[PaulHoule]

It took me a long time (really seeing an awesome Audi with a V-10 motor) to perceive Audi as a luxury brand. For me it was mostly notable for self-driving accidents back in the 1980s. Yet another outpost of European Mediocrity like Renault, Fiat, Trabant, Lucus, etc.

Over time I learned more about the inline 5 cylinder engines that are common in Audis and many special characteristics but before I overcome my ignorance I had a wrong idea of the brand.

And that is the difficulty of branding luxury cars. Few of us experience a wide variety of luxury cars, so our brand image consists of some old news stories, word of mouth, seeing them on the road, etc.