BMW and Audi sometimes play a game of cat and mouse in the rarefied air of their markets, with one trying to beat the other and capture more market share. Occasionally, they may engage in wonderfully nerdy brand battles, aiming to be first to the market with something that’s relatively uninspiring but that seems to matter to someone in the C-Suite. And such was the case in the mid-2010s when BMW and Audi raced each other to see who could be the first to give their customers laser headlights.
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