Audi more profitable than BMW and Mercedes

[forza2.0]

While the recent currency crisis and rise in raw material prices have seen some carmakers become less profitable, Audi has managed to maintain strong growth and earned itself a record profit of $4.48 billion for the last financial year. In fact, since 1995 Audi has consistently posted consecutive record profit levels thanks to a series of new and innovative models, which has allowed it to overtake closest rivals BMW and Mercedes-Benz in terms of profitability.

Audi isn’t gloating about this success though, and is already planning strategies to maintain the record profit levels. One of the major goals is to increase Audi’s model range from 25 cars today to more than 40 vehicles in the next ten years. This will also help Audi reach its target of doubling sales in the U.S. and China, Reuters reports.

The new models are likely to focus on efficiency as consumer demand shifts to more economical cars - Audi plans to achieve this through smaller engines, stop-start technology, lighter cars, improved aerodynamics and other such techniques rather than installing expensive hybrid drivetrains.

One of the cars will be the new A1 model, which will be smaller than the A3 and based on last year’s Metroproject concept car. While consumer reaction to the A3 in the U.S has been less than ideal, the recent shift in consumer preference to smaller more economical cars will most likely help spur sales of the new entry-level model.


Motor Authority Audi posts record profit, shifts to more efficient models

 

[YSSMAN]

Thought:

Audi is only profitable because they use the same basic parts as every other VAG product out there. Kinda nice when parts generally cost less despite being able to charge the customer more...

On that note, let me know when Audi makes "cool" cars again. They're becoming dreadfully boring despite being "profitable" and "more competitive."

Furthermore, I should like Audi. Especially being a VW fan. Outside of the R8, I just don't find much to like anymore...

 

[JCE]

I <3 Audi.

That is all.

 

[Kent]

While the recent currency crisis and rise in raw material prices have seen some carmakers become less profitable, Audi has managed to maintain strong growth and earned itself a record profit of $4.48 billion for the last financial year. In fact, since 1995 Audi has consistently posted consecutive record profit levels thanks to a series of new and innovative models, which has allowed it to overtake closest rivals BMW and Mercedes-Benz in terms of profitability.

Audi isn&#8217;t gloating about this success though, and is already planning strategies to maintain the record profit levels. One of the major goals is to increase Audi&#8217;s model range from 25 cars today to more than 40 vehicles in the next ten years. This will also help Audi reach its target of doubling sales in the U.S. and China, Reuters reports.

The new models are likely to focus on efficiency as consumer demand shifts to more economical cars - Audi plans to achieve this through smaller engines, stop-start technology, lighter cars, improved aerodynamics and other such techniques rather than installing expensive hybrid drivetrains.

One of the cars will be the new A1 model, which will be smaller than the A3 and based on last year&#8217;s Metroproject concept car. While consumer reaction to the A3 in the U.S has been less than ideal, the recent shift in consumer preference to smaller more economical cars will most likely help spur sales of the new entry-level model.


Motor Authority Audi posts record profit, shifts to more efficient models

That's some knowledgable writing (or serious plagurism) (I'd like to know which one as well!).

That said, going beyond what YSSMAN said about interchangable parts, I'm going to add that BMW and Mercedes do not carry more than one third of the Chinese car market (which Audi and VW do).
So right there you have some major points as to why they are doing well. 👍

Now back to that original vs plagurism... Which is the first post here?

Btw, I don't share YSSMAN's views on Audi... I rather like the RS4, the various wagons, and even the less cool cars like the A4, A6, and TT. To each his own right?

 

[forza2.0]

Thought:

Audi is only profitable because they use the same basic parts as every other VAG product out there. Kinda nice when parts generally cost less despite being able to charge the customer more...

On that note, let me know when Audi makes "cool" cars again. They're becoming dreadfully boring despite being "profitable" and "more competitive."

Furthermore, I should like Audi. Especially being a VW fan. Outside of the R8, I just don't find much to like anymore...

You would be surprised to learn how many parts audi's, bmw's and mercedes share from manufacturers such as bosch actually, and its only minor parts that audi shares with the rest of VAG barring the A3 chassis and the Q7 chassis.

If audi dont make cool cars then I dont think there are many companies that do.

That's some knowledgable writing (or serious plagurism) (I'd like to know which one as well!).

Its all from motor authority. Audi are doing well in china but still need to get the ball rolling in the states but they are starting to make progress now and im sure soon enough audi will be posting bmw like sales in the states, just like how they did in europe.American Celebs seem to like audi's nevertheless.

