bpp

Don't forget the current market conditions which ain't going away before the intro on this car in the third qtr '09.
The demographics are changing. Maybe they'll go out the door heavily discounted if we're lucky, but not likely immediately after the S4 introduction.
There are many competitprs at or below this price range, albeit not an Audi but nevertheless competitve. I for one would rather not buy the competition because I think Audi has "the most complete packsge", but too many dollars for my pocketbook. .02

BMWBig6

They obviously believe they can sell 3,000 examples here.

I'm not really disagreeing with you on the price point, just playing devil's advocate.

bpp

goes away at that price point profit no longer is a consideration...specially when M-B can price out the C63 around $63k and the M3 is nice at about the same price.
The S5 is at that $60k break when optioned heavily, and why I'm negative about the $60k S4. Of course I'm speculating, not knowing anything about where the S will price at.

bzcat

Isn't that about the same $ or slightly less than a S5? Make sense

bpp

Same as S5 +/- and cannot figure Audi's pricing overlap at all.

sieben

they do indeed-- I got my first American car with one... ;-) to bad it's not AWD....