[warzilla]

My POV on your 2010 S4 vs M3 decision.

The S4, like most contemporary Audi's will be very appealing. Great Nav (Audi has the best tele-metrics in German brands), MMI, interior quality, build quality, Quattro, turbo V6, good fuel mileage, etc.

But Audi made a conscious decision some time ago that the S line is no longer the most prestigious/powerful model in a car type (ie A4, A6, A8, etc). Before the S-line was the top option model, but now they have really watered down that brand and made the RS line the top models of each line (ie RS4, RS6, R8, TT-RS, etc). So when when you drive a S4, its not even the top dog in the A4 lineup. And on top of that some guy can buy the same body gear on his 2.0 A4 and look like your S4 (that you paid 20k more for). How would that make you feel? Don't you feel for 60k, you should get something that is really special?

The M3 is the de-facto top dog of the 3 series. You buy a M3, you won't worry about any 3 series even looking remotely nor performing similar like the M3. And you won't get that crazy, high-revving V8 engine. Trust me, no turbo six is going to makeup the thrill you get when you gun the V8. Hence why Audi decided to stick with the V8 with the 2010 S5, and not go to the turbo V6 that is in the S4.

Big difference when you pay that much money I think. And BTW - I come from a long history from Audi (S4, A6, A4s, etc).