 

[Jim Prower]

CAT's hit 12.4 Billion.

I don't care so long as a manufacturer isn't taking a net loss. I don't have stock, I'm not a shareholder, so I don't care.

 

[YSSMAN]

If audi dont make cool cars then I dont think there are many companies that do.

If rather dull and otherwise lifeless AWD "performance machines" (ha!) get you all hot and heavy, so be it. I can name more than a few American and Japanese companies who'd be happy to sell you a faster car for less money, which would likely be screwed together better as well.

Don't get me wrong, Audi makes some nice cars with some fantastic designs (overall). They've just seemed to get a bit lost when it comes to "having a soul" in their cars, too much math being used to try and take on Mercedes and BMW.

 

[ExigeEvan]

You would be surprised to learn how many parts audi's, bmw's and mercedes share from manufacturers such as bosch actually, and its only minor parts that audi shares with the rest of VAG barring the A3 chassis and the Q7 chassis.

I suppose engines are only minor parts at the end of the day...

 

[YSSMAN]

And transmissions. Wiring harnesses. Windows. Window motors. Window switches. Control knobs. Buttons. Control stalks. Seats. Seatbelts. Alarms. Key fobs.

...The list goes on and on...

Everyone does it, but they don't go running around "LOOK HOW MUCH MONEY WE SAVED!!!" because of it.

 

[ExigeEvan]

The tone of that is lost on me.

I know alot of manufaturers now share engines and platforms between them (Aygo/C1/107, Nissan/Renault engines) but to I think it's fair to say that Audi has the upper hand on cost saving as it manages to become a premium brand despite being to closely linked to lesser brands. I don't think BMW buyers would be impressed if they found that parts were sourced from Opel/Vauxhall.

 

[YSSMAN]

One wonders how happy they are that there are GM transmissions in their 5-series?

Oh wait, they weren't supposed to know that...

===

I'm not against the idea, as a matter of fact, it usually ends up benefiting most folks because of the money saved when doing it. But alas, its nothing to get that excited about...

 

[SlipZtrEm]

Cool?

They have some fantastic interiors, and the A6 I spend a considerable amount of time with is a solid car, but they've never felt particularly soulful. Re-dressing a Lamborghini and passing it off as their own work is hardly a good example either. Actually... come to think of it, how many cars in their current lineup are "innovative"? The A2 was, but that's long gone.

If BMW and Mercedes had a more mainstream marque to base the majority of their products off of, their profits would raise as well. I like Audi, my girlfriend loves them, but I can't help but think this recent cockiness isn't going to pan out well.

 

[forza2.0]

Are you guys maybe forgetting that last year out of the 3 premium brands BMW was the most profitable? And now this year BMW are cost cutting to boost their profitability.

Re-dressing a Lamborghini and passing it off as their own work is hardly a good example either.

Personally I would say the sentence above should be the other way round. The gallardo is audi work with a lambo badge. Anyway the suspension setup on the R8 is superior and the FL gallardo will now recieve it.

If rather dull and otherwise lifeless AWD "performance machines" (ha!) get you all hot and heavy, so be it. I can name more than a few American and Japanese companies who'd be happy to sell you a faster car for less money, which would likely be screwed together better as well.

lol faster for less money so what who cares as those cars arent even going to be in the same segment (think luxury think premium). I can get a 15 grand car that will spank Z06 ass all day long but Im not ignorant enough to bring up such an argument. Audi's are competitevely priced for their chosen market with their competitors. If they werent no one would buy them, and they wouldnt be the fastest growing premium auto maker in the world.

And what does america offer anyway that can take on a audi other than in straight lines for a similiar price? And if we start including interior quality etc the japenese are long gone out of the game also.

If you want innovation just look at their diesel program.

And transmissions. Wiring harnesses. Windows. Window motors. Window switches. Control knobs. Buttons. Control stalks. Seats. Seatbelts. Alarms. Key fobs.

...The list goes on and on...

Everyone does it, but they don't go running around "LOOK HOW MUCH MONEY WE SAVED!!!" because of it.

Can you show me where in the article it says that please?

 

[Sage]

While the recent currency crisis and rise in raw material prices have seen some carmakers become less profitable, Audi has managed to maintain strong growth and earned itself a record profit of $4.48 billion for the last financial year. In fact, since 1995 Audi has consistently posted consecutive record profit levels thanks to a series of new and innovative models, which has allowed it to overtake closest rivals BMW and Mercedes-Benz in terms of profitability.

