The Four Rings Lock In Tech-Savvy Buyers In San Francisco's Bay Area, But Why?

If you were to look at two major epicenters for business, specifically technology, you may start noticing a burgeoning trend. For eons, it seems, the go-to product for young and successful playthings in the financial or technology industry was a BMW. It was the perfect status symbol to say "Hey, I've made it and I am an up and comer."

Now though, the tide has turned. At least in San Francisco where this writer from Wired discusses how Audi has become the vehicle de rigueur "in the scene."

This shouldn't come as a surprise to most folks as Audi has continued to grow marketshare even after record breaking years of sales.

And techies may appreciate my analogy: Audi is like the Apple of the auto industry. After initial success, it has endured a "dark time" within the company's history only to start advancing to the top.

Now the question is: Will Audi reach the level of Apple's mainstream success? Time will tell.

**Click "Read Article" to read the FULL story over at Wired -- we promise you, it's worth the click ;)


In tech’s epicenter, they seem to be ubiquitous: idling in front of venture capitalists’ Sand Hill Road offices, rolling down the block in San Francisco’s South of Market Area, and cruising the corporate campuses at Twitter, Facebook, and Google.

They’re not entrepreneurs, though they seem tightly correlated with startup hustle. They are Audis, a breed of German luxury car that seems to have uniquely captured the attention of the young and elite in Silicon Valley...

...“The problem with BMW is that there is a really high douchebag factor,” says Jacob Mullins, a senior associate at Shasta Ventures, now on his third Audi in seven years, a 2011 A5 convertible. “It’s just more prickish...
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USNA1999 - 9/9/2012 6:25:13 PM

-4 Boost

I have a feeling this will be the new norm around the country. Here in JAX I have noticed a significant number of them lately. AUDI seems to be gaining momentum as the "IT" car to have, move over BMW. My wife has already mentioned a few times that she "really" likes the A5 convertible.

quizz - 9/10/2012 12:32:23 PM

+2 Boost

The customer experience at Audi is defintely sub-par, sadly, Audi dealers are still acting like VW dealers, when they should be acting like MB/Lexus dealers. This was about a year ago, maybe things have improved at the dealerships since, but I've never returned.

PQ40 - 9/10/2012 8:41:32 AM

+6 Boost

Sorry introducing led lights doesn’t make Audi innovative like Apple..how about some real innovation. Running nonstop commercials on every channel does help with the “it” factor. After reading the picture caption, I couldn't help but think to myself how stupid and sheep-like she is. "I bought one because everyone else has one"... fail. Honestly Audis have taken over from BMWs as the douchemobile of the current generation. A car brand that epitomizes forced obsolescence. They run GREAT for a few years, and then everything deteriorates at once. You're supposed to own an Audi for a few years, then sell it before it goes to sh__. If that doesn't fit silicon valley and the "Buy the new one, your apps don't work anymore on your perfectly good model!" culture, I don't know what does.

chewy - 9/10/2012 2:08:21 PM

-2 Boost

Audi had all wheel drive, twin clutch gearboxes, direct injection turbos before its competition. Probably other stuff as well.

chewy - 9/10/2012 6:28:46 PM

+1 Boost

Audi didn't invent all wheel drive but it created market demand for luxury sedans with all wheel drive. Audi is the reason why you can get a 750li xdrive sedan. Audi didn't invent turbos or direct injection but it was the first to put the two together and give it to the public starting with the TFSI. Supposedly Mitsubishi had some naturally aspirated direct injected engines in some places, I don't see Mitsu selling turbo direct injected engines currently or even direct injected naturally aspirated engines.

JustaCar - 9/10/2012 12:46:43 PM

-5 Boost

Just to save the naysayers a little time:

Audis are unreliable
Audis are rebadged VWs
Audis have no performance
Audis are overpriced
Audis all look the same

Now on to more intelligent comments....