BMW returns serve in latest Audi ad war
February 22nd, 2010 Posted in Audi, BMW
BMW has retaliated to Audi’s latest ad campaign in which the Ingolstadt marque boasts it has beaten BMW in three consecutive comparos. The tests have been run in the US mag Car and Driver and this BMW response reminds Audi that its 3 Series has been on the Car and Driver 10best list for 19 years in a row.
BMW is also offering a $1500 inducement for current Audi owners and if they accept the offer they will also be rewarded with free servicing. The promo quips this will allow owners of the four rings to “leave those Audi maintenance bills behind”.
Now, I’m not sure what the BMW servicing scene in the US is like, but here in Australia I can’t see what benefit BMW would gain from criticising the repair bills of their competition. It would be a dumb strategy.
Similarly, I’m not surprised in the slightest that BMW have responded to Audi’s latest offensive. However, that a $1500 “bribe” is the best they can come up with is not only surprising, but an equally dumb strategy that might be the first step in a very slippery discounting war which could leave both brands licking their wounds.
[Source: Autospies]
23 Responses to “BMW returns serve in latest Audi ad war”
By Michael on Feb 22, 2010
We’ll give you $1500 to buy an ugly car.
By revdes on Feb 22, 2010
My thoughts exactly, Michael. Audi has the R8, how exactly is BMW countering that? Though I wouldn’t exactly say no to a 135i or an M3.
The whole Audi vs. BMW marketing ‘war’ is a bit juvenile really. Isn’t prestige meant to be above pulling faces at each other?
By R'chitect on Feb 23, 2010
Meanwhile in NZ, Audi has run a full page newspaper ad exclaiming to be ‘over joyed’ at being the best selling prestige brand in NZ, clearly a wee dig at BMW’s new ‘Joy’ marketing…..
By Carads on Mar 11, 2010
http://americatopten.blogspot.com/2006/12/advertisement-war-bmw-started-it-audi.html
Its certainly not the first time this sort of thing has happened. Although, this time, its not quite as humorous.
By Dominick Funaro on Mar 11, 2010
Its too bad BMW can’t seem to make a good all wheel drive vehicle. Compared to the bullet proof Quattro
By Geoff on Mar 11, 2010
What BMW will never admit, of course, is that they wouldn’t move a single friggin’ unit without that “free maintenance” thing. It’s a really, *really* bad sign when you get to know your service manager and his family personally. I can’t possibly be the only former BMW owner who defected to Audi to avoid this.
By J bird on Mar 11, 2010
I think it’s funny!!!!…AUDI 4 LIFE.
By Stefan on Mar 11, 2010
the only thing that Audi does well is sucking ass. The rest is absolutelly fantastic.
By Stefan on Mar 11, 2010
I forgot to say, well done to BMW sucking ass so bad to Audi…
By ben sherman on Mar 11, 2010
Incentives like that only work for their own customers! Audi loyalty prevails!
By Sicks on Mar 11, 2010
It’s amusing that one of the worlds leading german car companies have to resort to bribery to convert people. Personally I think BMW is great, but second to Audi and third to a company like Porsche. Audi has been trying new types of engines and methods to improve their cars and BMW is mostly relying on the badge at this point. Audi will surpass BMW within the next few years in sales. Thats fact, not opinion.
By Josh on Mar 11, 2010
A real driver would only own a Porsche or Audi.
By RWF on Mar 11, 2010
All German cars are ugly in general but they are well made. Stupid people forget BMW has an M-Division which make the best super salon cars period. I am not a BMW fan or Audi fan. I am just a car fan. I give credit where it is due and favor none.
By RAJ on Mar 11, 2010
If BMW must BRIBE people to own there cars, then that speaks volumes about how scared they must be of Audi.
BMW owners old and old of heart
Audi owners young and young at heart
By Jrock on Mar 11, 2010
Is BMW soiling it’s pants? I think they are Audi has them on all fronts. Lets see styling, reliability, price, technology, R8, TDI, and safety. PS Quattro
By grsmnky on Mar 11, 2010
I’m not if Audi and reliability should be in the same sentence. Maybe being an Audi service tech has soured me on these cars. Don’t get me wrong. I love everything about Audi cars. Except fixing them.
By grsmnky on Mar 11, 2010
That should be “I’m not sure…..”
By Audis, of course on Mar 11, 2010
Seriously BMW…you’re trying to impress the public about your car’s superiority, and … you make it CHEAPER? ha ha ha!
By mcbadger on Mar 11, 2010
Easy choice:
snow: Audi A4 quattro
dry: BMW 3series RWD
By Dre on Mar 11, 2010
As a previous owner of 2 BMWs and current owner of 2 Audis, I must say that the reliability in BMW is 2nd to NONE. The only thing better with the Audi is the cup holders.
By Truth on Mar 11, 2010
Let me guess: Author of this news post is driving Audi.
By Liam on Mar 11, 2010
Yes, but I would be equally ready to criticise Audi if they were offering cash inducements to BMW owners. It’s a lame response, no matter who is offering it.
I also have experience with BMW servicing after 5 years of MINI Cooper S ownership and I would say neither BMW or Audi is any better than the other, at least in Australia anyway.
By Rob on Mar 12, 2010
I’m primarily an Audi fan, and like German cars much better than Govt. Motors or Fiat (C)! I find it fascinating that BMW feels the need to offer a bribe to get the Audi owners to buy BMW. Poor taste. Here in California, no such marketing is happening, everyone is scrambling to just get a sale! But reports are showing that while sales are off for Audi, Audi has grabbed some additional market share. So, there is something to Car and Driver’s point!