BMW and Audi: you guys are going to fight for my money for years to come. Thanks to your great products and marketing

There have been some great commercials during the Olympics, particularly from car companies. The BMW and Audi ones especially struck me. First, BMW:

“What you make people feel is just as important as what you make. At BMW, we don’t just make cars, we make joy.”

This is so true. There is something about the joy of driving a BMW that is unmatched by any other car out there, except my Miata. Both are perfectly balanced, front engine, rear wheel drive beasts designed to bring a smile to your face.

But as much as I’m a BMW fanboy, I also love Audi and love rooting for the underdog.

I love how they directly attack the other car companies. Audi has done incredible things since the A4 came out in 1996 (I bought an A4 in 2000). Now they’re on the offensive, educating people that there are better options out there.

I’m cheering for Audi here, would love to see them pass BMW in a few years. They have much better product design, but not quite as good vehicle technology underneath. If they can add more powerful engines, reduce weight, improve balance, I’ll be an Audi owner for life.

Alfa Romeo 8C and Audi e-Tron are beautifully designed cars. I want!

Alfa Romeo 8C


Audi e-Tron *all electric* concept


At this year’s Frankfurt Motor Show, Audi presents the new Audi e-tron, a high-performance sports car with a purely electric drive system. Four motors – two each at the front and rear axles – drive the wheels, making the concept car a true quattro. Producing 230 kW (313 hp) and 4,500 Nm (3,319.03 lb-ft) of torque, the two-seater accelerates from 0 – 62 mph in 4.8 seconds, and from 37 – 74 mph in 4.1 seconds.

How to Change the World: The Kick-Ass Audi Q7 TDI

I’m a huge fan of Audis. I’m a huge fan of diesel cars. Check out Guys Kawasaki’s review of the Audi Q7. Seems like a car I would consider buying if I was looking for an SUV.

Gorgeous design, and nice touches like the dual sun shades, huge sunroof, popup front speakers, blind spot monitor light, and more. Go Audi!

Get Truth in 24 for free on iTunes – documentary about Audi’s victory at Le Mans

If you missed watching Truth in 24 last Friday on ESPN, you can now get and watch it as often as you want… for free! The documentary about Audi’s 2008 run to victory at Le Mans is now available for free on Apple’s iTunes store. The film was produced by NFL films and chronicles the preparation for the French round-the-clock race and the people who made victory happen. If you are a fan of racing at all, this movie is a must see. Check out the Autoblog review then head over to iTunes by clicking here and grab your copy for free. Thanks for the tip, Jason!

Thanks to Jason for pointing me to this. Amazing and free.

Click here for the iTunes link.

I love the Audi “Identity Theft” commercials

I got really excited when I saw the new Audi commercials during the Oscars yesterday. I loved the bold statement Audi made, directly attacking other car makers. Audi has a great lineup of cars, but they aren’t in most people’s minds. This is what they’re trying to change now.

Why would you buy a boring car that everyone else owns? Be original, buy something unique and interesting. Not only are the Audis more distinctive (I love the LED eyebrows over the lights), they are less common, and way more fun to drive. The commercials attack Lexus as being the common, boring vehicle to own.

Audi previously used the slogan “Never Follow.” I love it.

I drove Guy Kawasaki’s Audi R8 supercar


Last Friday I had the opportunity to drive Guy Kawasaki’s Audi R8. This is my dream car, so the instant I heard that he had one, I had a pang of jealousy throughout my body. Guy is awesome, and he offered to let me drive it with no hesitation. Thanks, Guy!
I have always loved Audi. My first car was an A4 in college. I had to dump it because of unfortunate reliability problems, but that didn’t deter me from the brand. Audi has *the best* design of any car company out there, inside and out. The R8 and S5 are at the top of my (long) list of cars I’d love to own one day.
I got just under 30 minutes of seat time in this beast of a car. It was in San Francisco, which unfortunately means bad roads, stop signs, pedestrians, and construction. I was able to get on the freeway, accelerate to 85 in less than a breath, and then exit when I realized I was already 2 cities away from where I started :).
First of all, I’ll say that as far as “super cars” go, this one was very driveable. Not that I’ve driven any other, but I always read about super cars not being good to drive regular. Usually they are super stiff, loud, and touchy. The Audi was these things, but very slightly so. I couldn’t commute to work in this car everyday, but I could see myself driving it regularly around town.
Audi has the best interior and exterior design of any car out there, and the R8 is at the top of its class. The car is sexy inside and out, and every detail of the car has been meticulously crafted. The shift knob, for example, is gorgeously textured and feels great in your hand. Every button, dial, armrest, and indicator have been studied and executed perfectly.


The car had a manual transmission. That’s fine, both my cars are manuals. But I sorta expected this one to be an automatic. When you are driving a $130,000 car for the first time on the hills of San Francisco, you don’t mind having an automatic and one less thing to worry about. But turns out the transmission was unbelievable. Clutch pedal feel was perfect and it was a breeze to get going off the line, smoothly every time.
After getting back into my BMW, I could really feel the difference in that respect. My BMW has the hardest clutch in the world to master. It took me a year to become smooth from a stop, and I realize now it’s from pure foot position memorization, not feel. My Miata, on the other hand, was just like this Audi. The pedal feel is incredible, your leg feels like it’s extended through the pedal to the clutch itself.
The steering felt nicely weighted and sharp. But the wheel itself was a little thin. I love the shape though. My BMW has a nicer steering wheel than the R8. Like I said, the car was very street drivable. It felt like the throttle didn’t provide much gas as you first pressed down on it, and then kicked in the second half. It was like having a brake pedal with a lot play, and then it catches quickly. I’m not sure if this was done purposely to make it more drivable around town so you aren’t peeling out every second.
I thought the car was a little loud. Of course a 500hp car is going to be loud, right? But i found it to be loud even when I wasn’t stomping on the gas, and that’s what got to me. Also, the sound wasn’t the typical low end exhaust grumble, but a higher pitched whine. I later realized it was the engine noise, not the exhaust! Since the car is mid engine, it was right behind my head.
I was able to get on the freeway a bit, and once I did I stomped on the gas my head was thrown back. Now the interesting part: the car is so fast, you basically stomp on the gas and then immediately release, because you’re already breaking the speed limit by a lot. You can’t even look down at the speedometer. If you look down to see how fast you are going and look back up, in that half second you are going 10 to 15 mph faster and have 3 cops on your tail.
Overall this car definitely lived up to my expectations and I’m very lucky to have gotten the chance to drive it. I hope one day I will have my own.

New Audis are gorgeous

The first time I saw pictures of the new Audi A5/S5 I thought it was a rip off of the current BMW 3 series coupe. I saw one in person in Napa this past weekend. While they share some features, I find the new Audi "5" to be gorgeous and definitely one of the nicest cars on the road. I would love to own one. The front LED headlights and tail end are both beautiful. I’m a huge fan.

On Monday I was in Palo Alto with Aki and I saw my first R8 on the road. This is my current dream car. So damn perfect. I will own one of these:
I think both these cars look better in person than in pictures, so I suggest visiting an Audi dealership before making judgements.