Audi being unbelievably insensitive in a time of disaster...
Discussion
Some of you may be aware of a YouTuber called Misha Charoudin, who runs a trackday company called Apex Nürburgring, with a fleet of cars including BMWs, Porsches and a McLaren. He had just received an RS6 press car from Audi when disastrous floods hit the area around the Nürburgring. He and the rest of the Apex crew, including co-owner Robert Mitchell, a Californian refugee and fellow YouTuber, have co-ordinated a massive rescue effort over the last two weeks, helping to clear and clean houses, pumping sewage-contaminated water out of basements and so on, and at one point they had over a hundred and fifty people working for them. He also organised a fundraising account which his international audience has been supporting, enabling them to buy far more in the way of vitally needed emergency supplies than he could otherwise have afforded to (especially considering Apex Nürburgring's income has dropped to zero for the foreseeable future).
Ford’s response to this was to give him three Transits (a van, a crew bus and a flat-bed) and told him they didn't care if/when they came back, and have also given something like fifty other vehicles (mostly Transits but also some Rangers) to other rescue teams working in the region.
Audi, meanwhile, has sent him a shirty email complaining about his use of the RS6 (driving people and supplies as close as he can get to disaster-struck villages like Ahrweiler and Kreuzberg), saying this was not what they wanted, saying he should just have done more Ring laps (he only managed one on a very wet track before the flood), a Vmax run on the autobahn, and a general demo/review showing the car's features, but worst of all, instead of extending the loan, demanding the immediate return of the RS6 as per schedule in flawless, immaculate condition (reading between the lines, on pain of penalty and blacklist if it didn't).
Seriously, Audi, hundreds of people in communities around the Nordschleife have lost their lives, thousands more have lost their homes, destroyed by the floods, and tens of thousands more are displaced from damaged homes... and this is how you react? As if VAG would even notice the value of one used RS6 press car (and one in need of mechanical overhaul, judging by the litre-a-week oil consumption) disappearing off their balance sheet...
Here's yesterday's video from Misha about the RS6:
https://youtu.be/XarRgWXkVFw
Note hundreds of comments, almost all of them criticising Audi's response, including several from owners of RS Quattro products.
And here is one of his recent videos showing just how bad it is in that area...
https://youtu.be/_uwPHK0cZYw
Overall, I'd say that, in demonstrating the RS6's ability to haul people and large amounts of stuff in arduous conditions, including on hastily-built mud tracks prepared by the German Army to replace roads washed away, Misha has given Audi the best advert for the capabilities of Quattro since they pulled out of rallying...
Considering the benefit these manufacturers derive from the Ring being made available to them for R&D, supported by these surrounding communities providing food, hospitality, accommodation and so on (and indeed having been the reason why the track was built in the first place), a little more humility and gratitude from Audi, rather than tone-deaf indignation, might not go amiss.
Ford’s response to this was to give him three Transits (a van, a crew bus and a flat-bed) and told him they didn't care if/when they came back, and have also given something like fifty other vehicles (mostly Transits but also some Rangers) to other rescue teams working in the region.
Audi, meanwhile, has sent him a shirty email complaining about his use of the RS6 (driving people and supplies as close as he can get to disaster-struck villages like Ahrweiler and Kreuzberg), saying this was not what they wanted, saying he should just have done more Ring laps (he only managed one on a very wet track before the flood), a Vmax run on the autobahn, and a general demo/review showing the car's features, but worst of all, instead of extending the loan, demanding the immediate return of the RS6 as per schedule in flawless, immaculate condition (reading between the lines, on pain of penalty and blacklist if it didn't).
Seriously, Audi, hundreds of people in communities around the Nordschleife have lost their lives, thousands more have lost their homes, destroyed by the floods, and tens of thousands more are displaced from damaged homes... and this is how you react? As if VAG would even notice the value of one used RS6 press car (and one in need of mechanical overhaul, judging by the litre-a-week oil consumption) disappearing off their balance sheet...
Here's yesterday's video from Misha about the RS6:
https://youtu.be/XarRgWXkVFw
Note hundreds of comments, almost all of them criticising Audi's response, including several from owners of RS Quattro products.
And here is one of his recent videos showing just how bad it is in that area...
https://youtu.be/_uwPHK0cZYw
Overall, I'd say that, in demonstrating the RS6's ability to haul people and large amounts of stuff in arduous conditions, including on hastily-built mud tracks prepared by the German Army to replace roads washed away, Misha has given Audi the best advert for the capabilities of Quattro since they pulled out of rallying...
Considering the benefit these manufacturers derive from the Ring being made available to them for R&D, supported by these surrounding communities providing food, hospitality, accommodation and so on (and indeed having been the reason why the track was built in the first place), a little more humility and gratitude from Audi, rather than tone-deaf indignation, might not go amiss.
I have been watching the Youtube videos of the clean up operation and you are absolutely right, the guys from Apex have been outstanding, what an incredible attitude and example of helping the local community.
Audi really are making themselves look like tossers in comparison for exactly the reasons you list. Using a RS6 to ferry people an equipment around surely demonstrates incredibly well exactly what Audi want people to see , that the RS6 is a everyday car with supercar performance.
Audi really are making themselves look like tossers in comparison for exactly the reasons you list. Using a RS6 to ferry people an equipment around surely demonstrates incredibly well exactly what Audi want people to see , that the RS6 is a everyday car with supercar performance.
German corporate companies are a nightmare and just don’t grasp doing the right thing whilst not profitable is sometimes the better option.
A faceless bean counter will have made this decision to keep his/her cost centre looking good for their highly overpaid McKinsey trained tosser superior with a stupidly long title.
