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The A6 and Audi Marketing Strategy
In a message dated 97-11-03 13:25:30 EST, I wrote:
<< Still, I can't help wondering why Audi doesn't follow BMW's example
of releasing enthusiast-oriented models at the same time as its more
sedate offerings. >>
That's _not_ what BMW does . . .
I stand corrected . . . sort of. Of course you're right about the M-series,
convertibles, etc. But smaller engined derivatives of the non-specialty
ranges either follow or accompany introduction of their larger engined
siblings. Think 318i/325-8i; 525i/535i; 528i/540i. 740i/750i; 840i/850i.
Audi should be doing BMW one better by introducing A6 V6 and V8
sedans and wagons, plus an S6 M-fighter, in one glorious release.
Great styling and Quattro are compelling features, but more variety is
needed to compete effectively against the well-established lines of
BMW, M-B, Lexus, etc.
Bringing the matter closer to home, my affluent brother announced
yesterday that he's in the market for a new circa $50K sedan. I know
his tastes pretty well. Along with strong acceleration, competent street
handling and taut but resilient ride, he expects a well-designed leather
upholstered interior with mega-stereo (not necessarily a factory system)
and lots of gadgets. He demands attentive dealer service (as a former
540i owner, he despised the BMW dealer and probably never will buy
another). I unhesitatingly recommended the Lexus GS400, a car
unlikely to appear on my wish list. We rang up the dealer and arranged
a test drive. He's smitten; I'll be very surprised if he doesn't order one.
If along with the V6 Audi had introduced an A6 V8 Quattro in this price
range, it almost certainly would be a contender. Maybe his next car...
Stone Mountain, GA
'89 F250 4x4 diesel