The Audi Guy

Audi Receiving Respect in the Automotive Press, FINALLY!

I see a trend occurring over the last few years in the U.S. automotive press that is more and more favorable towards the Audi brand of cars.  Starting with the big splash of the R8 some 4 or 5 years ago, and all of the accolades it has received ("Most Desired Vehicle;" Best Handling Car;" "Car of the Year," etc.), Audi seems to be on an upward trend in the eyes of the journalists--not just in the eyes of the consumers.

Sure, there are some that say as the brand becomes more popular in the U.S. (as evidenced by their record 118,000 new car sales in America in 2011), it's just a natural extension of that success to see better reviews and favorable reporting in the press.  I don't necessarily agree with that assumption; years ago, when Lexus was on a sales roll in America, I don't remember reading too many articles about Lexus' handling, styling, or likeability prowess in the major U.S. car magazines. 

I think there's more to it.  Of course, one can point to Audi's enhanced sportiness, as measured by increases in handling, horsepower, and overall "sexiness" exhibited in such cars as the R8, RS5, S6, S8, and S4 in the last few years.  Let's face it--car magazines LIKE performance!  I don't read much about long-term reliability follow up reports, or about fuel economy, or about overall customer satisfaction with owning a specific brand, BUT, talk about raw power, 0--60 times, and LARGE wheels....well, that's right up the alley for car magazines.  I have to be realistic--these magazines are in the business of SELLING periodicals, and let's face it; a cover with the words, "Most Satisfying Cars to Own" is not quite as sexy, as "Powerblasters:0--60 MPH in 3 Seconds!!"

Looking at the last 4 years, several Audi cars have caused a big splash in the car journalism world, and have fueled the trend I am writing about.  When the Q5 arrived about 4 years ago, it won every head-to-head comparison with its competitors, and was the first Audi I can recall that received such universal acceptance from car magazines around the country. Next, the updated S4, having switched from a V8 to a supercharged V6 and grown in length 6 inches...usually NOT a cocktail for automotive journalists to shout its praises...ended up with VERY favorable reviews and Top 10 listings. 

However, it's the recent articles about the upcoming S8, S7, and most importantly, the S6, that prompted me to write this entry.  On the cover of the July 2012 Car and Driver Magazine, under the heading of "IN SEARCH OF THE WORLD'S BEST SEDAN,"  there's a picture of the new S6 in the middle, front and center.  Imagine my excitement, as I quickly turned to the end of this article in the middle of the magazine, and saw the final scoring:  AUDI S6: 213 points, Mercede E63 AMG: 210 points, and BMW M5: 193 points. Could it be that BMW's love affair with the automotive press is over?  The last sentence in the article may predict the future;  "Bavarians aren't big on change, but down here, old regimes are rapidly being overthrown."

 

AUDI Wins 24 Hours of Le Mans....AGAIN!!

Audi continued it domination of the most explicit example of endurance road racing at the 24 Hours of Le Mans June 16-17, 2012.  In fact, just to add a little icing to the cake, Audi cars finished 1--2--3, with the Audi Sport Team Joest taking first place with drivers Marcel Fassler, Benoit Treluyer, and Andre Lotterer, who were driving an E-TRON HYBRID VERSION of the Audi R-18. The winning team finished one lap ahead of the other E-TRON Audi entry, and three laps ahead of a conventionally powered diesel R18.

This victory was Audi's 11th all-time win at Le Mans, and the first by a Hybrid-powered entry at this 80th running of the world famous racing event.  Challenging Audi this year was Toyota, also with a hybrid vehicle that was gasoline-based, not diesel-based, like the Audi hybrids.  Accidents nixed the Toyota efforts this year, which offered Audi its best challenge in years since Puegot last gave Audi fits.

I know I mentioned this before, but Audi has become synonymous with endurance racing wins in a way like Bill Russell became connected to NBA championships, or UCLA and coach Wooden with NCAA basketball championships...Jack Nicklaus with golf majors...you get the idea.  Yes, I am prejudiced as an "Audi Guy," but it's amazing how Audi just keeps finding a way to win--despite the competiton, despite setbacks, just like the above-mentioned world-class athletes.

