Most entry-level Audi’s aren’t on par, but the high-end models from the brand are great.
BHPian Aditya recently shared this with other enthusiasts.
The German trio of Audi, BMW and Mercedes are the first brands that come to one’s mind when someone considers purchasing a car from a luxury brand. All three brands are known to build cars with excellent build quality, luxury, style, performance and handling.
Mercedes is usually synonymous with comfort, while BMW is with driving pleasure. Cars from these two brands have flamboyant styling and then, there is the badge value. For many, the 3-pointed star of Mercedes has a massive pull. It’s the best way to make a statement in India. The technology that we see in Mercedes cars is generally an industry-first too. For driving enthusiasts, the BMW badge is a way of saying, “I know my cars.” They have some fantastic engines & gearboxes. Audi offers a mix of both, depending on the model (at least it did earlier). Not too long ago, in India, Audi sold more cars in a year than both BMW and Mercedes. But now, that’s no longer the case. The brand has fallen way behind its rivals in recent years.
Audi’s cars are not as flamboyant as their rivals when it comes to styling. But the brand’s clean, timeless styling has many fans (especially since the time BMW went all weirdo). Because they stopped giving larger engines in the A4, A6 etc. it can be said that Audis aren’t as fun to drive as BMW cars and not quite as opulent as Mercedes cars. Besides, they do not have any diesel cars on sale like their rivals. This limits the brand’s appeal. That company which was once the leading luxury carmaker in India has lost a lot of ground to Mercedes and BMW from 2015 onwards (be sure to read this article).
That being said, Audi still has a lot going for it. Many owners actually prefer the understated and timeless styling of Audis. Then, there is no doubt about the technology on offer and the quality of the materials used in their construction. There is the legendary Quattro AWD system that helped Audi become a big name in the world of rallying. Audi has also made quite a name for itself at the LeMans 24-hour race. Additionally, Audi has (arguably) some of the most appealing EVs on sale in India.
Not to forget, the massive discounts that Audi & its dealerships offer on the model range.
In CY 2023, Audi saw a massive jump in sales. It registered a growth of 89% and sold 7,931 units in the period January – December 2023. The company registered a 174% growth in SUV sales, while its performance and lifestyle cars, including the e-tron range, grew by 40%. One of the reasons behind this jump in sales is the pricing of Audis cars in India. They are priced a lot lower than offerings from BMW and Mercedes which makes them excellent “bang-for-your-buck” cars. With the available discounts, an A6 can be bought for the price of a 3-Series or C-Class and a Q7 can be bought for GLC money! That’s serious value for money.
That said, for many, the Audi brand is not quite on par with the other 2 German luxury marques. What about you? Do you consider brand Audi to be on par with BMW and Mercedes in the pecking order?
Here’s what GTO had to say on the matter:
- Count me in as one of those who is in love with Audi’s styling, especially its sedans like the A6 which I think is one of the most beautiful ones out there.
- Would I buy an Audi? Depends on the model. A4 = no. A6 = yes over the C-Class, but not the 3-Series. A8 = yes because it’s a hell of a lot of fun to drive with that wild motor under the hood. Q7 absolutely yes and a top-pick at the kind of prices it is going for. It was being sold for prices comparable to the new GLC & far lower than the GLE!
- Audi does have its work cut out. It sells FWD sedans vs the competition’s RWD. No diesels on offer or big petrols in the affordable range. No one buys Audis without discounts and the brand just can’t command the kind of prices that the other two German marques do. That being said, I am very happy to see almost 8000 sales in 2023 for brand Audi. We need more competition in the market…more choices…more marketplace fights only make things better for us customers.
To answer the poll question though, I will vote no. Audi is half a level below Mercedes & BMW in my eyes because of the reasons above (heavy discounting, no big petrol engines in the A6 & A4, AWD discontinued in sedans, no 6-cylinder diesel). As an example, a lot of BMW’s image has been built on cars like the M340i, 530d, 330i etc.
Here’s what BHPian extreme_torque had to say on the matter:
Most entry-level mid-end Audi’s are jumped up VW’s so no, not on par with Mercs or BMW’s. Higher-end Audi’s on the other hand are great – I absolutely love the Audi RS6 Wagon and is my fav ever. Nothing from Merc or BMW is close.
Here’s what BHPian Mystic had to say on the matter:
I personally think it is the age that plays a role when it comes to choosing the 3 Germans.
All 3 are capable cars and I sometimes think they are all owned by one entity but made to have their own unique brand following fan groups. It is like comparing the ME3 carriers ( Emirates, Qatar, Etihad) and asking to choose the best of the three.
A grey-haired senior person who has a chauffeur always wants to tell society that he has arrived and would go for the BLACK Mercedes S class with the star glaringly visible to all.
A middle-aged petrolhead who wants to tell the world that he enjoys driving his car for sheer driving pleasure even though he can afford a chauffeur would go for a BMW.
A young guy who just came out of the campus and is new to the corporate world and would want to start a career and look successful would go for Audi as their first car.
Please check this advert.
Here’s what BHPian vattyboy had to say on the matter:
For a salaried class well-off person who plans his expenses, Audi is the best bet. He can get models of Audi in respective segments at 8-12 lakhs bargain in comparison to Mercedes and BMW.
In recent times Mercedes and BMW have raised their prices very much which I don’t think is fair.
I will seriously consider Audi when I am in the market in the future for buying a luxury car.
Here’s what BHPian pqr had to say on the matter:
No. Audi, at its best, can be regarded as a ‘discount-luxury’ brand in India. They ruined their positioning way back in 2015.
The current hierarchy in India looks something like this.
- Range Rover = Porsche
- Mercedes > BMW > Land Rover
- Audi > Volvo
The brand that punches above its weight in India is Toyota in the luxury space, with products like the Vellfire and the Land Cruiser.
The best barometer is to look at what celebrities are buying today. Audi Q7 was the darling of A-list celebrities in India when the first generation was launched. Now it is the Range Rover and the Mercedes GLS Maybach. However, for airport runs, no one can beat the Toyota Vellfire, ‘luxury on wheels’, not even Mercedes S class.
Check out BHPian comments for more insights and information.
