• Apr 13, 2009

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Autoblog reader Conor sent us this photo of Santa Monica Blvd. in Southern California where a billboard advertising the new Audi A4 has apparently been up for months. The ad throws down a gauntlet at the feet of BMW with an image of the new A4 and the statement, "Your move, BMW." Whether by design or by happenstance, the Munich-based brand recently made its move, hoisting up a billboard across the street that displays the high-performance M3 and the word "Checkmate." Ouch. We're sure Audi will have more to say when the RS4/5 arrives sometime in the near future, but for now, BMW appears to have the final word in this billboard chess match.

As you'll likely remember, these two brands are no strangers to duking it out with each other in advertisements, having gone toe-to-toe with each other and Subaru in late 2006 over which brand had the most prestigious "Of the Year" award. Thanks for the tip, Conor.


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    • 1 Second Ago
  • 50 Comments
      • 5 Years Ago
      Seriously here: That was funny... ;)

      But personally, BMW's are plain and simple ugly!
      Except for the new 2010 Z4.

      I don't care about fractional performance advantages that are exercised once a year on the street.
      Audi cars are just gorgeous and have improved in reliability to a point were it's not relevant anymore with BMW.
      The price at this level of purchase should also be irrelevant if you can afford anyone of these cars.

      Finally, I would take an R8 over 95% of all car ever conceived period...
      • 5 Years Ago
      It's good to see a sense of humor still resides in some of the automakers these days.
      • 5 Years Ago
      What would a picture of an M6 be? Go fish?
        • 5 Years Ago
        argh I meant an X6 M. Ruins the joke otherwise.
        • 5 Years Ago
        Since the 6 Series looks like a crustacean, it still works.
      • 5 Years Ago
      Clever :)
        • 5 Years Ago
        indeed, i frequently cross shop non M/RS variants with M/RS variants. It's actually kind of sad. Were BMW displaying a 3 series i'd be all for it. Trouble is, the current 3 series isn't exactly a slam dunk over the new A4, and I'm guessing BMW's marketing team choose the M3 to sideskirt the issue. Oh well.

        next up, an equally relevant R8 billboard.
        • 5 Years Ago
        and just because someone thinks he has checkmate doesnt mean it is. COUNTER! I think BMW is using a car in a diff category to counter and is trying to shun away from the point that the 3 series is an ugly looking car which is not as good as the A4. While the M3 is a performance car, the A4, like the 3 series is a small sedan.
        • 5 Years Ago
        Well...checkmate refers to the end of the game. Meaning, Audi can't best that. Thus, throwing them M3 into the ad.
        • 5 Years Ago
        I personally think the ad would've been just as effective with a pic of the 328i sedan. Despite the redesign, the A4 in a different league from the BMW in terms of on-limit chassis balance and primary-control tactility. If the A4 is an uncommonly talented sedan, the 3-Series is a sports car in a suit.
        • 5 Years Ago
        zam-

        Just cause someone moves the pawn doesn't mean you can't use the queen.

        :)
      • 5 Years Ago
      LOL, that's hilarious.. Freestyle Marketing on BMW's part. lol

      • 5 Years Ago
      That is awesome! I love my little 3'er. Go BMW
      • 5 Years Ago
      Seems like 90% of the cars in SoCal especially the LA area are 3-Series BMW's.
      • 5 Years Ago
      Those billboards would definitely make me laugh. I also laughed at the Chevy commercial when Howie stood in front of the Honda lawnmower and lamented Chevy could not compete with that. In any case, I would never buy from either brand since A) I do not make enough $$$ to responsibly afford them and B) no dealers within an hour of my home and it sounds like you might need a few extra visits during the ownership experience. I might make an exception for Porsche though...
      • 5 Years Ago
      Even without the M3, the 335i and 335d both garner better reviews than the new A4.
        • 5 Years Ago
        Actually, I'd be interested in looking at the figures the past 2 quarters. Generally speaking, Audi should be doing better than BMW in volume and profit in 09. Once the next gen S4 and RS4 is out, BMW will have more than enough to handle (A4,S4,RS4).

        I've seen the ads, heading westbound on Santa Monica Blvd. Hilarious :D
      • 5 Years Ago
      I love it, it's very creative
      • 5 Years Ago
      Oh look! a silver MERCEDES is caught in the middle! How like life then.
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