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Audi is not a premium brand......says BMW

Star submitted on 06/12/2008 Official AutoSpies Timestamp: 11:03 AM
from: www.worldcarfans.com

[120] user comments | category: Misc News

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Audi is not a premium brand......says BMW

Just when it seems American SUVs and pickup trucks are in full retreat, the Germans are slugging it out in the premium segment. Since 2003 BMW took control of the segment, which is 7 percent at 395,458 units last year, selling 66,435 X3s and 52,466 X5s in Europe, and now the Mercedes GLK and Audi Q5 are set to hit the market this autumn.

According to Automotive News, a BMW spokesman said the company feels more threatened by Mercedes' GLK class than Audi's Q5.

"A typical BMW customer is not going to move down to a Q5. There is more chance that they would go for something like a GLK. Just because Audi will price the car in the premium segment does not make it a premium vehicle," the spokesman said.

An Audi spokesman said: "Audi makes premium cars so the Q5 is a premium SUV. We will see what the customers have to say."

Set to debut before the end of the year are two special edition X3 models containing new technologies. Then in 2010 the second generation X3 would make its debut.
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Peyton18 - 6/12/2008 11:18:48 AM

+4 Boost

False

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SHOWTIME - 6/12/2008 12:11:37 PMView My AgentSpace

+1 Boost

I agree with you...come on people! S5 over CLK 320 and Q5 over that ugly looking GLK anyday. Audi does build high quality premium cars!

Kraut_god - 6/12/2008 1:23:45 PM

-5 Boost

but they are premium bland.

Willis - 6/12/2008 3:03:02 PM

+4 Boost

Since when does an Audi S5 compete with a Benz CLK320?

kthor - 6/12/2008 5:43:48 PM

-2 Boost

Another misleading headline. The BMW spokesman only said that the Q5 was not premium according to the article. Let's wait until we see and drive a Q5 and see if he is right.

klipprand - 6/12/2008 6:22:45 PM

+1 Boost

Current 328i and 2 time BMW owner. Still love BMW, but Audi is definately premium. Strongly considering for my next new vehicle. Audi is the only manufacturer doing both AWD and high performance. Strong appeal to me for that combination.

IamEvilHomer - 6/13/2008 7:25:59 PM

+2 Boost

Yes BMW doesen't car about Audi

Audi comes out with the RS4 - bmw delayes the M3 and comes out with a very like model
audi coes out with Quattro, FSI, DSG, bi turbo A6, S4 and bmw follows but they don't care about Audi.

The X3 is a little plastic car and the Q5 is very upmarket but BMW customers will not step down.
Give me a break

sounds like a Cadilac rep. talking about Toyota/ Lexus in the early 80's

SHOWTIME - 6/25/2008 10:14:36 AMView My AgentSpace

+1 Boost

Willis, they're similar in price. That's why.

bulldogz - 6/12/2008 11:21:56 AM

0 Boost

Audis don't sell well in the US, probably because Americans are dumb according to Star. The upside is that you can get a used one for next to nothing!

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LexSucks - 6/12/2008 12:48:01 PM

-2 Boost

Americans are dumb when it comes to cars. You ever talk cars with some work buddies?

How else can you explain Lexus Succeeding in the US? The rest of the world isn't clamoring to Lexus like the Americans are.

So it's either the Americans that knows something the rest of the world doesn't know, Or the rest of the world knows something that Americans don't know.

ghosthunter - 6/12/2008 1:42:32 PM

-7 Boost

though i don't buy lexus for the fact that they are less sport oriented. i disagree with the comment above

"The rest of the world"

you may want to rethink that statement, the rest of world?

put it straight: biggest auto market is U.S. 2nd: China, 3rd: japan, 4th: THE ENTIRE WEST EUROPEAN. (which is... what? how can you combine a number of counties and claim to be one market? or for that matter, should entire east asia combine together? but whatever)
Lexus is doing very successful in U.S. and No1 or No2 in Japan (Lexus launched in Japan in auguest 2005), and is doing extremely well in China. (Lexus launched in china in 2006, but it has already been highly successful, they are the MOST sold imported luxury cars in china). sure as a brand, lexus has trouble competeing with BMW and BENZ/AUDI in china (since they product bounch of 318,520, 730. C180,E200,S300, 2.8L A8, or 1.8L A6 for half of the cheapest Lexus in that class. but as far as the same engine size goes, Lexus out sold any german competitors in China, much like how it is in U.S. and it has only been in china for 2 years.

so, the ENTIRE WORLD doesn't seem to agree with you. next time, do your research before posting some huge claims. you are losing crediblity.

