Volkswagen's luxury brand Audi is fighting for the stage trying to dress itself in more feathers to out peacock Mercedes in a flash of luxuries and styles.
A car is certainly symbolic of a man’s social position and Audi is seeking to elevate itself to a higher threshold. They seek to become “the most successful premium brand by 2015,” though what precisely that may entail is questionable.
For example, Audi is currently offering a Bang & Olufsen sound system if you want a high end stereo compared to BMW’s Harman-Kardon. They are also limiting supply by restricting only three hundred RS4 Cabriolets for the U.S. compared to the M3 BMW convertibles in south Florida.
Audi’s R8 is a mid-engine supercar has no comparable equivalent in BMW’s or Mercedes’ lineups. There is also the nifty realization you’re getting actual German labor out of this instead of American.
Audi is at the very least trying to raise the bar, although whether they can successfully elevate their image by 2015 is another matter. They’re certainly well on their way to accomplishing their goal, though Mercedes and BMW can definitely put up a competition to give them a run for their money.
via Esquire