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Why Audi Is Going to Beat Mercedes And BMW

Agent009 submitted on 06/25/2008 Official AutoSpies Timestamp: 10:38 AM
from: www.esquire.com

[118] user comments | category: Misc News

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Why Audi Is Going to Beat Mercedes And BMW

Buried in Audi of America's 2007 sales report is a lofty -- if vague -- goal: to become "the most successful premium brand by 2015."

But what's interesting is the company's not talking sales (though it expects them to double in that time). It's talking image and prestige. It wants to outsnob Mercedes. Read Article

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Larry - 6/25/2008 10:55:41 AM

+18 Boost

Another agent 009 Audi endorsement post.

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w209w114 - 6/25/2008 10:56:52 AMView My AgentSpace

+14 Boost

Seriously.

Whatthe - 6/25/2008 11:00:09 AM

+4 Boost

I thought Kia said they would be number 1 by 2015. Looks like the race is on. Kia or vw (sorry audi). This should be good.

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IamEvilHomer - 6/25/2008 10:24:09 PM

-3 Boost

you sound like amazingidiot

Whatthe - 6/25/2008 11:01:11 AM

+6 Boost

audi!audi!audi!audi!audi!audi!audi!audi!
That about cover is 009?

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BimmerFan - 6/25/2008 11:02:53 AM

+8 Boost

...a complete pipe dream. next.

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Agent009 - 6/25/2008 12:13:34 PMView My AgentSpace

-4 Boost

I just post em guys. It was an interesting point.

BostonBiosafety - 6/26/2008 6:44:33 AM

+1 Boost

009 - Do you get paid by the article?

I stopped reading a few of the car magazines due to writers like yourself that blather just because they are getting paid. You remind me of Natalie Neff from Autoweek....

Not all of your article are bad, but you are being equated to the MichaelTaylor of agents.

w209w114 - 6/25/2008 11:05:23 AMView My AgentSpace

+10 Boost

Who was this article written by? It looks even more like a joke after reading it.

Intentions alone dont get you across the goal and Audi is going to need a lot more than intentions. So far even Lexus is ahead of them in Prestige.

A5 A8 R8 and the RS line are all great models, the rest are nothing to lose sleep over.

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Whatthe - 6/25/2008 11:12:45 AM

+5 Boost

Dude, they have tweeters that "pop uP". How car BMW and Mercedes compete?!?
audi!audi!audi!

steve27t - 6/25/2008 1:19:29 PM

+2 Boost

Lexus is ahead in the eyes of Lexus owners and maybe Toyota owners who do not know any better. The rest of the world has Audi where they belong.

mpwr - 6/26/2008 11:20:00 AM

+3 Boost

steve27t-Lexus is ahead in the eyes of Lexus owners and maybe Toyota owners who do not know any better. The rest of the world has Audi where they belong.

This of course is becuase Lexus owners for the most part have drank the cool aid

tattedtwice - 6/25/2008 11:11:00 AM

+14 Boost

Gas drops to .99 per gallon; Oprah elected president; Gay wedding held at bush's Crawford ranch....

These are just a few things more likely than Audi becoming Tier 1.

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w209w114 - 6/25/2008 4:03:35 PMView My AgentSpace

0 Boost

LMAO oh man! you made my day! :)

204E60 - 6/25/2008 4:27:00 PM

+1 Boost

I thought Oprah was Secretary of State. Isn't she?

bmwdrvr - 6/25/2008 6:02:09 PM

-3 Boost

that was hilarious

VISO - 6/25/2008 10:50:43 PM

-4 Boost

When you remove your head out of the sand or some other orfice, you'll see Audi is already Tier 1. Please learn something.

HSCenterconsole - 6/25/2008 11:17:51 AM

+1 Boost

The RS4 is a beast of a car, but the cabrio version still looks like a chick car.

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MeanVulcan - 6/25/2008 11:19:06 AM

-8 Boost

LA beating running over the Celtics ... a black man becoming the Democratic candidate for US president ...Audi winning Le Mans (again in 2008) ...Polaroids as the way of the future... USA Today outselling the NYTimes...

These are just a few things uninformed, pessimistic, arrogant and ignorant people believed were impossible before they got punched in the face with reality.