Agent009 - 6/12/2008 4:02:58 PMView My AgentSpace

+1 Boost

ghosthunter- please post your sources for your rankings so we all may share.

ghosthunter - 6/12/2008 4:52:17 PM

-3 Boost

so i get massived deboost for not giving sources while the guy above me get massive boosted for not giving sources either, I wonder why?

I have no need to provide U.S. sales.

XeroK00L had a link to Japanese sales ytd. i could not open it since my working computer does not have japanese text installed, but i can check it later if you don't mind waiting, if you do mind waiting, go to the following link

http://www.autospies.com/news/Official-vehicle-sales-numbers-in-Japan-for-people-who-like-to-track-sales-numbers-28186/

up until march, lexus was 8 units behind Benz (without realasing any SUVs in japan, i think that number only count IS, ES, and LS), and was 1000 more than BMW,3000 unites more than audi. agnet, you may want to know your website better.

again, if you want total import cars sold in china, i can give that to you later when i am back.

but is there any need to do so? when a webstie is full of biased people who doesn't need a reason to believe anything (including even the agents), i wouldn't want to bother with fan boys and spend my time showing something you don't wanna to see.

so go ahead and believe what you want, just don't bust out phrases like "the rest of the world", because clearly if that's true, then you are living on a differnt world than most of the real people. people who really buy cars and not being fanboys on the internet.

w209w114 - 6/12/2008 11:22:03 AMView My AgentSpace

+10 Boost

I do agree that someone is more likely o go from a BMW to a Mercedes or vice versa than an Audi. And I do believe Audi has become a "true" premium car maker however, only within the last 8 years.

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Need4Speed - 6/12/2008 11:23:45 AM

+6 Boost

Okay I drive a BMW and at times I could be biased...I admit it...but I can't agree with this "spokesman's" view that Audi is not a premium brand. I see Audi on par with Mercedes as well as BMW. This guy either has his head up his ass or he really is working on his job security.

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bmwdrvr - 6/12/2008 11:35:16 AM

+8 Boost

I think Audi has a come along way as a brand.....but here in America at least they are having the same trouble the American car companies are "Perception" not so much product issues(well everyone but GM out of the big 3).People dont see Audi in the same class as BMW or Mercedes or even Lexus. Despite the fact its cars are priced the same and they have a full lineup. Hence the A5 commercial where they admit to the fact most people only see thosw 3 brands as the car to get in the "Prestige" segment. Honestly I think someone would be more apt to go for a Mercedes as opposed to AUDI when deciding between the 3, or maybe even Lexus. Most people that buy these cars arent worried so much about engineering as they are prestige, and many people still see Audi as a deluxe VW despite thats not what all their models are

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Whatthe - 6/12/2008 12:26:16 PM

0 Boost

Dude, you nailed one, nice!
People, older people may still have a hangover from the unintended acceleration thing.
Reality is one thing, perception is everything.

Need4Speed - 6/12/2008 6:21:00 PM

+3 Boost

This article got me thinking...What is s "Premium" brand? Is it the Engineering, Quality, Reliability, Cost...or is it Perception? Funny thing about Perception is that it can't be fully quantified...unlike the other qualities that I mentioned. Perception is viral..in other words one person's perception can affect another person or a group of people. I guess in order to be classified as "Premium" you're most difficult obstacle will be the Perception factor. That's the same thing GM is going through right now.

candywhite - 6/12/2008 11:48:41 AM

+6 Boost

In all german car magazines and tv shows they always compare the three with one another.

I can see how people could go for either an X5 or a Q7.