I have never been to Le Mans, but think I will have to add this to MY "bucket list."  Hope to see you there some time...Russ

Audi Start-Stop Efficiency System

Audi recently sent out a memo to all of its U.S. dealerships regarding the Start-Stop efficiency system that will start appearing on U.S.bound cars, soon.  When I was last in Europe a year and a half ago, we drove several different diesel models that had the technology.  Here's a copy of the memo from Audi about this fuel-saving system.

"Start-Stop Efficiency System  It is important for Audi customers to understand the way the start-stop efficiency system works and the many beneifts it will bring to their Audi driving experience. 

Which Audi vehicles will have the start-stop efficiency system? With the current port release of the Audi A8 3.0T, the Audi start-stop system is the first application of this fuel-saving technology in the U.S. market for the Audi brand. Within the coming years, Audi expects to have engine start-stop systems on more models.

What is the start-stop efficiency system? The start-stop system is a highly effective engine management program that will lower fuel consumption as well as carbon dioxide emissions by shutting off the engine while waiting at a traffic signal or during certain stop-and-go driving.

If the engine starting and stopping so many times, will that shorten the life of the starter itself?  Vehicles equipped  with the start-stop system feature a high-performance starter that's built to withstand the extra demand of more frequent starts. This starter is designed to last more than 250,000 starts, while a typical automobile starter is built to last for up to 50,000 starts.

What driving conditions does the system offer the most advantage?  The start-stop system is most advantageous for vehicles that spend significant amounts of time waiting at traffic lights or frequently come to a stop in traffic jams.  When the car comes to a complete stop the ignition remains on during this stop phase, but the engine is turned off.

What does the driver have to do to start the engine again?  Even though the engine is switched off, the ignition is on during a stop phase.  Once the driver is ready to resume moving forward all they need to do is remove their foot from the brake pedal and the engine will automatically restart. 

What indicates that the start-stop system is active and the car is not stalled out? Once the vehicle has come to a stop and the brake pedal is continually pressed down, the indicator light appears in the information line in the instrument cluster display.

Does the start-stop system have to be used? Can it be turned off?  For convenience, the Audi start-stop system can be switched on or off by the driver.  While the default setting for the start-stop system is "on" this feature can be deactivated by pushing the control button located just below the Audi MMI display.  When the system has been turned off a yellow light indicates the system is "off" with the last setting being retained for the next time the vehicle is utilized. 

Are there instances when the start-stop system is active and the engine stays on once the vehicle has come to a stop?  Before each stop phase, the system checks if certain conditions have been met.  The start-stop system will become active when crucial vehicle systems require power or when it is not safe to shut down the engine.  Some examples are: when the vehicle is warming up, the desired interior temperature has not been reached, there are extreme hot of cold outside temperatures, while the windshield is being defrosted, among others.

What are the benefits of using the start-stop system?  The compromise-free efficiency technology will lower fuel consumption levels and reduce carbon dioxide emissions, providing not only a lower impact of the environment, but an overall more enjoyable driving experience for the driver as well."

Audi Buys Italian Motorcycle Maker, Ducati

As a lover of BOTH Audi automobiles and Ducati motorcycles, I was happy as a fish in water to learn last week that the VW Group announced its purchase of Ducati, and is placing the company under the Audi umbrella.

While there's a lot of speculation as to the reasons for the purchase; in my mind this seems to be a perfect fit.  Audi's growth around the world in recent years has a lot to do with the company's change in direction towards a more aggressive stance on marketing and the way its image is portrayed. No longer viewed as "vanilla," Audi's introduction of the world-beater R8 sports car several years ago, combined with slick advertising, terrifically modern styling on their cars, and a more youthful and in-your-face approach to their marketing efforts (look at the movies now sporting Audi cars in them)...all add up to the portrayal of Audi as, can I say this...a COOL car to have on your shopping list? 

Even for the non-motorcyclist, Ducati is known as an upscale brand, vis a vis Gucci, Louis Vuitton, Rolex, etc.  What better way to add a bit of panache to an already-growing luxury image than to combine one of the world's sexiest (and best-performing) motorcycles to the Audi Group?  I can already see us having one or two bikes in our showroom strategically placed next to our R8 display, helping to enhance the already-growing image of Audi as the hip brand to  be associated with.

