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Audi vs. BMW billboards – Click above for high-res image gallery

The billboard war taking place between Audi and BMW in Southern California has taken yet another turn today. After Audi called out its cross-country rival by saying "Your Move, BMW" on a billboard overlooking Santa Monica Blvd. advertising the new A4, BMW responded by renting its own billboard across the street that simply showed the M3 and "Checkmate." Audi then had some fun collecting photoshopped billboard responses from fans on its Facebook page before revealing its own retort. The new billboard, which reportedly went up today, shows the R8 supercar next to this proclamation: "Time to check your luxury badge. It may have expired."


While the R8 is a great weapon with which to defend yourself against an M3 attack, the battle cry beside it makes no sense to us whatsoever. If this were a Yo Mama competition, BMW would be chest bumping Wilmer Valderrama right now and Audi would be crawling back into its hoopty for the long ride home.

BMW did actually have a response for Audi. At some point the brand removed its M3 advertisement from across the street and didn't replace it. Audi is now battling with an ad for Barney's CO-OP... and losing.

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    • 1 Second Ago
      • 6 Years Ago
      The only car BMW doesn't have a serious answer to is the R8. At least until the M1 is born again. Anyway I am a BMW guy and I do like the billboard wars between Audi and BMW but this ad is a bit a stupid.

      Last time I checked, the only reason the R8 exists is because of Audi (which is owned by VW if I recall) taken ownership of Lamborghini and took a shot at making their own in-house version. The R8 is a great car though, no denying that but to say BMW has no real luxury or rightly named prestige is just stupid on Audi's part.
        • 6 Years Ago
        This and the fact that of these two Audi is a brand (no a manufacturer by the way) in a desparate need of a halo car to lift its image in US market and VW had a Gallardo on its shelves to easily reskin and rebadge it as an R8.
        • 6 Years Ago
        Oh yeah one last thing though: the 3-series bests the A4 in my opinion, but i've got to be honest. BMW's interior designs as of late have been uninspired and bland. Audi's definitely got a better interior design team.
      • 6 Years Ago
      Terrible ad!

      Anyone who thinks this ad is effective lacks any sort marketing sense. Looks like Audi needs to trim their marketing staff ASAP.
      • 6 Years Ago
      I dislike both brands equally (and I'm a European who went for a holiday in Germany, several times) but in this silly war I have to give an edge to the BMW. Audi can't claim it's a luxury brand if it uses the same parts as Skoda, Seat or the mothership, with their cars so boring it brakes the clouds. Audi defies any sense of exclusivity, what you get is a fast wagen (or auto or automóvil) with leather and wood or titanium, dependending on your fetish.
      • 6 Years Ago
      Granted Audi was asking for BMW to make a response, but BMW responded inappropriately by not comparing apples-to-apples. You can't compare an M3 to an A4. They aren't even in the same ballpark. Bimmer should have chalked up the 3 series, but they needed to make a statement, so they toted the M3. Audi couldn't take this lying down, so they put up their R8, of which BMW makes no super-car, and thus cannot compete with it.

      However, the tagline of this ad by Audi "check your luxury badge..." is a stupid one. How it was chosen for the ad is beyond me, but it simply doesn't work.

      Both companies are at fault, by either inciting a pissing match, or trying to slam their opponent with products that aren't comparable.
      • 6 Years Ago
      I don't need a billboard to tell me what's better. I think Audi makes the sexiest damn cars on the road in their segment.

      Everything from the exterior design, to the sweet interior is beautiful. BMW and Lexus arent even in the same league as far as Im concerned. And that's why I now have an S5 after driving the 335 for months, and maybe someday I can be lucky enough to be park an R8 in my driveway.
        • 6 Years Ago
        I completely agree with you. IMO, no cars on the road come close to Audis in design. Both oustide and in, Audi has the upper hand. Perhaps BMWs might have a slightly more driver oriented feel, they might give a little more feedback, but nowhere near enough to compensate for their less than stellar exterior designs and dull interiors. That is not to say BMWs are bad cars, they have excellent engines, but they're not for me. As for Mercedes, i find they are targeted at an older croud, ppl that have retired and who buy a Merc just to say "I made it in life cause i can afford this". As for Lexus, well they don't look good and don't drive good either, all they have is reliabilty (not saying Audis aren't reliable, we never had a problem with the 8 that we have had in our family). I guess to each his won, everybody is entitled to their own opinion and like which ever cars they want, but i think Audis are the better ones out there.
      • 6 Years Ago
      Yeah, don't get it either. Certainly doesn't seem to continue the BMW slam of before. And even if it isn't connected, wouldn't the R8 be considered a sports car and not a "luxury car"?

      Or maybe it's truth in advertising...the R8 is a bloated luxury grand tourer and not a genuine sports car. :)

      Audi needs to shop another ad agency. And the Audi apologists should give up. Really...it's getting pathetic.

      I love the George Costanza reference by the way. Hits the nail on the head perfectly.
      • 6 Years Ago
      As an Audi fan, I just find this advertising a waste of good money.

      They would be better off spending some of that money towards the federalizing costs to bring over some of the cooler models only sold in Europe...
      e.g. S3, S4 Avant, the TDi's in a A4 body etc...
      • 6 Years Ago
      I think George Costanza works at Audi.

      Well, the Jerk Store called and they're running out of you!
      • 6 Years Ago
      I get what Audi is saying, its a pride swipe. I don't know how anyone else is confused by it.

      I tend to believe it for no other reason than BMW designs looking really fugly compared to some other luxury brands.
      • 6 Years Ago
      That doesn't make any sense. "Luxury badge" when discussing two performance-oriented cars like the R8 and 3 series coupe? And who has a "luxury badge" anyway? I know its supposed to be young, hip, smarmy, self-referencial and ironic comedy, but it doesn't fit the profile for either cars. "Fail" as the kids say these days. "Play him out, keyboard cat".
        • 6 Years Ago
        Brother you really are an idiot it makes perfect sense and many a person here has explained it well! Do we have to draw you pictures oh wait......
      • 6 Years Ago
      What amazes me is how much virtual ink has been spilled on this subject! (BTW, I get it, and I like it.)
      • 6 Years Ago
      It does make sense, but i think that some of the ones the fans made were better than this

      BMW could just show the M1 Homage concept car and say something like, "you left the copier on", or something like that and get another 'win' in the ad war
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