Your job. Your magazine. After Sales Magazine Winter 2012 Achieving complete customer satisfaction begins with having an open mind to evolving and learning. That’s where we come in. Learn how to deliver Top Service with advice from your colleagues and other experts in Top Service Magazine. Rise to the Challenge: At Boardwalk Audi in Plano, Texas, monthly Service staff meetings are held, complete with catered lunch, to discuss the state of the dealership and promote team building. Four times Your road to the top of the J.D. Power rankings. a year at the meetings, Top Service Magazine is distributed to all in attendance. According to Service Manager Curtis Spain, employees are encouraged to read the magazine cover to Event Builds Trust Workin’ Day and Night Twin Cup cover to polish their Top Service delivery. Take a cue from Boardwalk Audi and try this in your Boardwalk Audi Dealer aims to reduce Team USA stands on Service Department. The ideas and their results may surprise you. delivers Top Service service appointment wait the podium again Speak out. You might win an iPod shuffle. Top Service Magazine wants to hear your stories and ideas. Are parts sales booming? Tell us how you do it. Tire sales on a roll? Reveal your secret. Maybe your staff has developed great techniques for promoting needed services or persuading customers to replace worn parts, etc. Of course, Top Service success stories are always welcome. If we publish your submission, you’ll receive an iPod shuffle.® We look forward to getting your input. Write to: [email protected].

Congratulations to these Audi After Sales employees who received complimentary iPod shuffles for submitting tips that exemplify Top Service and also help achieve positive results:

• Greg Bart from McGrath Audi of Glenview in Glenview, Illinois • Terry Doyle from Audi Pembroke Pines in Pembroke Pines, Florida • Mark Babbitt from Joe Pecheles Audi in Greenville, North Carolina • Steve Dutra from Audi Raleigh in Raleigh, North Carolina

You won’t miss an issue. Every edition of Top Service Magazine is available in PDF format from the Audi After Sales Marketing Operations Center (MOC). To download them, go to AccessAudi.com > After Sales Marketing Operations Center > Download Forms, Images and More, and click on the Top Service Magazine button.

All photographs, illustrations, equipment and technical data in Top Service Magazine are based upon the latest available information at the time of publication. Changes may be made at any time – without notice – in specifications, standard equipment, options and colors. Also, models and equipment may be discontinued without notice. Competitive information in Top Service Magazine is based upon the latest manufacturer product brochures and specifications sources available at the time of publication. Audi of America, Inc., is not responsible for the accuracy of competitive data. Opinions expressed in letters, editorials and bylined articles in Top Service Magazine are those of the authors and do not necessarily represent the views of Audi of America, Inc. For internal use only No compensation, express or implied, is offered for unused submissions. All submissions become the property of Audi of America, Inc. “J.D. Power and Associates” is a registered trademark of The McGraw-Hill Companies, Inc. “Bluetooth” is a registered trademark of the Bluetooth SIG, Inc. “iPod shuffle” and “iPad” are registered trademarks of Apple Inc. All rights reserved. Issue 8 | Winter 2012 Management Message

A brilliant 2011. Moving ahead in 2012. Customer Satisfaction Accessories

3 Top Service treatment delivered – the details matter 26 TT Graphics Kit As this issue of Top Service Magazine went to press, Audi posted It couldn’t stay in Vegas. its best year ever in the U.S. Its new vehicle sales set an all-time 4 Through the eyes of your customers record, increasing 15.7% over 2011. Audi After Sales registered How to ensure your facility excels at every turn 27 Collision Accessories Program some spectacular performances as well, recording the highest 6 Event builds trust and confidence parts revenue in Audi of America history. Also gratifying are the Boardwalk Audi delivers Top Service improvements in Customer Satisfaction and Brand Service Market 8 Rise to the Challenge Share. These outstanding achievements are due in no small part Your road to the top of the J.D. Power and Associates CSI Ratings to our Audi Dealer partners. The Audi After Sales Team extends its 20 Workin’ day and night heartiest congratulations to all of you. Dealer aims to reduce service appointment wait 22 Future work vs. future capacity Total Customer Satisfaction: Our Common Goal 23 Mastering Required Vehicle Updates (RVUs) In 2011, 34% of new vehicle sales were A6, A7 and A8 models, and a greater percentage of these high-end customers are using 27 Audi Dealers for service. Meeting their raised customer service expectations is critical to our continued success.

Remember, you are the face of the Audi Brand. Our customers make Special Feature After Sales Spotlight little distinction between the brand and its dealers, and that makes us 100% interdependent. You rely on Audi for exceptional vehicles as 12 Audi Sport launches A5 DTM 2 2011 Parts Sales Recap well as the products and services that support them. Audi relies on Another record-breaking year the sales, service and overall customer experience you deliver. 11 Top Service Recognition Incentive: A Great Opportunity “Our customers make little distinction 14 AoA develops new dealer websites between the brand and its dealers, and 29 Twin Cup that makes us 100% interdependent.” U.S. makes podium finish

Audi is building great vehicles. But only Audi Dealers can make the ownership experience a positive and memorable one. Meeting our sales objectives will mean that we have captured vehicle buyers from other Import High Group brands that have set higher standards for 12 customer service and post higher CSI numbers. We urge you to focus Audi News on customer satisfaction in 2012. We will do the same, and put forth our best efforts to assist you in raising the bar. 30 A1 clubsport quattro Peter Donnellan Director of After Sales, 31 A4 DTM Marketing As you look ahead in 2012, know that Audi After Sales is working Audi of America 31 Film hard to deliver maximum support to our Audi Dealer partners, and 16 Image 2012: A fresh look The chase is on! to help you on your way to even greater achievements. 18 New Audi Sport Boards for enthusiast customers 19 Winter Wheel and Tire Program Strong product and promotion help drive traffic and sales Also in this issue 30 24 Easy as MOC • “Top Service treatment delivered – the details matter” (Page 3) • “Workin’ day and night,” a look at extended hours (Page 20) After Sales Marketing Operations Center Updates

28 Tips from Wilson • “Through the eyes of your customers” (Page 4) • “Mastering Required Vehicle Updates (RVUs),” a valuable customer satisfaction tool (Page 23) Tradition • “Event builds trust and confidence” (Page 6) • “Easy as MOC, After Sales Marketing Operations Center 32 The Four Rings Family Tree • “Top Service Recognition Incentive: A Great Opportunity” (Page 11) Updates” (Page 24)

18 32

Top Service Magazine is published quarterly by Audi of America, Inc. in cooperation with © 2012 Audi of America, Inc. All rights reserved. “Audi,” “quattro,” “ASF,” “FSI,” “Singleframe,” Latcha+Associates. Top Service Magazine is intended solely for use as an informational “Truth in Engineering,” the four rings emblem, the Audi grille design and all model names resource for Audi After Sales professionals. are registered trademarks of AUDI AG. Printed in U.S.A.