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Whatthe - 6/25/2008 11:20:12 AM

+5 Boost

what?

weaponX - 6/25/2008 12:12:21 PM

0 Boost

Get your facts straight.

The Celtics were 2-0 against the Lakers in the regular season. They play better defence and team ball. Gasol is overrated.

And when it comes down to the nitty gritty, Kobe is nothing more than a glorified chucker. Just like when it comes down to spending hard earned dollars on a premium car, the majority will always flock to BMW & Mercedes first.

Whatthe - 6/25/2008 12:36:57 PM

+1 Boost

what?

MeanVulcan - 6/26/2008 9:25:21 AM

-3 Boost

weaponX
I agree with all your comments except for one word ..."always"... which brings me right back to my point. It is, honestly, somewhat arrogant of people to presume that because MB is at the top that it will remain at the top. I listed some clear and popular examples of cases where this has happened. While MB is not really Audi's target (more luxury than sport) it has made major mistakes in recent past (buying Chrysler and quality/reliability letdown to name a few). However BMW, a much smaller company, has also made major mistakes, Bangle design, buying/selling Land Rover AND it does NOT have the capability to match the massive development program that Audi has in place (not to mention Audi us much more successful than BMW in motorsports and is currently on a product tear).

TheSailor - 6/25/2008 11:28:33 AMView My AgentSpace

+11 Boost

So BMW and Mercedes is just going to lay down and do nothing?! Audi is going to have a hard time catching up with BMW (and mercedes, however, BMW is a more direct competitor), especially in europe where they still have a hard time loosing the family car image they got in the 90's. And though their cars are more than a match for BMW (or the 3-series at least), they still lack a bit of the brand image that BMW has because BMW have "always" been seen as a premium brand and not just as a posh VW (which was the image Audi had in europe up until the last generation A4 arrived).

But I think Audi is giving it their best and my personal attitude have changed quite a bit! Five years ago, I wouldn't touch an Audi with a ten foot pole, now i'm seriously considering an A5 over a 3-series coupe! But I'm still a little skeptical towards them being number one!

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VISO - 6/25/2008 10:46:30 PM

-2 Boost

What are you talking about? Audi leads in many markets in Europe over BMW including all of Eastern Europe. Furthermore, Audi's top premium models outsell BMW's premium models. Look at the data before posting opinion. The A6 outsells the 5, the A8 outsells the 7, and BMW has not answer for the R8. The A4 and the 3-Series trade places as best sellers in their sector depending on the year, and the A3 demolishes the A1. Audi is on a tear. The article was not written by Audi, but by someone from Esquire. So how do you equate these comments to something Audi officialy said. Seriously, you anti-Audi types need a lesson in fact finding rather than creating your own opinions and trying to spin them as truths.

bmwdrvr - 6/26/2008 12:09:40 AM

+4 Boost

the bottom line is Audi has not always been a premium automaker but something along the lines of a German saab......it wasnt until the original A4 that Audi decided it would challenge Mercedes and BMW head to head...when the new A6 was redesighned after the first generation (name change) it than attempted to compete head to head with BMW and Mercedes, same with the A8 before that they werent seen no where in the same light as its supposed German competition...so lets be honest for a second....not to mention seeing as Lexus and Infiniti in 1989 jumped into the luxury car industry.....you could say in America at least that they have more clout here in America as an "established" "premium" car maker especially Lexus since both brands ironically decided back in 1989 it was going to fight BMW and Mercedes where as it wasnt until years later that Audi had a viable competitor......SO tier 1 far from not in America where for years they havent been much more than a slightly more upscale VW and not in the same league as the tier 1 or even tier 2 set..

MadibaP - 6/26/2008 3:13:01 AM

0 Boost

BMW made JUNK until the mid 90's! Who are you to say Audi has not always been a premium car maker?

BMW sell due to ignorance and lack of taste.

TheSailor - 6/26/2008 4:37:50 AMView My AgentSpace

+5 Boost

The reason why Audi is leading in many markets is EXACTLY the reason why they aren't looked at as equal to BMW! They still sell an A4 with a 1.6 engine and I know that that model makes up for more than half their A4 sales in my country. And BMW is STILL ahead of Audi in the two biggest markets, Germany and the US!

