We all know that Audi is in the process of a HUGE product assault on the market.
Audi has already launched the rapid RS4. The new TT will be out very soon. The S6 and S8 will also be out very soon. The R8 is being planned to compete in the supercar category and will be out next year. The Q7 is already out and the Q5 is on the way. The A5 is being produced as well.
Those are 8 new models that are either out or coming out in the near future.
Audi will need better reliability along with faster cars on average and a more striking design if it is to ever catch BMW & MB.
Until that happens Audi will forever be overshadowed by its more dominating German Counterparts.