Audi vs Mercedes: German Luxury Giants

Big Brand Differences Between Audi & Mercedes

Though they may share German origins and a big sense of innovation, the Audi and Mercedes brands have branched off in their own directions over the years. When you choose one of these luxury brands, here's what to expect.

Prominent Performance Features

Turbocharging seems to be the standard in both Mercedes and Audi, providing drivers with added speed and higher fuel efficiency. However, the Audi brand adds their own Turbocharged Fuel Stratified Injection (TFSI®) system with Audi Valvelift technology. This happens to give the engine a little extra oomph.

Likewise, many of the cars in each of these brands comes with all-wheel drive (AWD) systems for added handling and control. However, Audi once again adds in brand-exclusive technology with smart quattro® AWD.

Entertainment Systems

No matter which luxury brand you choose, you'll expect to have plenty of entertainment options. For the most part, this is true.

In your typical Mercedes, you'll have features such as Bluetooth®, an SD card reader, and COMAND® navigation capabilities. However, these are all available in the Audi, too, just in the more streamlined MMI® infotainment system.

MMI® also has the benefit of adding in a standard smartphone interface. With features like Apple CarPlay™ and Android Auto™, integrating your smartphone is easier than ever before.

Smart Safety Features

These days, technology ought to be a huge part of your safety array. The Mercedes brand offers certain available features, such as active braking or attention assist, which can warn drivers when hazards are imminent.

However, the Audi brand offers Audi pre sense® instead. This network of sensors and small cameras can predict when accidents are about to occur and act autonomously to help prevent them. With pre sense® on your side, the list of included safety tech seems to go on and on.

Audi vs Mercedes: Humble Roots

Despite all the acclaim they've garnered over the years, both Audi and Mercedes started out small. Take Audi, for example. In 1932, Audi was conceived as an ambitious offshoot of the Auto Union-a coalition of four manufacturers, today honored in the four rings of the Audi emblem.

In its earliest iteration, Audi was a pet project hoping to launch automotive innovation to new heights. They dreamed of big technologies but didn't have the funds to bring them to life. When the Volkswagen Auto Group purchased and relaunched Audi in the mid-1960s with the slogan "Being Ahead through Technology", they finally had the means they needed.

Mercedes actually goes back a bit farther. It started with the invention of the first petrol-powered car, the Benz Patent Motorwagen, back in 1886. Karl Benz, like the Audi originators, was an innovator with big dreams.

The Daimler Motors Corporation helped market the Benz Motorwagen back in 1901. They were so impressed with what they saw that they merged with Benz in 1926 to produce the 770 model. The rest, as they say, is history.

Brand Loyalty

Both Mercedes-Benz and Audi have a loyal following as many of their customers are unlikely to switch vehicle brands, even with all the available options. According to a 2021 J.D. Power study on brand loyalty, Mercedes-Benz had a 47% loyalty rate and Audi had a 45.5% loyalty rate.

Buyers remain faithful to these brands for several reasons, one being the versatile lineup of models both brands offer.

Drivers looking to size up from their sports car to accommodate a growing family can easily do so with either brand. The same can be done if a driver wants to get their dream coupe-they don't have to switch brands to get the vehicle and features they want.

Awards

Thanks to their advanced technologies and large suite of standard safety features, both Audi and Mercedes-Benz vehicles regularly win safety awards.

For example, the Insurance Institute of Highway Safety (IIHS), awarded seven Audi models the 2021 TOP SAFETY PICK+ award and three models the 2021 TOP SAFETY PICK award.

By contrast, three Mercedes-Ben models earned a 2021 TOP SAFETY PICK+ award and one model earned the 2021 TOP SAFETY PICK award.

Both brands have also received awards from J.D. Power. However, Audi remains consistent and regularly wins more awards in more categories. For instance, Audi vehicles have earned an award for Best Performance every year since 2015.

Mercedes-Benz vehicles are also often winners, but the brand is not as consistent as Audi with the awards they win. 

Model Versatility

To become as popular as they are today, both Audi and Mercedes-Benz have had to scale their lineups to include a variety of body styles, vehicle sizes, features, and powertrains. As a result, you'll easily be able to shop both brands no matter which kind of model you're looking for.

Both brands offer body styles like:

• SUVs
• Sedans
• Coupes
• Convertibles
• Sport vehicles

Plus, electric and hybrid powertrains have been making it into each brand's lineup more often, so if you're looking for efficiency along with luxury, you can have it.

Audi, though, offers dozens more options for you to choose from. For example, if you're looking for a luxury SUV, you'll have more than 15 models to choose from within the lineup. Mercedes-Benz, on the other hand, offers fewer than 10 models in their SUV lineup.