Audi targets BMW with 7.3 billion euros in new product investment - Confirms Q5 hybrid end of 2010

This is all fine and dandy, and I love Audis, I really do. As a matter of fact, the 1st and second generation Audi 5000 is still one of my favorite cars, however, until Audi can ride/handling dynamics that are closer to a BMW, they will still have a tough job taking all of the thunder away from MB and BMW, in my opinion. I think the nose heavy feeling is part of what has always made Audi secondary or last to the leading brands, in the eyes of true enthusiast.

I also think that Audi needs to differentiate their models a bit more that just size. A4, A6, and new A8 all look the same like a clothing line selling in S, M, and L sizes. Cars need to be different.

Audi is going too fast , they should slow down a little. the history tells us that this kind of speed has really harmful effects,we will see the result.

Audi FTW!

it will never happen, Audi is too little to compete BMW. money is not all of things, prestige is more important.

And Audi don`t have a prestige ?

A totl of 42 models by the end of the decade.... Hmmm. I'm not sure what to think about that many models under that single brand. Like Hero Sina said, they should slow down a bit and concentrate on bettering the current products they do have.

audi is doing so well...

agree with audi going too fast, but they do have VW BIG brother backing them.

The danger for Audi will be whether they can improve their terrible resale values as they pump more models onto the market. I also agree with the above comments regarding the way they drive - the only Audi I have ever really liked to drive is the RS4, although I'm sure the R8 is brilliant. Their other cars have awful ride quality, understeer badly, and have next to no steering feel. I drove an S5 a couple of months ago, and was really disappointed. I had driven an M3 the week earlier and there was just no comparison - even a 335i is a better drive than an S5.

I agree with most comments. They do need to slow down. The slower they do it, the more successfully their product should deliver.

I really agree with you guys. That's funny. As I work in the auto industry, often people ask me: what's the best, Audi or BMW? And I always give the same answer: do a testdrive with both! Somehow they always buy the beemer, even if they were going previously for the four rings...

A bigger product line doesn't equate to bigger sales but it does equate to bigger production and development costs. They took too long to put out an SUV and two door coupe. Both crucial in a modern passenger car product line. But now if their strategy is to plug in every little hole and segment and make 'sportback' models of everything then i think they should rethink it.

car-o-bar you are so out of your mind, the same i can say for bmw and merc, please change your cars and dont mace them the same!!!!! all companys doing they cars similar, just diferent size.... Audi will take all soon, ramember my words, it's just start.... Sorry Audi haters, but that's gona happning soon and sooner then you think..... Look at bmw and merc, they alrady strugguling, starting fired they workers :D just look at this situation, next 5years will be fun for some companys..... Great job Audi, i now this day coming, since 1994 :) you are the best... And look at Audi Sport, awsome, GT3 winers, DTM winers, LeMans won 9 times in row no one dose that, and even WTCC Seat TDI won this year, you can belive it Seat won Bmw :D Funny just think one more time when you chose your next car..... :)

hunkeers87...you mean that MB S ,C,E,SL,CL, SLK..etc. look like each other..i think you should see doctor for your eyes...& why didn't you mention the F1!!!!i didn't see any audi...i like audi's cars really but i'm try to be subjective..i'm a fan of MB..but BMW is the most dynamic here & benz is more safety & luxurious & audi between both with less price tag..it's VW stratigy

For the debate going on between Audi & BMW, it is very simple. I work for BMW and i can say that as a daily commuter, BMW's are overrated. I've driven everything from the 135i to the M6.. The interiors are awful, the ride is too bumpy and the lack for a limited slip differential in anything but the M series is pathetic. BMW needs to start realizing the people are buying these cars to drive everyday, not to take on a track. Now myself owning an A4 Cab, I can admit it won't be the fasted around the track, but personally, i dont have a track on my way to work. From driving BMW's all day long, finally getting into my A4 at the end of the day is a true reward. Not taking a cheap shot at BMW, but Audi is for everyday drivers. End of story