***Audi of Mission Viejo coming in May 2004
Are MB, Porsche, BMW, VW and Audi dead and they don't even know it yet?
We say no, but we are getting increasingly concerned with these companies lagging behind Lexus and Infiniti when it comes to up-front technology and features that the customer can see, feel and touch.
You would have thought that they would have gotten the message over the last couple years after the navigation system and satellite radio fiascos.
But it seems they haven't.
At the New York auto show Acura showed a new real-time traffic info based navigation system (see last weeks article on the RL for more info)that auto re-routes the driver when an accident occurs somewhere on the designated route.
And once again, the Germans were nowhere to be found with a competitive response to what will be a 'key take away sale' feature come November when it's available.
Message to MB, Porsche, BMW, VW and Audi:
WAKE UP!!!!!!!
The Japanese companies are the kings of putting the glitzy features up front in the customers face so they can steal your business.
And how brain dead are you guys?
It took the team at Mercedes about six years to figure out that customers will buy a Lexus over a Benz because it had a wooden steering wheel standard!
Up until recently, you had to buy the S600 to get that feature...
And BMW and Audi have yet to figure out such a simple option gives the customer the impression that the car is much more expensive than it is...
I can't tell you how many friends of mine tell me the Lexus LS is more expensive looking than an E-class, S-class, 5, 7, 911 or A6.
Why?
Because it's got a STUPID wooden steering wheel and when they touch the polished wood, it makes them FEEL rich!
How many Lexus or Infiniti owners just laugh when they get in a BMW, Benz, Porsche or an Audi and they see the navigation system?
LOTS!
You guys better do a better job understanding what customers REALLY want and think what LUXURY is today.
Toyota/Lexus and Nissan/Infiniti get it.
And if things don't change soon, you'll wake up one day and realize you don't have anymore customers!
By the way, we can help you with your future vehicle product planning.
We're available as consultants to help you get back on track...email donald@autospies.comfor more information.
What do you think?
Are we right? Send your feedback to feedback@autospies.com. We'll publish the results next week.