This isn't fanboy talk, but facts! That is just the way it is.

And to the other guy who said that BMWs of the 90s are crap, go away! If you compare a mid 95 E36 to the Audi 100 (that was before the first A4 which was basically a Passat) the Audi looks and feels like a cheap family car! Then they made the A4 which was designed in collaboration with the Passat team over at VW and that was okay. Build quality was very good (for the first time in an Audi) but feel and handling was rubbish because it was FWD and nose heavy. They've changed that now, but that was the way it was!
And if you look on european roads today, you'll see lots and lots of E36's easily clocking up 3-400.000 km, however, you almost never see an Audi 100 or 80 even though they are from the same years!

MeanVulcan - 6/26/2008 9:36:16 AM

-2 Boost

bmwdrvr
I think you lost touch with what matters, which is NOT the past. For starters Audi in Europe PRESENTLY outsells BMW in the sport/luxury segment and fight with MB for #1 in almost every market. In China, much different story, Audi is by far the best selling luxury brand. Similarly for other markets with the grand exception of the US.

So, the past image some people here talk about is completely irrelevant considering Audi competes and wins at the sport/luxury game.

We would not even be having this conversation if the American buyer weren't so gullible and naive (blame Hollywood) to fall for marketing schemes (BMW is waaaay overrated in the US IMO).

Heyhuub - 6/26/2008 10:43:56 AM

0 Boost

@Thesailor

Do you live in the same Europe, because then you must know that BMW recently introduced a new 316i with yes, a 1.6 litre engine. Whereas Audi has dropped the 1.6 engine and now has the 1.8 Turbo as a base engine.

Audi 80's and especially 100 tdi's are still pretty common site, i know someone who till a year ago still drove a 100 2.5 TDI and had 500k km on the meter. it's just that the E36's are more popular with the young crowed that you still see ehm more.

bmwdrvr - 6/26/2008 5:49:49 PM

+2 Boost

the past may not matter to us here but the average consumer it does....but my comment was in response to the above as to why Audi isnt seen in the same light as BMW, and Mercedes.....blame it on marketing if you want but thats not true.....just as Cadillac struggled to find and build ground, and GM as a whole in the face of making years of uncompetitive awful cars that is the same reason Audi is not seen in the same way the rest of the cars are........Audi never was a premium automaker and it never has until the past 10-15 years decided to fight BMW and Mercedes well perceptions take time to erase, and sometimes never are....Audi in 2008 has just gotten to the point with its 08/09 models being able to say its models are honestly worthy of competing with the best in class...so why would you think that all of sudden they are now in tier 1, BMW and Mercedes can no longer rest on their laurels with Lexus fighting them toe to toe, and the much cheaper Infiniti delivering performance to rival them, Acura a hell of a value to some thats all that matters, or Cadillac with high qaulity now, great styling , and performance...it no longer is just about its a BMW or Mercedes so the past generation cars and current are very competitive and will continue to be so if Audi is just now in 08/09 getting to the point it is as fiercely competitive as everyone else than maybe in the next few years they will come up in perception but right now they just arent there yet

bmwdrvr - 6/26/2008 5:56:12 PM

+1 Boost

not to mention from a consumer stand point there is no real competitive advantage....many cars are awd now, they arent faster, they arent more efficient, they dont offer more space, they arent really cheaper anymore,there past reliability hasnt been great, and they poor resale values

vladyxa - 6/25/2008 11:52:50 AM

+4 Boost

Why Do You Post Articles With Such Ridiculous Headlines?

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Vantage - 6/25/2008 12:11:05 PM

+4 Boost

I saw this a my eyes lit up. You got to love the BMW fanatics. Reminds me of 3rd graders arguing about whose dad is the best. Unless you own the stock/bonds...who cares. As long as the all keep making nice cares.

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Vantage - 6/25/2008 12:13:03 PM

+4 Boost

...As long as they all keep making nice cars...sorry about that

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fm540i - 6/25/2008 12:16:39 PM

+5 Boost

I've owned a whole host of cars, 540i, X5 4.4, 745i and 750i and there is no question that BMW makes a fine car. However, my 08 S8 and 08 RS4 cab are exceptional products and are easily a match for anything BMW produces. Perhaps a little more discrete than an M3/M5 but Audi is now making some very nice cars and the future A7 and S5 cab will be world class.

