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I used to sell Audi/VW, and now I am with BMW, so I have seen it from both sides.
I usually tell my customer that shop both that bottom line is which one they like better after seeing and driving both side by side, this is the true test. Other differences are marginal, even the price - yes, BMW leases better, but people that can afford one - most likely can comfortable afford the other.
My one gripe with Audi is their obsession with having the latest and the greatest technology, because technology gets old, but true style doesn't. Someone already mentioned pop-up navigation. Another example it the LED lights: they were super-cool in 2009, now Hyuinday Veloster has the same lights as Audi A8. How is it going to look in a couple of years from now? They will have to come up with something even more spectacular, and there is no end to this race.
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