Editor-In-Chief: Fatima Chan | 1.703.364.7347 | [email protected] Audi of America, Inc. 2200 Ferdinand Dr., Herndon, VA 20171 After Sales Spotlight Customer Satisfaction

2011 Parts Sales Recap Another record-breaking year

Simply put, 2011 will be viewed as a watershed year in Audi of America One area that still requires attention is Accessories sold Per New history. Our new vehicle sales grew by 15.7% over 2010, with a Vehicle (PNV), at 95.4%. Use the Accessories Best Practices Guide record 117,561 units rolling out of dealerships. and back issues of Top Service Magazine – Accessories sales ideas from your fellow dealers can help your dealership achieve higher Audi Dealers have also been on a roll with retail tire sales, capturing PNV sales. For more details, go to: AccessAudi.com > Related Sites > an ever-growing share of the market once served by third-party After Sales Marketing Operations Center > Downloads. stores and reaching 134.5% of objective. Audi of America recognizes all of our Audi Dealer partners for their Removing all those wheels for tire sales increased maintenance and great work. You have helped make 2011 one for the record books. | repair ROs, helping boost parts sales to 112.7% of objective.

Year to date:

Total Tire Sales Top Service treatment delivered – the details matter

The Best Practices located online in the Audi Top Service Process Guide (TSPG) supply you with many suggestions on how to deliver the Top Service “At the time of vehicle delivery, have treatment your customers deserve. Total Parts Sales a soft cloth ready to wipe up any Service Advisor Nick Smith of Hoehn Audi in Carlsbad, CA, recently submitted this tip: water drips on the vehicle after it has been washed and staged for pickup.” “At the time of vehicle delivery, have a soft cloth ready to wipe up any water drips on the vehicle after it has been washed and staged for pickup. I personally purchase a pack of 100 bright yellow, microfiber cloths from Nick Smith, Service Advisor | Hoehn Audi a bulk membership warehouse store for only $15.00. The yellow is just Accessories PNV eye-catching enough to attract the customers’ attention, making them aware of the detail that goes into Top Service.” A second tip for all employees who use e-mail to communicate with customers: Be sure that your e-mail always contains a signature that includes your name and title, the dealership name, address, phone and fax numbers, and website address. Make it easy for customers to contact you by whatever means is most convenient for them. |

We encourage you to submit your tips and ideas via the Best Practices link on the TSPG home page. Help your colleagues learn from processes that work for you, so all Audi Dealerships can improve their Top Service customer treatment. Go to AccessAudi.com > Related Sites > Audi Top Service Process Guide.

2 | TopServiceMagazine TopServiceMagazine | 3 Customer Satisfaction Customer Satisfaction

Simple steps to big improvements Conduct an easy walk-through test to better understand what it feels like to be an Audi customer. Adopting customer-centered strategies is a powerful way to increase customer satisfaction. Plus, your CSI scores will soar.

Do the directional signs clearly Are the service write-up desks clear indicate where to drive or park? of unnecessary clutter?

Are the customer lounge and Is your wireless Internet quattro Café clean and well- running properly and providing stocked with current, high-end high-speed access? reading material? Through the eyes of your customers How to ensure your facility excels at every turn

A well-dressed man strolls into an Audi Service area and is greeted ease of getting in and out of the dealership and the comfort of the and accessories up-to-date and well-organized? If you’re not instantly by a Service Advisor. The interaction is professional and customer lounge. making the grade, it’s time to make some changes. friendly. The man picks up a new Audi Genuine Accessories brochure, Flexibility and customization are also essential since the New Audi Improving your facility can turn existing customers into repeat Are you actively reviewing and Are your accessories and care grabs a coffee from the quattro Café and takes a in the modern updating the content on your Audi product displays clean and well- Owner is younger and more appreciative of modern luxury. Avoid customers and can also attract first-time shoppers to your customer lounge. Digital Showcase screen? stocked, showing the full range of implementing any cookie-cutter approaches to customer service. dealership. Remember that conquest customers coming from products you offer? This scenario isn’t always the norm at Audi Dealerships. Unfortunately, Instead, get to know your customers. Is there a certain brand of Lexus and Mercedes-Benz demand the best. Make sure their many Audi Dealership facilities have ranked significantly lower than coffee your customers love? Keep it stocked. Are your customers experiences meet and, hopefully, surpass their expectations. those of other premium luxury brands. Raising the bar is critically reading Fast Company instead of The Wall Street Journal? Have the Always think of your facility as a stage upon which to sell and important since many of your customers are premium luxury brand most up-to-date magazines available. If you know a customer has service exceptional Audi vehicles. conquests accustomed to exceptional experiences at Lexus, Jaguar been eyeing a Q5, offer him a loaner for the day. Finally, one of the most important things about improving and Acura dealerships. Audi needs to view customer satisfaction as Any time you can put yourself in the shoes of your customers, your facility is realizing that what matters most is the people a top priority, and must step up to meet the needs of the New Audi you’re establishing greater customer satisfaction. The best way to inside. A well-trained, helpful, knowledgeable staff is key Owner (NAO). do it? Try a walk-through at your dealership. Act as if you’re to increasing customer satisfaction. The combination of a A recent J.D. Power and Associates Customer Service Index (CSI) entering it for the first time. Then give your dealership a grade. modern, welcoming facility and great people ultimately makes Are fixtures and shelving free of dust Are restrooms clean and supplies and fingerprints? fully stocked? Study identifies key areas of improvement that can enhance the How convenient is the parking? Are entrances clearly marked? all the difference. | customer service experience, including service facility appearance, How clean is the Service Reception area? Are brochures, posters

