I just picked up a new 2008 Audi A4 Avant 2.0T . This is my first Audi. I'm impressed with the thoughtful design details in the car so far. For instance, you can fold up the cargo cover in the back like a tent to divide the space to hold grocery bags and such. Another nice detail is how the radio will show your presets next to the buttons with the RDS info as labels.
They did a nice job with the ski sack (a pass-through from the trunk into the back seat with a bag on the end to keep the skis separated from the passenger compartment); the bag drains out of the car, so if there's snow, etc. it won't collect in the bag). I'm also having a surprising amount of fun playing with the paddle shifters/tiptronic transmission. The user guide leaves something to be desired (the words are all in English, but the sentences are hard to parse), but if that's the biggest problem I have with the car I'll be doing well.
The car is "dolphin grey" (the same charcoal grey color as the image above), and the interior is black leather. I added the cold weather package (need those seat warmers and the ski sack), premium package (leather seats...), the "convenience package" (stuff like an electronic compass, folding outside mirrors, HomeLink, and xenon headlights -- I didn't really need this or even want it, but they were in the car that was available. Besides more toys are more fun), and the iPod kit (also, not something I needed or wanted, but it'll be fun to mess with).
I opted against the performance/sport stuff or bigger engine that I would have bought in the past. While I think the car looks better with bigger wheels, etc. they don't help snow driving or the ride quality; I've also just come to grips with the fact I'm not a sport driver. This is my daddy mobile with a six mile daily commute over side streets. No hard cornering, fast acceleration, or autobahn driving in my daily life.
I've always been a BMW fan; the first car I owned in college was a 1972 BMW 2002, and I've almost always had a BMW since then with the most recent being a 528iT (station wagon) I've had for the last eight years. The 5 was a great car; I still really liked it, but maintenance was starting to become expensive relative to the value of the car, plus I wanted something with all wheel drive for the wet and snow. I looked at the X5 and X3, but I realized I'm not an SUV guy. I didn't look at the other new BMWs because I think they look like ass. I don't care for BMW's new design direction at all, especially in the new 5 series. Also, I don't know that the BMWs are worth the premium over other European cars (let alone Japanese or American cars).
So, Audi won my vote this time. I'm looking forward to getting to know the car better...