Critics will say the acquisition of Ducati, which raises the number of VW nameplates to 11, will not add much to the company's profits on the bottom line.  And, they will add, this purchase could prove to be a distraction to the already-focused efforts to integrate the Porsche acquisition into the fold from a couple of years ago and look at other car/truck purchases.  I just don't see this.  Relative to the huge infrastructure that comprises VW Group around the world, I am confident that Ducati will be blended into the organization smoothly.  Plus, one can only imagine what Ducati's future could be with a stable ownership behind it; check out its checkered past of multiple owners, even just in the last 15 years!

Here were some of the published Audi responses to the acquisition:

Rupert Stadler, Chairman of the Board of Audi AG, said:  "Ducati is known worldwide as a premium brand among motorcycle manufacturers and has a long traditon of building sporty motorcycles. It has great expertise in high-performance engines and lightweight construction, and is one of the world's most profitable motorcycle manufacturers.  That makes Ducati an excellent fit for Audi."

Details of the purchase were a bit sketchy; I have read about a purchase price just over a billion U.S. Dollars.  In the final analysis, one can't miss out on the obvious: Audi has BMW in its crosshairs over the next decade, and maybe this whole Ducati purchase has as much to do with shadowing it successful opponent as anything...Regards, Russ

Audi R8 Matt Paint Care Kit

One of our clients ordered a BEAUTIFUL R8 GT Spyder in Sphere Blue, which is one of Audi's new Matt finish paints.  I contacted Audi to ensure the proper way to clean and maintain the finish of the car, without adding any gloss to this AMAZING new color.I will include some pictures of the car at a later point, but wanted to share this infomation with you now, as it pertains to other matt finishes, as well.

Audi responded by saying they put together an R8 Matt Paint Care Kit, which we purchased for our client, and it arrived today, with instructions. Since a number of clients have inquired about how to care for matt finishes, I thought I would share the list of contents of this package, along with the instructions, per Audi's direction. FROM WHAT I HEAR FROM AUDI AND OTHERS, IT IS REALLY IMPORTANT TO NOT RUB TOO HARD ON ANY OF THE FOLLOWING STEPS...RUBBING HARD CAN ADD GLOSS TO THE FINISH WHICH IN NOT SOMETHING YOU WANT WITH A MATT PAINT JOB!!

First the contents:  Most of the products are Meguiar's Products, so I will preface these with a capital "M."  M Microfiber Wash Mitt X3003, M 2 pack Even Coat Microfiber Applicator Pads X3080, M Mirror Glaze Ultimate Wipe Detailing Cloth M9910,  SM Arnold Water Sprite Plus synthetic chamois AR10130, M Ultimate Quick Deailer G14422, M Smooth Surface Clay Kit G1016, M Hot Rims All Wheel Cleaner, M Ultimate Quick WaxG17516, M Ultimate Wash & Wax G17748.  These all came packaged in a square shaped fabric tote, called a Detailer's Carry Bag, presumably from Meguiar's, as well.

Here's the information listed in the Audi insert that comes with the products, entitled, "CARING FOR YOUR MATT FINISH:"

WASH

Vehicle should be coolr to the touch, and washed in a shaded area

Rinse off loose dirt and contaminants with clean water

Wash with the Ultimate Car Wash Soap using the Microfiber Wash Mitt.  Use two buckets--one for soap, and one for rinsing off the Wash Mitt.

Rinse thoroughly wit clean water, and dry immediately with Water Sprite Plus Absorbent Towel to prevent water spotting

CLEAN

As  needed, remove stubborn contaminants such as fresh bird droppings, dust, road film and industrial fallout with the Smooth Surface Clay Bar.

Spray Ultimate Quik Detailer, and GENTLY rub clay across the painted surface.

Frequently fold clay to provide a fresh surface for removing contaminants

PROTECT

Protect your finish using the Ultimate Quik Wax on one small area at a time.

Wipe off with the Ultimate Microfiber Towel

Apply in one direction, front of vehicle to back (NOT in circles), to ensure an even appearance

MAINTAIN

Use the Ultimate Quik Detailer to remove fingerprints, light dirt and grime.

Wipe with the Ultimate Microfiber Towel.

Quick Tip:  When removing contaminants like fresh bird droppings, apply the Ultimate Quik Detailer and allow the contaminants to soften first.  Re-apply and wipe gently.

