The ‘Billboard War’ between Audi and BMW has taken a new life of its own, thanks to the latter’s new Billboard in Ingolstadt, which incidentally, is the home turf of Audi.

If you recall, the two European automakers engaged in a ‘can-you-top-this?’ billboard duel in California, USA last April. The first salvo was thrown by Audi, which created a billboard for the Audi A4 with the tag line ‘Your move, BMW’ at its dealership along Santa Monica Boulevard. Not to be outdone, BMW commissioned Juggernaut Advertising, which came up with a brilliant response to Audi’s billboard. Across the street from the Audi billboard was put up, BMW produced a bigger billboard of its BMW M3 with the simple tag-line of ‘Checkmate’ – a direct reference to Audi’s slogan.

The two billboards gained notoriety all over the world, thanks in large part to its innovative nature of one-upsmanship.

And now, BMW has decided to invade Audi’s backyard of Ingolstadt with its new BMW Z4 billboard, which was placed about 300 feet away from the Audi Zentrum. While the tag line of BMW’s new billboard, “Vorsprung durch Freude” - “Joy starts with the new BMW Z4 Roadster” – does not make any direct reference to Audi, the mere fact that it placed it near Audi headquarters has everyone itching for an Audi response.

We don’t know yet how the folks from Audi will reply to this, but were pretty sure that this ‘Billboard Duel’ between these two rivals is far from finished.

Source: BMW Blog

What do you think?
Show Comments


MadTourist  (48) posted on 08.2.2009

Audi can line up all it’s 24 hour trophies...namely, the 6 in a row...

"6 in a row...beat that" is all the billboard needs to say.

Thats a challenge.

BMWM6  (488) posted on 07.30.2009

But in Audis ad it clearly said BMW

Your move BMW

so it might be justified

BMWM6  (3) posted on 07.30.2009

The slogan is also very close to "Kraft durch Freude", which is not very pleasant saying for Volkswagen, actually.

BMWM6  (50) posted on 07.30.2009

BMW is attacking AUDI directly in this ad !!! the article forgot to mention that the slogan used in ALL AUDI adds always reads "VORSPRUNG DURCH TECHNIK" so BMW just changed the slogan and is being sarcastic.

BMWM6  (488) posted on 07.29.2009

why dont they put an advertisment with both cars specs on it and let the people decide

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