That depends on what you prioritise the most ....interior or exterior....BMW's interior wins Audi's exterior on the saloon wins but the sportback just looks a bit ungainly too heavy at the front....in proportion to the rear....Also dependant on how familiar you are with audis virtual cockpit ....you won't be
Imho I wouldn’t say the bmw interior is better… the dials are crap and that’s what you’re faced with for 90% of the time you’re looking at the interior - even the steering wheel design is a step back from the f8x 3/4 series, again imho.
Agree on the sport back point you make - there has always been something about that didn’t sit right for me but I could t quite put my finger on what, but it’s the proportions you mention at the rear, it seems almost too short.
I am becoming familiar with the Audi virtual cockpit, not got previous experience of past Audi cockpits to compare which may be a factor but it’s fine for me. Don’t get me wrong there are elements of its operation that are “clunky”, and I’d prefer it had that central rev counter layout of the 8v, but I’ve made my peace with it now