Audi fires back at BMW in war of words
Last week BMW Group Australia managing director Guenther Seeman took at shot at fellow German automaker Audi saying the brand from Ingolstadt is not a premium competitor because it doesn't offer rear-wheel-drive cars, instead referring only to Mercedes-Benz and Lexus as his competition in the Australian market. Seeman also dinged Audi by suggesting it was buying market share by discounting its vehicles, and therefore violating the trust of its customers.
Seeman's counterpart at Audi Australia, Joerg Hofmann, has fired back at BMW by insinuating the Bavarian brand is just plain arrogant. Concerning the argument that a vehicle must be rear-wheel-drive to be considered part of the premium market, Hofmann says, "For me, a premium product has nothing to do with the drivetrain. I think it's even boring for the customer if you offer only one drivetrain." Finally, in reference to Seeman's charge that Audi is buying marketshare with discounts, Hofmann points out that BMW has already begun offering thousands of dollars in discounts on its newly redesigned volume seller, the 3-Series.
Audi is quickly gaining market share in many markets around the world, and Hofmann recognizes that each of his competitors will react to the brand's success in different way. In the first five months of 2007 for instance, Audi's sales have grown 41% in Australia compared to BMW's 4.1% increase in sales. Nevertheless, Audi remains in fourth place behind BMW, Mercedes and Lexus. Though it still has a long way to go to overcome its rivals, Audi has definitely turned up the heat on its competition. Some of them, like BMW Group Australia, clearly recognize the threat, even if they deny it.
[Source: GoAuto via Motor Authority]
Reader Comments (Page 1 of 5)
bmoredlj 2:43PM (6/19/2007)
If I were Audi, I'd have called BMW for bypassing the talent within their home country - and all its rich design heritage - and going with Chris Bangle, an AMERICAN, to make all BMWs look like they fell into a big garbage disposal and were pulled out in the knick of time.
**haughty chuckle**
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Jon 2:57PM (6/19/2007)
Right you are, bmoredlj, I don't like BMWs nearly as much as I used to. Take a look at the pics below, I'd much rather have these than any of the new Bimmers.
http://www.automobilemag.com/reviews/justdriven/0306_1+1999_To_2005_BMW_330i_Performance_Package+Front_Passenger_Side_View.jpg
http://www.automobilemag.com/reviews/justdriven/0306_2+1999_To_2005_BMW_330i_Performance_Package+Rear_Passenger_Side_View.jpg
Pep Boys Sux 3:15PM (6/19/2007)
Guys, you live in an illusion. If you guys think for one moment the boxes on wheels called Bimmers were sexy from the 1970s, '80s, or '90s, your taste is about as good as a man with a fat fetish. The Bimmers--especially those from the '90s--were uglier than Larry King wearing nothing but suspenders.
1337 3:24PM (6/19/2007)
Just a heads up, Jon...that's the previous generation 3-series.
bmoredlj 4:01PM (6/20/2007)
There's a sizable difference between enjoying the BMW designs of the 70s and 80s and living in illusion. Lindsay Lohan lives in an illusion. BMWs used to be cooler looking.
I.......M.......H.......O.
Tyo 2:53PM (6/19/2007)
I like RWD as much as the next guy, but i dont understand the relationship between a luxury marque and a perticular drivetrain, for sporting issues, i get it. Using lexus as the example is a poor choice considering their volume seller is a fwd camry clone
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1337 3:10PM (6/19/2007)
Excellent point! By this analysis the limousine fleet favorite Cadillac DTS/DeVille is also not a luxury model either.
rob 9:05AM (6/20/2007)
if you bothered to do any research whatsoever on the Lexus market in Australia, you'd know they don't even sell the ES there. so all of their cars are RWD in that market - making Lexus a "good choice" for an example rather than a "poor choice" as you...poorly put it :)
testa di cazzo 2:53PM (6/19/2007)
those are the words of a company who's scared of an up and coming competitor. Audi will very soon (meaning in a few years) overtake BMW in sales. they already have in terms of quality and performance.
Audi outperforms BMW in every category in which they are competing, with perhaps the exception of the TT vs. the Z4 (depending on how good the new TT is, which i don't know). the A4/S4/RS4 clearly outperforms the 3-series/M3, at least on the track, if not also in looks. the A6/S6 is class leading in quality and performance, and doesn't look like a japanese rice-rocket, which is waht the 5-series makes me think of. And the A8 is perhaps the classiest car on the road today, clearly outclassing, and outperforming, that abortion of a car that bangle designed and calls the 7-series. not to mention the RS6, which is just pure class, and the S8 and A8 W12, which leave the 7 in the dust.
its a shame how far BMW has fallen, and just how fast. their last series of cars (E38 7, E39 5, and E46 3) were some of the most beautiful and high-performing cars ever put out by any manufacturer.