Audi isn’t gloating about this success though, and is already planning strategies to maintain the record profit levels. One of the major goals is to increase Audi’s model range from 25 cars today to more than 40 vehicles in the next ten years. This will also help Audi reach its target of doubling sales in the U.S. and China, Reuters reports.

The new models are likely to focus on efficiency as consumer demand shifts to more economical cars - Audi plans to achieve this through smaller engines, stop-start technology, lighter cars, improved aerodynamics and other such techniques rather than installing expensive hybrid drivetrains.

One of the cars will be the new A1 model, which will be smaller than the A3 and based on last year’s Metroproject concept car. While consumer reaction to the A3 in the U.S has been less than ideal, the recent shift in consumer preference to smaller more economical cars will most likely help spur sales of the new entry-level model.


Motor Authority Audi posts record profit, shifts to more efficient models

Um, that’s nice…?

 

[m7ammed]

Are you guys maybe forgetting that last year out of the 3 premium brands BMW was the most profitable? And now this year BMW are cost cutting to boost their profitability.

I'm not expert or anything , but if BMW sells well in the US , and the dollar prices are droping ...etc isn't that bound to reduce profits? genuine question

 

[forza2.0]

Um, that’s nice…?

It is if you are an audi employee.

Audi has decided to share its profits with the averague audi working getting a bonus of just over $8,000.

Wish my company handed out bonuses like that considering the amount of money me and my collegues make them.

 

[forza2.0]

I'm not expert or anything , but if BMW sells well in the US , and the dollar prices are droping ...etc isn't that bound to reduce profits? genuine question

Very good point and I would presume so although I do not know enough on the subject to give an answer. I will try to find out though.

 

[Tornado]

Blah blah *Audi are the best at everything* blah blah. This is a big old so what. BMW was eclipsed because one of their biggest markets is suffering from a tepid economy and inflation. Audi has a huge advantage because of all of the cars they sell in China.

 

[forza2.0]

Blah blah *Audi are the best at everything* blah blah. This is a big old so what. BMW was eclipsed because one of their biggest markets is suffering from a tepid economy and inflation. Audi has a huge advantage because of all of the cars they sell in China.

Possibly although MB is so far selling more vehicles than BMW in 2008 and audi is not far behind BMW.

Infact BMW is so scared of audi that they are desperately trying to make some sort of deal with MB. Once the Audi A1 hits and a few other popular segment models audi will be number 1.

 

[Tornado]

I doubt the A1 will be too amazing of a success, personally.
​

 

[forza2.0]

I doubt the A1 will be too amazing of a success, personally.
​

In europe it will sell big time. Q5 will be a big hit. Worst case scenario figures would be a extra 200k vehicles sold of those two models. Audi reckon they will sell double that. New A3 also coming soon. Efficient models are they key of the future though, and its the company that can restructure its business plan/schedule the quickest that will benefit.

Audi and BMW sales are down in the US, MB sales however are on the up.

 

[YSSMAN]

I doubt the A1 will be too amazing of a success, personally.
​

I have my doubts as well. It isn't as "established" as the Cooper is/has been/will be, and given the relative lack of a market for premium sub-compacts, I doubt very much that the car would make an impact (if at all) in the US market.

Give the car to VW and its a very different story...

 

[SlipZtrEm]

In europe it will sell big time. Q5 will be a big hit. Worst case scenario figures would be a extra 200k vehicles sold of those two models. Audi reckon they will sell double that. New A3 also coming soon. Efficient models are they key of the future though, and its the company that can restructure its business plan/schedule the quickest that will benefit.

Audi and BMW sales are down in the US, MB sales however are on the up.

You talk like it's a sure thing. Which is (I'm sure, unintentionally) hilarious.

The next A3 will be the same non-hit the current one is. In Europe, people just get a Golf or a Leon, since they're essentially the same, and it's well known it's not too popular over here either. The Q5 will be another re-badged VW. And I will be utterly shocked if the A1 sells even nearly as well as the Mini does. So far it doesn't look like it'll offer me anything to make me want to choose it over the Cooper.

Show me where BMW has said it's "scared" of Audi, and that that's the reason they're doing the plan with Mercedes. It's just logic; the two companies are looking for ways to improve profitability, sharing some of their strengths can only help. Merc can finally get a decent small car, for example.

