Among the most iconic battles of the advertising world was the epic billboard war between BMW and Audi. What started as a seemingly harmless jab spiraled into a multi-year saga of wit, audacity, and creative comebacks.
 

The Opening Salvo (2006)

The billboard battle that grabbed everyone’s attention kicked off in 2006. BMW took the first shot, promoting their new 3 Series with a clever twist. They used the opportunity to congratulate Audi for winning the South African Car of the Year award; A healthy competition! But here’s where it gets cheeky: the billboard added the line, "From the winner of the World Car of the Year Award 2006”. 
Audi, didn't shy away from a playful jab and fired back with style. They responded by putting up their own billboard to congratulate BMW, but with a sharp twist: "From the winner of six consecutive Le Mans 24 Hour races". 

The Battle Escalates (2009)

After the first harmless billboard battle, one of the most iconic marketing duels between Audi and BMW took place in 2009. It all began when BMW launched a poster for their rally in Wisconsin that read: "a BMW rally with two nearby service centers. What's next? paramedics at a chess tournament?" 
Audi made a comeback with placing a billboard in Santa Monica that stated: "Chess? No thanks, I’d rather be driving!" 
Days later, they swapped out the original billboard for a bold new message: "Your move, BMW." It was a clear challenge, and everyone waited to see if BMW would rise to the occasion. Spoiler alert: they did, and with style.
They actually reacted by putting a billboard next to Audi's displaying the M3 with just one word: “Checkmate”
Audi wasn’t about to back down. They fired back with a billboard featuring their sleek R8 and the bold declaration, "Your pawn is no match for our king." 
Meanwhile, BMW wasn’t playing by regular rules anymore, they were here to win. Pulling out all the stops, they unleashed a literal showstopper: a zeppelin soaring over Audi’s billboard. Plastered on its side were an image of a BMW F1 car and the mic-drop message, "Game Over." 

The battle continues…

Fast forward a decade, and the rivalry reignited in Tunisia, proving that some battles never truly end. A cheeky BMW dealer, clearly still reveling in their past victories, placed a billboard right outside Ennakl Automobiles, a dealer for Audi, Volkswagen, SEAT, Porsche, and Skoda. The message? In English: "It’s never too late to change your mind." 
But Audi wasn’t about to sit idle. With their trademark quick wit, they fired back with a sharp response: In English "We don’t change a brand that wins." And just like that, the age-old rivalry got a modern twist, delivering another memorable chapter in this ongoing automotive feud.

Social media: The new generation of the battle

After a series of "Video to Video battle", in 2018 the war shifted to social media.
For BMW and Audi, social media isn’t just a platform. It’s their digital Colosseum, where battles for dominance unfold with wit as sharp as a gladiator’s blade. Twitter (now X) has become the stage for some of their most viral face-offs, filled with clever jabs and marketing genius.
Take one instance: BMW proudly tweets about their latest model, showcasing its sleek design with the caption, "The future of driving is here. Audi, can you keep up?" Audi, never one to back down, fires back almost instantly, "We’ve been ahead for a while. Just check your rearview mirror."  
The "digital battle" reached new heights when BMW posted a photo promoting the M4, flexing its design and power. Audi’s comeback? A single cryptic line, "When you see it". subtly hinting at their iconic four-ring logo. BMW didn't sit back again and replied: "we see it. Where we usually do… in the rearview mirror".

Who Won the Billboard War?

So, who took the crown? The answer is still debatable. BMW delivered some of the most memorable blows, but Audi’s unyielding counterattacks earned them admiration. In the end, the true winner was the art of advertising itself, and all of us who witnessed this brilliant showcase of creative rivalry.