To view Meguiar's product videos, visit http://www.meguiars.com/en/audi.  Hope this helps!  Russ

My first 10 years as an Audi Salesman; Lots of Changes and Growth!

I was reflecting the other day on my first ten years as an Audi salesman (Audi prefers to call us "Audi Brand Specialists..."), and thought I would share some of the changes in the brand over the last decade.  It's cool to see how far Audi has come...

The first thing that came to mind was the wide (and ever-growing) product line.  In 2001, we offered the A4/S4, A6/Allroad, A8 and TT.  My first car sale was a beautiful twin-turbocharged V6 2001 S4 manual, to a young fellow whose Dad was splurging for his first car (my first car was a 7 year old 1967 Mercury Cougar that my Dad bought from his Sister, and I was THRILLED to have it!).

Flash forward to 2012, and we now offer: A3, A4/S4, A5/Cabriolet, S5, A6, A7, A8, TT, Q5, Q7.R8. My price book used to be about 15 pages long, and now, about 50 pages! Speaking of price, that first S4 was around $41,000...my most recent S4 sale was priced in the low-$50's.  Heck, a typical A4 FrontTrak in manual transmission would be priced in the upper $20's...the other day I sold a quattro automatic A4 with Navigation and other options;  its price was in the mid-$40's!  But, having said the above, when I compare our cars' prices to our main competitors of Mercedes and BMW, we are STILL more reasonably priced, and I think, a MUCH better value.

When I started at Momentum Audi, here in Central Houston, TX, we had 4, sometimes 5 salesmen, and a two-car showrooom, in the old VW building, BEHIND the VW showroom.  I think my first month there, we sold 35 new cars, and about 8 preowned Audis. We had space to store about 20 cars in an adjacent garage.

The next year, we moved to what (at the time) seemed like the Astrodome...a new "hangar style" showroom, capable of displaying some 8-10 cars.  Our sales force is around 12, and we regularly sell more than 100 new and 50 preowned cars.  But, onward and upward....a $20+ million facility is going to be built to house our NEW facility around the corner from our present location...part of the NEW Audi design found already in Europe...projected to be 6 stories high, and plenty of parking, service bays, and display area for new and preowned cars.  When I think back from where WE came over the last 10 years, it's as much a story of what Audi has done to provide us the opportunity in great cars, wonderful designs, and a bold stance to "stay the course," when others have pursued the fad of the day.

When I started, I regularly had to explain to clients where Audi was made, what the Audi history was comprised of, and plead for them to take a drive in one of our cars.  Now, due to the Audi success, most people are familiar with the brand, and it's on a LOT more shopping lists, where a decade ago, it was not.  The advent of the R8 and the publicity it and other Audi cars have had in the movies has certainly helped.  The turnaround in the Auto press, where now most new Audi cars receive glowing reviews, certainly promotes the cause.  Word of mouth has probably been our best seller; I regularly meet clients who were referred by other Audi owners who just LOVE their cars.  Add up all the reasons, but Audi remains one of the hottest car companies in the world, and the future looks continually brighter.

I have had the good fortune to visit our headquarters in Ingolstadt, Germany, a few times.  Each time I am there, I get the impression of a company that's "comfortable in its own skin." Meaning, Audi continues to do things the way they think is best, even when it might come to taking on criticism for not following others.  Good case in point; Audi stopped the horsepower race in many of our performance cars...and now is focused on fuel economy AS WELL AS PERFORMANCE in those cars...with gas prices escalating in the U.S., this will be another Audi decision filled with vision. 

Another way I have seen our cars and business change over the decade is in the offering of electronics and "gadgets" on the car.  Years ago, we had one of the more antiquated navigation systems; now, (and I realize I am biased) I think our voice command nav is one of the easiest to use, and VERY friendly for non-elctro-geeks like me.  Ten years ago, clients had to buy expensive phones that were only compatible with our cars, and bulky to carry. Now, bluetooth technology on the cars is seamless and works with ANY phone.  If you told me a decade ago, we would have radar-sensing cruise control, night vision, WIFI in the car!!, I would have thought you were nuts.  Now, Audi is a leader in the introduction of electronic innovations, and still true to themselves, they make it easy to use and understand, so clients will actually enjoy the features.