I wish manufacturers would get past this idea that a huge lineup of different models is a garuanteed way to more sales. Audi inventing 15 new niche vehicles that nobody really wants isn't going to double sales. Making products on par with the competition will. The new A4 was a step in the right direction in the sense that it definitely is good looking. It's too bad they tried to mislead us by selling the A5 as a radically different car to the sedan, when they look nigh on identical. That and the A4 is entirely too big for it's class now.

 

[Tornado]

In europe it will sell big time.

Like the A2 did? Wait...
Just because Audi is selling a car doesn't mean it will translate into instant success, and I have been saying that about the A1 since it was first announced 3 years ago. The Mini sells for 2 reasons:

1. Retro styling and the long and storied heritage that made the styling famous.
2. It is a phenomenally fun car to drive, as it has been since 1959.

The Audi definitely won't have the first one, and unless Audi hits it out of the park so well that word of mouth spreads rapidly, even if it does have the second one it won't make any difference.
Remember, it has an Audi badge. 90% of the Audi range still makes that mean essentially "sells because they have nice interiors" rather than "sells because they are great driving machines." And the enthusiasts that are into little niche market vehicles like the Mini are well aware of that particular shortcoming of the Audi range, and most likely won't bite just because the A1 will have an Audi badge.

 

[niky]

While it is good for Audi to be profitable... I see them going down the same silly path as BMW and Mercedes... trying to stuff every possible niche imaginable with some kind of product... a plan that will eventually hurt Audi... but thanks to the fact that every platform has multiple applications, not as much as Merc or BMW.

Profitable? Doesn't really excite me... Toyota is profitable, but I don't really care about that either... I just want Audi to make another sweet, singing V8 RS4, please... and make it NOW.

 

[Safder]

I love Audi, and theyre doing everything right at the moment. The RS4 started it off, then the R8 took the world by storm, wth the RS6, diesel R8 concept and hopefully soon the RS5...Audi is continuing their success. The new A4 is brilliant aswell.

 

[V1P3R]

I believe it, Audi makes cars cross the board that are a bit more practical or less obnoxious and what people can handle. Finally, people just want it because it's the "in" thing to have since they pulled themselves out of their slump back in the what mid 90's?

 

[forza2.0]

I have my doubts as well. It isn't as "established" as the Cooper is/has been/will be, and given the relative lack of a market for premium sub-compacts, I doubt very much that the car would make an impact (if at all) in the US market.

Give the car to VW and its a very different story...

lol the world does not revolve around the US and chances are the US wont even get the Audi A1.

Give the car to VW and its a very different story...

They have one, its called the polo....

You talk like it's a sure thing.

Im only repeating what the industry analysts predict, and im sure they are far more qualififed to comment on the matter than you are.

The next A3 will be the same non-hit the current one is.

In Europe, people just get a Golf or a Leon, since they're essentially the same, and it's well known it's not too popular over here either.

Have you been to europe? Have you seen how many A3's there are? There are far more A3's than there are Leons and the A3 is a big hit. It outsells the c class compact and the 1 series. So no you are wrong.

The Q5 will be another re-badged VW.

Evidence?

And I will be utterly shocked if the A1 sells even nearly as well as the Mini does. So far it doesn't look like it'll offer me anything to make me want to choose it over the Cooper.

Personal opinion.

Show me where BMW has said it's "scared" of Audi, and that that's the reason they're doing the plan with Mercedes.

There have been press conferences where BMW have bought up the audi matter, addressed the situation where audi, going by current market trends is going to overtake BMW and how they are working on stopping that happening. Even a BMW themselves said that for BMW to stay number 1 they and MB need to cooperate and come up with some sort of partnership.

I wish manufacturers would get past this idea that a huge lineup of different models is a garuanteed way to more sales. Audi inventing 15 new niche vehicles that nobody really wants isn't going to double sales. Making products on par with the competition will. The new A4 was a step in the right direction in the sense that it definitely is good looking. It's too bad they tried to mislead us by selling the A5 as a radically different car to the sedan, when they look nigh on identical. That and the A4 is entirely too big for it's class now.

You havent done your homework. Niche vehicles have been huge hits for BMW and MB. And the A4 is not too big for its class. Its arguable the best in its class going by a string of back to back victories in the german media.

Like the A2 did? Wait...

Two completely different vehicles. If audi was to release another car in the vain of the A2 again though it would probably sell much better as its brand image is much better.

Just because Audi is selling a car doesn't mean it will translate into instant success, and I have been saying that about the A1 since it was first announced 3 years ago. The Mini sells for 2 reasons:

1. Retro styling and the long and storied heritage that made the styling famous.
2. It is a phenomenally fun car to drive, as it has been since 1959.

