[Noctis]

I feel that the heavy discounts, FWD models and the existence of comparable VAG counterparts has somewhat eroded Audi's brand positioning, at least in India.

But I don't think it's far behind and the current situation can be fixed in a few years with some strategic course correction.

[FAIAAA]

Voted Yes

Both times when I was shopping for a luxury car, I considered Audi and was impressed with the design, quality levels, fit and finish, ride comfort and handling balance. Plus practicality with tubeless tyres and rough road package for India. Honestly FWD/RWD difference is experienced in <5% of the cases.
Where it loses out, in India, is brand appeal. Those who desire luxury ( or their first luxury car and can afford the premium) opt for Mercedes while the driving enthusiasts go for BMW. That's what happened to me.
And in both cases, I wished later I had gone for the more rounded/balanced Audi offering.
Not that I intend to now, but if were to ever go the luxury route again, it would be an Audi, clearly for the VFM tag (20-30% lower prices viz BMW)

[shiv11bhargava]

As special as Audi is, since the last 10-12 years it has to be a no! Really love the Q3 40TFSI for what it offers and older products like the S5, A7! Timeless indeed.

[XDriver]

Voted NO. Audi is firstly discounted, second Audi resale value will be lower as compared to its similar category BMW or Merc. Lastly Audi does not offer engines like the B57 Diesel or B58 inline 6’s in their A6 or Q5s. Heck the X5 40i is s far superior to even the Q7 (380 bhp vs 335 bhp) ! Even in luxury EVs the iX is way ahead in terms of sales compared to E-Tron Q8 despite the odd grill design !

[VwRabbit]

As a previous F30 320 d owner and now a B9 Audi A4 TDI, I can say without a doubt that the Audi is a superior product in every way, my gripe with BMW is that they try to make every vehicle in their line up a pseudo sports car and then give it run flats and rear wheel drive which is not the ideal combo for our roads and have had instances where even in comfort mode with all the traction aids on the tyres lost traction in wet road conditions and this was on a brand new car. Don’t get me wrong they make some seriously great cars in their M lineup but that’s about it no one wants a daily drive that wants to drift and put its tail out every corner.

Quite the opposite experience with the Audi where it offer’s a relaxed drive, predictable handling and spirited performance only when you need it. Not to mention BMW’s ridiculous service notification where I have had to change oil within 7500 kms. Might have been acceptable if it’s a high performance M variant but not for a 4 cylinder diesel, lesson learned without the service package don’t ever buy a BMW.

In terms of discounts and Audi offering value for money products that is because they simply can as it is operating under a same parent group that has a number of different brands even in our country and does significant volumes altogether not to mention parts sharing unlike the case with Mercedes and BMW, and in case of diesels Audi is still offering diesels in Europe with much more stringent emission norms than ours but not here and even with Toyota struggling with BS6 diesel engines in India one can only hope. And talking about rebadging the previous generation GLA sold was only a Nissan in fancy clothes, I would rather pick a fancy VW in the form of Q3 than a Nissan.

Brand perception will be different for everyone, me personally I value JLR above these three simply because l like their styling, second comes Audi and third comes Mercedes and the Ultimate Driving Machine maybe after Volvo.

[megazoid]

Voted "Yes"

I find the Audis very special. To me they symbolize quality, great looks and solid engineering. I also find the FWD aspect of the Audi's with quick shifting gearboxes truly enjoyable. They may not always pack equivalent horsepower on paper as their rivals but drive one and I am sure it will make you feel special. Lastly, the design language of the brand is superb. Classy and consistent, I always find myself making a lot of effort to keep oggling at Audi's of all kinds while on the road. On the driving front, FWD's have their own charm and Audi's give this out in a premium offering, which is great for buyers.

A low slung A6 cruising at good speeds on a motorway or smooth winding tarmac feels invigorating to watch.

[jkrishnakj]

Two pages long already and it isn't swinging away one side.

Meanwhile, I thought it fit to share a couple pictures of mine here.

[soarersc300]

Voted "Yes"

Love the timeless design of Audi. In my personal opinion I feel that BMW has gone overboard with the grill design and Mercedes (especially the electric models) designs are too youthful for my liking.

Also, even the entry models (A4 or Q3) are well specked with the capable 2 L TFSI engines and offer practical second row legroom. Compare that with the entry models of BMW and Mercedes with some offering 3 pot engines and / or cramped rear legroom.

FWD may not be the gold standard when it comes to offering an engaging drive but again that's more practical (in the absence of AWD) in rainy or snowy road conditions (about 4 to 5 months of the year in most parts of India).

All three Germans offer something unique and have identified their niche within the small luxury market in India. There's a brand for every kind of luxury buyer - young or chauffer driven, self drivers who want a micro race car feel, mature / practical drivers etc. I don't think its about which brand is better but about which brand is the right "fit" for the customer.

[Safedriver2023]

Audi is mid market for the VW group. Mercedes and BMW are from mid to sports for their brands. So the company does not want its mid brand compete with Porsche and Lamborghini. Mercedes and BMW have cars to compete with Porsche and Lamborghini. So it is pretty much company decision to project it's brands and make profits. Yes you do get technology slowly from Porsche to Audi and VW like DSG, Driving dynamics.. which makes them better than same segment cars.

