• Audi intends to spend $17 billion in order to catch and pass BMW by the end of the decade

                    
      		   
      Published on 12-29-2012 10:40 PM
      4 Comments Comments
      This Audi and BMW rivalry sure is heating up. BMW is holding onto a global sales lead although it is not all that large of a lead. Audi announced it intends to spend $17 billion to catch and pass BMW. They have the money, as the VW group is making so much it almost seems like they are printing it. Chief financial officer Axel Strotbek stated, “We will keep investing large sums to pursue our growth strategy. The expansion of our global manufacturing infrastructure will help us to continue growing.”

      Audi projects they will overtake BMW by the end of the decade but it may happen faster than that. The reality is that Audi is building better and better cars and BMW seems to have fallen off somewhat at least in the area of making the Ultimate Driving Machine. Audi has definitely improved its driving dynamics and performance across the board.

      Things are going to be very interesting in 2013 with BMW rolling out the "i" brand along with several new models from Audi. Hopefully BMW feeling some pressure may prompt a more aggressive BMW.


      Source
      This article was originally published in forum thread: Audi intends to spend $17 billion in order to catch and pass BMW by the end of the decade started by Sticky View original post
      Comments 4 Comments
      1. mkodama's Avatar
        mkodama - 12-30-2012, 04:21 PM
        I love competition. Everyone wins something from it.
      1. Flinchy's Avatar
        Flinchy - 12-30-2012, 10:16 PM
        So.. Audi already makes really nice upper-sement cars (A8 etc.) correct?

        but don't their lower-segment cars feel a bit wishy washy? i've never driven them, but every review complains about a lack of feel

        or the TT vs 135i .. everyone blasts the TT as being terrible and soulless in comparison?... i'd still love an S3, i'm a hatch fan though >_>

        if this means their lower cars are going to get a nice beef up, and BMW returns suit... awww yiisss.
      1. Sticky's Avatar
        Sticky - 12-30-2012, 10:36 PM
        Click here to enlarge Originally Posted by Flinchy Click here to enlarge
        So.. Audi already makes really nice upper-sement cars (A8 etc.) correct?

        but don't their lower-segment cars feel a bit wishy washy? i've never driven them, but every review complains about a lack of feel

        or the TT vs 135i .. everyone blasts the TT as being terrible and soulless in comparison?... i'd still love an S3, i'm a hatch fan though >_>

        if this means their lower cars are going to get a nice beef up, and BMW returns suit... awww yiisss.
        Audi's are a bit more numb due to all wheel drive than BMW. BMW's steering isn't as good as it used to be though so Audi has caught up in this area.
      1. Yukohama's Avatar
        Yukohama - 12-30-2012, 10:50 PM
        wonder if bmw will finally wake up and become the ultimate driving machine again