I wonder what the next 10 years will hold for me and Audi...?  I look forward to writing about it a decade from now (on whatever format we'll be using, then...blogs will be as old-fashioned as FACEBOOK, then...).   Thanks, Russ

 

Audi 2013 Allroad Coming to America

For those of us in the Audi business for a while, the "ALLROAD" moniker connotes a fond memory of the A6 Avant-inspired car from the beginning of the last decade.  The Allroad was an A6 wagon with a 250 H.P. twin-turbocharged engine from the S4 of that era, with aluminum cladding, special ground clearance provided by air suspension at all four corners, and a generally more aggressive look all around.

Now, for model year 2013, Audi is reintroducing the name "Allroad" to the U.S. with an A4 Avant-inspired reincarnation of the original.  This car will be the sole Avant (wagon) that Audi will provide to the U.S. starting this summer, and like the original, it will have special aluminum trim in the front and rear of the car, protecting it in off-road maneuvers.  Also, the new Allroad will have more ground clearance...along the lines of the current Audi Q5 models...and it will have a more aggressive look to the front grille and trim above the wheels on all four fenders.  Unlike the original, there won't be any air suspension, however.  

Powertrain for this new car (it's been out in Europe for a couple of years, already) will be the current 2.0 engine with 211 H.P. and 258 lb. ft. of torque), and the car will have all of the other enhancements about to be seen in the mid-model corrections of the A4, A5, S4, and S5 coming this summer as well.  Enjoy the attached images from an Audi brochure of the new Allroad.

Audi Achieves Another Record Sales Year in the U.S.

The attached is a consolidation of information sent out to U.S. Audi dealerships on the 6th of January:

Audi of America achieved another sales record for new cars in the U.S., finishing 2011 with 117,561 new vehicles sold. This total represents a 15.7% increase over 2010's previous annual U.S. sales record.

This terrific accomplishment caps a year of other records for Audi of America, including 12 straight months of record sales,  and a 9.5% share of the Import High Group (IHG), the highest annual market share figure in Audi of America history.

Certified pre-owned sales of 37,259 units in 2011 also stands as a new annual record, and marked a 31% increase over 2010 and delivered the tenth consecutive record month of CPO sales. 

Some of the individual car line highlights included A4 sales of 35,234 cars, up 2% YOY, A6 sales of 11,124 cars, a 28% increase YOY, A7 sales of 6,270 cars the first year of introduction, A8 sales of 5,700, which is a whopping 275% increase over 2010, Q5 sales of 24,908 cars, which is a 6% increase YOY, 1,145 R8 sales which were up 43% over last year.

AUDI Q3: Confirmed for U.S. Introduction: My Wife is a Happy Camper!!

We recently received a communication from Johan de Nysschen, Audi of America President, that confirmed the Audi Q3 is coming to America!   My wife can't wait!!  Here's the gist of the short note sent to the U.S. dealerships on the topic:

"This afternoon (January 9th) the Audi Q3 Vail concept vehicle was unveiled at the North American International Audi Show in Detroit.  The vehicle concept is very similar to the vehicle that was unveiled to the Audi dealer body last February in San Francisco--a vehicle that has been enthusiastically endorsed by our dealer body for eventual sale in the United States.

While many details about this terrific vehicle are still to be finalized, I am thrilled to confirm to you today that we have made a decision to introduce the Audi Q3 to the U.S.

Production of the U.S. specific version will commence late in 2013, to facilitate market introduction during 2014.

Please expect to receive additional details abot the Audi Q3 in the months ahead."

The note was signed by Mr. de Nysschen.

Wrapping an R8....? Changing the color WITHOUT Paint!!!

A good buddy of mine and long-term Audi customer decided to make his Silver R8 4.2 Coupe different than any other one out there!  He had the car "wrapped" in a non-gloss, low-lustre gray finish with a material that looks like vinyl, and is removeable if he gets tired of the look.  I enclosed a number of pictures of the car and the process, for those of  you who want to change the look of your car, without the high expense of a custom paint job. The quality of the work was amazing, and to the naked eye, you swore this was a low lustre paint job.  To care for this, my buddy uses a spray bottle mixture of water and a bit of alcohol to keep the surface clean, but not add any gloss.  This is VERY COOL!  Thanks to b2 transmedia productions/j.bisbal for the pix.  Enjoy!  Russ