[GoBlue]

Is Audi premium? - a resounding yes.

Is Audi equivalent to Mercedes/BMW - a resounding yes.

Is Audi BETTER than Mercedes/BMW - a resounding yes.

The differentiator for Audi cars is in the ride quality.

The A6 and Q5 can handle our imperfect roads much better than equivalent cars from BMW or Mercedes.

I personally wouldn't enjoy having a > 2L petrol engine with loads of power, only to suffer being thrown around on road undulations all the time.

PS: like litre-class superbike owners (in MH) craving for smooth tarmac to enjoy the full potential of their machines.

[aamishdhingra]

Voted "Yes".

Discounts and all are fine, we get a lot of them in the Audi as compared to the other two rivals. I own the latest Q5, the 0-100 packs in a 6.1 Seconds, the car is very comfortable for weekend runs, city drives and has a hidden gem in terms of the spec!

Owned a Mercedes earlier, was absolutely pathetic with power... so Audi does a beautiful job here... The Heart loves the driving feel and the quotient of giving comfort to parents is also a win- win situation altogether!

[sawnilrules]

Ideally, there should have been an option of Maybe, but considering that was not there, I voted for Yes.

Not because, I drive an Audi, but because, after experiencing/using the Audi for almost a year and 10K kms (which is now in it’s 3rd year), I can definitely say, in some areas, Audi is more superior than its competitors, yet in other areas, it significantly lags behind. Let me elaborate a bit more.

Here are few things that I love about the brand and somethings that I feel could have been better.

(+) Audi Virtual Displays- it still is amongst the best virtual displays out there and it is fabulous to look at whether day or night, it’s not jarring or overcrowded like its competition.

(+) Audio Setup- The range starts with 720 watts Bang & Olufsen Sound setup and goes up 1100 watts, the crispness of audio, keeps you entertained no matter how many kms you drive, compared to its competition which offers speakers starting at an average of 590 watts, either Harmon Kardon or Burmeister, the only exception here is Volvo which offers superlative audio setup.

(+) Audi Silence- The double-glazed windows & rubberized pads everywhere ensures that there’s literally Pin Drop Silence in the cars and the only thing that you hear if the audio is off, is the AC Blower.

(+) Audi Comfort Suspensions- Those comfort suspensions ride well over uneven surfaces keeping the occupants unfazed with what’s happening underneath them and the cars simply glide over everything.

(+) Audi Quality- I have upgraded from Skoda Octavia to Audi A6, and truth be told, I also always felt, Audi is just a better VW, but that is not the case. The quality of components and parts used in Audi and above is way different than what VW uses for VW/Skoda/Seat. The parts bin for Audi/Porsche/Lamborghini is different and the parts bin for VW/Skoda/Seat is different.

These were the good things, however there is a scope for getting better.

(-) Audi Dynamic Lights- Audi’s essence is in their lighting technology. And sadly, cars sold in India, don’t come configured with these high-end lights. Infact, those non HD Matrix Lights that Audi offers are a Boon as well as Pain, as they activate only in dark conditions and when they do… Baam, it’s a day light for you for as far as 500 meters, however on other times due to AFS, the light throw, while it’s razor sharp, it lacks depth. (not applicable for Audi A8L though)

(-) Audi Marketing- Fundamental problem of Audi’s marketing in India is, their brochures show a different product and what they get to India is a totally different product. They have not even put efforts in making India specific brochures. Point in case, when they were launching the Q3, the alloys were sportier on their brochure, but the actual car comes with plain boring 5 spoke alloys, Audi A6 brochure has the photo of a car with HD Matrix Lights, but the car comes with regular Matrix Lights, with a different headlight cluster. Heck, even the Audi Q8 is not spared, the brochure has long long list of customisation, but you walk up to the dealer with your request, they say, no customisations sir.

(-) Audi Discounts- I think, this is the famous one, which is making the brand loose it’s value and essence. The sales rep offers massive discounts on phone itself, even before you have reached the dealership. The perception in the market therefore is you bought a Audi, because you could not afford a Mercedes or a BMW.

(-) Audi Products- I genuinely feel Audi needs to get bold and go out their and offer products which have wholesome features and not have half baked products in India. Yes, I agree that whatever Audi offers has superlative quality, but that even a BMW or a Mercedes does. For example, their is Apple CarPlay, but it is wired. Engine options and choices are limited, The suspension set up is good, but the A6 for example does not get dynamic dampers. Q3's mid variant does not get start-stop button, my 8 lac OTR Grand i10, that I bought in 2016 has one. Audi Q8 looses out on HUD, Bang & Olufsen Audio, 360 Camera and electrically adjusted steering wheel, heck the car is 1.40 Cr OTR.

Hence, I wanted to vote, maybe yet I voted for Yes, coz there are atleast some things Audi is doing right.

PS- Parting shot of my car that I just clicked randomly a week ago.

