ISF would be my top pick. Too many people have Audi's these days, especially in my area. Even the S models are common. BMW's used to be like that but Audi has replaced that fad. They are both good brands, its just so many people buy into the hype that they are the only good brands.
My brother had an 04 S4. Nice car he loved it, the only issue was when something broke the part was never instock because his was an S model and had to be special ordered and cost an arm and a leg and took a week to get in. Both the S5 and ISF will have this issue. Long term the BMW may be the better choice.
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