In a recent interview with GoAuto BMW Group Australia managing director Guenther Seemann made some very interesting observations.
â€œWhen you look at the statistics, we have here two competitors in Australia â€“ one comes from Stuttgart and the other comes from Japan. It is not up to me to decide who our competitor is, the customer decides. We are saying that in the premium segment, where we are and two others â€¦ premium cars have rear-wheel drive because of comfort and design,â€ said Mr Seemann
Mr Seemann is obviously referring to Lexus and Mercedes as being BMW's main competitors.
â€œThe front-wheel drive you cannot design like a rear-wheel drive. Most premium cars, like a Rolls-Royce, they have rear-wheel drive. The most sportiest cars, like a Formula One, they all have rear-wheel drive. The drivers like our cars,â€ noted Mr Seemann
Agreed 100 per cent but to discount Audi as a challenger, a very aggressive challenger with cars that traditional Mercedes and BMW buyers may covet is surely a case of not seeing the forest for the trees.
Mr Seemann went on to mention that Audi are gaining their market share through aggressive discounting rather than building customer loyalty and trust.
Or you could look at it another wayâ€¦ At this very moment buying an Audi means you avoid years of i-drive frustration (BMW), harsh and expensive run-flat tyres (BMW), questionable quality (MB) and by the sounds of it if you shop around you may even get a discount. Factor in the option of AWD (Quattro), the best interiors in the business, impeccable quality and itâ€™s not hard to deduce why Audiâ€™s star is on the rise.
We have nothing against a bit of brand loyalty and we think BMWâ€™s are just beaut but suggesting that Audi are not one of their main competitors is a bit like believing there are weapons of mass destruction in Iraq.