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

["René C. Duvekot" <brazil@gate.net>]

Jason:

Thanks for the great report!

René

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> From: Jason Palmer <palmerj@earthlink.net>
> To: quattro@coimbra.ans.net
> Subject: My Audi Focus Group Experience... (no wonder AoA Ads suck)
> Date: Saturday, August 23, 1997 12:07 PM
> 
> 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?