For me, it isn't any one particular thing, but the overall experience of driving and owning one that gets me. True, it's not the most powerful car, but that's not why we bought Audis; if we had wanted pure power, we'd go American or Japanese. It's solid, stylish, and well-respected - which I think applies to the personalities of most Audi owners, too.
The interior is flawless, right down to the placement of each button. From the first time I sat in it, everything seemed to be placed as if the designer read my mind. Anyone who says an A4 is a re-packaged VW is nuts, because the difference between the interior materials says it all. My girlfriend drives a Jetta, and while it's a great car for the value, the interior just isn't even close. I remember reading wise words on this forum a while back; the interior is perhaps the most important part of the car, because it's what you look at and touch each and every time you drive.
Also, keep in mind people are still scratching the surface of what is possible mod-wise with the 2.0T quattro platform. In another year, who knows what'll be out there.
I couldn't imagine making a different decision if I had a second chance to go through the buying process. I love my Audi!
PS - the Lexus IS-F is automatically nixxed for having 100% costmetic and completely non-functional quad-exhaust tips which are in no way attached to the mufflers......really, Lexus....come on now......
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