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Audi is an interesting company. They’re not consistently right, year after year, but when they do get it right, they really knock it out of the stadium. Ask Walter Rohrl or Michelle Mouton. Ask anyone who’s gone up against an R8 on a rainy stretch of road.
Further, look at Audi’s 5 series.
The 5 models, the A5 and higher performing S5, are in a very difficult arena: The sport coupe market. It’s crowded. The margins are thin. It’s hard to stand out. It’s all too easy to go for bland; bland styling, bland performance, bland epitaphs on your product’s headstone.
First Impressions
Audi confidently strode into this ring the same way they rolled on to the grid at Le Mans. The 5 showed up like Roddy Piper in They Live. The A5 and S5 were there to kick some and chew bubblegum, and they were all out of bubble gum. When they debuted, I was living in Seattle (a hot bed for Audis, given the obviously poor driving conditions 460 days of the year). I saw them in the press. Then, seemingly 24 minutes later, I saw them on the roads. They were everywhere. They were silver or gray or black. They were hauling it across the 520 (final destination: Microsoft campus) in a miserable drizzle. They were all piloted by guys that looked like junior marketing execs with attitudes – hey, nobody’s perfect, not even Audi. Besides, a sale is a sale.
And now, here we are, some years later, and the ...