BMW UK seems very sure of themselves. Marketing director of BMW UK Uwe Ellinghaus noted that Audi customers are of a similiar age to BMW owners. But he said that if the original is available, why should anyone buy a good copy? It looks like BMW isn’t taking Audi seriously at all.
Ellinghaus considers Mercedes Benz a serious competitor, but generally Mercedes Benz buyers have a different taste from BMW buyers.
Of course, this arrogance is justified. BMW’s expected sales forecoast this year is a huge number of 100,000-110,000 cars.