[Tassem]

As an automotive enthusiast, I’ve often found myself caught in the crossfire of debates about which German luxury car brand reigns supreme. Audi, Mercedes, and BMW—these three titans have been battling it out for years, each with its unique charm and offerings. But are they truly on the same plane in India? I think no. Let me explain.

The Historical Context
Audi, the youngest of the trio, entered the premium market later than its competitors. Its distinctive four-ring emblem traces back to its founding in 1932 as Auto Union—a merger of four separate producers. By the 1960s, Volkswagen had acquired Audi. Mercedes-Benz and BMW, on the other hand, have longer histories and established themselves as luxury icons much earlier. In India I think they entered after Mercedes but before BMW. So it's not time that is against them.

The Battle of Identities
Each brand has its distinct identity:

Mercedes-Benz: Known for comfort, prestige, and a sophisticated aura.
BMW: The ultimate choice for driving enthusiasts who crave fun behind the wheel.

Audi: Strives to strike a balance between sophistication and cutting-edge features.

Driving Experience and Reliability
BMW: If you prioritize a thrilling driving experience, BMW is your go-to. Their enthusiast-tuned engines, fast gearboxes, and balanced suspension make every drive exhilarating. Reliability is a strong suit too.

Mercedes-Benz: Comfort and prestige define Mercedes. Their exterior styling is drop-dead gorgeous, and the wide model range caters to various tastes. However, some engines fall short, and outright reliability isn’t as robust as BMW’s.

Audi: Positioned between the two extremes, Audi offers sophistication and cutting-edge features. Their all-wheel-drive system ensures reliability across various climates. While not as nimble as BMW, Audi boasts excellent security scores.

Let’s delve into specific models:
Audi A8 vs. BMW 7 Series vs. Mercedes S-Class:

The A8 stands out with its elegant design and cutting-edge tech.

The 7 Series and S-Class are more traditional choices, but the A8’s allure is undeniable.

Audi A3 vs. BMW 3 Series vs. Mercedes C-Class:
The 3 Series wins in terms of driving dynamics and overall appeal.

The A3 lacks the same punch, while the C-Class balances comfort and style.

Off-the-Shelf Specials:
Mercedes excels here, look at the AMG C43 Coupe, which has no real competition in India. BMW does it with the M340i.

Sales Performance in India
Mercedes-Benz: Dominates the Indian luxury car market, almost consistently topping charts. Their wide dealer network and diverse model range contribute to their success as well.

BMW: Excellent sales in India, with strong growth across cars, Mini, and motorcycles. Similar strengths as Merc.

Audi: While they’ve slipped to third place, the Q3’s success shows their potential. Or India's preference.

The Missing Puzzle Pieces
Audi’s Interesting Cars: Internationally, Audi offers a lot of compelling options. Sadly, these remain absent from the Indian market. Why?

Pricing and Competition: Pricing alone isn’t the issue. Audi needs to bring in its more intriguing models and price them right. The competition manages to move cars in similar segments.

In conclusion, if Audi plays its cards right—bringing in exciting options and addressing the gaps—it can indeed stand shoulder-to-shoulder with Mercedes-Benz and BMW. The Indian luxury car saga continues, and the road ahead promises exciting twists and turns.

The important aspects being that this is all my view as an enthusiast. However, it appears Audi doesn't seem to know it all either or else they'd be equal again. All said and done, India is (for better or worse) a very forgiving market. So Audi should rethink if they want to appeal equally to a Merc or Bimmer consumer. Please fact check me if I've made an error.

[hajaar]

tl;dr: No, not even close

Middle aged man here. I had to choose between the three a month back and I went with a Merc. I TDed both the Q3 and A4. While they were good to drive (nothing special though), we just found them bland. I get why people say a VW or Skoda is basically a rebadged Audi.

BMWs and Mercs stand out. I don't mean in the flashy, look at me, I am so cool sort of way. They just seem and feel like the luxury brands they are supposed to be. An Audi just doesn't do it for me.

[Mtv]

Voted Yes for obvious reasons. I am biased as I own two Audi cars as of now.

I often hear people say that Audis are just VW’s in different clothes. According to them Jetta = A4 , Superb = A6. A friend of mine laughed at my decision to buy a Q5 saying that I am buying an overpriced Tiguan. Misconceptions are abound when it comes to this brand and I have stopped checking people about it. There really is no point educating people about platforms, part sharing, or placing the engine straight or sideways.

The Q3 on sale today 100% shares its engine with Skoda/VW cars that happen to be on sale too. It happens to be a good one at 190bhp, but of course people will trash it. Nobody wants to point fingers at Merc or BMW for giving underpowered or even a shameful 3 cylinder engine in their entry level offerings. I suppose it’s down to better awareness among the general public when it comes to VAG group cars, as compared with Mercedes and their Renault connection.

Audi makes objectively good cars

I find the quality of material up there with the best. Ride comfort and noise insulation is top notch, while the cabin is sensibly laid out and functional.
I chose to buy a new Q5 over the rest because its strengths resonated with what I look for in a good car.
Here are my old and new Q5’s. Owned the white one from new since 2012








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