BMW Slaps Audi Again with New Billboard

Audi owned again by BMW... at least from the marketing stand point. Both automakers are well-known for their billboard fight ever since BMW taught Audi how chess should be played, and applied a first move chekmate earlier this year.

So, after the aggressive billboard campaign taken to the streets of California, BMW invaded Audi’s ‘hometown’, Ingolstadt, and installed another billboard about 300 feet away from the Audi Zentrum, bmwblog.com reported.

This time, the banner has “Vorsprung durch Freude” written under an image showing the new BMW Z4 Roadster, which could be easily translated into “Progress through Joy”, strongly related with the “Joy” marketing campaign started by BMW this year.

Wondering what does this has to do with Audi to hurt their vanity so much? Well, the fact that “Vorsprung durch Technik” (“Progress through Technology”) is the main Audi slogan in German should be self explanatory. We don’t know whether to laugh and congratulate BMW’s marketing team behind this genius punch lines, or to feel sad for Audi for not measuring up to it’s rival.

We were telling you that last time Audi took a quick chess lesson from BMW through the same method. The difference is that Audi started the game then, installing a banner in order to promote the new Audi A4, that had "Your move, BMW" written next to it. It didn’t take BMW long to end the game, as it applied a swift groin strike with the "Checkmate" text, strengthened with an image of the M3.

So, making an introspective to what happened in the Audi - BMW billboard duel so far, the scoreboard looks like this: BMW 2 - Audi 0. Come on Audi, you can do better than that! ... can’t you...?