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A BMW dealer in Santa Monica, California appears to have had the last laugh, at least for the moment, when Audi USA placed a massive outdoor billboard opposite the rival dealership, which said simply “Your move, BMW”

What they didn’t count on was a great idea from local ad agency Juggernaut Advertising, who convinced Santa Monica BMW to take up a billboard directly opposite, with an image of that delicious M3 and the word “Checkmate.”

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If that isn’t a brilliant piece of advertising, then please bury me in a Morris Minor.

What is most interesting though, is Audi Corporation USA appears to have been outplayed by a local BMW dealer, ouch!

But this, not so friendly German rivalry between these two very successful prestige carmakers, has been on and off for a while now.

The last stoush was back in 2006, when BMW’s ad read “Congratulations to Audi for winning South African Car of the Year 2006 … from the winner of the World Car of the Year 2006”.

Audi fired back with a congratulatory line themselves “From the winner of six consecutive LeMans 24 Hour Races 2000-2006”. Hard to argue with a result like that, I suspect.

Even Subaru got in on the act and with an ad congratulating both Audi and BMW on winning the “beauty contests … from the winner of the 2006 International Engine of the Year”.

It’s all good healthy competition, which can only benefit the new car buyers of these brands.

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We suppose Audi could always hit back with another poster playing on their dominance in sports car racing, and I guess it would look something like this…

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But seriously, would you take an M3 or an RS4?




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