BMW and Audi are dueling again, but this time, onto the “marketing battle field”. And what would be the best place to do so other than the one of the top states when it comes to car luxury sales: California.
On the corner of Santa Monica Blvd. and Beverly Glen Blvd (corrected the location), Audi has put up some billboards showing the all new Audi A4 along with the headline: “Your move, BMW”. Santa Monica BMW, a local dealership, took on the challenge and entered a virtual chess game ….of course, with cars rather than pawns, kings or queens.
But which one is the king though? Will it be the BMW M3 Coupe or the Audi A4? Fair comparison? Probably not, but it’s all fun in the end.
Press Release
Juggernaut Advertising, an independent advertising agency headquartered in Santa Monica, CA, has initiated a tactical outdoor marketing campaign on behalf of BMW of Santa Monica. The campaign is in response to Audi’s current billboards challenging BMW with the headline “Your move, BMW.”
Juggernaut Advertising’s creative work features the BMW M3 with the headline “Checkmate.” and is positioned prominently within the same sightline to westbound traffic as the Audi ad. Juggernaut approached BMW of Santa Monica after identifying a unique and immediate geographical opportunity along the highly trafficked Santa Monica Blvd. corridor between Beverly Hills and Santa Monica.
“When we heard the idea, we loved it and couldn’t resist going forward,” says Del Montell, Jr. of Santa Monica BMW.
P.S If anyone can come up with a better ad in response to Audi’s billboard, we will gladly post it here. Let’s see some creativity!
[Source: Juggernaut Advertising ]
Thanks for the tip Ale and Stephen!
120 Responses to “Billboards War: BMW vs. Audi”
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fantastic! i actually laughed aloud when i saw this
Clever advertising, BMW won the battle but Audi is winning the war. Audi has re-branded themselves as the progressive luxury car. Mercedes is catching up finally with the current redesigns but how is BMW adapting? By offering maintenance for up to 50,000 miles.. come on BMW you can do better, maybe its time for a redesign as well.
Looks like a BMW dealer’s response rather than BMW’s response.
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That’s is really funny ! Very creative and funny.
HAHAHA.
Audi owned again.
I laughed
Nice use of the helmet!
Funny, these two companies have the best marketing for auto companies. Benz and Lexus suck at marketing. This reminded me of an old Audi AD
I got cut off some reason, anyways the old is hillarious here is the billboards
http://i226.photobucket.com/albums/dd263/carversation/840.jpg
Audi’s response to the above link
http://i226.photobucket.com/albums/dd263/carversation/841.jpg
Maybe audi should put a string of their ridiculous looking “pep boys aftermarket lights” across the front of the car on their billboard.
awesomeee!
BMW rulesss!!!
Hahaha !
“Checkmate” I love it .
BMW owned them with 1 word…at their own game.
BMW !
BMW look alone killing the Audi billboard. It looks like the BMW M3 is about to jump off the billboard and run like it suppose to do!! BMW is number 1!
ROFL man this is hilarious, hope they would allow this kind of marketing in my country (You can indiscriminately embarrass or damage another brand )
BTW the one that carconversation.com posted from audi is also a good one.
By casualty anyone have this picture in high quality to used it as a wall paper?
Lol…. brilliant.
I wonder how long Audi’s ad is contracted to run for.
Let me say something.
Im a fan of german cars. I dont have a favorite one. I just love audis for the design, bmw for the engines and merdeces for the prestige.
As a true fan I have to say that BMW kingdom is getting to an end. Now is time for Audi to set new rules in the game. They have the cars, the engines and the marketing to kick any car maker ass in the world.
In my country, the’re are a lot of bmw’s, but in the last few years we can see a boom in Audis, especially in the Audi A4 and Q7. Thats because bmw are a lot cheaper than Audis. They bring here Bmw 318i with a price of $36,000 and Audi A4 price is $45,000 with the 1.8 turbo engine, meaning that Audis are for wealthy people now.
Maybe this is only in my country, i guess… but next decade you will see a difference in the car market.
Yeah, but it goes beyond design, engines, and marketing. Audi also needs to amp up their after-sales (service) department. I’m personally hugely disappointed after owning 2 Audis. 3 dealerships around my area all suck when it comes to service.
I totally disagree that Audi’s engines and designs are better than BMW’s
the only person who wuld hve benefited frm this so toughtful ad campaign are the Advertising agencies of BMW and Audi….strategic location, concept and size of billboard does come for some price….