But once the Q5 hits, i bet X3 sales are going down. X3 is one UGLY miniSUV. *gags*

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S4cabriofoxone - 6/14/2008 1:02:29 AMView My AgentSpace

0 Boost

I agree, I have a friend with an '08 X3 and tried to like it, but each time I get a ride in it I find a new reason not to. Funny coming from an X5 owner. That car is a POS.

auto001 - 6/12/2008 11:48:46 AM

0 Boost

Strange article... It's the exact opposite in reality.

You only have to sit in a BMW and Audi back to back to realize Audi is better built and more premium. BMW's interior is just barely good enough to go into a taxi :)

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gooch - 6/12/2008 2:09:29 PM

+3 Boost

Interesting comment. I find my 325i to be as well-built as any Audi I've sat in or driven. The Audis had admittedly nicer-looking interiors, but the quality was the same.
Audi is a premium brand. This BMW rep was talking out of the side of his neck.

Whatthe - 6/13/2008 10:03:14 AM

+1 Boost

someone has trouble spelling pre-school? So close for a 6th grader!

lenkun - 6/12/2008 11:50:07 AM

Show Comment -20 Boost

bmwdrvr - 6/12/2008 11:57:41 AM

+9 Boost

comeon Saab and Volvo there if Audi isnt premium than those 2 certainly arent....the same with Buick and Lincoln America's only real competition in the luxury class is Cadillac no matter what they say LIncoln gave up competing directly with the Imports when the MKZ was released to me is more Ford's Buick than anything else now.

Hantra - 6/12/2008 12:00:39 PMView My AgentSpace

+16 Boost

Are you kidding!? You said Audi is not a premium brand b/c it's an overpriced VW. . . . But you list LEXUS, Acura, and Infiniti as premium brands? Wow! You're a marketing person's dream!

M35MT - 6/12/2008 12:18:36 PMView My AgentSpace

+15 Boost

Volvo? Saab?? Lincoln?!?! BUICK?!?!???

You're F'in nuts buddy.

Whatthe - 6/12/2008 12:48:19 PM

+5 Boost

By now, Saab later!

sizquik - 6/12/2008 5:35:47 PM

+3 Boost

Go back to PR school

EnnNorak - 6/12/2008 11:56:09 PM

+4 Boost

Lenkun, you are full of beans. I just turned in a leased A6 Quattro and I can tell you that the fit and finish on Audi cars is superior to BMW. Audi's legendary AWD system with the Torsen center differential is also superior and has gotten me through at least one snow storm where the authorities closed the road behind me.
bMW tries to save money at the customer's expense by failing to include protective side moldings to prevent parking lot door dings. BMW's only advantage over Audi and Mercedes is BMW's inherently balanced in-line 6 cylinder engines.

Kinger - 6/13/2008 8:40:37 AM

+1 Boost

"bMW tries to save money at the customer's expense by failing to include protective side moldings to prevent parking lot door dings"

Lol, again with the side mouldings. :/ BMW's current designs wouldn't look right with side-moldings!

BMW995 - 6/12/2008 11:56:51 AM

+4 Boost

My son has a new BMW for himself, and bought a new Audi Avant A4 for his wife.
His next car within 2 yrs:
Audi A5.

He likes the driving characteristics of the Quattro.

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auto001 - 6/12/2008 12:07:09 PM

Show Comment -17 Boost

mmeecc - 6/12/2008 12:03:57 PM

+4 Boost

I'm not at all fond of Audi, but I have to admit, they have vehicles that are very well assembled. The quality of their materials and the fit-and-finish are beyond reproach.
Shame on anyone who claims that they are not a premium brand.

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Randry - 6/12/2008 12:04:24 PM

-3 Boost

If I were car shopping right now I would be looking at Audi and BMW. I would skip Mercedes, Jaguar, Volvo, Saab, Cadillac, Buick, Lincoln, Lexus, and Acura. Just one guys opinion...

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M35MT - 6/12/2008 12:17:30 PMView My AgentSpace

+6 Boost

Looks like the mentality of the BMW driver is shared with the company itself.

