OVEREACTING or JUSTIFIED? Is BMW Becoming Audi?

It was only so long ago.

BMW used to produce only naturally-aspirated vehicles, there were very few all-wheel drive vehicles -- nor were they M's -- and the brand utilized relatively conservative designs that maintained a solid brand image across all of their line up.

Now, things have become slightly different.

There are xDrive models for nearly every class, turbocharging has become a household item and all-wheel drive has made its way into the M cars in form of the X5/6M. With BMW announcing FWD making its way into the brand, it just came across to me: this is starting to sound like another brand making headway in terms of marketshare; Audi.

Is BMW turning into Audi?

Well, not really. When you get into a BMW it certainly drives like a proper BMW would and even though it is an all-wheel drive M, the X5/6M are an absolute blast on and off the track. Do not get it twisted, there is still a difference between brands.

But this does not mean we should sit back and not be concerned, should we?

What do you think?

You did not think BMW was going to install those silver mirror caps on the all-new Z4 sDrive35iS and get away with it, did you?







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WorldofLuxury - 3/21/2010 10:21:58 PM

+6 Boost

Let's hope that once they earn their money, they'll have the time to build true, BMW-original sportscars with little or no compromises! But I'm just dreaming :)

B7FAN - 3/22/2010 7:24:16 AM

+2 Boost

lets hope they are not becoming audi as far as design goes

Chip - 3/21/2010 10:55:36 PM

+13 Boost

"Is BMW becoming Audi?"

"Well Not Really"

What??? 00R, to be blunt, I can barely read any of your articles. 99% of the time, they're ridiculous.

BMW expanded it's xDrive AWD to more models to compete with Audi's Quattro and Mercedes 4 Matic. Everybody knows this.

Turbocharging equals more power, less fuel. This is the future. All car manufacturers are trying to find ways to meet the strict new fuel economy standards while still increasing performance. Everybody knows that too.

"But this does not mean we should sit back and not be concerned, should we?"

Concerned about what? Audi, BMW & Merc are as competitive as ever. This is good thing.

"You did not think BMW was going to install those silver mirror caps on the all-new Z4 sDrive35iS and get away with it, did you?

They will get away with it. Just as Mercedes new E-class gets away with Audi-ish LED front foglights. Imitating or copying a design feature is the highest form of flattery for said brand.

Agent00R - 3/22/2010 11:52:57 AM

-3 Boost

@Chip

If everyone jumps off a bridge, should BMW too?

4ron - 3/21/2010 10:56:21 PM

+6 Boost

How many Audi models are built on Volkswagon platforms? Count them.

How many BMW models are built on BMW platforms? All of them.

Enough said.

VISO - 3/22/2010 1:28:06 AM

-8 Boost

Why don't enlighten us about Audi platform architecture as you seem to know so much about Audi platforms. Without going ad nauseum about the differences of Audi platforms vs. Volkswagen platforms and how the current modular platforms are specific to Audi only etc. there is nothing wrong a Volkswagen platform. Volkswagen easily builds better smaller cars overall than BMW. This crap about know Volkswagen like they don't know how to make good cars is some American BS crap. Check yourself at the door dude and ACTUALLY know what you are talking about in terms of engineering. You wouldn't last a nanosecond at Audi. Just check out the structural differences of any TT engineered platform compared to the basic modular VW platform before spewing stupid BMW fanboy crap as usual.

Scuderia - 3/22/2010 1:28:49 PM

+4 Boost

If you want a front-heavy, front wheel drive based luxury sedan Audi is really the only place to go. It's too bad there isn't more cost savings passed on to customers from the use of so many VW parts though.

synx - 3/21/2010 11:42:46 PM

+11 Boost

Actually Audi has been trying to be like BMW for a while know. Not that its a bad thing

synx - 3/21/2010 11:43:44 PM

0 Boost

"know" should be "now"

dumpsty - 3/22/2010 11:09:54 AM

+8 Boost

To think, if BMW had not been producing such excellent street-machines; Audi may not have been (partly) inspired to produce their S-variants and then the R8.

dlin - 3/22/2010 12:21:08 AM

-2 Boost

World is getting flat.....

Scuderia - 3/22/2010 1:35:38 PM

+1 Boost

BMW WON the F1 Championship in 1983 with a turbo motor.

They also turbocharged a 7 Series in the 80's.

What they have NOT done is dress up a "low" brand and morph it into a "premium" brand in the way Audi, Toyota, Nissan, GM, et al have done.

If you happen to like those dressed up cars that is fine, just stop making excuses and deflections about it and deal with it.

BondMI6 - 3/22/2010 3:23:06 AM

+3 Boost

Agree with Inline6 there was a time when BMW- heck many manufacturers were into turbos. Remember the fuel crunch time of the 70's and how the 240z became the Turbo ZX in just a few years? Just an example. In fact, it wasn't that long ago (1991- remember Kuwait?) when the 7 series came with a 6 cyl STANDARD.....Memba' the 735i???

Yonder7 - 3/22/2010 8:10:36 AM

-4 Boost

Hey , Porsche is using the Touareg plataform...and still I prefer it over any X5 any day...the plataform is very important, but Volkswagen is good making plataforms, so what is the problem?....

JustaCar - 3/22/2010 8:40:27 AM

-4 Boost

I would add a couple more items to the list: Direct injection and dual-clutch transmissions.

LexSucks - 3/22/2010 11:29:15 AM

-4 Boost

Who cares. Both brands are overratted. Especially Audi.

Neverfollow - 3/22/2010 2:06:50 PM

+4 Boost

There's a good article written by Peter M De Lorenzo over at the Auto Extremist that contrasts the two brands quite nicely.

JustaCar - 3/22/2010 2:50:52 PM

+3 Boost

Excellent article. Thanks for the tip.

MeanVulcan - 3/22/2010 4:08:32 PM

-4 Boost

BMW fans will see it one way, everyone else another. The fact is BMW has always claimed they would NEVER turbo charge, they would never use a FWD platform, they would never use AWD, next thing they will begin using AFS, blah, blah blah. Here they are eating their own words. They should try these new words..." FOLLOW THE LEADER (AUDI)".

The talking is done at the track...
Past:
WRC Champ - Multiple
WTC Champ - Multiple
SCCA Champ - Multiple
24LM - Ridiculously multiple times

Present:
DTM Champ - multiple
Sebring Champ - multiple
FIA GT3 - champ the first year with an R8

and where is BMW?
F1 - did anyone remind the BMW F1 driver that the gas is on the left? are they ready to quit already? its kinda embarrasing they can't muster one win. Didn't think so. Maybe they should try competing in a real series, rather than race against Alfas, Volvos and Civics.

LexSucks - 3/22/2010 4:22:02 PM

+5 Boost

MeanVulcan,

BMW did manage to win an F1 race (Montreal 2008). They won a race at the pinnacle of motor sport. That's more than anyone can say about Audi. Audi doesn't even have the balls to compete in F1. And the gas pedal on an F1 car is on the right side (brake on the left). Where are you getting this crap from?

And oh yeah... Audi is still known (for the most part) for building front-heavy, overpriced, underpowered, under steering vehicles.

LexSucks - 3/22/2010 4:09:51 PM

-2 Boost

BMW is trying to be everything to all people while forgetting what got them to where they are at in the first place. Expect more dull confused cars from BMW trying to cater to every niche.

theoptimisticpessimist - 3/22/2010 4:19:42 PM

+4 Boost

Lets see BMW had on of the first turbo cars in Europe with the 1973 2002 Turbo and BMW has had an AWD car since 1987.