4 | TopServiceMagazine TopServiceMagazine | 5 Customer Satisfaction Customer Satisfaction

Event builds trust and confidence Boardwalk Audi delivers Top Service

With over 100 Audi owners in attendance, Boardwalk Audi in Plano, Another highly attended station detailed the benefits of Audi Texas, recently held a very successful Owner Appreciation Event Roadside Assistance. Along with the banner included in the Event Highlights of the Boardwalk Audi Event using the program available on the After Sales MOC. Signage Kit, a technician was on hand, helping customers download the Audi Roadside Assistance app for smartphones. More stations Boardwalk Audi included in their Event, each accompanied by a banner from AoA’s Event Signage Kit: Technicians performed complimentary multi-point inspections on each customer’s vehicle, complete with a report on the results. Every As their vehicle inspections and washes were completed, guests • Scheduled Maintenance – Attended by a master technician • Tire-Changing Demonstration – Every 15 minutes, a Technician vehicle received an exterior wash, interior vacuum and wipe-down. helped themselves to a generous spread of food and beverages, to answer customers’ questions performed a tire change on an A4 using the Owner’s Manual and the tools provided with the vehicle including the area’s famous barbecued brisket. • Specialized Tools – Placed next to the Maintenance display, While these services were being performed, guests visited the stations Audi tools were on display with a Technician explaining their use • Collision Repair – Boardwalk’s collision partner attended the set up throughout the dealership. Each station included a banner Guests were asked to complete an evaluation of their experience. Event and answered customers’ questions from the Event Signage Kit supplied by AoA, and was staffed by a They were then presented with gift bags containing several Audi • Technician Requirements – Service Technician outlined Audi Boardwalk Audi employee. branded items, including a travel mug, water bottle, key holder and training and certification stipulations • Audi Guard Car Care – Several products displayed with an offer pen, as well as valuable offers to encourage customers to return to for 50% off Audi Guard Car Care products during the Event only • Audi Genuine Accessories – Displayed a fully outfitted Q5 the dealership for future services. “These events help us keep customers. accompanied by accessories literature and price information • Audi Genuine Parts – Located near the parts department, this station included an accessories offer to be used that day We form relationships with customers The staff at Boardwalk Audi are firm believers in holding events that • Audi Assist – Two fully equipped Audi Assist vehicles displayed show their customers Top Service treatment, and let them know that with handouts detailing services available when customers when they believe that we see them as the dealership cares about them and their vehicles. need assistance more than a tally on the sales register.” “These kinds of events help us keep customers,” said Spain. “We – Curtis Spain, Service Manager form relationships with customers when they believe that we see them as more than a tally on the sales register. When customers feel they have a good relationship with us, their trust level goes up, According to Service Manager Curtis Spain, the technology station More ideas from Boardwalk Audi their attention level goes up, and they’ll listen to us and to was the most popular attraction. A fully equipped A6 was set up our recommendations.” • Boardwalk Audi spread the word about their Event with an e-mail • Hand out special offers that are only accepted the day of the with a Technologist at the station to explain all the “bells and sent to all customers. The After Sales Marketing Operations Center Event to generate sales. Also offer discounts with a later whistles.” “Guests really appreciated this station as owners of such Boardwalk Audi plans to hold several more Events in the coming year, offers an e-mail template as well as direct-mail invitations for you expiration date to bring customers back to your dealership. technologically advanced vehicles,” said Spain. Many left the event and will continue incorporating even more aspects of the After Sales to personalize and send to your customer list. with a far better understanding of what their vehicles are capable of. Owner Appreciation Event program. | • Be sure to have greeters to direct guests as they arrive, and a • Be sure to call customers after sending your invitations. A large host to lead them to a starting point once inside. percentage of Boardwalk’s guests RSVPed on the follow-up • Ask your vendors or partners for anything they can add to your phone call. Start planning your Owner Appreciation Event Event, such as displays, or giveaways for your guests. • In the weeks before your Event, attach flyers about your Event • Utilize your digital showcase system to advertise the Event in Begin by downloading the thorough, step-by-step how-to guide for all the instructions and details you need to your customers’ service invoices. Contact the After Sales MOC the weeks prior to the Event, as well as to welcome guests on the to plan a successful Event. Go to AccessAudi.com > After Sales Marketing Operations Center > Order Support for a flyer template. day of the Event. Materials > Owner Appreciation Event.

Order your Event Signage Kit

Service Manager Curtis Spain and his staff felt the banners in the Event Signage Kit were a key asset to their Event by: • “communicating to the customer the benefits they enjoy with their purchase of a world-class Audi vehicle and by utilizing the dealership for their needs.” • “directing the traffic flow through our dealership during the Event.” • “strengthening customer enthusiasm for the Audi Brand.” • “helping strengthen our position in the market by detailing how we deliver Top Service.” Order the Event Signage Kit early to familiarize your staff with the topics they’ll be discussing with your customers. Greeters welcome and direct customers. Vendor or partner displays contribute to the Event. Guests complete an evaluation and receive a gift. Contact the After Sales Marketing Operations Center at 1.888.MOC.AUDI.

