In 2009, Audi and BMW kicked off a playful billboard rivalry in Los Angeles. It started when Audi unveiled a billboard for its new A4 featuring the chess-themed tagline, "Your move, BMW." BMW quickly countered with a billboard directly across the street, showcasing the M3 and declaring, "Checkmate." This sparked a lighthearted competition that captured public interest.
The back-and-forth continued with more clever exchanges, transforming it into a notable marketing event in the automotive industry. It showcased not just the vehicles but also the creativity behind their advertising. Both brands used this opportunity to highlight their innovation and competitiveness, making it a memorable chapter in automotive marketing history.