Audi's gunning for the top spot. Internationally it has closed the gap to BMW and it seems that it could be a matter of time before BMW's position is usurped by the brand from Ingolstadt.
There are strong reasons for the rise of Audi. In the last decade or so, Audi has been working non-stop in ensuring that its build quality standards match BMW and Mercedes-Benz or even beat them. Their cars now drive and handle much better while offering a holistic ownership experience. As far as brand perception goes, Audi have finally climbed the last step and it's just a simple matter of asserting themselves in that position.
You see there's enough ammo for Audi to push the facelifted A4 in India. Traditionally, it's been a slow-selling model in its portfolio, unlike the A6 or the Q5 and Q7. What's more, there's the brilliant new BMW 3 Series just months from launch, and Audi knows that the new Bee Em is going to be very hard to beat. So what better than to capture the imagination and get a headstart – that would make the men from Munich a little hot under the collar, eh?
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