6 | TopServiceMagazine TopServiceMagazine | 7 Customer Satisfaction Customer Satisfaction

The Five Measures J.D. Power examines five criteria to determine overall customer satisfaction with dealer service. They are, in order of importance:

Service Service Service Service Vehicle 1 Quality 2Initiation 3Advisor 4Facility 5Pickup

Rise to Lexus performed well in all five areas Lexus to achieve its top rating. Comparatively, Audi scored “below average” in all Acura five categories. Jaguar the Challenge Source: J.D. Power Consumer Center Ratings Mercedes BMW

Audi Your road to the top of the Overall Customer Satisfaction is Rising J.D. Power and Associates CSI Ratings Another recent J.D. Power study finds that overall satisfaction with dealer service has increased from 2009 to 2010, marking the 10th consecutive year of an industry-wide improvement. In One luxury vehicle brand proves year after year that the top Customer Service particular, customer satisfaction has increased in the following areas: ease of driving in and out of dealer facilities, convenience of parking, thoroughness of work performed, total time required to complete service, Index ratings can be achieved. The disappointing news? Audi isn’t that brand. flexibility of accommodating the customer’s schedule, and thoroughness of explanations. Lexus ranks highest in customer satisfaction with dealer service. The study Room for Growth focuses on the satisfaction of vehicle owners who visit a service department for The 2011 CSI study also shows that dealer service facilities have become more competitive on cost and maintenance or repair work and is based on the first three years of ownership. convenience, capturing share of sales from non-dealer service facilities. During the past five years, dealer service facilities increased their share of service visits and spending. Between 2007 and 2011, share of The top-three-scoring luxury brands are Lexus, Acura and Jaguar. In 2011, Volvo service visits at dealer facilities increased from 62 to 74 percent. and Porsche made the greatest improvements.

8 | TopServiceMagazine TopServiceMagazine | 9 Customer Satisfaction Sagrada Família, Barcelona

Florence, Italy Monte Carlo Casino, Monaco

Top Service Recognition Incentive:

Top Tips for Success A Great Opportunity The highest-ranked brands raise customer satisfaction with these best practices. If you’re already doing them, Service Managers Can Win a Mediterranean Cruise keep it up. If you haven’t implemented them, the time is now. Adopting new behavior incurs no cost, and the results pay off. They may seem like second-nature, but doing them on a consistent basis makes the difference – especially in the all-important J.D. Power studies. Audi Service Managers who surpass customer expectations may earn a reward that will go beyond their own expectations. The highest achievers will take an all-inclusive Mediterranean • Deliver an immediate and friendly greeting to your customers. There’s a correlation between the initial cruise from Barcelona to Rome aboard the Regent Seven Seas Mariner in June 2012, proof that greeting and high CSI scores. Three of the top five luxury brands in the CSI (Lexus, and Lincoln) have the highest greeting scores. being part of the Audi Top Service Recognition Incentive does have its advantages.

• Reduce waiting time for service appointments. Customers don’t want to wait days for an appointment, especially conquest customers from Lexus, Acura and Jaguar who are accustomed to prompt service.

• Know your customers’ service history. Customers appreciate your having this knowledge and understanding their unique needs. The goal of the Top Service Recognition Incentive is to publicly Eastern Region Winners recognize and reward those who are dedicated to continuous • Five top-performing Service Managers, plus one guest • Return your customer’s Audi freshly washed and vacuumed. Exceed expectations whenever possible. improvement and furthering the success of the Audi Brand. • One most-improved Service Manager, plus one guest 2012 kicks into high gear by recognizing Service Managers whose • Offer alternate transportation to customers who leave their vehicles for service. Providing a complimentary Audi Service Departments deliver the highest and most improved Southern & Western Region Winners loaner is the perfect way to introduce your customers to the newest product offerings from Audi. results in the following areas based on Audi Insight survey results: • Four top-performing Service Managers, plus one guest • Thoroughness of explanations • One most-improved Service Manager, plus one guest Satisfaction Leads to Greater Customer Loyalty • Fairness of service charges Dealerships who deliver high standards enjoy strong customer loyalty, which in turn drives higher growth • Customers’ overall experience of picking up vehicle Tracking your performance online and profitability. • View your performance at: AccessAudi.com > Audi Winner’s Circle > Welcome Aboard Top Service Recognition Incentive. Audi is committed to rewarding our Top Service achievers with nothing • Since results are updated daily, you can track your progress during Mystery Shoppers. Positive Results. but the best. A Regent Seven Seas Cruise is the perfect choice, having the quarter. | Need proof that your actions are paying off? Based on the recent Mystery Shop program, 19% of Audi Dealers been voted the world’s best cruise line in the 2010 Condé Nast passed, achieving a high level of satisfaction. By taking a few easy steps, you can turn the numbers around, Traveler reader’s poll. putting your dealership at the top of the CSI chart. Commit yourself wholeheartedly to this mission. In turn, this will demonstrate to customers that your dealership not only has strong values, but that you live by them. |

10 | TopServiceMagazine TopServiceMagazine | 11 Special Feature Special Feature

Technical Specifications A5 DTM Challengers 2012 Preliminary Schedule

Class: DTM sports coupe BMW M3 DTM 04.29.12 Hockenheimring, Hockenheim, Audi Sport Body: carbon-fiber body on steel tube AMG Mercedes C-Coupe space-frame 05.06.12 Lausitzring, Klettwitz, Germany

