BMW has suffered a blow to its pride in its home state of Bavaria, Germany.
Some local politicians prefer to be driven in Audi A8 luxury sedans rather than BMW's rival 7 series.
Research by Automobilwoche, our sister publication, shows that of the 26 cars currently being used by the Bavarian government, 17 are Audis and only nine are BMWs.
Bavaria's parliament president, Alois Glück, "is an absolute Audi fan" said a spokesman for his office.
Eugen Turi, office manager for Bavaria's Social Services Secretary, Christa Stewens, said, "Our drivers believe that the A8 is safer and the all-wheel drive is fantastic in winter."
Now BMW is fighting back by appealing to the lawmakers' sense of regional pride.
BMW recently sent letters to high-ranking politicians to point out the importance of BMW to the state's economy.
BMW spokesman Richard Gaul said Bavarian politicians need to consider that the Audi A8 is built in Neckarsulm in the German state of Baden-Württemberg, while the 7 series is manufactured in Dingolfing, Bavaria.
Both Audi and BMW have their headquarters in Bavaria -- Audi in Ingolstadt and BMW in Munich, the capital of Bavaria.
There is some consolation for BMW. Last year BMW sold 91,406 units in Bavaria. Audi managed only 59,466.