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Whatthe - 6/25/2008 12:18:42 PM

+1 Boost

Name dropper!

bmwdrvr - 6/26/2008 12:11:56 AM

+1 Boost

im curious as to why you would buy an 08 rs4 that is near replacement over an M3 cabrio seeing as you have been "so" happy with your past BMW cars

kut17 - 6/25/2008 12:19:12 PMView My AgentSpace

+4 Boost

This article makes no sense. Isn't Lexus the top selling premium car brand in the U.S.? Or are they talking worldwide? If they're talking about the U.S., they have to remember that right now, people are looking for fuel efficiency and Lexus has hybrids. They have six years to beat Lexus and the market is tipped to Lexus' favor.

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MeanVulcan - 6/26/2008 10:02:17 AM

-1 Boost

Here is the Lexus reality, Year over year it has dropped 11% in sales and it keeps declining every month. Compare the monthly sales numbers yourself if you need proof. I believe it is because Lexus has the oldest customer base, their cars drive like Camrys, and people are waking up to other "highly reliable" brands at a value price which is the reason Lexus hit it big in the first place. The problem now is that Hyundai with top reliability and much lower prices than Lexus is becoming a direct Lexus competitor and not an Audi/BMW/MB competitor.

kut17 - 6/26/2008 1:12:30 PMView My AgentSpace

-1 Boost

Oh please. Hyundai is taking Lexus' sales away? That's the biggest load of crap I've ever heard. Someone needs to tell the guys at Hyundai that just because their cars are advertised as being better than Lexus, they're really not. They also advertised their cars better than BMW and Land Rover and we all know that Hyundai doesn't even come close to the level that those cars are at. And Lexus' don't drive like Camrys either, except maybe the ES. I've rode in the ES, IS, GS, LS, and SC as well as a Camry and I can tell you that the ES is the only one remotely similar to the Camry.

Whatthe - 6/25/2008 12:23:50 PM

+2 Boost

There are people out there that like audi's. There are more people who like BMW and Mercedes because they have better defined intentions. BMW performace first then Lux. Mercedes Lux then performance. audi, a little lux some performance, if you pick the right car this year and we happen to have one and maybe you would like the s line better, but then we drop that and give you the rs not to be confused with the s another car all together but then theres these three small cars.....

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VISO - 6/25/2008 10:49:07 PM

-3 Boost

Huh? Your comment is incoherent. If you think Audi has some lux, sit your bias ass in an A8 and you will see real lux unlike the sad thing they call a 7-Series.

Whatthe - 6/26/2008 9:36:03 AM

+3 Boost

My ass has no bias. As to incoherent, that hurts, The a8 makes my point. Its lux, without any sport, unless of course you you count the s line, oh that went away, or maybe the S8, oh yeah mega dollars, and still not that sporty.
You are a moron! Sitting in one only drives the point home!

Whatthe - 6/25/2008 12:25:33 PM

+5 Boost

quaaattrrooo, audi has awd, no one else does! wait...

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steve27t - 6/25/2008 1:25:09 PM

+3 Boost

QUATTRO......... more amazinbullshit

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Caraficionado - 6/25/2008 1:29:44 PM

+2 Boost

No way

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sector - 6/25/2008 1:36:29 PM

-1 Boost

not sure about beating Benz, but overtaking BMW shouldn't be a problem (even without the 1% lease rates BMW has). Audi already has better build quality and styling inside and out, they just need a rwd plaform for better weight distribution. The time is right Audi, BMW is going nowhere fast, they're just consumed with creating and filing patents out of thin air for useless vehicles like SAVs, PASs, POSs and OMGs.

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JRobUSC - 6/25/2008 3:09:02 PM

+1 Boost

I'm sorry the BMW dealer wouldn't hire you, now get over it already. Every single post is the same with you. Every... single... one... Move on.

MeanVulcan - 6/26/2008 10:11:50 AM

-5 Boost

two things...

1. BMW can't match Audi's pocket to match the development plan Audi has in place. To top it off Audi ha surpassed BMW in profit per vehicle made.

