It looks like another advertising war is flaring up in the media between Audi and BMW. This time, Audi US has fired the first shot from a Californian trench in the form of the all-new 2009 Audi A4, provoking BMW with the billboard line, “Your move, BMW.” 

Clearly an invitation too good to pass up, BMW has fired back with a billboard of its own: “Checkmate”, raising its firepower with the German giant’s all-conquering 2009 BMW M3. 

You’d think the reasonable response from BMW would be the regular 3 Series, but there are no rules in love and war. 

So, round one: BMW - the M3 trumps Audi’s billboard. (At least, that is, until we’re visited by the next-gen 2010 Audi RS4.) 

But if the battle uglies up, Audi could always throw the R8 on the table as a wildcard…

[via ubermotive]