The Joy Of Owning A Luxury Marque Car
IMO, it's a sharp marketing move.
Price it to cater to the consumer who is interested.
Audi is considered one of the three major German luxury marques. It builds on the perceived reliability of VW, and tries to add the extra hint of luxury. There are many cool looking cars based on more prosaic chassis, think of the Audi TT, which has Golf underpinnings or the Scirocco, which is a two door hatch of the Golf but carries a significant price premium.
So if it is priced like a Merc, then it may be in danger of going head to head with the market leader of mid to high tier luxury, and it will also clash with their entry level offerings from the C Class up.
BMW has the ultimate driving machine moniker, and buyers will forgive the lower reliability compared to the Merc, and focus on the driving experience.
So Audi has decided to go for the VFM niche amongst the three brands. But you can't go cheaper without some compromise.
Audi has realised that SG buyers will pay handsomely for a badge, and the right materials used in the car and some select features, and yet be very ready to compromise on others.
Look at the two airbag offerings that are selling well in SG. The cars with less safety features that don't faze buyers so long as the price is right.
Not longer ago, we have a bro here who had a nice long section in the A3 thread on why he chose the A3 over the Toyota Corolla, despite the size difference and legroom. For the money, the A3 offers a solid ride, a brisk progress with a decent shove and the right materials in the cabin. I must admit I almost committed to one as well at a warehouse sale years back.. I called a friend and he told me in no uncertain terms to avoid the dry clutch and that was the end of my A3 dreams. but the allure of the materials, the ride and the badge was very tempting. It didn't seem to matter that it was a truly bare bones car that didn't even have a single USB port...
I did look at the A4 as well, and similarly, the price was right. Lots of power, the cabin materials were really nice, the smell of real leather was intoxicating and yes, I was in a Luxury Marque... when I began my journey, I knew little about safety features, having driven a two airbag car with the barest of safety features for ten years. So it didn't seem to be important compared to the lovely steering wheel, that turbo kick and yes did I mention that badge?
I know, I know I'm shameless, but hey, why not when it's within your budget. Just like why the Honda Accord, and the Toyota Camry aren't moving off the shelves like their predecessors, people can give up space, reliability and features for the right car, and yes the A4 can still be a family sedan, even if it's basically sized with the legroom of a Corolla or Civic. It's meant to let you feel the joy of the C Class at a price that you can bring to the banker without bankrupting yourself.
And how many people peer with critical eyes at the spec sheet for auto collision warning, and other features like that? Or ask the reps for the price of servicing? Or know about the history of the gearboxes and engines? Not everyone, after all it's based on the workhorse of the Germans, the VW cars. And Skoda, no no, it's a poorer cousin that doesn't get you that prized lot at work, or makes the sales rep at that condo launch smile. No, for that you'll need one of the three German Marques, no less.
As shallow as it seems, IMHO, that is a reality we face in a country where cars cost more than a house in Germany, and whilst that house will last decades, our cars only last for one.
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