Is this the start of the latest Audi rivalry? We all know that BMW and Audi love a good fight, but now Alfa Romeo is taking a swing at Audi in its latest ad.

The ad is supposed to be—well, an ad, but for a second-hand Audi. Dan is selling you his Audi because “it’s not an Alfa.” And honestly, it’s pretty funny.

It’s hard to say if we’re supposed to sympathize with Dan or not, but either way he does a pretty solid impression of a loud business bro who closes deals in his car and presses his “car” button.

Unfortunately, we can’t take solace in the fact that Audi is being specifically targeted for its superlative excellence, because Alfa USA has also taken some shots at BMW and Mercedes (which are also pretty funny).

So maybe we can’t expect a retort from Audi, but we’re still hoping we’ll get one, because, frankly, the BMW feud hasn’t been much fun lately.