BMW and Audi – two prominent grand tourer brands – are taking their duel away from the race track and into the consumers’ minds with tactful advertisements. With the market as their chessboard, BMW and Audi engage in a strategic game of virtual chess – one that determines who is King (of the race track).

Will it be the BMW M3 or Audi RS4?

Lets first distinguish both brands in terms of Points of Parity and Points of Difference:

[PoP – Grand Tourer] Leather seating option, carbon option, comfortable yet sporty, front engined with rear- wheel drive (V8), soft suspensions

[PoD – BMW M3] Light steering, V – 8 torque allows for best handling and cornering with responsive engine, BMW brand recognized for comfort with its inception of the damper control, and comes with latest luxury amenities such as xenon headlamps and heated power seats

[PoD – Audi RS4] Titanium package makes car look more wealthy, exclusive sport – exhaust mode, often advertised as the “halo vehicle” with Audi’s latest advanced technology, and claims to incorporate Audi’s signature “Dynamic Ride Control” mechanism

The race does not end there – BMW and Audi continue to vie for consumers’ attention with comparative advertisement:

References:
http://www.thetruthaboutcars.com/2006/10/audi-rs4/
http://www.topgear.com/uk/bmw/m3

Picture:
http://www.porhomme.com/wp-content/uploads/2009/04/audi-bmw-ad-war-cali-billboard-checkmate-1.jpg