|October 30, 2008
Review: New Audi of America Configurator
It's a good bet that both current and prospective Audi owners visit the Audi of America website at least time to time. The brand has obviously invested considerable time and energy into making the site easier to use and more functional over the past few years. Gone is the fairly flat structure all leading back to the same (sometimes) outdated information, instead replaced by a greater use of video, more up-to-date news and information, tie-ins to all of Audi's peripheral marketing and offerings and most importantly an ever-improving configurator.
We'll admit that we're a big fan of configurators, at least when they are done correctly. Nothing is more frustrating for a user than to open a configurator only to find missing options and equipment, ambiguity around pricing and little more than glossy photo scans from existing print marketing. Today's users want to be able to literally configure a car on the fly by adding and subtracting options while watching the changes in graphics occur real-time. They additionally want optimal flexibility around configuring and reconfiguring various models without having to start over from scratch each time. Last they want to be able to find all of the current model offerings, as well as upgrades and options, available to be configured.
We logged onto www.audiusa.com tonight and found that Audi has slipped a configurator update onto their site apparently just today. As with the list of items above that are important to us, Audi seems to have gotten it right. Users can configure and price anything from the new A4 to a top-of-the-line R8 and we found all specs and options updated.
If you are a current owner just curious about the MY09 lineup or a serious potential buyer you won't find a better spot to dynamically browse Audi's US offerings than their new configurator.