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Virtual Adviser's™ opinion
Two significantly similar cars, no doubt about that. Still, each one has something different to offer. Having both cars powered by petrol engines and utilizing the 4-door sedan body style within the same 'Executive car' segment, the only major difference here really is their wheel drive configuration (4 x 4 for the Audi and rear in the case of the BMW). The first one has a Volkswagen-engineered powertrain under the hood, a 6-cylinder, 24-valves 260hp unit, while the other one gets its power and torque from a 6-cylinder, 24-valves 326hp engine designed by BMW.
SafetyUnfortunatelly, neither of the two vehicles was submitted to the European New Car Assessment Programme (Euro NCAP) testing. This makes it virtually impossible for me to pick one over the other and I'm generally against buying such cars as the safety should really always come first. Moving further on, let's take a closer look at some additional safety-related facts. Both vehicles belong to the executive car segment, which is generally a fortune safety-wise, still it doesn't help us solve our dilemma, does it? On the other hand, taking kerb weight as an important factor into account, 7 Series offers a marginal difference of 3% more metal.
ReliabilityReliability is not the best thing to consider on the make level, but it is worth mentioning that both brands display similar results in faults and breakdowns, all the models observed together. That's the official data, while our visitors describe reliability of Audi, as well as BMW, with the same average rating of 4.2 out of 5. Unfortunatelly, I don't have enough insight that would allow me to comment in more details on the specific models level. Above it all, drivers of cars with the same engine as Audi A8 rank it on average as 5.0, while the one under the competitor's bonnet gets 3.0 out of 5.
Performance & Fuel economyBMW is undoubtly more agile, reaching 100km/h in 1.8 seconds less than its competitor. In addition to that it accelerates all the way to 250 kilometers per hour, exactly the same as the other car does. When it comes to fuel economy the winner has to be 7 Series, averaging around 9.9 liters of fuel per 100 kilometers (29 mpg), in combined cycle. We can't ignore that 10% difference compared to Audi A8.
Verdict
Audi appears just a bit more reliable, although the difference is truly marginal. The most important thing when deciding between any two vehicles should always be safety, both passive and active. In my opinion, everything taken into account, 7 Series offers slightly better overall protection and takes the lead. It all continues in the same direction, with BMW being considerably quicker, thus putting more smile on driver's face. To make things even better, it consumps less fuel! All together, there's not much more to say, in this case I wouldn't even consider anything but BMW. In any case that's my personal view, built upon all the data available to me. What should decide here though is the way you feel about the two vehicles, and I hope you'll find my guidelines useful in the process. In case you have two minutes to spare I invite you to define your needs, desires and budget and see which car would be chosen by the virtual adviser™, out of 12.000+ vehicles we currently have in our database.