[penpavan]

I did TD of all 3 before I went in for Audi. The extended warranty and service packs offered by Audi not only make an economical case, but also goes to show that Audi trusts in their cars more than what the other two do in their cars. I could not find such warranty packages (5 years) to be available at all, let alone being free. So this factor did play a lot on my mind where Merc and BMW I found, do not put their money where their mouth is.

[sydras]

Originally Posted by hrk997

There is a good deal of bias towards bmw in tbhp where every recommendation is always bmw

I tend to agree. In fact, after test driving all three brands, I was left wondering why folks equate luxury with BMW.

In my opinion they can be classified as "budget luxury sport" - if that even is a category.

I say the above because in my experience, Mercedes does "luxury sport" much better than BMW well with their AMG models. They are well kitted and if you don't mind the all black 'n red theme being forced on you, go for it.

BMW with their plastics everywhere (and even in the engine bay), not so much. No offence to 330Li owners but I truly couldn't understand how one can term a ride in a 330Li as a luxury experience. It's no better than a Corolla or any other D1/D2 segment sedan.

[shree_shell]

The modern-day Audi looks confused. Mercedes is known for Luxury, and BMW is still the ultimate driving machine amongst the big-3. Not sure what Audi is anymore. Maybe souped-up luxury VW, just as Lexus is to Toyota. And this is why the current Audi is NOT on par with the Beemer or the Mercedes.

Some of the legendary nameplates like the R8 and TT, and the Quattro from the yesteryears gave Audi its recognition. Now even those do not exist. RS6 Avant stands alone.

[gopi_rm]

Voted YES.

I am a big fan of Audi's timeless designs and RS6 Avant is my favourite big car. I couldn't digest the looks of XM whereas RSQ8 is drool worthy.

I see many bhpians saying that Audis are glorified VWs. I would say it is not the case. From my personal experience, I would say Audi feels much more luxurious in all areas compared to the same platform VW models. I drive a VW Mk7 Golf Estate whereas couple of my friends own A3s from the same platform and same engine. A3 feels premium everywhere inside & outside and even there is a positive difference in driving experience (dynamics, steering feedback, noise insulation, shifter feel, etc.) and of course less interior space which is common across all the 3 brands. Higher models from Audi such as A6, A8, Q7, Q8, etc. share platform, engine/gearbox and lot of other parts from Porsche/Lambo.

Here in Europe, Audi offers a wide range of engine options and also two performance variants S and RS in all their model line ups. So Audi is equally comparable to both BMW and Merc line ups. In fact, in few reputed reviews, it is mentioned that RS6 handling and feedback were superior than that of M5.

I am not a big fan of Merc's design language (especially the Windows Vista like UI in MBUX) and comfy oriented cars. BMWs are getting uglier (that massive grill, large side skirts, funky design elements on front and rear bumpers, ugly exterior door handles) and the new gen interior looks like Chinese (anti clockwise tacho in triangular design, crystal rotary knob & shifter , unreadable menu grid in the infotainment, that big ambient light patches in dashboard & doors in new 5 series, etc.).

In my opinion, Audi offers timeless design combined with balanced and confidence inspiring ride quality (neither too sporty as BMW nor too comfy as Merc) and of course the discounts .

[reppy]

Voted No. For me, Audi is the Michael Kors of luxury cars. Flamboyant, luxurious yet affordable enough to fit in, but not suave enough to stand out

[sp4589]

No from me. Test drove all 3 before settling on the 3 series. The 3 was just way better/fun to drive where as the C was luxury. A4 was a Skoda Laura with better looks on the outside but inside was literally the same.

[Fuel Of Satan]

Audi India's early 2010s glory-run was incredible to witness. If I'm not wrong, they outsold BMW and Mercedes, combined. But as it stands today, Audi is out of touch with the average Indian luxury consumer.

Their first fatal flaw was lethargy in updating their India line-up despite newer versions of their models available globally. I'm not aware of the politics behind the scenes at VAG, but I cannot see why they refused to bring over the facelifted Q3 (launched globally in 2017) and the new facelifted A3, despite them being sold in International markets for many years now. These two cars were Audi's volume sellers.