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bmwdrvr - 6/12/2008 1:02:46 PM

-3 Boost

and i see ignorrance is still bliss.........

Dr550 - 6/12/2008 1:53:56 PM

+1 Boost

I agree. Infiniti seems confused on what to make. Can only use the F/M platform so much. From a distance I can see how Infiniti owners can be confused between the G and M autos. They have the same silhouette.

gooch - 6/12/2008 2:10:45 PM

+1 Boost

Seriously, go somewhere and play.

M35MT - 6/12/2008 3:27:19 PMView My AgentSpace

+1 Boost

Dr550, you dont think the 3 and 5 have the same silouette? What about the new C class and S class? The problem w/ Infiniti's past was the each model looked so different from each, they had brand recognition problems.

bmwdrvr - 6/12/2008 3:34:53 PM

0 Boost

that and they had crappy products the J30, the M30, the G20 i mean seriously

222max - 6/12/2008 12:17:52 PM

+4 Boost

Why is BMW talking such smack these days? If Audi isn't a premium brand then what is it? Of course they have market share and are the more recognized brand but that doesn't make them any more premium than Mercedes or Audi.

I've got news for you BMW. In terms of design and assembly quality Audi trumps you.

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daytonaviolet - 6/12/2008 1:47:07 PM

+6 Boost

Typically someone talks smack when they feel threatened. Need I say more?

VISO - 6/12/2008 9:10:21 PM

+6 Boost

And the latest JD Power Initial Ratings, Audi destroys BMW. That is a sign of premium. I guess the R8 is a "ecomonical" vehicle for under $20,000 then according this lame BMW PR guy. BMW should educate and train their personel better.

Vantage - 6/12/2008 12:18:10 PM

+8 Boost

I never posted on this site. But this is absurd. Personallly I use to think BMW was the ultimate. No more. I traded in my M coupe for a Q7 (kid) over the X5 and havent looked back. BMWs interior if def chincy at best, although the do drive great. I think Audi produces a excellent product and people are def noticing

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mini22 - 6/12/2008 12:21:24 PM

-3 Boost

I would not skip Jaguar.With the new XF it is the best in it's class, Saying that the BMW guy is only saying that Audi is not a premium brand because he feels threatened by Audi emergence as a premium brand. And while Audi does not yet sell in the same volumes as BMW they are starting to catch up. No I think BMW is worried. Also Audi interiors are superior in every way to a BMW and Mercedes.

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Caraficionado - 6/12/2008 12:27:05 PM

+5 Boost

I can't believe somebody said Buick represents luxury

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gsh23 - 6/12/2008 12:41:51 PM

Show Comment -22 Boost

LexSucks - 6/12/2008 12:49:51 PM

-12 Boost

"Just because Audi will price the car in the premium segment does not make it a premium vehicle"

- That is the quote of the decade. 100% accurate.

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_43LE - 6/12/2008 1:05:48 PM

+12 Boost

Typical BMW arrogance. I prefer the Q5 over the GLK any day. Audi interiors? Head and shoulders above BMW.

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LexSucks - 6/12/2008 1:32:56 PM

-4 Boost

What about Audi engines? Are Audi engines "head and shoulders" above BMW engines? There's more to a car than the interior. When Audi realizes that they will finally become a premium brand.

_43LE - 6/12/2008 3:12:22 PM

+6 Boost

I'll give you that, Audi engines are not know to be leading powerplants (save for the 2.0T). Nonetheless, I don't see Audi criticizing BMW for having a lesser interior and saying that they're not premium. It's the arrogance that's really distasteful. By the way, Mercedes' engines are not known to be great either, look at the latest C350.

M35MT - 6/12/2008 3:29:40 PMView My AgentSpace

+8 Boost

^ MB shines with their big V12's

Audi shines w/ quattro and its impeccable fit and finish. If BMW wanted to attack Audi they should've gone after their inability to get electricals to work correctly.

chewy - 6/12/2008 6:25:58 PMView My AgentSpace

+2 Boost

The engine in the Q5 will be as good as the one in the X3 or GLK.