2. Audi has the ICONIC TT, the R8 and matches BMW in every other category. BMW has nothing to match the R8. So, even for 1 car difference for AUDI it is ridiculous to claim BMW has more to offer.

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bimmer - 6/26/2008 3:22:59 PMView My AgentSpace

+3 Boost

@MeanVulcan

"ICONIC TT"

LOL... that's a good one...

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MeanVulcan - 6/28/2008 11:25:43 AM

-1 Boost

thanks, but I was not talking to the girls

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markanthony0419 - 6/25/2008 2:17:36 PM

+1 Boost

I truely want an a/s5 the car is amazing looking but audi is way behind on performance. a 335 outperforms the s5 and is 6k cheaper and not that i would get one 328 outperfoms the a5. Audi should reprice or make better performing cars. I am talking about cars that are out now not futer rs models etc.

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bmwdrvr - 6/25/2008 6:08:23 PM

+2 Boost

agreed, if you factor the AWD in....the 335xi that would be equivalent to the S5 in an equipment is very close in price to the S5, as is the 328xi to the A5 in price......(the "FWD" A5 is just for Europe, I wonder why??????)

markanthony0419 - 6/26/2008 10:11:32 AM

+1 Boost

bulldogz i am factoring in awd the 335xi with navigation sports package ect is 52k ths s5 is 58 k and the 335 xi is actually faster the the 335i due to no wheel spin

markanthony0419 - 6/25/2008 2:28:37 PM

+1 Boost

thats future models not futer sorry

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Dr550 - 6/25/2008 2:30:42 PM

+1 Boost

Audi is making good autos in terms of design inside and out. BMW better make improvments in interior. A7 looks great. Pressure is on for new 5/7 series.

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Czelinski - 6/25/2008 2:32:44 PM

0 Boost

It's weird reading some of these comments. Audi are classed as a prestigious brand over here, not on par with BMW and MB yet, but not far off and a very respectable alternative.

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MZauto - 6/25/2008 2:57:57 PM

+2 Boost

Audi may have a chance. However, Audi has soooooo many things to work on.

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VISO - 6/25/2008 10:53:02 PM

-6 Boost

Like What? Enlightent us...

bimmer - 6/26/2008 3:24:50 PMView My AgentSpace

+2 Boost

@VISO

Here is one: drop the platform sharing with VW and such.

answer - 6/25/2008 3:00:59 PMView My AgentSpace

0 Boost

I'll never understand the whole prestige crap.

Does a Benz C class have more prestige than an Audi A8?

And for the consumer, who really gives a damn who is number one or what the sales volumes are. As long as the company is doing well enough to continue on, why care what spot on some sales list they might be?

This place sounds more like a disgruntled bunch of shareholders than a automotive news site sometimes.

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w209w114 - 6/25/2008 4:20:38 PMView My AgentSpace

+4 Boost

Prestige:

1. reputation or influence arising from success, achievement, rank, or other favorable attributes.

2. distinction or reputation attaching to a person or thing and thus possessing a cachet for others or for the public: The new discothèque has great prestige with the jet set.

"Does a Benz C class have more prestige than an Audi A8?"

You come to you own conclusion.

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204E60 - 6/25/2008 4:26:05 PM

0 Boost

They still don't drive as well as a BMW and they don't have the prestige, heritage, history or appeal of a Mercedes Benz. Try as they may, Audi will always be the bronze winner, never the gold.

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AlexTx - 6/25/2008 8:47:27 PM

-1 Boost

Hmmm.. actually it does.
I has the same heritage as Beemer and BMW.
Mercedes and Audi were racing back in the 1930s...

MeanVulcan - 6/26/2008 10:20:05 AM

-4 Boost

I'll take the 8 STRAIGHT Audi/Bentley GOLDs at Le Mans thank you very much... and yes, while Audi was fighting for top honors with MB in the Gran Prix events of the 30's BMW was building motorcycles, tricycles or something other than sports cars.

fm540i - 6/25/2008 4:57:32 PM

+2 Boost

Try an S8 on for size and call me in the morning. Crushes the last two 7's that I've owned.

