Audi is determinded to become the worlds no1 premium brand by 2015. thats a bold move. too me Audis image is still no quite up there with Merc or Bmw. the problem is despite class leading build quality  and finish, some of there vehicles such as the A4 are rather dull too look at and to drive, considering that the 3 series, c-class  make big money for Bmw and Mercedes, perhaps Audi played it too safe with their effort. some of the magic of the astounding R8 needs to rub off on some of Audis other models. lack of consistency is the problem. where as the A5 COUPE, AND TT  are highly acclaimed. certain models a4,a6,a3 havent received glowing praise from the overseas press, especially regarding ride,handling.the R8 is proof how capable Audi is of producing a world beater, all they need now is to add some of that spice to their other cars. The new A1 looks like it could be a real cracker, The oh so common mini needs a real challenge, and hopefully this the car tto beat it. its great looking too, away from the conservative and predictable lines of Audis other mainstream cars, i just hope it drives as well as it looks. if it does, Audis goal might not be so ambitious.