I can’t understand what is the difference in driving between a VW and an Audi?!? I can see a difference in terms of quality, but the driving dynamics are almost identical! Audi would be nothing if it wasn’t for VW.
And for their V-10 engine, they used the same one found in the Lamborghini Gallardo. Give me a break!
Audi folks are the same as the Lexus fans who think that they are not driving a “high quality” TOYOTA.
Hahaha! Those ads are great!
The fight between the brands in the US is always funny 
You rememeber the Audi, BMW, Subaru, Bentley ads I suppose?
@R. Carlos:
From R. Carlos post: “in the last few years we can see a boom in Audis, especially in the Audi A4 and Q7. Thats because bmw are a lot cheaper than Audis”
Sorry , but that dont make any sense at all. So because in your country Audi are more expensive than BMW , more people buyed? mmm…
From R. Carlos post: “They (Audi) have the cars, the engines and the marketing to kick any car maker ass in the world”
Ok, lets star with the cars. Audi and BMW are different. But let me put it as simple as I can: If you like to drive (if a are A DRIVER) you will always choose BMW (over Audi). Simple uh?
The engines: from Autoblog “…and the grand winner is not surprisingly an engine from BMW, just like it has been for the last three years going back to 2005. The Bavarian automaker’s 5.0L V10 won the award that year and in 2006, and BMW’s luscious 3.0L twin-turbo inline six-cylinder engine won it in 2007 and has repeated its performance by winning the International Engine of the Year Award again for 2008. We get it, BMW makes really good engines”
Marketing: Sure, Audi commercial are getting a lot of buzz lately (specially for the super bowls ads) but BMW, is a trully marketing icon. Some facts:
1- Many leading business schools use BMW marketing as a study case.
2- BMW is recognized as the most innoveted company in the automotive sector (eg. BMW Films)
BMW’s brand identity is based on clearly differentiated values that set it apart from the competition. The visual identity – white and pure, technically brilliant, with emotionally charged content – is based on these values. This BMW’s values are highly differentiated and relevant to consumers and it takes years of investment in building this kind of brand value. Audi has a lot of work ahead to catch up in this departament.
There is an excellent book about BMW marketing call “Driven: Inside BMW, the Most Admired Car Company in the World” written by David Kiley. From Amazon: “Kiley examines the business practices that put BMW on top, and the marketing efforts that keep it there. BMW’s brand strength and knack for developing the most sought-after cars in the world inspire jealousy and admiration among marketers everywhere. Its well-crafted brand message–The Ultimate Driving Machine–is widely admired for its clarity and consistency, just as BMW’s cars are admired for their authenticity and performance”
From R. Carlos post: “…next decade you will see a difference in the car market”
You got that right buddy!
Cheers!
(sorry for my english!)
Right!
Agreed!!
Glad to see it!
I thought I’d never see this ads’ game again
Think they both love it! 
Can’t wait for next game! )))
I love the fact that in the shot of the Audi billboard, you see the “do not enter” and “wrong way” signs.
@Kevin: yeah, you’re right. what a coincidence (and praise the photographer for discovering that) @Ale: stunning!
That’s awesome! I love it when advertising is actually clever and funny.
@Ale: As I told you I dont have any favorite… but what I wrote before is what is happening now.
When i refer as Bmw are cheaper, I mean in quality. If you are a wealthy person, you will obviously go for the best option, no matter the price.
The cheaper BMW are 318i… Here that engine sucks. Its unefficient, thirsty and the car have a lot of problems (mechanical and electrical).
Wow…corporate ‘graffiti’ and everyone seems to love it. Gross.
I hope an artist paints something worth seein on those soon.
@Kevin G: This billboard could be used as a great lesson in marketing
haha thats funny how there is an S6 and 6series in that intersection.
@dmlgc: Mercedes is going to start using LED’s as well. There’s nothing pep boys about them.
I live right around the corner from this intersection, and laughed out loud when I pulled up to the red light and saw the new M3 ad. Very clever. Granted, I’m waiting for Audi to throw up an ad for the RS5 when that shows up…
Audi Design is no where near that of BMW. Look at that ugly stretched A4 with worm likeLED – abosolute trash compared to the pedigree BMW right next to it. That A4 can only wish it’s as good as a 3 Series. Well, the only thing it is better at is that it is cheaper to make being a VW with 4 rings.
