Every car maker aspires to beat someone if they are not considered the best and Audi is no different.Problem is Audi is not consistent enough in what they are aiming at,they develop the RS4 which is a gem of a drivers cars and hence the expections are raised and then develop the the S5(A5) and its not the same anymore.so where do they stand.

If you cannot beat Mecedes Benz in Luxury and comfort then you are not the best non-exotic luxury car manufacturer on the planet and if you dont beat BMW at driving dynamics then you are not the best Sports car manufacturer.

If Audi is about compromises then so be it,but MB will never sacrifice comfort to make the C-class better a drivers car than the 3er nor will BMW blunt the 3er's driving feel to make it feel more comfortable than the C.