Engine: 4.0L V8, 90-degree cylinder angle, 05.20.12 , West Kingsdown, launches A5 DTM DOHC, 4 valves per cylinder England Power: 460 hp A5 DTM TEAMS 06.03.12 Ring, Spielberg, Austria The “Deutsche Tourenwagen Masters” (German Touring Car Masters), “The shared components allow us to achieve substantial cost reduction or DTM, is one of the most popular motorsports series in Europe – and without compromising the safety or the exciting style of our DTM Torque: 369 lb.-ft. Audi Sport 07.01.12 , Nuremberg, Germany Audi has won four of the last seven titles. With the launch of its latest ,” explains Head of Audi Motorsport Dr. Wolfgang Ullrich, who is in race car, Audi Sport is intent on continuing its domination. charge of the new DTM development. Drivetrain: rear-wheel drive, Audi Sport Team Phoenix 07.15.12 Olympiastadion, Munich, Germany traction control (ASR) On the eve of the International Motor Show (IAA) in Frankfurt, Audi The engine electronics (Bosch MS 5.1), and the central display that is Audi Sport 08.19.12 Nurburgring, Nurburg, Germany presented its new DTM vehicle: After the V8 Quattro (1990 to 1992) already being used in the LMS, are state-of-the-art as well. Gearbox: paddle-shift pneumatic and the A4 (2004 to 2011), Audi has opted to run a two-door coupe in Exclusive tire partner Hankook is supplying larger and wider tires, with 6-speed sequential 08.26.12 Circuit Park Zandvoort, Netherlands the popular international touring car series for the first time. dimensions resembling those of the Prototype 2 sports cars. Tires: front: 260 x 660 R18 09.16.12 Motorsport Arena Oschersleben, rear: 280 x 660 R18 The new Audi A5 DTM (“R17” at Audi Sport) conforms to the new The “R17” project was launched in May 2010 and a month later the Germany 2011 DTM Season results DTM Technical Regulations for the 2012 season. At the forefront of the A5 was designated as the base vehicle. Wind tunnel trials have been Length: 197" 09.30.12 Valencia, Spain project: vehicle safety, cost reduction and a spectacular exterior design. running since February 2011. Audi Sport driver made Manufacturers Championship: Audi a successful first test on July 29, 2011, and regular testing is ongoing. Width: 76.7" The Audi A5 DTM appears lower than its successful predecessor, the A4 10.21.12 Hockenheimring, Hockenheim, The homologation of the A5 DTM is scheduled for March 1, 2012. Until Team Championship: Audi Sport ABT Sportsline Germany DTM. Underneath the sleek all-carbon-fiber body, a new type of chassis then, the engineers at Audi Sport in Ingolstadt and Neckarsulm still Height: 45" is a hybrid of a carbon-fiber monocoque and steel cage that sets the have time to dial it in. | Drivers Championship: Martin Tomczyk safety standard very high for this new car. In addition, the chassis is one Fuel capacity: 120 L of more than 50 components that are identical for all DTM vehicles.

12 | TopServiceMagazine TopServiceMagazine | 13 After Sales Spotlight After Sales Spotlight

Who is maintaining your area of the site? AoA develops Find out how your dealership will handle site updates. Will department managers submit their information to one person? Or is your department responsible for maintaining your area of the site? Keep your customer communications up to date – this is especially important if you choose to offer limited-time specials. No customer enjoys seeing an new dealer websites offer they’d like to take advantage of, only to find out that it’s no longer valid. Audi Dealer Website Support: Phone 1.888.582.1206 | E-mail: [email protected] Another Service, Parts and Accessories marketing channel H ow often do you update offers? You may decide to have a standard set of offers that are always valid, along with seasonal specials and other items tailored to your marketplace. In the end, you’ll make the call because you know your market best and also how Every Audi Dealer now has a handsome new website that includes promotional pages your customers respond. for Service, Parts and Accessories, as well as the usual new and pre-owned vehicle sales information. Through Audi of America, Service and Parts Managers have yet Are you matching your offers to National Promotions and BYOs? This is one promotional strategy you might wish to employ, as it adds your communications to national programs. another powerful communication channel to deliver dealership-specific messages to Exploring a range of strategies will help you discover the ones that deliver the best response rates in your market. their customers. The platform is easy to use, is equipped with all the right resources,

and requires minimal maintenance. Use it to plot your course to increased sales, Are you using the templates that are designed for the website? AoA has provided templates that give your postings the same polished, professional look as all of its Audi After Sales profits and customer satisfaction. Answer the questions on the opposite page to take messaging. These also have the correct language and disclaimers to help ensure that your customers understand full advantage of this customer communication opportunity. | what specials are being offered and on what terms.

Home Page Service Landing Page Service and Parts Offers Accessories Landing Page Accessories Offers

14 | TopServiceMagazine TopServiceMagazine | 15 Marketing Marketing

Audi is constantly moving forward, and the After Sales Team is keeping pace. A recent photo shoot has created a library of fresh, new images for 2012. The men and women depict a range of ages and looks in photos that feature dealership and other locations. The wide variety of scenes is suitable for Audi After Sales campaigns and for your Service, Parts and Accessories marketing efforts. Their sophisticated style is designed to match images from AUDI AG, which are often used by AoA After Sales. This photography communicates the growth and change of our products, our customers and the Audi Dealers who serve them. They represent the visual direction of all Audi After Sales 2012 marketing efforts. Find them for your use at: AccessAudi.com > Service tab > Related Sites > After Sales Marketing Operations Center. |

16 | TopServiceMagazine TopServiceMagazine | 17 Marketing Marketing

Winter Wheel and Tire Program Strong product and promotion help drive traffic and sales

New Audi Sport Boards Audi drivers in the Snowbelt and Mountain States are well acquainted with the value of quattro® permanent all-wheel drive. They also know that a set of winter wheels for enthusiast customers and tires is the best way to take full advantage of its capabilities. That’s because Audi Dealers and AoA have teamed up to bring the winter wheel and tire message home to customers, as well as making their purchase as convenient as possible. Satisfy your outdoor-loving enthusiast customers with exciting, new Audi branded boards. We are pleased to introduce wakeboards, snowboards and surfboards, each designed to Marketing enhancements: Program pricing: emulate unique Audi features such as the grille, carbon fiber accents and the iconic Audi rings logo. Snowboards and surfboards are already available, and the wakeboards will be • Two AoA e-mail campaigns to all potential WWT customers • 2010 pricing held on most SKUs. available in early 2012. • WWT BYO and e-mail on After Sales MOC Logistics enhancements: • WWT on audiusa.com Every dealer has received a board, free of charge, for showroom display. There is no better • More Dealer Tire warehouse locations help you with timely delivery way to highlight Audi Genuine Accessories than by pairing the base carrier bars and ski and • fourtitude.com Audi enthusiast site web banners for maximum convenience. snowboard rack with these new Audi branded boards. • quattro® quarterly magazine ad Record-setting vehicle sales in the U.S. mean that there are more The boards should be displayed with bindings installed. Partnering with a local sporting • Audi Financial Services statement stuffers customers than ever in need of winter wheels and tires. Make sure goods outfitter would provide the opportunity for cross marketing and additional sales. your dealership is using all the resources of this program to help Point-of-sale: generate sales and customer satisfaction. | Boost your customers’ satisfaction, and your bottom line, with sales of base carrier bars, • Consumer brochure • Digital showcase • Vehicle cling racks and, now, Audi wakeboards, snowboards and surfboards. | • Pocket sales guide • Parts counter mat • RO self-stick note • Showroom poster • Showroom cling

18 | TopServiceMagazine TopServiceMagazine | 19 Customer Satisfaction Customer Satisfaction

“My team is dedicated to customer satisfaction and they are doing everything they can to achieve perfection.” – David Delaney, Director of Service Operations, New Country Audi of Greenwich

New Country Audi is a hub in a large metro area and currently Building a second service shift: services nearly 2,000 vehicles per month. By implementing a second service shift, Delaney can significantly increase the • Recruit a shift of additional techs. Use Automotive News to number of vehicles that the dealership is able to service. reach a wide audience of technician prospects.

