Edmunds Publishes Comparo of Nonexistent Cars

Edmunds has a new review on the InsideLine home page. “BMW M3 vs. Audi RS5. V8 German Supercoupes Face Off.” And they subtitle it “2010 Audi RS5 meets 2010 BMW M3 CSL.” Except that they don’t face off and they don’t meet. There is no RS5 as of yet. And BMW cancelled the M3 CSL program. Edmunds has no review to offer here, and instead puts forth an anticipatory preview of what the two cars might be like in contrast. The ample pictures of the cars in motion are photochops. This isn’t the first time Edmunds has pulled the “click on our link” bait and switch, either. In February, before either car was on sale or available for even the most committed online buff book (Edmunds Inside Line) to drive, EIL “conducted” a comparison test between the Camaro and Challenger. This kind of dishonesty is not necessary. There’s nothing wrong with titling a post a “prospective preview” or publishing it as TTAC has done: as an editorial. But to mislead people into thinking that this is a “face off” between two cars is nothing but misdirection. In Edmunds case, it is particularly difficult to tell this is just a stats-based preview because they so regularly have access to preproduction cars. So it’s plausible that they could have driven the 2010 RS5, even if they are describing it as “coming down the pipleline.” I’m not as angry as I sound, but it’s crucial to keep in mind that when large websites squander the advantages – and the clean slate – offered by being online, they leave themselves looking no different than the print buff books.