickly gaining market share in many markets around the world, and Hofmann recognizes that each of his competitors will react to the brand's success in different way. In the first five months of 2007 for instance, Audi's sales have grown 41% in Australia compared to BMW's 4.1% increase in sales. Nevertheless, Audi remains in fourth place behind BMW, Mercedes and Lexus. Though it still has a long way to go to overcome its rivals, Audi has definitely turned up the heat on its competition. Some of them, like BMW Group Australia, clearly recognize the threat, even if they deny it.

Centurion · 06-19-2007, 03:01 PM

The word "threat" is such a strong word. Eventhough Audi's sales are sky rocketing I don't see it as a threat. BMW and Mercedes are very established manufacturers who can't take each other out since they both have their unique products and their own clientel.

far2000 · 06-19-2007, 04:20 PM

far2000 · 06-19-2007, 04:21 PM

RikfromBelgium · 06-19-2007, 04:25 PM

what's the crap about offering only one drivetrain, BMW also offers AWD, so they should just shut up

The Artist · 06-19-2007, 04:49 PM

ohh say Joerg did you also notice that bmw are arrogant..lol

j/k

Yannis · 06-21-2007, 05:03 PM

Tumbo · 06-21-2007, 05:05 PM

Perfect

Yannis · 06-21-2007, 05:18 PM

And here you can read why the ad was made:

- ONLY REGISTERED AND ACTIVATED USERS CAN SEE ALL LINKS - CLICK HERE TO REGISTER

Audi executives should thank BMW for the free advertising.

atuv · 06-21-2007, 05:22 PM

Clever

06-19-2007, 02:56 PM	#1 (permalink)
Just_me Expert Join Date: Sep 2005 Location: Sweden Posts: 12,612 Thanks: 741 Thanked 2,035 Times in 1,028 Posts	Audi fires back at BMW in war of words Last week BMW Group Australia managing director Guenther Seeman took at shot at fellow German automaker Audi saying the brand from Ingolstadt is not a premium competitor because it doesn't offer rear-wheel-drive cars, instead referring only to Mercedes-Benz and Lexus as his competition in the Australian market. Seeman also dinged Audi by suggesting it was buying market share by discounting its vehicles, and therefore violating the trust of its customers. Seeman's counterpart at Audi Australia, Joerg Hofmann, has fired back at BMW by insinuating the Bavarian brand is just plain arrogant. Concerning the argument that a vehicle must be rear-wheel-drive to be considered part of the premium market, Hofmann says, "For me, a premium product has nothing to do with the drivetrain. I think it's even boring for the customer if you offer only one drivetrain." Finally, in reference to Seeman's charge that Audi is buying marketshare with discounts, Hofmann points out that BMW has already begun offering thousands of dollars in discounts on its newly redesigned volume seller, the 3-Series. Audi is quickly gaining market share in many markets around the world, and Hofmann recognizes that each of his competitors will react to the brand's success in different way. In the first five months of 2007 for instance, Audi's sales have grown 41% in Australia compared to BMW's 4.1% increase in sales. Nevertheless, Audi remains in fourth place behind BMW, Mercedes and Lexus. Though it still has a long way to go to overcome its rivals, Audi has definitely turned up the heat on its competition. Some of them, like BMW Group Australia, clearly recognize the threat, even if they deny it.

06-19-2007, 03:01 PM	#2 (permalink)
Centurion Trendsetter Join Date: Sep 2005 Location: Sweden Posts: 7,075 Thanks: 595 Thanked 723 Times in 422 Posts	Re: Audi fires back at BMW in war of words The word "threat" is such a strong word. Eventhough Audi's sales are sky rocketing I don't see it as a threat. BMW and Mercedes are very established manufacturers who can't take each other out since they both have their unique products and their own clientel.

06-19-2007, 04:20 PM	#3 (permalink)
far2000 Advocate Join Date: Dec 2006 Location: Swaziland Posts: 595 My Mood: Thanks: 345 Thanked 279 Times in 142 Posts	Re: Audi fires back at BMW in war of words

06-19-2007, 04:21 PM	#4 (permalink)
far2000 Advocate Join Date: Dec 2006 Location: Swaziland Posts: 595 My Mood: Thanks: 345 Thanked 279 Times in 142 Posts	Re: Audi fires back at BMW in war of words

06-19-2007, 04:25 PM	#5 (permalink)
RikfromBelgium Advocate Join Date: Sep 2005 Posts: 876 My Mood: Thanks: 26 Thanked 124 Times in 53 Posts	Re: Audi fires back at BMW in war of words what's the crap about offering only one drivetrain, BMW also offers AWD, so they should just shut up

06-19-2007, 04:49 PM	#6 (permalink)
The Artist Shaolin Shadow Boxer Join Date: Sep 2005 Location: Sweden Gothenburg Posts: 11,435 My Mood: Thanks: 122 Thanked 721 Times in 452 Posts	Re: Audi fires back at BMW in war of words ohh say Joerg did you also notice that bmw are arrogant..lol j/k

06-21-2007, 05:03 PM	#7 (permalink)
Yannis Philosopher Join Date: Sep 2005 Posts: 7,198 My Mood: Thanks: 1,243 Thanked 1,229 Times in 701 Posts	Not Rear wheel drive...

06-21-2007, 05:05 PM	#8 (permalink)
Tumbo Contributor Join Date: Sep 2005 Location: Sweden Posts: 2,676 Thanks: 408 Thanked 298 Times in 144 Posts	Re: Not Rear wheel drive... Perfect

06-21-2007, 05:18 PM	#9 (permalink)
Yannis Philosopher Join Date: Sep 2005 Posts: 7,198 My Mood: Thanks: 1,243 Thanked 1,229 Times in 701 Posts	Re: Not Rear wheel drive... And here you can read why the ad was made: - ONLY REGISTERED AND ACTIVATED USERS CAN SEE ALL LINKS - CLICK HERE TO REGISTER Audi executives should thank BMW for the free advertising.

06-21-2007, 05:22 PM	#10 (permalink)
atuv Enthusiast Join Date: Nov 2006 Posts: 307 Thanks: 0 Thanked 14 Times in 14 Posts	Re: Not Rear wheel drive... Clever

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