BMW is definately the king here – everything is just so much bigger, higher and better, just like the billboard and the car. Better luck next time Audi (VW)
Its easy, whose trying to catch who, Audi is trying to catch BMW, BMW is the benchmark then BMW is not better, is THE BEST.
No offence to Audi, but they should have expected this to happen. Audi NA’s marketing does alot of comparisons with its rivals.
mr carlos, did u read what you wrote? there is a reason they attacked bmw and not mb or lexus, audi has made a lot of improvemnt lately but come on, Bmw had paid its dues and is still king
popurls.com // popular today…
story has entered the popular today section on popurls.com…
Nice ad. I love my BMW. One word of caution… never buy your BMW from crevier bmw if you live in southern california.
Hi, I’m part of the Internet’s Typo Squad. You mispelled ‘pawn’ by spelling it ‘pon’. Just letting you know. Thanks!
- Ess Fox
This billboard is actually in Century City on the corner of Santa Monica Blvd. and Beverly Glen Blvd…..Not in Santa Monica
funny, Audi is just happy to be in the same category as BMW, even if it means doing something like this. The fact that BMW even acknowledged the billboard means something. i’m an Audi fan bc the interior of a BMW is garbage. Audi has come a long way in the 10 years. you have to give them their props.
ARE YOU KIDDING bmqw HAS SUCH A MORE FUTURISTIC BETTER DESIGN THEN CRAPPY AUDI vw SUCKS SO BADDDDD. PLASTIC CAR CRAP MEXICO MADE
@Samuel Fox: Thank you, missed that one.
That’s not in Santa Monica. It’s on Santa Monica at Beverly Glen… more like Century City, on the verge of Beverly Hills.
Its quite humorous to see all these bmw fanboys saying zommggg bmw rulez!! bla bla but they cant even clearly dictate WHY. I have owned both bmw’s, audis and vdubs. to say that a vdub handles the same as the brilliance of a quattro is quite an ignorant statement to say the least. by the looks of it, most of you lot have never even driven all 4 german brands. fact of the matter is Audi is and has been on the rise. to the bloke who labeled the a4 as “trashy” yer havin a laugh mate. are you really that thick? who does bmw own? hmm o wow mini cooper! good job. ill take porsche and lamborghini kthx. haha bmw jumped the gun and put out an m3? quite naive on their part. bmw should atleast put a 3 series. i reckon the a4 on the billboard will be replaced with either an rs4,rs6 or r8.
YOU SUCK. BMW OWN ROYLCE ROYCE DUMMY.
max is retarded BMW FUCKIN SUCKS audi OWNS lambo so who u guys think would fuckin win peice of shit bmw or roylce royce VS a lambo huh so shut up u retard
Sorry to burst your bubble but VW owns Audi and VW owns Lambo, not Audi. You will never see a piece of Lambo in an Audi, all you see in an Audi are VW parts and VW engines. They come from the same factory. That’s why when they have a recall on engines, VW, Audi, Skoda, Seat are all recalled together. I feel sorry for fools that think Audi is any more premium than a VW, let alone trying to copete with a pedigree like BMW. Why else would The BMW Group be the number 1 premium car company in the world??? Most people value independence and originality. If BMW was to put a Tata engine in its 1 Series, they would be going the Audi route.
Wow. . . . . I will only make one comment. 80% of everyone who posts here don’t know anything about cars and their components. People who just stick up for a brand are just groupies. BMW makes really powerful sound machines. Audi makes really powerful sound machines. This will be a never ending fight because both companies go pound for pound. Audi usually does put out the better product but at the cost of price. IE M3 vs RS4, M5 vs RS6 and this list will continue on for every model, high and low end.
In reference to Lance’s stupidity and complete ignorance the Bugatti Veyron *acclaimed the best car in the world*, which btw Bugatti is owned by VW, uses the same W12 Powerplant that is in the Phaeton and A8L W12. They add 4 turbos and work it. The engineers who work on Bugatti call VW and Audi engineers for help and vice versa.
BTW Audi S6 and Audi S8 and R8 V10 uses an engine DEVELOPED by LAMBORGHINI
And check Wards list of top 10 Engines I believe Audi along with BMW, and many other solid car manufacturers are consistent in their engine quality.
