So yesterday I pulled the trigger and ordered the Mrs' a new Q5 2.0T (Ibis White, Chestnut Leather, Prem+, MMI, Sport Interior, 19" wheels, B&O, Side Assist, Protection package). Having been a long time Audi owner (A6 Wagon, A6 Sedan, 2 A4's) I "stepped" away from the brand in the early 2000's as quality was not there. However, based upon everything I read (and I researched the heck out of this), I thought, ok, lets give it go. In fact, when I bought my BMW last year, I was VERY close to buying the A4 instead... So why the post (perhaps a rant - I hope Audi monitors these boards and reads this)?
Audi - a premium car brand by any standard. Wonderful technology in the cars (MMI is actually pretty sweet), outstanding design/appeal/performance etc... Accept.... ugh, not user friendly in terms of the ordering or building excitement. Why?
First of all, whoever is designing your website needs to be fired (is it the same people who worked on the Obama-care site?). If you want to build a car with standard packages it is great - but what about all the accessories? No where to be found. Make it easier to understand what comes with what.
Next - you sell to a certain demographic. A demographic I might add that is technology savvy. A group that, generally speaking, are car enthusiasts; otherwise they would be buying a run of the mill Lexus or Acura (and no offense to friends of those brands
Last February I ordered my BMW. Within a week, the dealer called me with my VIN, from there, I could track my order from pre-production, to production, to paint shop, being built, finishing touches, going to port, on the boat (which was tracked separately), arrived in port, passing through QA, on truck, arrived at dealer... I was so excited by the time the car came in, I had 3 other people convinced they wanted one (2 people actually bought a similar car).
Then again, maybe Audi simply doesn't have as many cars custom ordered as other brands so there is not need for it. Just my opinion, but I think if Audi improved the website, created the ability for buys to virtually watch the process, the buzz of the brand would be enhanced greatly...
Am I alone in this view?