Comments on: When There’s Benz and BMW, Why Buy Audi?

By: Johnny Canada

Johnny Canada — Mon, 22 Feb 2010 21:09:39 +0000

The more BMW screws up their cars (Run Flat Tires, IDrive, Chris Bangle, soft water-based paints, Active Steering, cheap interiors, X6, 5 Series GT) the more Audi gets it right. When the last used E39 is gone, I’ll probably buy an Audi. Come on BMW, didn’t we almost have it all? What a mess.

By: Chris Johnson

Chris Johnson — Sun, 21 Feb 2010 23:50:07 +0000

Things will never again be as they once were.

Mercedes no longer offers the seemingly indestructible, “bank vault” solidity present in their products twenty or more years ago. BMW’s Mini products are dead last in customer satisfaction in JD Power’s 2009 Quality survey. In the same survey, Hyundai, the South Korean maker of affordable, mass market cars, outperformed both BMW and Mercedes.

BMW’s, including Minis, are still compelling to drive, but now even mass market cars like the Ford Focus can receive wide praise for excellent performance dynamics. What used to set BMW apart is now available from any number of BMW’s competitors.

Desiring to boost earning by increasing sales volumes, both BMW and Mercedes have introduced many down market products such as the A class and 1 series that dilute whatever upper crust brand associations the marques used to enjoy. Sure, Mercedes still sells some ridiculously expensive cars, but I argue that obnoxious, ostentatious cars sold to any lout with money and questionable taste destroys rather than builds a brand’s association with socially charged concepts like class, power, prestige and sophistication.

Although this post reacts specifically to Audi’s challenge, I don’t feel it matters which company is the challenger. BMW and Mercedes have changed, their products have changed and customer perceptions are sure to follow, especially when helped along by the cheeky advertisements of a competent challenger.

I sympathize with the frustration fans of BMW and Mercedes must feel as they have watched each company drift away from or lose a monopoly on the core values that caused the fans to admire BMW and Mercedes so long ago. I wasn’t pleased to watch it happen myself.

By: ath20wj

ath20wj — Sat, 20 Feb 2010 16:37:33 +0000

I agree with Sybarite. Audi knows if they put the A5 convertible aganist a E class ocnvertible, the contest owuld be over. people would watch the commercial and go “how can I get that Mercedes?” All their (Audis) commercials do is make Mercedes-Benz look even classier because they DON’T do ads like this, and even if they did, they would still have more class than Audi. I use to like Audis, but after these ads, I really dont.

By: Jim

Jim — Tue, 16 Feb 2010 15:21:38 +0000

I can’t get beyond the expectation that Audi’s should have a small premium in price over Volkswagens, similar to Buick v. Chevy rather than Cadillac v. Chevy. With my preference for ‘gently used’ luxury, Audi does bring the benefit of rapid depreciation with A8′s quickly falling the price level of 5ers and E’s if not 3′s and C’s.

If only I didn’t fear the repair costs of the AWD.

By: Euri

Euri — Tue, 16 Feb 2010 10:01:29 +0000

I totally agree with the above comments. It is not surprising ing the oneliner is ” The big german 2 + audi”. We think Audi is more a luxes VW for people who can’t choose between a benz and a beamer.
Fortunately, we do’t see those stupid Audi advertising campaigns over here.

By: Tom Baker

Tom Baker — Tue, 16 Feb 2010 07:15:38 +0000

I recently picked up a brand new C220 CDI Benz. I’d never felt anything but indifference for Audi before this; but now, after driving for a few days, and looking out for other small luxury cars more, I can’t help but feel slightly pitiful towards Audi A4 drivers. Audis, while they may be superior in quality and design (they MAY be) they feel like second class next to a 330i or C350.

That probably explains why Audi spends so much time and much more money playing snarky catchup games in advertising campaigns.

By: Sybarite

Sybarite — Tue, 16 Feb 2010 00:32:10 +0000

And it’s getting a little tiresome having Audi constantly show old generation MB, BMW, Lexus cars and then have current gen Audis pull up alongside them.

By: Chris

Chris — Mon, 15 Feb 2010 20:58:02 +0000

As I live in Vancouver, I’ve noticed the Germans are using Audis as VIP shuttles during the Olympic Games. Infact, just the other day I spotted a nice A6 wagon wearing Ingolstadt plates. Kind of makes me wonder why Audi Canada couldn’t just loan them the cars, instead of shipping over German registered models.