Buyers Earning $150K Or More Rank Audi Number One In 2013 Luxury Customer Experience Index

Audi today announced that it received the top overall ranking in the 2013 Luxury Customer Experience Index (LCEI), conducted by the independent and objective Luxury Institute. The LCEI is based on data collected from affluent customers who were asked to evaluate 10 different aspects of ownership and customer experience of the luxury automotive brands they have recently used on a 0-10 scale. Among the 10 brands evaluated, Audi received the highest overall score of 8.36, recognized by customers for its consistently superior design and quality materials, and trustworthiness and knowledge of dealership staff.

“We are very pleased to have been ranked first overall in The Luxury Customer Experience Index, and we are delighted to hear that nearly all Audi customers surveyed said they would recommend Audi to others and would purchase or lease an Audi again,” said Jeri Ward, Audi of America Director of Customer Experience. “Audi and our dealer partners are continuously striving to delight our current and future Audi owners through customer experiences that exceed their expectations, and the results of the Index prove we are making significant gains.”

In 2011, Audi created the Customer Experience Team, a new division within the U.S. organization, led by Jeri Ward, which focuses on strategy and programs for improving customer experience and loyalty across the company.

The LCEI is based on a nationwide in-depth survey of 1,234 luxury automobile owners, conducted in November 2012. Respondents – ages 21 and older and with a minimum gross annual income of $150,000 – evaluated levels of respect, knowledge and trust of dealership staff, dealership sales experience and service experience after purchase, among other factors.

GermanNut - 1/4/2013 3:31:09 PM

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Being ranked first in the 2013 Luxury Customer Experience Index further proves Audi is making huge strides in the U.S. market. Audi's top ranking in the LCEI shows why it is the fastest growing luxury brand in the United States.

With newer, more-affordable models such as the A3 sedan and Q3 Compact SUV arriving in 2013, even more well-to-do owners will get to experience Audi's award-winning ownership and customer experience.

enthusiastx11 - 1/8/2013 12:54:10 PM

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base models? where is that mentioned above? oh...and by the way, many well-off people stay that way because they don't spend a disproportionate share of their income on a depreciating asset. warren buffett is the 2nd richest man in the US and he drives....a late model cadillac DTS.

GermanNut - 1/4/2013 4:29:43 PM

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ClevelandSteamer, just because a customer makes more than $150K a year doesn't mean they need to buy the biggest or most expensive model.

Buyers looking for something small that still provides necessary ground-clearance, solid build quality, excellent driving dynamics and practicality would likely find the Q3 appealing.

If these "well-to-do" six-figure earners want to kick it up, they have plenty of options with the A6, A7, A8 and, of course, R8.

gkearns56 - 1/4/2013 7:51:34 PM

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I love my new Audi A6. I've owned 3 BMWs and 3 Audi's (A4, S4 and A6). I haven't had ANY problems with the workmanship or quality in any of my previous Audi's. The craftsmanship and QUALITY has been outstanding in them. I have owned more then 1 BMW and I really liked my OLDER 3 series and 5er. But I did not buy another BMW 3/5er is because I feel the once "best" sports sedan seems to want to cater to everyone (ride, road feel, performance). My Audi A6 just has a solid feel about it and the interior craftsmanship and materials are second to NONE. I dislike the dash in the new 3 series. Why couldn't they have kept the older dash look; slightly modify the beautiful ergonomic cockpit that was used in the 2002-2011 cars. Both companies make a wonderful product; each has something unique for anyone wanting to drive a German car. On the other hand, I'd NEVER buy a car from Chrylser. Having those idiot UAW workers smoking pot and drinking beer during lunch, then going back to work to jepordize the saftey of their fellow workers, doesn't deserve my hard earned dollar, or respect.

gkearns56 - 1/5/2013 10:21:36 AM

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I will still NEVER buy a Chrylser product. Any group of UAW workers who balantly disregarded the safety and company's drug abuse policies for NOT drinking (or smoking Pot) during lunch, only to be fired; then brought them all back because their UAW kronies got them their jobs back (with full pay), will NEVER earn my business or RESPECT for their product. And this is an strong position from a fellow who grew just up 35 miles north of Detroit, Mich. The UAW is a dying bread of dinosaurs.

cidflekken - 1/4/2013 5:19:43 PM

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Well, I do have to agree that the customer service I experience at my Audi dealership is just tremendous. It's the type of service that is so good, you almost feel uncomfortable feeling so accommodated and valued. As far as cars go, I think it's a draw across the board. All the cars from the luxury leaders, i.e., BMW, MB, Audi, Lexus, have their respective strengths and weaknesses, and at the end of the day it comes down to personal preference. Not everyone wants the funnest driver or the best in snow or the quietest or the best design.