He had built an extended hours/service night shift program • Put the most experienced staff on the night shift and pay before. So he knew the steps required to reduce days-wait time them a premium for working evening hours. Each night shift and raise customer satisfaction. It’s a process that’s well worth tech is on the clock until they complete their assigned work. the effort. • Put new techs on the day shift where they can benefit from the Workin’ day and night Besides impacting customer satisfaction, the additional work presence of the Service Manager and Service Consultants. can increase dealership profitability by making greater use • Expand department hours from 7:00 a.m. to 9:00 p.m. for of existing facilities and generating more revenue without Dealer aims to reduce service appointment wait added customer convenience. capital investment. • Schedule pre-sold work for the night shift to limit New Country Audi of Greenwich was approaching a 12- to 14-day wait “I’m happy to say we keep trying to make our clients smile communication required between service staff and the and satisfy their service needs, and it seems to be working,” for service appointments. Fortunately, David Delaney, Director of Service client during evening hours. | says Delaney. “My team is dedicated to customer satisfaction Operations, already had the experience to address the problem. and they are doing everything they can to achieve perfection.”

20 | TopServiceMagazine TopServiceMagazine | 21 Customer Satisfaction Customer Satisfaction

Future work vs. Mastering RVUs Properly delivered, Required Vehicle Updates (RVUs) can be a valuable customer satisfaction tool. Here are some tips on getting them right. Future capacity Highly satisfied customers lead to more sales – and long-term loyalty – both in vehicles and in service. Happy customers develop confidence in our vehicles and in our customer care, which can generate repeat and new business. You can use Required Vehicle Updates to help deliver maximum customer satisfaction. Audi After Sales is conducting in-depth research and analysis of the service What are they? First and foremost, RVUs are not recalls. They are a subset of work and service capacity of the U.S. Audi Dealer network. Technical Bulletins (TBs). The two differ in that TBs are reactive and RVUs are proactive. Issued by the factory, RVUs solve known issues in a vehicle model. They help maximize reliability and minimize Here is an outline of our findings as we go to press: Current projections: customer inconvenience. • Projected service volume will increase to over 1,000,000 • The amount of service work will grow at double-digit levels. current + 6-year Vehicles In Operation (VIO). This is more Prior to delivery: • Today’s capacity surplus (97 bays) will disappear in 2012. than the 15-year VIO today. Checking for open Required Vehicle Updates should be on your Next steps: dealership’s pre-delivery vehicle prep checklist. Performing the • Dealer-reported service capacity totals 2,050 bays. RVU at this time can help ensure that the customer never even 1,953 bays required to meet current + 6-year VIO workload. • Verify dealer-reported number of Service Bays before calculating actual time versus book time. experiences the issue that it is designed to solve. • Double-digit sales growth is projected in the next 5 years – reaching 200,000 vehicles per year. • Establish a practical number of Available Hours After delivery: Sometimes a vehicle issue won’t present itself until the model has • Capacity is measured by three metrics: Service Bays, Technicians • Examine alternatives to simply adding Service Bays. | been on the road for awhile. When this happens, the factory will and Available Hours. issue the RVU. Now it must be performed the next time the customer is in for service. Here’s where your role in delivering the RVU becomes critically important.

Drop the word “recall.” Most of us have experienced updates to our computer software, phone or other systems. These are never referred to as recalls. As cars become more dependent on computerized controls, updates have become common. Presenting RVUs to customers in a positive light helps maintain their confidence in our vehicles.

Assure your customers that the RVU is routine, will be performed at no charge, and is being done to enhance the reliability of their Audi. Your open, confident presentation of the RVU will communicate a commitment to quality and customer satifaction.

In other words … RVUs are an investment in customer loyalty. Used as intended, they can reinforce your customers’ choice in investing in the Audi Brand and in coming to your dealership for service, and can help make them customers for life. |

Learn more about RVUs on ElsaWeb in the Campaigns/Actions tab. Special thanks to Tony Ferrante, Campaign Technical Editor at AoA, for contributing to this article.

22 | TopServiceMagazine TopServiceMagazine | 23 Marketing Marketing Easy as MOC After Sales Marketing Operations Center Updates

Like every other aspect of our business, Audi of America is continually improving the After Sales MOC – making it easier to use and offering more features to help you communicate with your customers. Here are just some of the latest improvements, as well as performance numbers that reflect its growing reach, and a new return-on-investment (ROI) tool coming soon.

