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Audi Aims to 'Outsnob Mercedes'

Luxury car maker amps up prestige with R8 supercar

By Drew Nelles,  Newser Staff

Posted Jun 24, 2008 7:13 AM CDT
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(Newser) – Prestigious Audi seeks to turn its nose even higher and “outsnob Mercedes” by 2015, Esquire reports—not in sales, but in swanky elements, including:

  1. Over-the-top bells and whistles: A Bang & Olufsen stereo system has tweeters popping out of the dash, which aim to silence the nearest BMW.

  1. Capped supply: Audi will build only 300 RS4 Cabriolets for America, banking on the the prestige of a limited edition.
  2. Authenticity: No Mercedes or BMW in the same class matches the Audi R8 supercar. And every Audi is put together in Deutschland, home of the luxury automobile.

The Audi R8 V12 TDI concept is introduced at the North American International Auto Show Sunday, Jan. 13, 2008 in Detroit.
The Audi R8 V12 TDI concept is introduced at the North American International Auto Show Sunday, Jan. 13, 2008 in Detroit.   (AP Photo)
A prototype Audi automobile on display at a showroom in Beijing, China, Monday, April 16, 2007.
A prototype Audi automobile on display at a showroom in Beijing, China, Monday, April 16, 2007.   (AP Photo)
Audi CEO, Rupert Stadler, presents the new Audi A4 3.0 TDI quattro, at a preview event prior to the start the International Auto Show (IAA) in Frankfurt, Germany, on Monday, Sept. 10, 2007.
Audi CEO, Rupert Stadler, presents the new Audi A4 3.0 TDI quattro, at a preview event prior to the start the International Auto Show (IAA) in Frankfurt, Germany, on Monday, Sept. 10, 2007.   (AP Photo)
Visitors photograph an Audi R8 sports car at the Auto China 2008 auto show in Beijing Tuesday April 22, 2008.
Visitors photograph an Audi R8 sports car at the Auto China 2008 auto show in Beijing Tuesday April 22, 2008.   (AP Photo)
The 2008 Audi A4 Special Edition debuts at the Chicago Auto Show Debut on Feb. 6, 2008.
The 2008 Audi A4 Special Edition debuts at the Chicago Auto Show Debut on Feb. 6, 2008.   (AP Photo)
Recording artist Bryan Adams performs next to the Audi TTS at the North American International Auto Show Sunday, Jan. 13, 2008 in Detroit.
Recording artist Bryan Adams performs next to the Audi TTS at the North American International Auto Show Sunday, Jan. 13, 2008 in Detroit.   (AP Photo)
In a photo provided by Audi AG, a 2009 Audi TTS roadster convertible is shown.
In a photo provided by Audi AG, a 2009 Audi TTS roadster convertible is shown.   (AP Photo)
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