For me, one of the reasons I went with my Audi is because of my dealership experience. I felt no pressure from the salesman when i first got in the door. Never felt any pressure throughout the buying process. And now my service experience mirrors that same sentiment of feeling valued and like a "customer". Having had experiences with MB and BMW, I cannot say the same positive things about them. I only had one brief experience with Lexus and it was good, too.

cidflekken - 1/4/2013 5:49:47 PM

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I'm really not sure how Audi will ever truly accomplish that. It seems like they will forever be overshadowed by the other Germans marques and Lexus. You would have thought that they would have taken a huge leap towards doing just that when they introduced the R8 as their halo car, and it won tons of accolades, but it didn't quite happen.

I think Audi might be stuck in a similar position as Acura. Both companies are too closely aligned with their non-luxury counterparts that it's hard for the public to truly distinguish them as true luxury makes. Of course, Audi's and Acura's current positions are a bit different due to Acura's questionable direction in the past few years, but I think that questionable direction was also part of Acura's attempt to distinguish itself from Honda. It didn't quite work out especially when the RL flagship fell flat.

PUGPROUD - 1/4/2013 8:06:44 PM

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AUDI has just committed $17 Billion to pass BMW the leader by 2020. Coupled with Piech's strong will and unchallenged authority it may very well happen.

M5twinturbo - 1/5/2013 9:46:58 AM

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A 10 billion of that money is to build new plants/infrastructure, and the rest, about 2B a year, which is kind of average for a company with such a large product lineup is to develop technology like electric/hybrid systems, and lightweight tech...Thing is BMW started a similar program back around 2008 called number ONE. Which is when they started development of the i program, and their carbon fiber manufacturing research. BMW currently has about a 3+ year lead on the industry in affordable implementing the mass producing carbon fiber in series production cars, and their advanced electric/hybrid cars (i3,i8,1Gt) are only a few months out from coming to market..the 17B is basically catchup, but BMW, and Mercedes will not be resting too.

atc98092 - 1/4/2013 9:35:25 PM

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I make that much, and I'm still satisfied with VW. However, if they don't get a diesel in the Tiguan soon, I'll be looking seriously at the upcoming Q5 diesel.

Of course if VWoA keeps decontenting their US models, I may go to Audi anyway.

docsout1 - 1/5/2013 11:29:41 AM

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I'd consider Audi but, the dealer is an hour away. MB here in town. Service takes prescidence. I've done that 'out of town' purchase thing when I was young. Hassles. No more.

GermanNut - 1/5/2013 1:31:29 PM

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M5twinturbo, Audi's plan is strategic. Audi already does TDI clean-diesel engines well and they have increased the availability of TDI to include the A6, A7, A8, and Q5 models in addition to the A3 and Q7.

The next generation A4/A5 will also have the TDI option.

Audi's $17 billion investment will go towards increasing production capacity in the hugely important Chinese market, to the new plant in Mexico, which will produce the Q5 SUV, and to other opportunities. These investments will give Audi increased growth potential in the world's two largest luxury car markets of China and the US.

Audi has the economies of scale by being a part of VAG, it has the profits, and now this huge $17 billion investment will be the final step in dethroning BMW as the world's largest premium luxury brand for good.

M5twinturbo - 1/5/2013 1:50:17 PM

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BMW is bring the diesel 3 series to the US this year.

Along with the X3,X5,5,and 7 series over the next 2 years. Plus BMW diesels on average return better MPG than the comp.

GermanNut - 1/5/2013 4:11:58 PM

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Good for BMW but this battle is more than diesel vs. gasoline engines. The battle for global sales supremacy deals with investments in technology, production capacity in key markets, marketing, awards versus competition, supply and demand being aligned.

Audi is prepared for battle. All the experts and analysts agree that Audi will surpass BMW in global sales likely before its 2020 target. I'm excited to see how the race plays out but firmly believe Audi will overtake BMW globally within 4 years.