I've owned 3 A4's (1.8T and 3.0) and 2 S4's (both V8's). Their Quattro awd is much better than the xi/xdrive. The interiors, even on the older B6's blows away the plain BMW interior. The S4 is suppose to compete with the 335xdrive. I test drove it when it came out and happily kept my S4.
So why did I come over to BMW - it had a diesel sedan offering for the US market. If they ever offer an Audi diesel sedan (maybe the A6), I would probably switch back.
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