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Mon
Feb 25 2008

Audi's lost quality

Hilton Holloway

15 years ago I didn't know much about driving, but I did know about perceived and production quality. And I loved Audis.

OK, the average Audi 80 handled like it had 300lbs of lead in the front bumper. But just feel the door handle, listen to the sound of the door shut, and push those dash switches.

Of course the Audi quality standards were much copied during the late 1990s, especially when Ferdinand Piech (who had driven the standards up as Audi boss) took over at VW and created cars such as the Golf 4 and Passat.

Indeed, in the late 1980s Audi actually ran ads just detailing the complexity of its beautiful and expensive boot hinge design. And if you appreciated engineering, every time you the boot of an Audi it was impossible to avoid an admiring glance at the way the hinge was packaged into such a small space.

This week I lifted the boot of the new A4. After a lifespan of 22 years (they arrived in 1986 in the 80), the parallelogram hinges are gone, replaced with crude, curved bent tubes.

Worse still, engineers have had to rob space from the boot to enclose these new hinges because otherwise they would crush your luggage as the boot lid is shut.

The death of the Audi boot hinge is a landmark event. It shows that the costs of building cars in Western Europe is getting so high, production and perceived quality may have now passed its peak.

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About Hilton Holloway

Has two product design degrees and used to design mountain bikes. Realised that cars were a lot more interesting in 1990, and has been writing about them ever since.

Comments

Sibbo February 25, 2008 10:26 PM

Ahhh, 'perceived quality'. It is a term that regular readers will notice has gradually crept into otherwise straight-talking Autocar. I have no idea what it means. Have you all been brainwashed by the marketing numpties?

ericheadley February 26, 2008 3:39 AM

But have you looked at the boot of a Lexus ?   This is the problem.  Once you start to cut corners people will start to notice and then what is the point of buying an Audi ( or for that a BMW or Mercedes ) over a Mondeo.  As mainstream cars get better and better it becomes increasingly difficult to justify spending the money for a so called premium badge.

Darth Balls February 26, 2008 9:08 AM

Maybe there's another reason for this perceived change in 'perceived quality' - according to the car mags Audis no longer

"... handled like it had 300lbs of lead in the front bumper..."

Over-engineering makes cars heavier than they need be. Does anyone outside of the staff of car mags actually care whether or not a dash sounds hollow when tapped?

The last time I sat in an Audi it was a S3 and it was dark. the main thing that stuck me was that it felt instantly familiar - because one of our cars is a Skoda Fabia. I'd never buy an Audi because of that (R8 being a possible lotto winning exception).

JJBoxster February 26, 2008 9:06 PM

I for one don't like tinny dashes.. or tinny switchgrear, door handles, glove-boxes, door panels etc etc. I love the over-engineered feel of a BMW or Audi and it's one essential part in the 'marketing mix' of luxury brands.

If 'over-engineering' means heavy weight then is a Lotus Elise 'under-engineered' for being so light?

I don't think the rule holds true but there's certainly something about it and people are prepared to shed out extra for both extra quality and lightweight engineering - which appears a paradox but there you go!

NiallOswald February 26, 2008 9:39 PM

Engineering is all about compromises. If you want quiet and refined, you can't have light. If you want cheap, you can't have well-made. If you want good handling, you can't have ride comfort. Good engineering is about using novel technologies to optimise these compromises.

'Percieved quality' may well be marketing nonsense, but it's symptomatic of the times we live in. It doesn't matter if something is actually well made, or well-engineered so long as it looks and feels like it is. I'd be willing to bet the solid plastic dashboards of yesteryear are more durable than today's 'soft-touch' items, but most people would perceive them as being 'lower quality'.

John Carter February 29, 2008 2:13 PM

This guy clearly hasn't done his research.  The reason the pantographic hinge has now been discontinued is because it was deemed 'unsafe' thanks to new H&S legislation which came about after some Americans allegedly trapped their fingers in them.  Its disappearance owes more to our litigious culture than to any cost cutting on Audi's part.

