Audi A8L wins Motor Trend comparo

[tom winter]

on 8/3/04 9:04 AM, Richard J Lebens at rick-l at rocketmail.com wrote regarding
the September 2004 issue of Motor Trend magazine, the Audi A8L wins the
luxury car contest:
> 
"All that means is they ponied up the advertising bucks with Motor Trend."


In my experience (currently the senior editor of a national publication w/
over a decade in print media that includes writing about the auto industry),
it's the companies that don't advertise at all that tend to not be included
in product reviews or tests. Once you leave them out a couple of times, they
sign up for an ad page or two. But Motor Trend is the kind of magazine that
most companies that are players in that arena feel compelled to advertise
in, regardless of the press they're getting (or not getting).

The reality is that most of the products that I've had the opportunity
review are damn good and it really comes down to minor differences and small
personal preferences. This is especially true for top end products from
companies that are industry leaders. As an editor you say what you think,
not what the ad sales guys on the other side of the office would like you to
say.

I think the same thing is true for the editorial staff at Motor Trend. I'm
sure the Audi is sweet, but I sure wouldn't complain about driving the BMW
either. They're both probably pretty nice. Those guys liked the Audi more
this year. Maybe next year Mercedes will come out on top.

Tom