Edmunds Publishes Comparo of Nonexistent Cars

Justin Berkowitz
by Justin Berkowitz
We’re committed to finding, researching, and recommending the best products. We earn commissions from purchases you make using links in our articles. Learn more here
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.
Justin Berkowitz
Justin Berkowitz

Immensely bored law student. I've also got 3 dogs.

More by Justin Berkowitz

Join the conversation
4 of 11 comments
  • KixStart KixStart on Sep 22, 2008

    "Edmunds Publishes Comparo of Nonexistent Cars" Well, to be fair, so did TTAC - the 20?? Volt vs. the 2009 Prius. I think Paul Niedermeyer wrot4e it and it was good, entertaining and informative but neither car is available yet. And the Volt may never be.

  • Robert Farago Robert Farago on Sep 22, 2008

    It may sound like a distinction without a difference, but TTAC's "head to head" was clearly labeled an editorial.

  • Stephan Wilkinson Stephan Wilkinson on Sep 22, 2008

    Robert, why whould you expect people who aren't in the business (the media business, not the car business) to cop to the difference between an "editorial" and...well, what? News? Car Review? I'm not even sure I understand the distinction. Does "Editorial" mean "We made this up"?

  • Shaker Shaker on Sep 23, 2008

    I eagerly await the Volt vs. White Star editorial...