VelSatis23 March 17, 2008 8:46 AM

I actually don`t really care much about perceived quality. Of course I also notice differences in the way plastic in a car feels like. I owned a Renault Megane 2 and thought the plastics were fine, they looked good in dynamique trim and were also nice to touch. Looked at a new Golf and actually thought the Megane was better. My father owns an Audi A3 and there the plastic also feels like plastic and all the stuff that shines and is smooth scratches easily, so the plastics don´t really make the difference. But after a while, the Renault starts to rattle somewhere, no telling where, those rattles really bug me, it´s the one thing that annoys me most. But my father´s Audi didn´t even make an noise after 3 years and a 150000 km, and the way it felt when drivin, still new, but my Megane after 4 years and 50000 km sort of felt soft and I had the urge to drive it against a wall and get something new, better.

So there is still a lot for companies like Renault to do, if they really want to make their owners happy, otherwise, people will just buy used premium cars for the same price as new Renaults. That´s what i`ll probably do. A used Audi just feels better.

To not ruin Renaults image, there was nothing really wrong with the Megane, but after 4 years, it just showed its age, lets you hear it for the most part. I just hate that, especially since I really take care of my things, I like to keep em looking new as long as possible.

tonydrake March 25, 2008 12:27 PM

100% agree - I had my first BMW in 1990s BMW and was in awe of the boot design - I sighted this as the example of how the BMW/Audi people get car design.

I even DIDN'T buy the current Accord for my wife because of this old fashioned boot, went for the Mazda6 - it made me feel cheap.

These little touches make you feel special, and while these do add cost, aren't we paying more? If the Koreon's get their dynamics together (quality is getting there), then the Euos are in trouble if they can't do these little things. The new A4 WAS on my list, not now.

Quattro369 March 27, 2008 11:53 AM

As they are too busy chasing BMW in the sales race it seems AUDI have forgotten their core strength: Quality.

Just compare the interiors of the new A3/TT/A4 to their previous models. They dont have to USP of RWD so need to be careful that since their quality is no better now then BMW/Merc, people might start migrating...

Quattro is ok but only accounts for less than 1/3 of sales.

The New A4 is bland and predicatable, i saw one in the metal today on the street and were it not for the LED's i would not even have noticed. Whereas the New C-Class in SPORT trim is stunning

nicholasblair March 28, 2008 1:50 PM

I'd just like to say that all this talk of perceived quality drives me up the wall.  I have never felt compelled to feel how soft my dashboard is, I don't care how my switches work as long as they do, or how the boot opens or closes.

Has anyone done the sums to see how much more the fancy dashes weigh over more prosaic materials?  It must be getting significant, now that cabins are larded with soft-feel surfaces.

Incidentally, I am concerned about the trend for incremental design, where new models look almost identical to those they replace, exemplified in the new A4 and new Mini.

jerry99 April 17, 2008 10:51 AM

The perceived quality is obviously a good marketing tool. My concern is how much weight does it add to the cars? A typical moden car is 50% heavier than its 1980s equivalent which means that a significant part of the progress in engine efficiency is wiped out, with both performance and environmental impact.

VW/Audi in particaular once sold the benefit of light weight (out of necessity when their biggest engine was a 2 litre) but now they never mention it. Maybe with the recent moves to smaller capacity turbo engines the manufacturers will have to take this seriously again.

Far Eastern manufacturers now seem to have started keeping weight down and adding perceived quality.

Perhaps road testers need to highlight the weight penalty in terms of handling, performance and economy when complementing manufacturers for their perceived quality, fantastic souind systems and sophisticated air conditioning installations.

happygolucki April 25, 2008 10:10 PM

I've got a 4 month old A8 and the dash twitters away in several places. Not a lot you can do about it - but no question this particular Audi doesnt deliver on the promise. Back to BMW next time

midget May 9, 2008 2:30 PM

perceived quality is just that, perceived and not necessarily genuine in-depth quality.

My mother has an Audi A2, the doors close with the reassuring 'thunk' journalists seem to so appreciate, panel gaps are tight etc, etc, all the  virtues you would expect of a premium brand.

Trouble is, the car is rubbish! Electronics are hopeless with constant warning lights, it's ride is poor, it has suffered numerous faults which are unacceptable given what you pay. Previous later series Mercedes were no better.

If you want actual, real world quality, buy a Subaru, they hold together, drive superbly and are not so bad inside as you might imagine

ThwartedEfforts May 13, 2008 11:19 AM

An Audi with a poor ride you say? Golly, now there's a thing!

minesaseat May 16, 2008 3:46 PM

Well if you like Audi 'quality' and don't like the price - buy a Skoda or Seat.  Most Audi buyers (and other 'premium makes') are only buying the badge, unless you have mega bucks and buy a top spec sports model i.e. S something or other.  May I commend the cute, fun, comfortable, genuine quality, and quick Seat Leon, it sort of reminds me of a Porsche inside and the 200hp version is a lot of fun on a real world budget.

