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A while back I read an interview in an auto publication did w/ Audi big wig, Martin Winterkorn. I distinctly remember these words quoted as being his very own in the article, "look for us to beat BMW at their own game". Is it possible? What steps will the brand need to take in order to make good on Dr. Winterkorns words? What evidence within the current offerings from Audi give credibility to such a bold statement?

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Mr. Mercedes

The new generation of Audis are damn fine vehicles. Great designs, superb build quality and ever improving driving dynamics. Let's not forget that the A8 now not only outhandles the S, but even the 7-series. And I think this is what he means when he says ''beat them at their own game".

Matt

Maybe they should try to stop putting their engines way in front of the front axel (crazy smiley).

Mr. Mercedes

Yeah that has been an issue with AUDIS, but from what i've read they are taking steps to overcome this problem.

shonguiz

They have fine cars actually but they certainly are not as sporty as actual BMW cars for many reasons.

Just_me

They are more sportier than Mercedes but BMW still have better manual gearboxes and better steering feedback than Audi. The new RS4 handles slightly better than M3 on short tracks but Im sure next M3 will take care of that.
Personally I wouldnt mind seeing Audi building RWD rather than FWD. IMO Audi is always one step behind BMW but yes, Audi is closer to BMW than Mercedes.

Tumbo

Well, look at the last Audi cars:

A8, S4 and especially RS4 and S8. They are beating BMW in the engine territories...who would have thought that a while ago? And the RS4 has got nothing but great reviews about it's handling and the "big dead horse in the front grille is gone" as Top Gear said.

I say Audi is here to stay, so start taking them serious.

Hypersonic

I agree with you Mr. Mercedes....and lets not forget that Porsche now has a 20% stake in VAG - I don't entirely write-off the possibility of an RS8.

Giannis

It is true... Audi has improved very much the last years. I have driven the current A4 end i can say it is a great car in all categories. Driving, quality,...

I think that these years, MB has lost the game. It's many steps back and needs to much work and some years more to be again the leader of the luxury car market. And i don't know if the bosses there are willing to, or are able to do all that stuff!

As for the winner of the game... There is no clear winner. For me, BMW is half a step ahead of Audi, but look at how good is Audi now. I guess that if they improve their sales a bit in US, then they will be the clear winner....

I remember a quote from an interview of a car guy some months ago... he said "Audi knows the way to make the best cars. Now the buyers have to understand it"

Imhotep Evil

The problem is that there is only one "Ultimate Driving Machine".
The heads of Audi must be mad. If Audi is to succed in long term they need to position themselves not as "the other BMW". They need to find a spot in the minds of the people that is not filled by someone else. BMW did not succeded by being "the other MB".
So if Audi bosses are still clueless to what Audi stands for that there is no problem for BMW, no matter how good their cars are.

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