[V8] Why I love Audi

[Mike Arman]

"I guess I need a Honda for that kind of treatment."


Well, my daily driver is a 2001 Honda Accord four cylinder, which I got in 2003 from an estate for
$2,500. It really WAS owned by the proverbial little old lady who drove it only on Sundays, although
she bumped into things a few times . . .


My experience with the local Honda dealers has been absolutely stellar. The infamous Takata airbag
callback was handled promptly, I mentioned that I need to go get a haircut and they volunteered a
car and a driver to take me there AND bring me back, they even washed the car (which desperately
needed it, we live on a dirt road a mile from the pavement), and all for absolutely free.


Then I needed a little plastic button which clicks into the brake pedal and turns off the brake
lights (a microswitch under the dash). Autozone wanted $7 for a two-pack, Honda wanted $2.35 for
one. The first one lasted 15 years, I doubt I'd ever use the second one from Autozone.


Then I needed three plastic fender liner clips. eBay shows them for $5.00 for 50, Honda's list price
is $3.50 each . . . but they GAVE them to me.


The car is dull, boring, not very fast, not exciting at all, unexceptional in every way, but I have
found it very reliable, and it ALWAYS runs. It is the ultimate automotive appliance, and it does a
very, very good job of it.


If Audi had 1/100th of the customer service that I have personally experienced from Honda, and had
even 1/10th of the reliability, every other car-maker on the planet would simply be out of business.
If Honda ever decides to address the Audi market (enthusiasts and serious luxury cars) instead of
just the mass-market generic transportation 4-door sedan market, Audi (and probably BMW) would be toast.


History is said to repeat itself, which is probably a bit inaccurate, but it does tend to rhyme. The
Japanese motorcycle makers put the British motorcycles out of business because the Japanese products
were simply far superior. (Yes, I know Triumph is still around, but they are very much a niche
player after half a dozen bankruptcies and similar corporate gyrations). The Japanese car makers are
doing exactly the same thing to the European car makers. VW is having a terrible time keeping, let
alone gaining, market share in the US, and the various luxury (Lexus) and even near-luxury cars 
(Hyundai something or other, from Korea) are doing quite well.


Audi, BMW and Mercedes need to address the upcoming generations of car buyers, for most of whom the
phrase "European heritage and craftsmanship" currently means nothing, and doesn't s.e.l.l. c.a.r.s.
which is the whole point of the exercise.


It is all about the CUSTOMER, and treating the CUSTOMER right. If you don't have customers, you are
out of business, customers pay your bills, salaries, overhead, R&D, the works. Pay attention!!


Best Regards,

Mike Arman
90 V8Q, in hibernation, and for sale.