The Artist

^exactly what i wanted to say in my previous post

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Yannis

Audi makes so great cars that you don't know what to vote for.

A8=Top notch build quality and so sporty than the rivals can only dream of
A6=The safest car in it's class that E class (IIHS) and 5 series (4 stars EuroNCAP) fail to reach
A3=The model that started the trend of luxury hatchbacks
TT=Design Icon, has already written history, no other BMW or Mercedes of our time has achieved that
RS4=Sends the competition back to drawing board

Harry Plopper

That's not the issue here. We all know Audi make superb cars, yet the question is not "Which is the best car in Audi line-up", but "Which car represents the Audi brand the most". We could say: "Which car shows the most what Audi brand stands for".

And you can't answer that until you know what Audi brand stands for. We had that debate not a long ago, and agreed Audi's "trade mark" is quattro, top notch fit&finish, and "hi-tech" solutions in every field (engines, transmissions, lighting, body-construction, etc). But still: what is Audi's core value?

Maybe all of the Audi models equally represent Audi core values, but also all BMW's represent "Ultimate driving machines" in their specific segments just as well as 3er does. And MB cars are definitely most luxurious in their segments. The "problem" is that there is no specific iconic model (i.e. 3er or S-class) in Audi's line-up which is a benchmark for all the other car in the segment, and it's easily & instantly associated with brand's core values.

Audi should more listen to thier slogan: "Never follow.", and really start to lead, and not just ... follow. They have excellent products, now the marketing should match them. And they need a product that will be a benchmark in its segment. Will R8 be that THE car?

Eg. TT was a bold & very succesful try - to position Audi brand as funky, special, design-led, sporty. But after TT they went conservative way, and later (a bit too late, IMO) they introduced trapezoid single grille. And now they try to reposition as design-led brand again. Yet today BMW is a brand with leading design.

Top Secret

I thought Audi's slogan was "Vorsprung Durch Technik"?

Harry Plopper

They use "Never follow" slogan in NA market (USA & Canada), while "Vorsprung durch Technik" is used in some European countries (eg. Germany & UK)

Ie. BMW also uses several slogans: "Ultimate driving machine" (USA, UK, Australia), "The ultimate driving experience" (Canada), "Sheer driving pleasure" (South Africa, International slogan, Middle East), "Freude am Fahren" = "Driving pleasure / Pleasure in driving / Pleasure to drive" (Germany, Austria, Switzerland, also Italy & France (translated in Italian & French) and many other European countries).

Centurion

That is exactly why I haven't voted or posted anything at all in this thread. Audi is a really tricky brand. Design wise they have always played it safe and have designed cars which resemble one another. On the other hand they suprised us with the first generation TT which shocked the world with it's unique look. But then the car which were launched after it looked................like ordinary Audi cars and nothing more.
A couple of weeks ago Audi slaped us with the uber R8 which is a very desperate design exhibition that shows how confused Audi really is. It simply doesn't fit in with the other cars in the Audi line up. On the other hand MB and BMW have also had their design flops, the S-class and 7er.
What I'm trying to say I don't know which car to vote for since I really don't know what Audi stands for.

Mirage77

That's right. We all know BMW means sporty, and there's the 3er sedan which is compact, affordable and most importantly, sporty. For luxury, we think Mercedes-Benz, with the S-Class. But when we think of Audi, Quattro comes to mind.

Problem 1: Quattro can be fitted in all Audis; it is a distinction of Audi cars in general but not of any one Audi.

Problem 2: None of their cars are really focused - they offer both sport and luxury without being a master in both - with the exception of the RS4 and the R8, which are both becoming more focused automobiles with apparent identities.

Problem 3: None of their cars have been a constant sales leader for years on end. The 3er and the S-Class on the other hand have a very successful and unbroken track record. Despite the worthiness of the latest Audi cars, they haven't built a reputation just yet.

bln123

just answering the topics question:

The A4 for sure! In Germany, this is the car that made Audi become what it is now! You see it everywhere due to its elegant, non flashy design, its great quality and the good value.

Without this good selling car Audi would not be where they are now.

The Emperor

Very true! That's why i too voted for A4...

Young Worrior

Audi would have the best line-up in the market. They're ourselling the 3 Series, 5 series and E class. Its so hard to choose because they're all good.

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