Hypersonic

That is an intelligent argument Imhotep Evil, you are of course correct I think. Audi do need to think very carefully about their own market position. I do believe that Audi have got a strong image of their own though.

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martinbo

This is one of your finest posts ever.

Just_me

Dont forget that sport isnt all about handling and straightline performance. Its also about feelings and emotions. BMW are master with "driving experince".
The whole car make you feel that you actually are one with the car.

Take for instance 130i and R32, altough 130i in almost all cases have slower laptime than R32. Every carreviews mention 130i is more fun to drive, the driving experince is better. CAR drove the new RS4 and said although RS4 is involving to drive, its not as involving as a M3.

So once carmakers succed to make better handling cars than BMW, their next step is to improve the driving experience and the fun factor.

MikeJ

There's the question of how far a car manufacturer should go in search of sportiness. If you take the 1er, for instance - it might be the best of its class to drive but has sacrificed interior space, especially in the back, in order to achieve that position. Now that's fine if you drive alone or with one passenger only, but it makes the car less desirable for family buyers. One of the reasons Audis have had their engine futher front than BMWs is to maximize interior space. BMW might be the Ultimate Driving Machine and BMW lovers wouldn't have it any other way, but it's hardly the way for Audi to go. They have always been the sensible choice of the three German luxury brands - offering what just might be the best real-world package for most people - and I certainly hope they continue that way.

The Artist

IF BMW can beat MB in sales..and become the largest premium brand.. then there is a big possiblilty for audi to get to that level.. but it takes time.. and imo they are on the way..
but they need to find their own style.. and not try to be BMW or MB...
So watchout for audi.. they are no joke..

Tumbo

Well, the quattro system is defenitely Audis "own". BMW or MB can't touch it. But yes I agree what you say, and I hope Audi continue to go their own way.

warot

That is true, but in a way, I think Audi has kind of become the new BMW. Back in the days when it was just BMW vs Benz, BMW used to be the alternative that was a bit more youthful and dynamic. It was more aimed towards enthusiasts rather than someone that wants comfort and prestige. BMW's were let's say the "cool" to own. Now, Audi is the new "cool" thing to own. I think that that is definitely where Audi is trying to go.

Like IE pointed out, Audi has their own personality. I don't think that they would call themselves "The ultimate driving machines" because it's already been done. In a world where there are millions of choices, Audi needs to stand out more if they are going to succeed.

Matt

Audi has to make to many changes to be the "ultimate driving machine" that would ultimately sacrifice their image. They have to move the wheel base out, move the engine back, use lighter materials (such as aluminum), become rear wheel drive oriented and so on. They can't just say their going to beat BMW at their game making these simple changes. They cant defy physics.



I always here about Audi build quality but everytime time I step into an Audi three-four years old the interior is falling apart.

Tumbo

Then you really have stepped into some wrong cars. Everytime I step in a for example over a 15 year old Audi, the interior looks even better then for example a E36 from 96 .

Audi4Life

well u must of been in a Audi thats been taken care of really badly......

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