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]
24 replies on “BMW returns serve in latest Audi ad war”
We’ll give you $1500 to buy an ugly car.
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?
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…..
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.
Its too bad BMW can’t seem to make a good all wheel drive vehicle. Compared to the bullet proof Quattro
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.
I think it’s funny!!!!…AUDI 4 LIFE.
the only thing that Audi does well is sucking ass. The rest is absolutelly fantastic.
I forgot to say, well done to BMW sucking ass so bad to Audi…
Incentives like that only work for their own customers! Audi loyalty prevails!
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.
A real driver would only own a Porsche or Audi.
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.
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
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
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.
That should be “I’m not sure…..”
Seriously BMW…you’re trying to impress the public about your car’s superiority, and … you make it CHEAPER? ha ha ha!
Easy choice:
snow: Audi A4 quattro
dry: BMW 3series RWD
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.
Let me guess: Author of this news post is driving Audi.
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.
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!
Audi makes car for women. Most of their consumers are women in America. The body of the car is pretty feminine to me. No sharp edge, everything is soft curvy. They have very good cars but not that masculin to me. After BMW releases m8 the r8 will be challenged.