N ew landing pages allow faster National Promotion approvals 2011 After Sales MOC growth • Review dealership information and modify, if necessary. • 2011 started with 18 available BYOs and has grown to over 30. Dealer transactions for the year total 14,930. • Modify specific offers and mailing list selections by audience segment without walking through the entire National Promotion • 2,324,436 customers reached – 6.5% overall response rate. Build Process. • Easy confirmation of recommended offers and mailing lists. “Analyze Your Results” enhanced National Promotion Landing Page “Analyze Your Results” Screen • Quick checkout with ease using My Cart page, where you can review • Response Rate and ROI numbers by dealership are coming soon to the final cost and complete the checkout process. the After Sales MOC. |

Tom Wood Audi rewards loyal customers Dealer thinks so much of its best customers, it puts serious cash on the line Loyal customers at Tom Wood Audi received a holiday surprise – a $30 Audi Gift Card inside the dealer’s customary holiday greeting. And “It’s a no-strings-attached gift to the dealership, not AoA, funded 100% of the initiative. The potential audience is large, and the card has no expiration date. If every loyal show our loyal customers how customer redeems the card, Tom Wood Audi would deliver savings that total $48,000. “It’s a no-strings-attached gift to show our loyal customers how much we appreciate their loyalty,” says Joe Young, Service Manager at Tom Wood Audi. “And the response we get shows much we appreciate their loyalty.” that it’s a favorite with customers.” Happy customers and high response. Sounds like a winning combination. | – Joe Young, Service Manager Tom Wood Audi

24 | TopServiceMagazine TopServiceMagazine | 25 Accessories Accessories

Collision Accessories Program

Authorized Audi Collision Repair Facilities can now offer Audi Genuine Accessories for installation during the repair process and help boost Audi Dealer accessories sales.

Though collision repair can be disruptive for customers, what if in the These tools can help your Authorized Audi Collision Repair partner midst of the inconvenience they are experiencing they’re offered the promote Audi Genuine Accessories: opportunity to enhance their Audi? • A handsome consumer brochure This is the idea behind the new Audi After Sales Collision Accessories • A set of high-quality images that can run in a digital photo frame Program. Customers can now choose Audi Genuine Accessories (photo frame not included) through the Authorized Audi Collision Repair Facility where their vehicle is being repaired. Their choice is installed and delivered to Both will soon be available to order from the Audi After Sales MOC them when the repair is complete. It’s simple and convenient. at 1.888.MOC.AUDI, or via e-mail at [email protected]. |

Graphics Kit

It couldn’t stay in Vegas.

Created by the renowned Audi Studio, the Audi TT Graphics concept first appeared at the SEMA show in Las Vegas. Originally intended as a one-time execution for SEMA, it became such a hit that Audi has made a limited number of kits available. Designed specifically for the TT Coupe and TT Roadster, the kit is engineered for exceptional durability and a finish that rivals a painted application. Offer your customers the look that even Vegas couldn’t contain. Collision Accessories consumer brochure Digital photo frame slides Audi Genuine Accessories. Expect Excellence.

MSRP: $395.00, plus taxes and installation. Dealer sets final price.

26 | TopServiceMagazine TopServiceMagazine | 27 Marketing After Sales Spotlight TWINU.S. makes podium finish CUP World Final brings out the best

Tips from Wilson Audi After Sales Marketing Operations Center Concierge

There are many marketing and advertising avenues that qualify for Audi After Sales Co-op The Audi Collection reimbursement. Purchase Audi Genuine Accessories for display in your dealership, and not 1.888.456.2834 Bernd Hoffmann, Director, Service & Genuine Parts, AUDI AG and Nancy Chesley, Relationship Marketing Manager, Audi of America, Inc. (at left) join Peter only will you attract your customers’ attention and possibly generate sales, you may get [email protected] Schwarzenbauer, Member of the Board of Management of AUDI AG Marketing and Sales (far right) to congratulate Team USA: Matt Peters, Rochester Audi / reimbursed through the After Sales Marketing Operations Center. Joe Brennan, Wyoming Valley Audi / Mark Peters, Suncoast Audi / Lance Figueroa, Barrier Audi / Bob Grider, Blue Grass Audi / Mike Sabia, Danbury Audi. Main Street Marketing The After Sales MOC isn’t the only place to contact if you’re looking for approved after Scheduled Maintenance Guides sales marketing. You can order customer merchandise from Audi Collection, Scheduled 1.800.300.7730 The 7th annual Audi Twin Cup Challenge World Final was held on the Time on Mallorca was not “all work and no play.” Competitors were Maintenance Guides from Main Street Marketing, or a Digital Showcase display from EWI. mainstreetmarketing.net/audi2011 sunny island of Mallorca, Spain, the week of October 3, 2011. Team treated to go-karting, sailing on the Mediterranean, and driving a USA placed third in an exceptionally strong field. lineup of Audi models on the Circuito Mallorca racetrack. All these items are eligible for Co-op reimbursement. See the contact information at the EWI Worldwide right for all three of these great vendors. Digital Showcase Sales & Support 66 teams from 35 countries (with 25 languages being translated) Audi of America is pleased to participate in this program, providing 1.866.298.8564 competed in this year’s event. Service Technicians’ product knowledge the opportunity to recognize and reward the dealership individuals Also eligible for Co-op reimbursement: and diagnostic expertise were put to the test on the Q5 and Q7. who have some of the greatest impacts on customer satisfaction and • Newspaper and magazine advertising Written exams determined the success of Service Consultants in service loyalty. | • Internet advertising delivering customer satisfaction. The Twin Cup Challenge evaluates each team as a unit, emphasizing the working relationship between • Dealership signage the Service Technicians and Consultants to achieve Top Service. Remember that in order to receive reimbursement, items must be pre-approved through Twin Cup Challenge the After Sales MOC for compliance with the Audi Brand identity. To be one of the six members of Team USA, contestants must have World Final Standings completed all the Audi Academy certification requirements in their job category. They then participated in a three-round elimination Regards, 1. Turkey testing process: The first and second rounds were in an online testing Wilson Holm format, and the third round was a hands-on practical final. This 2. Austria Audi After Sales MOC Concierge testing format brought the best Service Technicians and Consultants 3. USA to compete on the global stage of the Twin Cup Challenge.

