Audi is now challenging Lexus, BMW & Benz in a couple of their new commercials with the only voice over saying "More people are leaving BMW, Mercedes and Lexus for Audi than ever before"
Lets be honest here, Lexus is an amazing brand and most Lexus owner's I know would never leave their Lexus for anything else. Just like how us Toyota owners are comfortable with our Toyota's and probably wont go for Chevy.
If Audi is dong this with Lexus, I wonder if their sub brand VW will challenge Toyota. It's a good possibility.