Search for feelgood factor driven by 'specialist' touch
Grange Motors, Audi dealer Deansgrange, Co Dublin
Wednesday May 06 2009
It was one of those hot days when we visited Grange Motors in Deansgrange. We felt we had landed in the South of France.
Despite the recession, there was a feelgood factor around the place.
We parked on the street but noticed as we entered this Audi dealership that well signed customer parking bays were available.
There was a relatively small amount of Audis parked out front.
A stunning 06 A4, silver/black rag top convertible was positioned to tease. It carried a €26,000 price tag.
On the way out, the price was replaced with a 'sold' sign and the roof was up.
We were no time in the bright showroom when we were met by Jim Carey. According to his business card Carey is an 'Audi Specialist'. Usually such cards say 'Sales Executive', 'Sales Representative' or 'Sales Consultant'; either Audi have a way with words or this chap knows his product. It was the latter.
We were looking for a used A3 diesel. He had none but he tempted us with what he called the 'recession buster'. Carrying a special price of just over €26,000, the metallic black 5-dr A3 diesel was tempting. It sat in the showroom with an A8, A6, three A4s, an A5 and an Audi TT diesel. All cars on the floor had diesel engines under their bonnets.
Considering the times we are in and with the A3 carrying a road tax premium of only €104 (Band A) per annum, Audi seem to be on to something -- or are they?
We were shown a recently registered three-door A3 for €27,000 and we questioned him about the price difference.
Unlike the more substantial 'recession buster', the three-door had alloy wheels and climate control.
While we could accept the absence of alloy wheels (one could buy alloys and tyres for €700), we felt for a car of this calibre to come with no air con in 2009 was akin to buying a pair of shoes with no soles.
Who will want it when the recession is over, is the question? Apart from what we feel is a small marketing jitter, Grange Motors Audi is a top notch retail outlet.