28 | TopServiceMagazine TopServiceMagazine | 29 Audi News Audi News clubsport A1 quattro A4 DTM Road and track concept Farewell to a champion

Imagine it rolling out of the shop, freshly painted, for 43 pole positions, 31 fastest race laps, 34 victories and four DTM championships – this is the its first track session. The clubsport quattro impressive track record of the DTM since its debut in April 2004 at Hockenheim. is a one-off vehicle built to the limits of technology The venue at which the top-selling AUDI AG model contested its first DTM saw the for breathtaking performance. 84th and (for the time being), final appearance of this hugely successful racer. |

The heart of the A1 clubsport quattro is a A4 DTM Championships 2.5L TFSI five-cylinder engine with an output 2011 Audi Sport Team Abt Sportsline Martin Tomczyk (right) dramatically increased to 503 hp and 487 lb.-ft. of torque. With a 2009 Audi Sport Team Abt Sportsline ® six-speed manual, quattro 2008 Audi Sport Team Abt Sportsline Timo Scheider permanent all-wheel drive, and 2007 Audi Sport Team Abt Sportsline Mattias Ekström weighing in at 3,064 lbs., the car rockets from 0 – 62 mph in 3.7 seconds. Top speed is governed to 155 mph.1

The show car rolls on 255/30-19 tires mounted on unique turbine- design alloy wheels. Six-piston calipers grab vented, ceramic-disc As on the Audi A4 DTM, the exhaust is on the left flank, just in front front brakes, while large steel discs work the rear. The coilover of the rear wheel. The chase is on! suspension features adjustable compression and rebound damping. The ranking of the best movie car chases has always been a hot subject Designed as a road vehicle for the track, the car has no rear seat. In among gearheads. While classic chase scenes from Bullitt or Vanishing Point The body is painted in its place are a large crossbar to further stiffen the body and storage usually capture top honors on most lists, here are the chases with a more Glacier White matte. The for racing helmets. Its lightweight bucket are taken from the four-ringed focus: roof arch in high-gloss Audi R8 GT and feature a chassis made of carbon fiber-reinforced Film black supports a polymer. Red four-point belts secure the driver and passenger. 5. Audi R8 vs. Ford Crown Vic: Date Night carbon fiber roof, and the four Once again, the pure-performance engineers and visionary designers 4. Audi A8L W12 vs. Volvo 850 Wagon: From Paris With Love rings at the front at Audi have created a concept sure to excite enthusiasts everywhere. 3. Audi RSQ concept: I, Robot Now, if we can just persuade the factory to make it a reality. | of the car are 2. Audi A8L W12 vs. Mercedes Benz E-Class: Transporter 3 solid aluminum. 1All perfomance numbers are AUDI AG factory estimates. 1. vs. Citroën XM: Ronin See them all at: http://www.quattroholic.com/2011/11/five-greatest-audi-movie-car-chases.html |

Performance Gear

◀ Forza 4 Speed Pack: R15++ & RS3 ◀ Leather iPad® Case ◀ New R18 T-Shirt ◀ LED Flashlight The November 2011 Speed Pack with Bluetooth® Keyboard Root for your Audi Sport team. The superior clarity of Audi from Forza Motorsport includes the Turns your original iPad or iPad 2 Featuring the famed R18 LMP1 LED headlights captured in our #2 Audi Sport Team Joest R15++, into a laptop notebook. Magnetic silhouette and logo on the front flashlight. Perfect for illuminating the final iteration of the R15 TDI, closure keeps tablet secure when and the Audi four rings logo on a map and emergency use, it also and the Audi RS3, newest member not in use. audi-collection.com the back, this T-shirt is a great features a seat belt cutter and car of the Audi RennSport line, with a addition to your wardrobe. window hammer. Water and shock 2.5L TFSI delivering 0 to 60 in only White. audi-collection.com resistant. Batteries included. 4.6 seconds. forzamotorsport.net audi-collection.com

30 | TopServiceMagazine TopServiceMagazine | 31 Tradition Tradition

1909 1907 1899 1885 1873 August Rasmussen & & Cie, Chemnitzer Bicycle Depot Christian Schmidt Riedlingen Automobile Works Ernst, Chemnitz/ Winklhofer & Jaenicke establishes knitting machine

GmbH, Zschopau factory in Neckarsulm, Germany 1902 August Horch & Cie, 1896 1910 1912 Reichenbach i.V. Bicycle AG joins 1884 Audi Automobile Zschopauer Winklhofer & Jaenicke, Formally named Neckarsulm

Works m.b.H. Engineering Works Schonau/Chemnitz Knitting Machine Factory Ltd. 1904 Zwickau J.S. Rasmussen August Horch & Motor Works AG, Zwickau 1908 1897 1915 1923 Winklhofer & Jaenicke Neckarsulm Bicycle Ltd. added

Audi Works AG, Zschopauer becomes Wanderer Works 1918 Zwickau Motor Works Motor Works AG, Zwickau 1913 J.S. Rasmussen AG Neckarsulm Vehicle Works added

German engineer August Horch founded his automobile company, 1926 A. Horch & Cie, in 1899. A decade later, NSU United Vehicle Works AG after being forced out of the company, formed he set up a new firm and named it

“Horch.” His former partners sued him, Takeover of Wanderer’s car 1932 and August Horch was forced to come division by AG NSU D-Wheel United Vehicle AG up with a new name. formed

He was talking to his business partner, 1938 Wanderer Works AG remained Franz Fikentscher, at Franz’s home. NSU Works AG, Neckarsulm During their discussion, Franz’s son in business, with the emphasis on bicycle, light motorcycle, was in the room, quietly studying 1932 Auto Union AG, Chemnitz tool, typewriter and calculating 1945 Latin. He looked up and said, “Father – machine production NSU Works AG, Neckarsulm wouldn’t it be a good idea to call it ‘Audi’? ‘Horch’ in German means ‘hark’ or ‘listen.’ ‘Audi’ means the same thing in Latin.”

And so Audi Automobile Works m.b.H. was born in 1910. In 1932, four carmakers – Audi, DKW, Horch and 1945 Wanderer – merged to form Auto Auto Union GmbH Spare Parts Depot Union. The Auto Union logo of four Ingolstadt, Germany interlinked rings that would later become the modern Audi logo was used only on racing cars – most notably the famed “.” The four factories continued to produce cars under their own names and emblems. Examine the “family tree” 1949 1969 1960 at right to see how Auto Union became Auto Union GmbH, Ingolstadt Audi NSU Auto Union AG, Neckarsulm NSU Motor Works AG, Neckarsulm the Audi we know today. |

1985 32 | TopServiceMagazine AUDI AG, Ingolstadt TopServiceMagazine | 33