Having supported Audi passionately on this forum, I would like to explain why I believe Audi will never catch BMW in sales.
First, Audi is not as reliable as BMW. Audis have far too many mechanical issues and problems. Having poor reliability will always keep a company from achieving success no matter how many models they launch.
Second, Audi's designs are not as daring or sporting as BMWs. The whole understated luxury and elegance just doesn't cut it. Audi would have to change its motto to: leading change through innovation.
Third, Look at BMW's 7-series and its trunk. Notice how the S-class followed. Look at the i-Drive and notice how both Audi and MB followed.
What has Audi done that other people have followed? NOTHING. By having the best interiors does not make you any better of a car company, nor does it make other car companies try and copy your designs.
Look at BMW's M division. They produce breathtaking engines and performance cars.
Fourth, Quattro AWD will never please the TRUE enthusiasts. There is absolutely nothing like to doing a rear wheel power slide.
Fifth, Audi is not an independent company and has its roots set in the cheap company known as Volkswagen which makes cheap cars for ordinary people. I don't believe Audi is a rebadged Volkswagen. By having the connection to Volkswagen, Audi will automatically be at a disadvantage.
BMW is an indepedent company that has more money than Audi itself and has brand recognition that is a lot greater than Audi's. Once BMW gets you behind the wheel, you are very likely to continue to stay behind the wheel of a car with the blue and white propeller logo.
Sixth, Audi's dealer network sucks. Their customer service is clueless and fails to fix the same problems over again. I have had numerous issues with my A4 which end up creeping up again and again.
I do drive an Audi A4 right now but will get a BMW 335i when my lease is up in approximately one year and 3 months from now.
Audi's strongpoint will forever be their interiors and Quattro AWD. Unfortunately, I don't believe that is enough to tackle two very dominating luxury competitors which are known for their incredible driving dynamics and engines. BMW's rev to the heavens and connect you to the road the way an Audi or MB can't. Mercedes-Benz had previously unmatched build quality, which is now taking a nose dive. To keep things from going completely screwy Mercedes-Benz fortunately has its AMG division.
AMG is known for pumping out cars with huge engines and equally huge amounts of horsepower and torque. Although these AMG cars may not connect you to the road the way a BMW M car would, they provide that thrust of mind blowing accleration which only AMG can deliver.
I'm proud to say my first Audi will be my last. I will join BMW and subsequently cut of all ties with Audi.
Chewy eat me alive!