Audi Sales Practices

[Pete Kraus <Pete_Kraus@Emory.Org>]

Recent dialog regarding Audi sales practices:

>I understand that people will do this...but I find it rather curious
>anyway. If I were totally ambivalent between two rather different
>vehicles, I guess the sales process could influence me...but,
>personally, I spend so much time researching, weighing options, test
>driving, etc, I would deal with the devil herself to get the car I wanted.
>Then of course, I'd enjoy the negotiations...and given the above
>described sales attitude, I'm sure I'd walk out on the deal...and come
>back to buy the car I wanted, from a different sales rep.

>My friend knows virtually nothing about cars, and does not differentiate
>between them based on technical merit.  If it looks good, drives good
>(and he drives rather conservatively), and he gets great service and is
>treated well, he is sold on it.  Similarly, he wants to be able to walk 
>into a dealer lot, find a car he likes, and buy it right there.  

Many car buyers, including semi-enthusiasts, feel this way.  To spurn a
haughty, uncaring dealer is fully justified.  If even the sales staff can't be
bothered, what does that suggest about the service department and the
prospects of overall satisfaction with the purchase?  You have to really
want a certain make/model (some of us do) to put up with the kind of
treatment some Audi dealers are developing a reputation for.  As
someone pointed out, this might not be an entirely bad thing if it keeps
the residuals down for those of us likely to buy used vehicles.  It's lousy
business practice though; Audi should be ashamed of itself for
tolerating it.  
 
My take is that AoA thinks it can sell on product (sometimes it can,
although they don't always get the model mix right) and that they are far
above scrutinizing the sales practices of the more savvy, customer-
oriented marketers such as Lexus.  As a result, AoA settles for fewer
sales (far more exclusive that way) and less stable presence.  Oh well,
it's their business . . .   

Pete
Pete_Kraus@emory.org
Stone Mountain, GA
'85 4KSQ