[cruvon]

guess is time for BMW to pull it's socks up
http://smh.drive.com.au/motor-news/a...311-1bqy1.html

[mmmmQuattro]

Interestingly, BMW perhaps have become arrogant. I recal an article a few years ago which quoted BMW management stating that Audi will never be a real competitor.

I reckon that BMW has been focusing too much on technology which is out of touch like iDrive. When you use navigation on a Lexus which is touch screen it is so much easier to use.

Also, runflat shouldn't be standard, they should be a no cost option. Space saver spares should be available as standard, but that would require a jack etc.

But maybe then again, it isn't all that bad that they are no longer number one, perhaps they won't be so common anymore...

[Jeef Beef]

It's not surprising considering the 3er, 1er are about to reach the end of their life cycle, while the A3 and A4 are still quite fresh. Plus the Q5 has been dominant of mid-luxury SUVs for the past year due to BMW having the old X3. We'll see what happens when the new models come out this year.

[Stuart@BMRAutowerkes]

BMW still sold more cars last year than Audi with 17,993 vs Audi's 12,900.

Mercedes is well in front with 22,329.

[QLD]

Dont forget this played a big part also.

A 'budget' priced Audi.

Audi's recently introduced A1 city car has played its role in the success for Audi. The front-wheel-drive A1 notched up close to 400 units in its first two months on sale.

Horton says the fact that Audi can offer a cut-price luxury car is part of its success.

[Dec540]

It all comes down to range and price. Audi are starting to offer a couple of really cheap models which are boosting their sales. On the contrary what is the A1 doing for the company's overall image and their exclusivity.

Let's face it, we all buy cars partly due to their badge. Of course the performance and luxury have something to do with it, but if we all had the opportunity to purchase a Kia with the exact same performance, similar styling, interior etc. for 10% cheaper, I doubt many of us would save the money.

What I'm trying to say is that all the people who spent 150K+ on A8's, RS6's S5's, R8's etc. are now sharing the same brand as someone who only has to part with ~30k to get behind a vehicle with the same 4 rings plastered all over it. I know it may sound arrogant but how do you think that is going to effect long term retention of their most valued customers?

Their is a reason that companies own several brands. Different brands have different images therefore allowing you to maximise the impact your overall company can have in each market sector. They own Volkswagen which is known for good quality and value for money so why not stick a Volkswagen badge on the A1? Imagine if they made an 80k lambo based on an A4...

Don't get me wrong, Audi over the last couple of years have brought out some really good cars (R8, RS6, S5) but the A1... I'm not sold that it was such a smart move. Having said that, I'm sure their marketing department have done oodles of SWOT analysis for the A1 and have come to the conclusion that it's a smart move.

[VGR00]

Originally Posted by Dec540

What I'm trying to say is that all the people who spent 150K+ on A8's, RS6's S5's, R8's etc. are now sharing the same brand as someone who only has to part with ~30k to get behind a vehicle with the same 4 rings plastered all over it. I know it may sound arrogant but how do you think that is going to effect long term retention of their most valued customers?

Lets be real here ... all car manufactures, especialy BMW, also fall into this group. If BMW or any other manufature only made cars that sold for $150K+ they would either not able to spend as much as they do for R+D, remain a small niche supplier, or go broke very quickly.

BMW is following the Audi strategy and we will soon see cheaper front wheel drive cars with a BMW badge on the front. It's not the end of the world - it's just the way it has to be these days.

[TAAXED]

cheaper fwd bmw? wouldn't that just be the mini?

[Tee212]

Its those dam super cool front LEDs that all the chicks fall in love with.

[VGR00]

Originally Posted by TAAXED

cheaper fwd bmw? wouldn't that just be the mini?

No ... it will be badged "BMW" not mini. BMW has confirmed it and there has been a lot of talk about it on the USA forums.

[Stuart@BMRAutowerkes]

Originally Posted by vgr02

No ... it will be badged "BMW" not mini. BMW has confirmed it and there has been a lot of talk about it on the USA forums.

Apparently there's going to be a FWD AND RWD 1series. Not sure if this is inconjunction to the 'zero series' or replaces rumours of the 'zero series' but there will be both fwd and rwd 1series coming up.

[JamieA]

Originally Posted by Tee212

Its those dam super cool front LEDs that all the chicks fall in love with.

I HATE those lights. I think Clarkson put it best "more fairy lights than a Woolworths Christmas window"

The lights are a reason NOT to buy an Audi Have you seen how they have to dim when the indicator comes on... it all looks very cheap and nasty.

Now there are retrofits available for Holdens and the like, and I have seen one Commodore with what looked like Ikea led light strips installed... I know I too have seen a Hyundai Sonata with a corona ring retrofit, but let's face it this is less common...