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Audi Dealer Grading(ex Nameplates)
Dan and Rich:
Thanks for your email of 4/20/96 and 4/21/96. Since I posed the question, I
will volunteer to try and construct a comprehensive grading system of Audi
Dealers across the US (Canada too). What we do with it after it is completed
will depend on what comes out of it. I also think it should include "Non
Dealer" shops somehow.
The important thing is that the criteria we use HAS TO BE UNIFORM. IE we have
to compare apples to apples (even rotten ones) for it to mean anything. A
scaling of 1 to 10 on the various categories and simple yes/no answers where
possible, I guess are a good ideas.
If people on the list will email me their contributions (which will be kept
confidential, etc. etc.although some anonymous quotations might be used), I
will tabulate it and post it later, ASSUMING THAT THE NUMBER OF REPLIES IS
SUFFICIENT TO COME TO SOME SORT OF CONCLUSION. There also has to be a time
limit, ie. If you don't reply by 7/31/96 don't bother. First lets agree on
the Categories. For starters, here is what I think should be included:
A: PURCHASES:
1) DEALER NAME
2) CITY/STATE
3) DID YOU BUY AN AUDI FROM THEM: Yes/No
4) IF YES ON 3: Model/Year/Date Purchased?
5) IF YES ON 3: Were you satisfied with the way you were dealt with?
(scale1-10 where 1 is lousy and 10 terrific).
6) IF YES ON 3: Did the salesperson who attended to you show evidence of
being knowledgeable about Audis? Scale of 1 to 10.
7) IF YES ON 3: Did the salesperson who attended to you show evidence of
being knowledgeable about the specific model you bought? Scale
of 1 to 10.
8) IF YES ON 3: Why did you buy an Audi? Reply 15 words max.
9) IF YES ON 3: Do you feel you got fair value for money?: Yes/No.
10) IF YES ON 3 AND YOU BOUGHT A Q.: Did the dealer tell you about the QCUSA?
Yes/No
11) IF YES ON 3 AND YOU BOUGHT A Q.: Did the dealer tell you about the Qlist?
Yes/No
12) IF NO ON 3: Why not? 15 words max.
B: SERVICE, REPAIRS AND MAINTENANCE:
1) DEALER NAME
2) CITY/STATE
3) MODEL/YEAR OF YOUR CAR:
4) DATE LAST VISIT:
5) WHY DID YOU TAKE THE CAR THERE? 15 words max.
6) ARE YOU A REGULAR CUSTOMER (Used the dealer more than 2 times): Yes/No
7) IF YES ON 5: Are you satisfied with the service? Yes/No
8) IF NO ON 5: Why not? 15 words max.
9) DOES THE DEALER HANDLE OTHER MAKES? Yes/No
10) IF YES ON 9, WHICH ONES?
11) IF YES ON 9, DO YOU FEEL THIS AFFECTS THE WORK PERFORMED ON
AUDIS? Yes/No
12) IF YOU ANSWERED # B11, IS THE EFFECT POSITIVE OR NEGATIVE (+/-)
13) IF YOU ANSWERED # B11, grade the effect (1-10)
14) IF YES ON 5 GRADE THE DEALER'S SERVICE OPERATION IN THE
FOLLOWING CATEGORIES (scale of 1 to 10 where 1 is
lousy and 10 fantastic):
a: General Audi knowledge of the "Service Advisor"
b: Specific knowledge about your model of the "Service Adivsor"
c: Quality of the work performed
d: Timeliness of the work performed
e: Labor Cost of the work performed: 1=Rip Off Artists; 5=Fair; 10=They
do it for free.
f: Parts Cost: 1=Rip Off Artists; 5=Fair; 10=They give the parts away
for free.
g: How helpful are they in giving advice, maintenance tips, performance
suggestions, etc.? 1-10, no essays, please!
h: How GOOD are they about explaining what and why something broke or
is malfunctioning?
i: Do they keep you upto date on Service Bulletins concerning your
car?
j: Parts availability; 1=They never have it in inventory; 5=Half the
time they have it in inventory; 10=Doesn't matter what I need, they
always have it.
15) DO YOU DO ANY MAINTENANCE & REPAIR WORK ON YOU CAR YOURSELF?
Yes/No
16) IF YES ON 15, GRADE YOURSELF AS AN AUDI MECHANIC. 1-10 AND BE
HONEST!
17) IF YES ON 15 DO YOU BUY YOUR PARTS FROM AUDI/MAIL ORDER NON
OEM/MAIL ORDER OEM/OTHER?
18) IF YOU DON'T BUY YOUR PARTS FROM AUDI, WHY NOT? 10 words max.
19) HOW MANY OTHER AUDI DEALERS HAVE YOU TAKEN YOUR CAR TO?
20) GIVEN A CHOICE, WOULD YOU RATHER:
a: Take your car to an authorized dealer
b: Take your car to a non-dealer shop that you know and are comfortable
with
c: Do the work yourself
d: None of the above.
21) IN ONE WORD (3 MAX.) DESCRIBE THE DEALER YOU LISTED IN B1.
C: FINAL COMMENT
1) In 20 words or less, what is the SINGLE most important thing Audi of
America should be doing as you are concerned?
2) Do you use your vehicle for Competition? Yes/No
3) IF YES FOR 2: Track/Rally/Off Road/Other
Replies should be sent as follows, for example:
A1 - XYZ AUDI/PORSCHE
B14d: 4
B20: c
C1: Audi should be offering more add ons and accessories like BMW does in
their dealerships.
If you have no answer for a particular question, don't send anything FOR THAT
QUESTION.
etc.,etc.
That is about all I can think of at the moment. If somebody else wants to do
it, that is fine with me. Any suggestions for something more meaningful and
useful from any Marketing Majors that may be out there are welcome. I will
look forward to reading what you folks think.
Graham
1991 -90/20V/Q