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bmwdrvr - 6/25/2008 6:06:51 PM

+5 Boost

there is no denying the S8 is a great car but i mean seriously.......lets be fair here are you comparing an Alpina B7 to the mentioned S8 or it too the 750i because even than one can argue why did it take 2 extra cylinders, supercar epa ratings, and handling that despite its attempts still cant come close to giving the feedback of a BMW and than the last question remains is what was the point....Ill admit though the S8 is a beautiful car, a guy the office has a dark blue very nice looking...and like the luxurious/sporty interior it just doesnt make sense on so many levels...that and in America the A8 has horrible resale values like other Audis here

fm540i - 6/25/2008 5:06:10 PM

+3 Boost

By the way, the first 745 BMW purchased back from me. Still great cars, but even the BMW salesman said the S8 was HOT!

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MeanVulcan - 6/26/2008 10:24:35 AM

-4 Boost

that's saying something for the most successful motorsports brand outside of Ferrari in the last 20 years!

I'll take a dog sled in navy blue with brick colored leather interior please!

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VISO - 6/25/2008 10:56:03 PM

+1 Boost

Didn't know a run of a mill, highly incentized with huge discounts 750iLs costs more than an S8? Your math intrigues me if you weren't so pathetic.

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AgentOrange - 6/25/2008 6:53:04 PMView My AgentSpace

-4 Boost

"., all Audis are screwed together in the Fatherland by real live Germans."

What??? Have all the Turkish and North African guest worker auto assemblers been granted German citizenship??

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fm540i - 6/25/2008 6:55:03 PM

+5 Boost

Let's see . In the stable now. 07 Range Rover Supercharged, 08 RS4 Cab, 08 S8.
Last years cars, 997 C4s and 08 Cayenne Turbo,. RR Sport Supercharged.

Loved the C4S but the RS4 actually drives better with just as much accel. The Cayenne Turbo, current model was a let down. Fast but no real soul. At least the S8 V10 sings when you get on it instead of a simple woosh. I guess I have a pretty good job after all,

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Whatthe - 6/26/2008 12:01:05 PM

+3 Boost

You say you own/owned all of these cars, yet you send your time on the net, reading other peoples opinions about your cars.
Seriously, either you don't own any of these cars, or you are unsure about what you bought and you are looking for someone to agree with you.
If you own the cars, try driving them!

stomp17 - 6/25/2008 7:45:14 PM

-1 Boost

Audi may sell more than BMW or MB in the future - but that certain will not make it premium - it doesnt have nearly as much "catchet" as the others

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abqhudson - 6/25/2008 8:09:08 PM

-1 Boost

It's hard to "outsnob" anyone when your car depreciates as fast as an Audi. All snobs aren't stupid.

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AlexTx - 6/25/2008 8:46:11 PM

-1 Boost

You may want to review that comment.... may have been the case a few years back, but not anymore.
$ to $ Audi depreciates less than Mercedes and is very close to Beemer.

EL34 - 6/25/2008 9:55:14 PM

+4 Boost

To little old ladies here in Irvine, Ca :-/

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audirevolution - 6/26/2008 12:00:51 AM

+2 Boost

LOL! How is that possible? Lexus and BMWs numbers are very close in the USA. Worldwide, Audi outsells Lexus by more than 400,000 cars.

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MeanVulcan - 6/26/2008 10:28:33 AM

-2 Boost

I would not say that too loud ... Lexus is on the decline since over a year ago. This year alone they've dropped 11% in sales in the US, despite their hybrid hype.

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LexSucks - 6/25/2008 9:49:00 PM

+3 Boost

Believe it or not Audi has a much stronger history than BMW. Auto-Union (the brand that eventually became Audi) were winning F1 races while BMW were still building Prop-plane engines. So from an automotive standpoint Audi has got BMW beat. From an engine standpoint, BMW has Audi beat. Back in the 1930's Prop-Plane engines were the most advanced engines in the world.

I'm considering the New S4 but knowing Audi it will probably perform as well as the 335 while costing $5-$8k more. So even while I don't think that Audi will pass BMW anytime soon. An Audi might be my next car.

But no, Audi will not surpass BMW. Not with 265hp.

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huu76 - 6/26/2008 12:44:40 AM

+1 Boost

"the most successful premium brand by 2015"

Does success mean most profitable, or most diluted image? If its the latter, then BMW is clearly winning that hands down.

All I'm gonna say is 1% financing rates on certified used vehicles.

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