• Feb 18, 2010

Click above to watch the video after the jump

BMW and Audi can always be counted on for a good marketing fight. The two German luxury automakers first went kopf an kopf in European print ads, then on U.S. airwaves and next on our billboards. But after a bit of back and forth, the "good natured" ribbing appeared to have died down – at least for a while. We didn't receive an official notice in the mail stating that the ad battle between BMW and Audi was back on, but the post-jump commercial tells us everything we need to know.

Audi appears to be drawing first blood in round two of BMW v Audi, as the four-ringed automaker gives us a lesson on the dynamics of friendly competition. It appears Audi is very smitten with the fact that its vehicles won three straight Car and Driver comparisons against its German rival; smitten enough to spend bucks on a new 30-second spot to rekindle one of the more entertaining rivalries in the auto industry. We can hardly wait for BMW's response. Hit the jump to watch the video for yourself.

[Source: YouTube]



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    • 1 Second Ago
  • 60 Comments
      • 4 Years Ago
      Hilarious.
      • 4 Years Ago
      Smart on AUDI's part!!!! I could not stop laughing at this ad, wow just pure smarts. And it really didnt bash BMW, it just made them seem a tad bit worse than audis.. lol gj audi
        • 4 Years Ago
        I kind of like it too, it's funny and pretty smart from Audi's part.
      • 4 Years Ago
      This makes me like Audi even less now, and now I kind of want to buy a BMW... u knw, if Mercedes-Benz stop existing.
      • 4 Years Ago
      *shrugs* I personally liked the commercial...
      • 4 Years Ago
      I liked it, they didn't outright call BMW losers either
        • 4 Years Ago
        what commericial were you watching
      • 4 Years Ago
      I love BMW's, but honestly the new Audi's are more appealing.
      • 4 Years Ago
      The fact is that an audi a4 is just an upgraded vw jetta.
      • 4 Years Ago
      Anytime you have to compare your product to someone else's, you've already lost. Try again, Audi.
        • 4 Years Ago
        Well, I think you could potentially say that they are in fact "losing" right now. But isn't that the whole point of this ad?

        As far as I can tell, here in the US BMW's brand perception is seriously high, whereas Audi's is getting there. I think this ad is for those people who don't really know much about cars and just think "it's a bmw so it's good; bmw's are amazing" to show that Audi is making good cars too. And in all seriousness, when it comes to brand perception if two cars are equally good, the one with the better name is going to get the customers, which is why Audi has to show that it's making even better cars.
      • 4 Years Ago
      I love Audi's, working at a repair shop, they are broken all the time!!!! Boo to BMW, their reliability is too good. Audi pays the overhead.
      • 4 Years Ago
      I find the Audi ads amusing, but pretty ignorable. However, the BMW ads are terrible. "We make joy." Is that seriously the best tag line they could come up with?
        • 4 Years Ago
        you're right , "Freude am Fahren" is their motto in German, but it sounds lame in English.
      • 4 Years Ago
      how about the rest of the lineup??
      • 4 Years Ago
      I guess BMW cut back on advertising in Car and Driver mag, and Audi did the opposite.

      Or... C&D got so tired of subscribers complaining about BMW winning all the time...

      Or... Audi is testing their brand new cars against BMWs that came out... 4 years ago...

      Or maybe it's all of the above.
        • 4 Years Ago
        Yes because clearly it's impossible for Audi to beat BMW in a comparison fairly..

        /sarcasm
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