And sorry to “burst your bubble” Lance but if you are referring to racing the fact that Audi was banned back in the 80s for their quattro technology due to winning “no competition” in a competitive sport for many consecutive years is just a pointer. But Audi isn’t the greatest company as Rallying is now a fight between Subaru and Mitsubishi.
More currently if you are referring to “racing technology” why is it that BMW heavily lags in the Le Mans which is currently owned by Audi and then Peugot??
@ David
I thought it was just Ford and Citroen in WRC at the moment?
@David: If you read what I wrote, I did not mention the fact that VW’s Audis are slower than BMWs, nor did I say VW’s engines that are in their Audi vehicles are less powerful than BMWs (although in most cases they are and they need to compensate by putting in unreliable turbo’s, but that’s besides the point.) The fact of the matter is that although you value a sports car solely by its speed and hp, I don’t. There is something more important: this is called balance. That’s is why a BMW with less hp than an Audi (claiming to have more hp and speed) can complete a lap quicker. I have not driven a Bugatti, nor do I know what’s under the hood. All I know is that it is the quickest production car and is part of the VW prison and I also know that it is not that great to drive and is certainly not a proper sports car to many. So, the best car in the world in your terms (probably mean the fastest) may not be one that you’d showcase to beings from outer space… it’s like saying the fastest runner on earth is the best human being! Do you realise what kind of a pathetic statement you are making?
I see you are also part of the gang that has been fooled… what’s this helping each other out non-sense? Have you heard of cost cutting? This may well be a nice marketing trick to tell their customers, yet you might find that there is just one big team for the group! So I don’t buy that for a sec.
Which eye did you see BMW taking part in the proper LeMans since 1999 when they won it, that’s if we are referring to the same race. Audi WAS winning because of BMW’s absence. Furthermore, don’t make comments about BMW’s racing tech when Audi’s (is it S or RS or whatever they copied from Ford’s racing names) tremble in fear when BMW’s M is near. And let me bring your attention to the fact that Audi lost with their TDI engines, which gives confirmation about the reliability of their cars and the lack of refinement of their Diesel engines.
Finally, I value a car that is well balanced in terms of driving dynamics, efficiency and power. Quality and reliability must be a given. VW’s way of boosting profits by using their non-premium parts that they use in their Polo and Golfs in the (supposed to be) premium is unethical in my view. I would be unhappy if BMWs were to use Tata engines. In my view, the most balanced car on the planet is THE BMW M3 COUPE. IT IS SOMETHING THAT I WOULD BE PROUD TO SHOW MY FRIENDS IN OUTER SPACE.
@Rafael VonBuyten: Rafael, I agree, Audi has come a long way and they build some great cars, but as they say….can’t really discuss personal taste.
And yes, the RS4 would be a better competitor to the M3. The whole point of this article was to show a funny moment.
And indeed it was!
i personally think its great to have a healthy competition such as the one displayed in Los Angeles. I was simply responding to the previous comments. I fully agree that personal preference cannot be measured. I love both bmw’s and audi’s btw.
Should have used the new one series.
@Rafael VonBuyten: Well said.
Comparing an M3 to a A4? Yeh, that’s a fair comparison lmao.
Audi should put up a R8 with the caption “Game Over”
you go matt that would be awesome
@Matt: do you really think every pieces on the chessboard are pawns?
This is what they need to do…
@Eddie: lol nice work
Audi should throw up the R8, and say “Try Again”
Haha! That is just great!
Das ist nicht auf deutschem “Mist” gewachsen, so was ist typisch Amerikanisch. Kinderkram, kostet nur unnötig Geld.
Wow, i’ve never seen such impressive fanboyism in my days. You all certainly know how to suck on the BMW knob.
That is AWESOME! If only our clients would let us do some fun stuff like that! That’s what it’s all about in advertising, not producing what everyone has already seen, give us something new!
And it’s a shame that the TV Show Trust Me was cancelled, that’s crap!
@Rafael….
Sure there may be some BMW fanboys on here more prolly don’t even own either brand. Who cares really, their all entitled to their opinion.
BMW is the king of the hill. They could have used a 335i w/the ZMP kit(yes they are now offering the ///M-tech kit in the US as an option) and still slapped around the A4. They can add the RS4 and the M3 is still on top of that overpriced heap. They chose the M3 as there is nothing in the A4 line that can beat it. Unfair would have been placing an M5 or M6 on that board.
