When people go buy a MB/BMW/Lexus, they know the dealer is not going to haggle. Because the demand on their product is there. People will wait in line to place orders before they see the new models. But Audi dealers don't have that luxury, if they don't give in, they might loose a sale. So I don't think Audi buyers are cheap, but what you've described is a result of the brand image. You can ask people who owns both Audi & BMW whether they haggle as much over the bimmer.