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I sold my 2018 A5 Sportback (basically the same car as your A4) for my M40i, and it's my daily driver. Road noise is higher in the BMW as you'd expect, but it's nowhere near as bad as my 2013 911. I find the slight tradeoff in comfort is worth the extra involvement and power.
I thought the Audi was...fine. It was a nice car and perfect for a long commute. It didn't do anything wrong but it wasn't fun or interesting. The BMW is far more fun, the ride isn't as quiet, the tech is better, and I think the upgraded stereo is better than the B&O in the Audi. Top-down is always a plus for me.
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