Oh and I own a 3er so I know what I’m talking about. I test drove the A4, IS, and C-Class and look where I ended up. The interior isn’t that much better in the other cars to claim some mythical win over the 3er and they all pale in nearly every other category.
@ R. Carlos…
Talk about materialism. The car being more expensive doesn’t make it instantly better. Then your country consists of a few to many status symbol whores. The 318i sole purpose is to attract young or lower income buyers to the BMW brand. They have an entire line of 3ers and your using the 318i as what to judge upon? These people you speak of could easily get an upper level 3er such as the 330i/d or 335i/d and easily spend more then the A4. Your argument has no weight and the example is poor.
Hardly a fair comparison. Audi should respond with an add showing the R8 and the caption “game BMW, match Audi”
@Garrett Mosback: Ok man… That’s what is happening here. BMW’s are a thing of the past. Now Audi is the trend. Its no my fault. I don’t own an Audi or a BMW, and I even don’t care. I told before that I like all german cars, I don’t have any favorites.
Cheap move by BMW. You cant really compare A4 with M3, whats the point? To asnwer, Audi needs to throw R8 over there, then it would be interesting to see how BMW fanboys cry out that its unfair.
Or throw X3 and Q5 up there.
@danat86: It wasn’t BMW, it was a local dealership.
Interesting… Audi are spending Millions and Millions on creating a negative image of all their competitors – ‘Meet the Beckers’, The Transporter Style Super Bowl Ad, the obvious targetting of Lexus in recent TV ads. It’s as pathetic as it is arrogant, two traits which are rapidly becoming linked with the Audi brand and the people that buy into it. This advert made me laugh, I didn’t read anything into it at all, I just think the whole setup is good – like two giants battling it out in suburban Santa Monica! But for the Audi fan boys to take offence to this, whilst defending things like the beckers videos as clever harmless fun… well maybe I should add hypocritical to pathetic and arrogant into my image of the Audi brand… shame, because I’m sure the cars on there own are very good, maybe Audi should focus on promoting the positive image of their products, than trying to face off with the other brands all the time.
Just my two cents.
Matski I agree that Audi needs to keep focus on all their postives like their R8 and Q7 and generate the fan base of the popular car not compare their cars to BMW. If you have the look than you have the look!
Definitely a win for BMW, but Audi’s are by far better all-around cars. More thoughtful instrument cluster and one-touch drive system, hands down the best AWD in any automobile, and more bang for your buck.
That is automotive marketing at it’s best. It just does not get any better than that. Totally a classic! I would like to see this battle in a couple more months and re-post another article about it on here and AutomotiveAddicts.com. Great work Horatiu!!! Keep it up!
Audi should seriously consider this: Post an R8 and simply say “King Me” that would be WIN! HA HA!
I was today and the BMW ad was already replaced. I guess the dealership doesn’t have the budget for more than a couple days.
Both billboards: http://pic.im/1cC
Just the former BMW billboard: http://pic.im/1cD
Here is why the billboard is not there anymore:
“The billboard was only available for a couple of weeks, as it was contracted to another advertiser through the end of the year. We had to pull out all the stops to take advantage of the limited window just to get it up at all”
This had to be one of the most viral ads I have seen lately….over 3500 diggs and posted on hundreds of websites.
Audi invites fans to create a response billboard, looks like the war is on again..
http://www.autoblog.com/2009/04/17/audi-invites-fans-to-respond-to-la-billboard-war/
WOW!! What we started here
i don’t know how far these things would go. but in my opinion, audi has lost, already. when you put out an ad, which directly challenge another and they have a good way to respond, you lose. no need for a further move.
goooooooooooooooooooooooooooooodddd its veryy good
And for you Audi fanboys, M3 is also answer to R8. R8 isn´t faster!!!
u fuckin kidding me m3 sucks balls comparded to the r8 but nice try
Audi responds with R8. More on a serious note.
http://jalopnik.com/5216535/bmw-vs-audi-audi-responds-with-another-billboard-salvo
BMW should respond back with reliability. When it comes to reliability sorry! But Audi doesn’t stand a chance. The Audi A4 is just a re skinned Volkswagen Jetta. ENOUGH SAID!!!
#Ambyr Rush BMW’s are not that reliable. German cars in general seem to have reliability problems nowadays. German Engineering is no longer what it used to be. Lexus is highly reliable among the luxury brands.