The second grave error was dropping diesel engines out of the mix entirely. First they killed the V6 TDI, then they came for the I4. Diesels are extremely popular in our market, and fast diesels have a strong niche in the luxury market (as highlighted by the success of BMW's 30d models). This has essentially boxed the entire model range into using the bread-and-butter I4 TFSI. Despite it being a decent engine, it isn't anything to write home about.

The third error, in my opinion, is at the very fundamentals of Audi as a brand. Indian consumers keep, for some reason, value "road-presence" and badge-value high-up in their priorities whilst shopping for a luxury car. Audi's minimalism & understatement doesn't offer the same wow-factor as a Mercedes or BMW, hence putting the brand at an inherent disadvantage in the peninsula.

As a long-term Audi fan, it genuinely saddens me to say that the current Audi line-up doesn't stir anything inside me like it once did.

[Redex]

Don't forget Audi rekindled the idea of a 4x4 production road car in the 1980s. There were 2 models of the infamous Audi Quattro.

The 4 ring "Audi" logo represents the merger of 4 companies in 1932, Audi, Horch, DKW and Wanderer to form Auto Union.
I did get to drive an Audi 80 B1 in the 1970s. Front wheel drive but surprisingly "sporty" mainly due to its very light weight (as low as 835kg back in 1972!!!) and excellent handling. It was also responsible for creating a new segment in the motor market "compact sedan". It became Car of the Year in 1973.

Audi have been technology leaders right from the beginning. "Vorsprung durch Technik" (Progress through Technology).

[PrideRed]

I believe the discounts has diluted the brand big time in India. While I see there is renewed interest brand with models likes of e-tron, Q8 etc. Audi India should look to restructure their brand image. At this price point, brand image plays a big role along with drive experience.

[RaceHorse]

Voted Yes.

As an A4 owner I feel it is a better family car than BMW or Merc.
If I have to upgrade I will definitely chose Q7 over any other, primarily as a family car.

[KI07]

All my life, I had fantasized about owning a Mercedes, up until 2023, I have only been able to get a chance to sit in Audis or BMW and I was always amazed of the solid build and well engineered products.

I would always wonder what it would feel like being in a Merc with all those beautiful ambient lights.

In 2024, I sat in E class, even the new one abroad, the A class and the C Class too.
I have to say, I was dissapointed, I felt Audi has way better quality, Merc has cheap quality plastics, even in the E!
A class was too compact.

On the other hand, I gained new found fondness for the Audis.
Good engines, Great quality and Great pricing.
It's only the pricing part that has kicked the novelty value of an audi a level below

[EuroMachine]

Yes for me.
Audi = Benz & BMW

Design: Audi looks better than Mercedes which looks more Hyundai these days and recent BMWs are ugly with the jaw wide grill and weird shaped tail lights.

Money: Yes there are discounts on Audi but it is still expensive to buy

Engines: No anemic engines. Their turbo petrol's are fairly good enough for most conditions.

[kadanaJ]

From a car-enthusiasts POV: Yes, if one is not bothered by difference between FWD and RWD.
They offer similar levels of luxury and tech to Mercedes and BMW. Petrol engines and transmissions are also on par. The lack of RWD is a huge turn-off for many enthusiasts, but there are also plenty of us who don't push our cars hard enough to notice the difference between RWD and FWD. If brand value and drivetrain layout is not a concern, Audi offers a lot of bang for buck for anyone who simply wants something nice to drive.

From a brand conscious consumers POV: No!
There are a lot of people who buy these cars just to show off that they have a luxury car. These are the same folks who buy Louis Vuitton and Gucci apparel with the the super visible brand name and logo. By selling at lower prices and giving deep discounts, Audi's reputation with these folk would take a hit. Mercedes going up in pricing has paid off in their favour. After all, these are the kind of customers who would be mortified if they bought an Audi and heard their neighbour comment "Why were you being cheap? Should have gotten a Mercedes"

[yashg]

For a layman not much into cars, all 3 are luxury brands. Mercedes is of course at the top of the brand value chain. Those who and care a thing or two about cars, for them it's Merc > BMW > Audi in that order. If I were to buy a luxury car someday, I would consider all 3 + Volvo.

[megazoid]

Saw this lovely looking A3 cruising toward the airport and was reminded of this discussion.