One of the things we do well is getting confidential dealer information.
Not just company information but we get to the bottom of what's really happening on the street.
As you know, we're big fans of Audi's products.
We think they are the best built vehicles you can buy today.
And we're not the only ones who think that.
It's pretty much the view of most of the industry people with any brains.
So why aren't they selling better?
We surveyed dealers to find out...
So what was the vedict from Audi dealer salesforce?
Their lease and financing programs suck!
Boy, did we get an earful about that!
People are visiting Audi dealers in droves and they are extremely educated and excited about the product line (Hopefully,thanks to sites like ours).
They LOVE the products across the entire product line.
Here's the problem...
Let's say a person walks in the door all excited about the new A3 (and there are A LOT of those).
They see it person and fall even more in love with it.
So they tell the salesperson to give them a quote on a lease and they come back and say that will be $650 bucks a month.
WHAT?
You're kidding?
No, were not.
A $30,000 car leasing at $650 per month.
In this marketplace you already know what's going to happen.
They're going to walk across the showroom floor to look at VW's or over to the BMW or Mercedes dealer and buy something with a more aggressive payment (like a Passat for with the same MSRP for $299 per month).
Trust us.
If you do the research, at least 40% of people buying BMW's, visited the Audi store before they bought the Bimmer.
The good reviews got the customer in the door, the salesperson has done their job well but they get handcuffed at the end and lose the deal.
The reason Audi is employing this strategy is because their management is of the thought that 'were better' so we should be able to charge more.
We say, that's just an exercise in mental masturbation.
You very well may be but that does not mean your pricing can be unrealistic.
$20 per month more, ok.
People will sometimes step up if they really love the car.
But not $250.
If Audi is REALLY serious about winning, they are going to have to get more creative and aggressive.
And that means being price competitive with their rivals across the board with every model.
If a five series is leasing at $599.00 per month, then they need to have an A6 on for $575.00.
And they need to be bang on competitively every single month for the next 36 months.
If they employ that strategy, three years from today they have a chance to outsell BMW and MB.