That’s what i call real marketing!
Audi should put the pic of the new R8…that kills any bmw
In what way? All BMW models are best in class. By putting a worst in class R8 just adds to Audi’s inferiority as a company that’s part of VW, mass producing perceived premium from VW factories and using VW parts and engines…. FAKE WANNABE!
Once again bmw is the king of tacky. The audi’s model speaks for itself.
It’s crazy for BMW to even entain this issue, Their website speaks for itself. Audi doesn’t have any define lines in their car. BMW is like Big Ben, the clock is old but still prestige to many people. Now days no one has their own idenity except BMW or the Mercedes line, so when you take a look at the poster board of BMW just look up and say hmm that prestige BMW and I know that I looking at a BMW!
Aaron, ru the Aaron from PWF!?
Amazing BMW, the pictures are great!
[...] Creative Marketing: BMW vs. Audi que guerra, jajajaja [...]
Even though I’m a big Audi fan, i have to admit that BMW wins this ad battle and it’s pretty funny
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“Another game… Audi?” The all new BMW 3 Series.
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I love how the audi fanboys are ranting about how “unfair” bmw fans are though it’s pretty clear they cant take the loss lol.
What they said on topgear is sad but true … the cocks moved over to audi can’t believe how full of yourselves most of you are. Doesn’t matter which, they’re great cars, but you can’t deny the fact that bmw are purely bimmers, while audi’s are puzzles of not so luxury brands except some engines. And even after that, BMW’s engines win more awards than the ones audi adopts.
Looks both in and out are purely based on taste and they both lost some beauty contests on the way eg 5 GT , A2 , A1, …
End of story bmw wins this add, it’s funny, just as all of the other commercials by bmw and audi are.
[...] Sources: The Ads of The World and BMWblog [...]
I think that BMW nailed Audi ad… it doesnt matter if someone think audi is better than bmw or if bmw shows a m3 against a regular A4. Every regular guy passing by those Billboards with only 15 seconds to think about the Ads will LOL at audi.
[...] hecho como jugada maestra para rematar la campaña, un grupo de personas que nada tienen que ver con la marca o la agencia [...]
Audi just got PWNED!!! LOL!!!
YA GO AUDI U RULE YA i have a modded b5 rs4 red black 19s black inter preformace chip carbon fiber hood custom grill amp subs quattro air intake 1.8 turbo just FUCKIN AMAZING GO AUDI!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
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GO BMW!!!!!!!!!!! BMW IS SO THE BEST. PISS OF “ONLOOKER” AUDI’S ARE CRAP
BMW’s so yesterday. Audi’s the future luxury x)
There’s only 1 ULTIMATE DRIVING MACHINE….i think we all know who that is. M6 with tagline…”after us.” FTW!
[...] proclaiming, “Your move, BMW.” BMW’s tactical and ingenious response (seen here) included strategically placed boards adjacent to the Audi ads with the beautifully [...]
Wonderful. That’s what this is.
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[...] customers, the second video goes a bit further and takes fun poke at Audi, a continuation of the “Billboard War” started earlier this year by a California based BMW dealership and reported first by [...]
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Theres something sexy about a bmw to me. Although I have been seeing a lot of buzz about audi lately and a ton of new commercials.
BMW or AUDI ????? This is a difficult question . Well Audi fans will support Audi nd Bmw fans will support Bmw . But u see AUDI has improved alot and is competing easily with good cars of the world . Same goes with BMW . But u see Audi Q7 is way better than Bmw X5 , Audi A8 is better than Bmw 7 Series etc . Audi has alot ov cars for all kinds of classes . Bmw is also a great car company but they dont have much cars , they need new designs , new tech nd stuff . Well sometime BMW wins the fight but Audi is winning the WAR . Personally I think that AUDI is better than BMW but this WAR is not over . Noone knows who would win the next second .
But I think that Audi Q7 is a competitor to BMW X6 since the Q7 is as the same size as the X6 compared to a smaller X5. Personally, I think that BMW 7-Series is a little, just a little bit better than the A8 for some reason. But I have to admit it that Audi have gone much better sometimes in terms of quality and not the price. But you have to remember one thing that BMW always switch design after 7 years for each model. Traditional BMW’s way. So I think, the brand new 5-Series which is due next year could throw away Audi A6, the new 3-Series in 2012 could throw the A4 away but still expect the unexpected