The instrument cluster on the Audi looks way cooler than the one on the BMW, hands down. On the other hand, I guess it might be a bit distracting for some.
I would probably find myself staring too much at the cluster while driving, which wouldn't be safe.
Also, the image of the BMW should show the newer dynamic digital instrument cluster:
http://f10.5post.com/forums/showthread.php?t=760549
And Mercedes....I had an MB for a test run (before I got my X4) and I thought: What in the h*** were those MB designers thinking of when they decided to put a low resolution, badly designed, iPad-ish thingy in the middle of the dashboard - with two inches of black edges around it!?
They couldn't even agree about the iDrive(equivalent) control. - Should we do a touchpad á la Android or an iDrive knob á la BMW? Crap, let's do both!