BMW has retaliated to Audi’s latest ad campaign in which the Ingolstadt marque boasts it has beaten BMW in three consecutive comparos. The tests have been run in the US mag Car and Driver and this BMW response reminds Audi that its 3 Series has been on the Car and Driver 10best list for 19 years in a row.
BMW is also offering a $1500 inducement for current Audi owners and if they accept the offer they will also be rewarded with free servicing. The promo quips this will allow owners of the four rings to “leave those Audi maintenance bills behind”.
Now, I’m not sure what the BMW servicing scene in the US is like, but here in Australia I can’t see what benefit BMW would gain from criticising the repair bills of their competition. It would be a dumb strategy.
Similarly, I’m not surprised in the slightest that BMW have responded to Audi’s latest offensive. However, that a $1500 “bribe” is the best they can come up with is not only surprising, but an equally dumb strategy that might be the first step in a very slippery discounting war which could leave both brands licking their wounds.
[Source: Autospies]