In the car industry, the most infamous fight between luxury brands would be the fight between Audi, BMW and Mercedes. BMW and Mercedes have been fighting for a long time now for the throne and the joining of Audi has made it ever so slightly more intense. Audi has entered very strongly with numerous advertisement. This is obvious even in Singapore with Audi heavily investing in numerous advertisements in the media.
Audi has been successful this few months with their launching of many new models coupled with their numerous advertisements. However, I feel that this is short-lived. Audi's way of attracting customers is simple - with their gimmicks. Examples are their LED day time running lights which look stunning on the road and is sure to catch anyone's attention. This explains why their customer base is more of a younger more modern group of people. However, evidence has shown that these do not last. For example, Audi's premium SUV, the Q5 has been the top-selling premium SUV in Europe with its gimmicks and new technology. However, the moment BMW launched its new model that X1, it overtook the Q5 to be the top-selling premium SUV. This shows that BMW's group of customers are a more stable people who are not taken in by the gimmicks but instead look for the true quality.
Do not get me wrong, Audi do make very good cars. I am just not sure that without the fancy new bodys and cool new technologies, they are able to fight with the big boys.
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