Marketing, Hollywood, plus bottomline great driving experience and great racing heritage makes BMW what is it today. It's like Coke and Pepsi, Colgate and Crest or Apple and PC.

It takes a lot of product history to make a product valuable in the market. Audi needs time, aggresive marketing and consitent product that caters to its market before it comes to tha same poduim as BMW is in today. But if BMW keeps setting the benchmark for its class, then Audi will not have an easy time.