Have you seen the sales figures for the fabia, polo and ibiza? The A1 which will feature multi link rear suspension compared to the torsion beam of the polo and fabia will make it alot of fun to drive, and going by the tremendously fun FWD MK 2 TT the audi A1 should continue that trend. Little cars are going to be a big hit in europe due to how expensive it is getting to even run just a normal 2 liter car.

Remember, it has an Audi badge. 90% of the Audi range still makes that mean essentially "sells because they have nice interiors" rather than "sells because they are great driving machines."

You have got to be kidding me.

Great driving machines from audi (on par with the competition or above):

TT
A4
A5
R8
Q7
S8 (yes it is better to drive than BMW's offering)

Audi cars that need improving:

A6

Whats really funny is that 99% of people arent enthusiasts. They buy their car based on the badge, the interior, and the best deal they can get on the day.

And the enthusiasts that are into little niche market vehicles like the Mini are well aware of that particular shortcoming of the Audi range, and most likely won't bite just because the A1 will have an Audi badge.

So you are telling me that all the people that have bought mini's in europe done so primarily because its the best handler in its class? Im sure the majority dont know and couldnt even care

 

[SlipZtrEm]

lol the world does not revolve around the US and chances are the US wont even get the Audi A1.

If that were the case companies wouldn't be eager to get over here. The US is a big market, companies who ignore it are stupid. I'll pre-empt your response too; yes, so is China.

They have one, its called the polo....

You and I both know the Polo isn't marketed as a Mini competitor like the A1 is proposed to. It's a family hatch.

Im only repeating what the industry analysts predict, and im sure they are far more qualififed to comment on the matter than you are.

The industry has been wrong about a fair amount of things. My point is saying "it's going to sell well" is just hopeful talk right now. Am I saying it there's no way it won't? No, there's a chance. But there's also a chance it'll fail. The A2 wasn't just a disaster; it didn't even meet it's targets.

I take the lack of a legitimate response as a refusal to admit I'm right. Audi has admitted the A3 isn't the sales success it wants it to be, and every magazine I've read from over the pond writes it off in comparison to the two I mentioned, with exception of the Audi-specific models (no other car on that chassis is offered with the S3's drivetrain, for example). I can't see any guys being willing to buy the new cabrio either.

Have you been to europe? Have you seen how many A3's there are? There are far more A3's than there are Leons and the A3 is a big hit. It outsells the c class compact and the 1 series. So no you are wrong.

I go by what everybody I know from over there tells me, including people who just came over here for school. Obviously you will know more about Europe first-hand than I will. By that same token, you are wrong about anything in North America. Europe is also not the single most important market.

Evidence?

First, the fact that you of all people are asking for evidence is hilarious.
Let's see, the Q3 will be connected to the A3, a re-badged VW. The Q7 is a re-badged VW. If Audi wants to keep up their "record-breaking" profitability, one is reasonable in assuming they'll do the same thing with this. How many of their models aren't related to other VW products anyways? The A4, the A6, and I'll count the TT since it's only half of a mkV.

Personal opinion.

Other than an Audi badge, which apparently will automatically make it best in class, of course. Toronado made two good points, though I'll admit there's bound to be people who want to go to the Audi over the Mini simply because the BMW has saturated the market.

You havent done your homework. Niche vehicles have been huge hits for BMW and MB. And the A4 is not too big for its class. Its arguable the best in its class going by a string of back to back victories in the german media.

It's nearly a foot longer than the last one. And a German car winning comparisons in the German media is as important to me as an American car winning awards in an American magazine, or a British in CAR. It's hardly the last word. Niches have been huge... again, like the A2, or the 3 Compact, or the C-Class coupe? I predict the same failure for the X6 too, really. Some niches are successful, yes, but not all. The R-Class?

You have got to be kidding me.

Great driving machines from audi (on par with the competition or above):

TT
A4
A5
R8
Q7
S8 (yes it is better to drive than BMW's offering)

Audi cars that need improving:

A6

Whats really funny is that 99% of people arent enthusiasts. They buy their car based on the badge, the interior, and the best deal they can get on the day.

The R8 I'll give you, and the S8, since it's aging far better than the XJ. The A4 doesn't match the new C or the 3, at least dynamically (though I'm looking forward to the S and RS), and the A5 hasn't been compared favourably to the 3 Coupe either. The Q7 is questionable with the X5 (I haven't read anything directly comparing both), and the TT is a great drive now, but there's the SLK, Z, and a bunch of others in the class enthusiasts could also choose.

