Audi Records Best Sales Month in Company History As March 2015 Global Sales Rise 4.4% With YTD Sales Up 6.1% Through Q1 - Maintains Lead Over Mercedes-Benz

This headline makes "news" because (a) we believe Audi is a luxury car maker, putting them in the same league as Mercedes and BMW, and (b) their unit sales numbers are exceed Mercedes' and BMW's (this has only happened recently).

The big question I have is whether Audi is of the same calibre as BMW and Mercedes. They arguably have the styling to be considered a luxury car maker. Their interior designs are luxurious and noteworthy, and they use premium materials. But then we get into the "I don't know" territory. BMW is famous for their legendary and bullet-proof inline 6 engines (e.g., my current BMW has 180,000 miles and the engine is problem-free). But are Audi's engines on par with BMW's, and VW is lucky to share those stellar engines, or do Audies merely share VW engines? Will a new Audi purchased today still do respectably well after 20 years and 200,000 miles, or is it more of a "disposable" vehicle, not meant to last long, or simply unable?

My questions are not jabs at Audi. They're simply speaking to me not knowing the answers. Without knowing those answers, I don't know if it makes sense to compare Audi's unit sales with Mercedes or BMW, because I don't know if they're in the same league.

FWIW, after owning 4 BMWs over a couple of decades (I still have 2), I'm trading my main ride in for a new Audi Q5 TDI, not because I know Audi is on par or better, but because I hope they are, and I'm willing to give them a try to find out.

Your analysis is clearly flawed and based on an arbitrary metric. Why are you using BMW's "legendary and bullet-proof inline 6 engines" as the metric? You can just as easily use Audi's interiors and reach the conclusion that BMW's interiors are not as nice and therefore BMW should be disregarded as a luxury car manufacture.

Audi is clearly a luxury car manufacturer and is a leader in design, technology and innovation. It's global sales figures (ahead of both BMW and Mercedes-Benz) confirms this. Audi's average customer is younger than both BMW and Mercedes-Benz with a higher annual income than the average BMW buyer.

In China - what is going to be the world's largest market for luxury cars within 2 years - Audi outsells BMW and Mercedes-Benz nearly 2 to 1.

Audi has a higher profit margin than both BMW and Mercedes-Benz due to economies of scale achieved through being a member of the Volkswagen Auto Group. Audi shares parts, platforms etc. with other luxury bands such as Bentley and Porsche.

Just because you don't know the answers, doesn't mean people around the world are oblivious to Audi's design, technology, luxury and innovation achievements. Consumers around the world clearly understand Audi is a hugely successful and prominent luxury brand.

You are going to miss the BMW dealer experience. BMW's have been treating customers in a first class manner for going on 20 years.

My experience indicates that Audi dealers still view their customers as perhaps fleeting (i.e. if they get pissed off, no problem because they won't buy another one anyway) or as slightly wealthier VW customers (i.e. used to unreliable cars, pricey parts, and schlocky treatment)so they don't need to measure up to "First Class" standards.

Any current Audi owners care to contrast their dealership/service experiences with those of BMW, MB, or Lexus?

Whether Audi is a luxury make or not shouldn't be up for debate. Undoubtedly, they are as much as Benz and BMW are.

With that being said, the three carmakers are dominating different portions of the luxury market, at least at the moment. Audi has clearly found the appropriate step-up for VW customers with their entry-level offerings, which has been the primary reason for their continued sales momentum. BMW's 3/4 Series is their unstoppable sales force that, at the moment, no one can touch. Mercedes is easily dominating the upper-end of the market, albeit with expected lower volumes of sales and Mercedes is the choice of the wealthiest in China. But at the end of the day, they are all qualified luxury brands, competing in the same arena.

GermanNut writes "...Audi is clearly a luxury car manufacturer and is a leader in design, technology and innovation..."

According to many, the 3 luxury leaders are MB, BMW, and Lexus, even though Audi has unit sales numbers that top these 3 in Q1 2015. The question at hand is the *nature* of the units sold. For Audi, this appears to be bottom-end (entry level) heavy.

Audi's noteworthy sales numbers don't prove that they are in the same league as BMW and MB (though I very much hope they are). They merely reveal consumer's willingness to buy the products. It's possible that if Lexus dropped their price enough they might instantly rocket to No.1 in sales, based exclusively on units sold and nothing else, like number of defects when new, number of defects when out of warranty, durability, etc.

I truly hope the best for Audi! I have enough faith in them to have ordered a new Q5 TDI, my first Audi. That should be telling you I'm not disparaging them, or doubting them.

Steve, in one post, you've managed to mention twice about ordering a Q5. Give it a rest already.

I completely disagree with your assessment of how Audi dealerships/service treats their customers. I have had experience with almost every premium make, and have to say that both Audi dealerships in my locale are phenomenal. I seriously have never been treated better, from sales to service and it's because of this experience that I would get another Audi. My experiences with BMW and Mercedes have left a bit to be desired. My experience with Lexus was very good, as was my experience with Infiniti.

Have to agree. My wife's MB experience for routine service left a BAD taste in my mouth. MB first service==> $350; 2nd service would be $500; 3rd service would be $350; 4th service $500. What kind of crap is that $350 dollar oil change (first service).

Just because I prefer to drive a premium German car doesn't mean I want to WASTE money on a $350 dollar oil change (what it amounts too). Even BMW's maintenance care is better value than MB.

As Audi CEO Rupert Stadler has said many times, luxury is not defined exclusively by price. For Audi, luxury is defined by the values the car is made of. Audi brings innovation, design, luxury and technology to each of its cars whether it's the A1, A8 or the R8.

I can't understand why you would try and question Audi's legitimacy as a luxury brand when you yourself bought an Audi Q5 TDI.

Audi's global sales increase has happened for many reasons and it's not just because Audi sells a cheaper model like the A1. People are drawn to Audi's design, technology, luxury and innovation among other factors such as price and brand image.

@MRE30 My Audi dealership here in Winston-Salem, NC has been absolutely OUTSTANDING. They always have a car available, even for a mere oil change if I want one. They handle the small details and make visiting the dealer for any maintenance work a breeze. They call me at work and/or cell phone to let me know when my car is ready. The customer area where you can wait for your car (if you want to) is immaculately clean; have FREE sodas, water, coffee, small munchies, wireless network available to do any work on your tablet or laptop. They ask if I want my car washed (I say NO because I never have taken my cars through even a car wash. I do them myself by hand). I get coupons emailed to me discounting my oil changes (usually $20 bucks off).

My Audi S6 has been bullet proof and reliable. I love the high craftsmanship interiors. And most of all I have the satisfaction of knowing I do NOT have those crappy run-flat tires like my old 5 series I once had. I have zero complaints about my Audi's since they've been good to me.

Audi dealerships in Raleigh and Cary are both top notch. They make you feel at home and take care of you the first time. First class all the way.