A faceless bean counter will have made this decision to keep his/her cost centre looking good for their highly overpaid McKinsey trained tosser superior with a stupidly long title.
Edited by Joscal on Wednesday 28th July 07:53
It's an expensive 5 seat estate costing the same as about 3 transits.
The reason I had an S6 was because it was a 5 seat estate that was also a bit quick, allowing family onboard plus camping kit in the boot and a roof box on top.
I would expect that's a core reason that so many S/RS6 purchases are estates. The message that it is supercar quick in a straight line, but can also lug stuff around and drive down gravel tracks would be very on brand.
Audi would appear to be tone deaf idiots.
The reason I had an S6 was because it was a 5 seat estate that was also a bit quick, allowing family onboard plus camping kit in the boot and a roof box on top.
I would expect that's a core reason that so many S/RS6 purchases are estates. The message that it is supercar quick in a straight line, but can also lug stuff around and drive down gravel tracks would be very on brand.
Audi would appear to be tone deaf idiots.
https://www.marketscreener.com/amp/quote/stock/VOL...
VAG doing their bit via their MAN trucks division.
Did said YouTuber not have a vehicle he owns himself?
VAG doing their bit via their MAN trucks division.
Did said YouTuber not have a vehicle he owns himself?
I'm an Audi fan (albeit older Audis) but that is bad form.
It reminds of (I believe) The Sweeney tv series: orginally BL cars were used, but the production team had to purchase from BL every car that was used.
Ford, seeing the opportunity to have their cars shown on a the popular show, threw as many cars as was needed for free!! Genius.
It reminds of (I believe) The Sweeney tv series: orginally BL cars were used, but the production team had to purchase from BL every car that was used.
Ford, seeing the opportunity to have their cars shown on a the popular show, threw as many cars as was needed for free!! Genius.
EarlOfHazzard said:
I'm an Audi fan (albeit older Audis) but that is bad form.
It reminds of (I believe) The Sweeney tv series: orginally BL cars were used, but the production team had to purchase from BL every car that was used.
Ford, seeing the opportunity to have their cars shown on a the popular show, threw as many cars as was needed for free!! Genius.
I heard a similar story about The Professionals, which involved BL being chronically incapable of supplying the same cars for two consecutive episodes, which was a continuity nightmare. Ford stepped in, Cowley got his Granada (much more befitting than his old Princess) and Bodie and Doyle ran Escorts and Capris instead of Dolomites and TR7s. Famously, William Lyons also refused to supply cars for The Saint, so Simon Templar ended up in a P1800 instead...It reminds of (I believe) The Sweeney tv series: orginally BL cars were used, but the production team had to purchase from BL every car that was used.
Ford, seeing the opportunity to have their cars shown on a the popular show, threw as many cars as was needed for free!! Genius.
emperorburger said:
https://www.marketscreener.com/amp/quote/stock/VOL...
VAG doing their bit via their MAN trucks division.
Did said YouTuber not have a vehicle he owns himself?
His only personal vehicle (i.e. not one of Apex's track cars) was destroyed in the flood. The RS6 is the only daily he has.VAG doing their bit via their MAN trucks division.
Did said YouTuber not have a vehicle he owns himself?
Incidentally, the RS6 has only been available as an estate or (in RS7 form) hatchback for the last decade or so, the C6 Avant massively outsold its saloon sibling, so they killed off the saloon and went Avant only - the exact opposite of BMW policy!
This RS6, according to Misha, is 175,000 Euros as specced. Ouch.
This RS6, according to Misha, is 175,000 Euros as specced. Ouch.
RoverP6B said:
His only personal vehicle (i.e. not one of Apex's track cars) was destroyed in the flood. The RS6 is the only daily he has.
Perhaps a quick call to Audi's press office beforehand prior to using the vehicle in this way may have been a sensible approach then, rather than just assuming you can do what you like with someone elses property.emperorburger said:
RoverP6B said:
His only personal vehicle (i.e. not one of Apex's track cars) was destroyed in the flood. The RS6 is the only daily he has.
Perhaps a quick call to Audi's press office beforehand prior to using the vehicle in this way may have been a sensible approach then, rather than just assuming you can do what you like with someone elses property.emperorburger said:
Rick101 said:
Wasn't aware it.
Seems like a massive misstep from Audi.
Definitely a marketing opportunity there.
A natural disaster with loss of life is probably one of the least appropriate circumstances for a company to use as a marketing opportunity.Seems like a massive misstep from Audi.
Definitely a marketing opportunity there.
rampageturke said:
emperorburger said:
Rick101 said:
Wasn't aware it.
Seems like a massive misstep from Audi.
Definitely a marketing opportunity there.
A natural disaster with loss of life is probably one of the least appropriate circumstances for a company to use as a marketing opportunity.Seems like a massive misstep from Audi.
Definitely a marketing opportunity there.
emperorburger said:
RoverP6B said:
His only personal vehicle (i.e. not one of Apex's track cars) was destroyed in the flood. The RS6 is the only daily he has.
Perhaps a quick call to Audi's press office beforehand prior to using the vehicle in this way may have been a sensible approach then, rather than just assuming you can do what you like with someone elses property.It's a pathetic response from the company over something which should have never been an issue. If they were so concerned about optics, how about the fact the car was used daily in some pretty poor conditions to help out the local community and it seemingly never missed a beat? What better advert for a car could they possibly want.
emperorburger said:
rampageturke said:
emperorburger said:
Rick101 said:
Wasn't aware it.
Seems like a massive misstep from Audi.
Definitely a marketing opportunity there.
A natural disaster with loss of life is probably one of the least appropriate circumstances for a company to use as a marketing opportunity.Seems like a massive misstep from Audi.
Definitely a marketing opportunity there.
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