So you are telling me that all the people that have bought mini's in europe done so primarily because its the best handler in its class? Im sure the majority dont know and couldnt even care

See, now this I'll agree on, heh. The Mini is as much an accessory as an enthusiasts choice.

 

[forza2.0]

If that were the case companies wouldn't be eager to get over here. The US is a big market, companies who ignore it are stupid. I'll pre-empt your response too; yes, so is China.

Companies are eager, but the european manufacturers are having difficulties making a profit in the states due to the weak dollar and the current state of your economy. Audi will consider selling the A1 in the US once they have built their new factories in america.

You and I both know the Polo isn't marketed as a Mini competitor like the A1 is proposed to. It's a family hatch.

The mini and A1 are also family hatch's. Only difference is that they wont look as boring as the polo and drive alot better than the polo.

The industry has been wrong about a fair amount of things. My point is saying "it's going to sell well" is just hopeful talk right now. Am I saying it there's no way it won't? No, there's a chance. But there's also a chance it'll fail. The A2 wasn't just a disaster; it didn't even meet it's targets.

True, although the A2 was the best in its class alot of people did not believe that the badge could warrant the price, and the styling was like it or loathe it for many.

I take the lack of a legitimate response as a refusal to admit I'm right. Audi has admitted the A3 isn't the sales success it wants it to be, and every magazine I've read from over the pond writes it off in comparison to the two I mentioned, with exception of the Audi-specific models (no other car on that chassis is offered with the S3's drivetrain, for example). I can't see any guys being willing to buy the new cabrio either.

I cant see the A3 cabrio being a big hit, but the A3 has sold phenomenally well so I cant see how audi would have said it wasnt the sales hit they would have liked it to be. After the A4 its the most sold audi model.

I go by what everybody I know from over there tells me, including people who just came over here for school. Obviously you will know more about Europe first-hand than I will. By that same token, you are wrong about anything in North America. Europe is also not the single most important market.

Europe however is the worlds biggest car market and for european brands its the most important. First they want to get it right at home, before they go and tackle targets overseas.

First, the fact that you of all people are asking for evidence is hilarious.
Let's see, the Q3 will be connected to the A3, a re-badged VW. The Q7 is a re-badged VW. If Audi wants to keep up their "record-breaking" profitability, one is reasonable in assuming they'll do the same thing with this. How many of their models aren't related to other VW products anyways? The A4, the A6, and I'll count the TT since it's only half of a mkV.

A5 aswell. I am really not interested in the Q series so I cant be bothered to look up the details of the upcoming models but I think the Q5 will be on a audi only chassis iirc.

Other than an Audi badge, which apparently will automatically make it best in class, of course. Toronado made two good points, though I'll admit there's bound to be people who want to go to the Audi over the Mini simply because the BMW has saturated the market.

I think the A1 will be a hit with all the men who wanted a mini but didnt want to have to put up with the stereotype jokes that comes with ownership in europe.

It's nearly a foot longer than the last one. And a German car winning comparisons in the German media is as important to me as an American car winning awards in an American magazine, or a British in CAR. It's hardly the last word. Niches have been huge... again, like the A2, or the 3 Compact, or the C-Class coupe? I predict the same failure for the X6 too, really. Some niches are successful, yes, but not all. The R-Class?

True, but audi are only making niche vehicles that have been hits for BMW and MB.

The R8 I'll give you, and the S8, since it's aging far better than the XJ. The A4 doesn't match the new C or the 3, at least dynamically (though I'm looking forward to the S and RS), and the A5 hasn't been compared favourably to the 3 Coupe either. The Q7 is questionable with the X5 (I haven't read anything directly comparing both), and the TT is a great drive now, but there's the SLK, Z, and a bunch of others in the class enthusiasts could also choose.

Are you talking the new A4 or the old one? I presume you mean the old A4 as the new one is not in the states yet. However the new one has the c-class licked for dynamics and some say that with the right options its better than the 3 series aswell. The 3 series hasnt been doing too well lately in the german media since the c-class and A4 came along. The c-class needs better engines though.

The A5 could have been better, but I think audi just wanted to build a relaxed tourer with that car. The A4 is meant to be quite a bit better than the A5. Weight distribution on the A4 is much improved over the A5.

See, now this I'll agree on, heh. The Mini is as much an accessory as an enthusiasts choice.

It is indeed

Audi is gunning for the mini with the A1, and going by their recent releases I would say that they should atleast be able to match it.