Danr323 June 4, 2008 1:12 PM

I couldnt agree more with this article. I was actually thinking that my much missed Audi 80 is in fact built better than my new company car, a Mercedes C class sport.

The Merc's bonnnet came with only one side catching, so a simple repair was needed on day one. The Audi's bonnet, well, I dont know, it never needed opening...

drivenfromtherearplease August 7, 2008 10:34 PM

Quality for me is in the way the car drives. Would rather the engineers have the biggest budget for the engine / chassis. I supppose this explains my Clio 182 Cup and Alfa GTV in the past - never noticed any problems as was having too much fun. Thing is now though of course their replacements are far too heavy which means less fun and poor chassis dynamics - you then pick up on the other aspects of the car. Boo-hoo. Rear it is then. Unless you have a lite nimble little thing which has the words tinny and cheap never far away, hmmm my wifes old 1.1L Saxo! Cracking! (Quite literally with some of the plastics!!)

In summary please give us more character before "percieved quality" unless you are producing for the worlds taxi market (MB)

Cherrington August 19, 2008 1:48 PM

Perceived quality never meant much to me until recently. I bought a lightly used Fiat Seicento three years ago and despite regular servicing, care and attention, it is possible to feel every one of it's sixty thousand miles and five and a half years now, the suspension, boot, parcel shelf and dash all squeak rattle and groan, time for a replacement

Vectra32 August 29, 2008 9:35 PM

Reducing Quatro and Aluminium Technology to platform sharing and a large marketing budget was bound to catch up with them sometime.

The good news is that Audi's (arrogrant?) policy of reserving their best 'technology' for the premium brands is starting to strangle their bread and butter brands. They MUST do something SOON.

There is nothing fundamentally wrong with Audi's quality. It's just the leap that's missing.

johnhol September 3, 2008 10:00 PM

hmmm .... maybe quality should extend to the use of software to control windows in operating new nine second roof. Audi seem to have a problem they yet  have a solution to. Rushed this to market and this is what you get.   Rear windows never end up in the same position.

Not rest of car seems to be good, although not as robust to the feel of the A4 Cab.

maybe they should hold up there hand about quality and the use of new technology.

spqr September 11, 2008 8:44 PM

minesaseat has hit the nail on the head - Audis are nothing more than tarted up VWs so why pay a premium for a "mass market" car dressed up trying to be a "luxury" brand. Buy the same car with the supposedly less prestigious badge it was almost certainly made in the same factory, the components are the same and when it comes to servicing you'll save a packet at Seat and Skoda just because their spark plugs come without 4 rings on the box. Until Audi stop badge engineering they will always be the "nearly men" of the automotive world, so why both get the new Seat saloon or a Skoda and join the people who know a bargain when they see it.

Greg Barton September 14, 2008 11:04 AM

So if we're all suckers for buying Audi's lets look at the alternatives to my next motor (A4 2.0TDI Sline)

BMW 320d MSport - Nice car, but I've had BMW's for the past six years and fancy a change. Cramped by comparison to the Audi.

Merc C220 CDI Sport - hideously expensive, dreadful dashboard (you want cheap feeling material in a premium brand - take a look at this centre console)

From VW's own stable:

VW Passat - Not bad but heroically dull to look at and drive.

Seat - Don't seem to do an equivalent car - they only make MPV's these days and I want a 4 door saloon.

Skoda Superb - Passat but bigger and duller.

As for the value for money proposition - well yes the Mondeo may be dynamically superior etc but there's a very important thing to remember:

When you leave work late or are face with a long tiring journey and you're completely knobbed off with things, a good premium motor does something no Ford ever will. It makes you feel a little bit special, gives that slight feeling of one-upmanship.

Which is very sad and immature, but at 9pm on a Monday night when you've had a *** day, a car that looks good, the door thunks shut nicely, the seats are comfortable, the interior is welcoming and illuminates beautifully...well the price premium suddenly justifies itself.

(For the record, the 1 series completely fails to deliver this!)

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