Alas, Audi has been having double-digit sales increases in every market over the past couple years, and in terms of performance and racing-cred, has been leaking all over BMW with the Le Mans records and the DTM racing (which i think BMW left entirely if i'm right). BMW is right to be scared.
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geo.stewart 3:00PM (6/19/2007)
It is SO important for your luxury vehicle to have RWD. you'll appreciate it more after having to drive your 98 4WD blazer through the snow in the winter.
Of course, thats opposed to buying something so pedestrian as an Audi with AWD for year round driving...
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1337 3:02PM (6/19/2007)
Audi should just let this one go. While BMW Austrailia is being cocky, Audi can slowly invade BMW's market. In my experience, BMW models do have better drivetrains than Audi models. However, when compared with Audi's superb interior, BMW interiors seem to have Kia-like quality. Additionally, recent Volkswagen and Audi models have impeccably precise steering systems that allow a driver to steer the vehicle with featherlight inputs while receiving near-perfect road feel.
Those interested in the most sporting luxury car for their money are likely to go straight to a BMW lot. However, since many Americans spend several hours a week stuck in traffic (I'm not sure if this holds true in Australia), a well-built interior is often a top priority for luxury buyers.
Ride on, Audi!
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godda9u 3:03PM (6/19/2007)
i think it's time for audi to use the old slogan again:
4>3; 6>5; 8>7
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testa di cazzo 3:05PM (6/19/2007)
hah! i love that. was that ever an advertising campaign? they should seriously use that!
geo.stewart 3:05PM (6/19/2007)
suppose that may not be an argument in the bush but that AWD must come in handy sometime...
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Ligor 3:07PM (6/19/2007)
Uhuh,
I agree with BMW on this one.
Audi is nothing more than a revised VW (except the A8)
A4 Jetta,
A6 = Passat,
And for Audi to be considered a fully threat to BMW they must be able to switch the next A4, A6 to RWD, for anyone else offer the AWD or they can just go adn get a VW if they want a FWD car.
Audi is lagging even Infiniti right now, as the A4 is no match for the G35 and once the TwinTurbo comes in the G37-R it will also blow the doors of the S4 and RS4.
So Audi, just take it with a grain of salt and go and figure out what to do about the FWD crap.
And how come the A5 (very close to the A4 is FWD - isn't that competing against your own self? Seems liek a fuopolish decision on Audi's part, but then agian they were never able to figure out how to make a proper RWD till Lambo gave them some boost with the Gallardo based R8)
As far as Lexus is concerned, they offer the IS350, GS, LS as RWD or AWD available,
and ES covers those that need/want FWD.
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testa di cazzo 3:11PM (6/19/2007)
keep trolling ligor. this guy clearly has a problem with VWAG. if you think A4=jetta and A6=passat, i'm pretty sure that means you know nothing about cars.
and Audi hasn't gotten any RWD technology or knowhow from Lambo. Quite the other way around. Lambo is now known as the Supercar which uses AWD, which, surprise surprise, AUDI TAUGHT THEM.
mark davis 3:14PM (6/19/2007)
Ligor your brain dead. This type of thinking is so 90's! so go drive your tired ole 3 series and let the rest of us move into the next age in supreme style and advanced technology.
1337 3:13PM (6/19/2007)
You are forgetting that the G35/G37 is just a revised Nissan.
l t f v 9:41PM (6/19/2007)
I don't recall any RWD in the R8.
Its AWD, and so are all the cars that Lamborghini make today.
Get your facts straight, troll. Pffft.
a4qt 2:56AM (6/26/2007)
Ligor.
Your comments about the A4 and the A6 having anything to do with a Jetta and Passat, clearly show your ignorance. Unlike Lexus and Toyota who platform share, Audi does nothing of the kind with VW on the A4 or A6. In fact Audi has their own plants in which to build their cars. Yes the 2.0T engine is shared in the A4 and Jetta, but that engine began in an Audi as the 1.8T before being handed down to VW. Audi has been around over 108 years and is one of the oldest car makers to date. BMW has been around for 79 years while Lexus started just started in 1989. Audi has a rich racing heritage and today dominates in every race they enter from Super Touring to ALMS. Audi owns Lamborghini whicle VW owns Bugatti, and Bentley. BMW does sell more cars than Audi in the U.S. - you're point? They have much more money to advertise too. BTW - the A5 is AWD and will be here as the all dominating Quattro in a few months.