S4cabriofoxone - 6/14/2008 1:05:34 AMView My AgentSpace

-1 Boost

chewy is right, the Q5 is class-competitive. X3 has yet to get the new twin-turbo six. By the time it comes out they may have put the new 3.0 supercharged V6 in the Q5.

Vantage - 6/12/2008 1:13:17 PM

+4 Boost

10 years ago I could agree, but no longer. Audi is def on equal "premium" ground. Mercedes does have a bit more of a Ritzy association. But quality wise Audi is there. Does any know of Audis catching fire??? or any modern car???

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Larry - 6/12/2008 1:21:50 PM

+1 Boost

Yes I agree Audi is like Volvo and Saab, however i do respect some of Audi's work these last few years.

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TurboSpyder - 6/12/2008 1:50:57 PMView My AgentSpace

+9 Boost

I just lost some respect for BMW.

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answer - 6/12/2008 1:53:39 PMView My AgentSpace

+4 Boost

I think Audi is definately a premium brand.

Even the A3 can be loaded with pretty cool tech and luxury bits that sure are above what the average car owner of today has.

Factor in cars like the magnificent A8 and the sexy R8 and there is no question Audi is a major player in the premium game.

Plus in an era when BMWs and Mercs are rather commonplace, Audi's smaller marketshare actually benefits the consumer by making them more of a rarity (relatively speaking).

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222max - 6/12/2008 2:04:40 PM

+4 Boost

I would just like to say that BMW doesn't have ANYTHING in its lineup as sexy or desirable to me as the RS8. I guess that's not a premium product either.

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monkeyrun - 6/12/2008 2:10:21 PM

+6 Boost

BMW wish Audi's not a premium brand. lol

BMW Please look at your ass ugly 3-series and look at the 09 A4.

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bulldogz - 6/12/2008 3:12:58 PM

-3 Boost

alright, now you're being ridiculous. Anybody with eyes in their head would never look at a 335i coupe or convertible and think it's "ass ugly".

monkeyrun - 6/12/2008 5:03:44 PM

+2 Boost

Like you said, only the coupe and convertible 3-series is acceptable. Most soccer moms buy the ugly ass sedan.

bulldogz - 6/12/2008 9:09:04 PM

0 Boost

Soccer moms? Really, you got a link to prove that? Better yet, show me proof that more females drive the 3-series than men.

Oh wait, you can't because you pulled it out of your ass.

"Look Mom, I'm on the internets, watch me make stuff up!"

MadibaP - 6/13/2008 3:27:44 AM

+2 Boost

BMW have no style at all, quite right!

wac77 - 6/12/2008 2:31:14 PM

+3 Boost

I think Audi is a premium brand, and that BMW comments are way too arrogant.

On the other hand, some people associate premium cars with RWD cars, in which case the comment makes some sense. Audi sells only FWD and AWD cars. While one could argue that AWD is great, purists still prefer RWD. And, if you count worlwide sales, Audi sells more FWD cars than AWD ones.

It is also true for other supposedly premium brands (e.g. Acura, Saab, Volvo) that just by selling a large proportion of FWD cars, they get considered a notch below those that sell mostly RWD cars.

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EL34 - 6/12/2008 2:43:37 PM

+2 Boost

There's no need for BMW to get uppity :-\

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kthor - 6/13/2008 7:59:10 PM

+1 Boost

Et tu? The guy was only referring to the Q5, not Audi in general. Did anyone read past the stupid headline? This is Autospies, not a legitimate news source with standards.

Vantage - 6/12/2008 2:45:22 PM

+2 Boost

If my memory serves me correctly the old M3 engine had a boat load of problems. Thank god not mine. The new M3 V8 however nice, seriously lacks in the torgue dept. Thumbs up to the twin turbo 6. Thats is a bad A$$ engine, esp when chipped. There are pros and cons to each brand, but to say Audi isnt premium is plain stupidity. BMW isnt Bently. Although some people on here think it is.

