My Audi Focus Group Experience... (no wonder AoA Ads suck)

[Jason Palmer <palmerj@earthlink.net>]

Buying a NEW Audi does have its privileges. I was asked to participate
in a focus group in Dallas on Automobiles this week.

I kinda knew it was an Audi funded event (I got $100 fer it!). When I
pulled into the lot, I parked beside a pearl A4 2.8 and a Bamboo A4
2.8q. While waiting a pearl A6, black A6 wagon, cactus A4, mid-blue A4,
and another silver A4 rolled into the lot. Hmmm... Audi?

I had my list ready: cruddy tires, soft suspension, that creaking noise
from my headliner... or in case the group was to focus on the buying
experience, I was ready!

The first round was 'in one or two words, why did you buy an Audi?'
styling
price
ride
handling
its cool
only wagon from germany
its cool
quattro
value
(Guess where I sat)

We went again, but got the same answers, but I threw in 'technology' as
my round 2 answer.

The questions:
Who is an Audi owner?
BMW?
Mercedes?
Lexus?
How do you feel in an Audi?
How does your Audi inspire you?
	My answer was "it inspired me to eat chicken pot pies for 3 months to
save for a down payment" (I won with that answer!)

I was waiting for the good stuff...

The main focus was slogans. 
Some I remember:
Made of Mettle.
Made by hand. From the heart.
Engineered to move you. (I said was an Exlax ad)
Engineered to Inspire you.
Built to inspire you.
(Lots of hokey inspirational, heart, move slogans)

My absolute favorite:
The Art of Engineering.
Thats it, we have a winner. I like that slogan when Audi used it in the
80s. I had 75% of the room agreeing with me. Of course, it was taken out
of the lineup.

It was clear to me that I was the only person there that was a gearhead
enthusiast. 2 other ladies were repeat buyers, and the others were
camry-accord owners.
One guy was a bmwhead. "I bought my A6 avant wagon because its the only
wagon from germany in the states... (passat?) I would have bought a 5
series if a wagon was available." Later he said he likes the rear drive
of the Audi and the front drive part of the quattro was good too.
I corrected him.

The good stuff didnt occur until I starting talking with a lady (12v A4
manual frontdriver) that used to live in Tennessee, where I was about 20
months ago.
We were talking about the seats, paint, differences in the turbo and
2.8.
One of the 'men behind the mirror' (AoA ad guy) was outside for a smoke
break and came to us and said that was one of the better sessions he had
seen. I was standing beside my car when he asked where my 1.8 turbo
was... I turned to it and pointed. He was thrown by the FACTORY 16"
wheels and thought it was a V6. I said it is the 97 sport package.

AoA ad guy: You know more about Audis than I do!!
Me: Yup.
AoA ad guy: Wanna job?
Me: Yes.

I asked him when the S4 will be ready for the states...
Several years.
When will the TT be here?
Feb of 99.

Then he kinda moved back into the building.

I tried my best. I made the point clear that Audi needs a motorsports
presence in the US. I really tried.

Thats my report. I probably screwed up the entire focus group system for
the US by posting the answers! But I was the only lister on the panel...

Only 6 more groups and I get a Hoppen chip for my turbo!!!!

Jason Palmer
97 A4 1.8Tqm w/ mettle?