Steane Klose | Jun 13, 2007

Audi currently have in excess of 20 new models due for introduction over the coming few years and their ever increasing popularity as a premium brand has been noted by the top brass at BMW and Mercedes-Benz.

Audi must appear rather formidable when you consider their close family ties to the VW group, Porsche and Lamborghini and the flexibility with production and new model development that this family network provides.

BMW sales and marketing chief Michael Ganal has intimated that BMW and Mercedes-Benz are looking at working more closely together in an effort to fend off the Ingolstadt stormer. It makes some sense when you consider that BMW and Mercedes-Benz would share many synergies given they compete in the same market segments.

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BMW and Mercedes-Benz are already working with GM and Chrysler to develop hybrid powertrains for use by each manufacturer. Continuing to share the costs involved in developing new technologies may ultimately work in favour of both brands and allow them to continue to remain independent in the face of the all conquering Audi/VW juggernaut.

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