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bmwdrvr - 6/12/2008 3:33:19 PM

-2 Boost

wrong.....the previous generation M3 was actually listed as one of CR BEST used cars out of how many other German cars......so check the facts on that...

09CTSVforMe - 6/12/2008 3:52:40 PM

+4 Boost

Wow...did you just reference Consumer Reports as vaildation of a car's worthiness?

That's like citing Wikipedia as a source for a research paper! lol

bmwdrvr - 6/12/2008 5:12:11 PM

-1 Boost

worthiness???? no i cited for reliability...the M3 needs no validation it is an M3 enough said. It was proof reliability that needed to be backed...

MPowerDK - 6/12/2008 2:45:49 PM

+4 Boost

It must be false, no one at BMW would say that Audi is not a premium brand.

As i see it, Audi is the strongest competitor to BMW right now. MB is also but Audis sales keep climbing, faster than MB.

When talking quality i think Audi is behind, yes i know everybody or almost everybodt says different. But i own a BMW e46 316, and a friend of mine has an A6, the interior in the 3 year older A6 is looking very worn, my interior looks like new.

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Vantage - 6/12/2008 2:57:56 PM

+4 Boost

I agree with MPowerDK, I really dont think BMW would make a statement like that. Its just bad PR anyway you slice it. If it was said, I would assume it would be 1 individuals assement and not BMWAG as a firm.

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Mazman - 6/12/2008 3:43:33 PM

+3 Boost

Tell BMW to go make a supercar like the R8 and then start calling themselves a premium brand. BMW drivers are nothing but payment buyers who couldn't buy a coffee without financing it.

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MPowerDK - 6/13/2008 8:02:19 AM

-1 Boost

BMW made a supercar the M1 30 years ago. But you a not intelligent enough to know.

S4cabriofoxone - 6/14/2008 1:08:22 AMView My AgentSpace

-2 Boost

But their most recent effort at a sports car--Z8--flopped miserably. Ironically, the M1 was also co-developed with Lamborghini, which is also the root of the R8.

Vantage - 6/12/2008 4:07:32 PM

+2 Boost

BMWDVR..here are the facts
http://www.bimmerfest.com/forums/showthread.php?t=24409
So relax yourself dildo. I assume your one of those people who is always right???

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stone - 6/12/2008 4:11:21 PM

0 Boost

No way this is true, Audi is highly competitive in Europe and other markets, the US seems to be the only market where Audi is treated as a second class citizen. I just can't see a statement like this coming from BMW when they don't even have a real R8 competitor, and please don't say M6. I am a BMW owner and I am drooling over a fully loaded A8L, just don't want to spend the coin.......

Stone

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MercedesBenz00Z - 6/12/2008 5:33:41 PM

+3 Boost

This is ridiculous. I myself drive a BMW, but this is just totally stupid, and I am ashamed as a BMW driver.

that little GINA whatever the hell that is concept model was totally nonsense and I really don't see how Audi can be a non-premium brand, when so many people these days drive BMW more than the Audi cars.

BMW is becoming more like GM or Toyota and honestly, I think Audi and Mercedes-Benz are doing a lot better than BMW these days. I mean, why doesn't BMW build a frigging supercar when they can build those cheap crap like 1 series or SUV X6 which is utterly pointless?

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sizquik - 6/12/2008 5:35:08 PM

+2 Boost

The spokes-hole would have to repeat it 20 more times to make it true. PR-101

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damikco - 6/12/2008 5:38:23 PMView My AgentSpace

-3 Boost

I wouldnt deboost anyone for thier god given opinion, but i veiw audi as needing more work and more prestige to become a premium brand.

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VISO - 6/12/2008 9:18:09 PM

0 Boost

then you don't know Audi very well. Premium is also achieved on the racetrack. Currently, Audi has one the strongest and storied motor sport history. A true sign of Premium. Where is Lexus in all this. Americans really are dumb! Sorry, it is ridiculous to state Audi is not premium when the 7-Series has never won a comparison against the current A8L in the last 4 years. Hmm....

Steve - 6/12/2008 5:39:42 PM

+3 Boost

BMW can have any opinion it wants, but they don't get to pick the facts.