Audi of America Inc. and its dealers are pushing to improve dealership service departments as the luxury brand seeks to more than double U.S. sales.
Audi is offering its 272 U.S. dealers bonuses for meeting prescribed service standards. The company is paying incentives tied to the percentage of a dealership's technicians who are certified as "expert" or higher. It also is offering incentives based on "fixed right the first time" measures and on scores assigned by mystery shoppers in service areas.
At the same time, the company is doubling its technical force in the field and boosting the size of its product support and service technician help line group.
"It all runs more or less in parallel," says Marc Trahan, Audi's director of aftersales, citing the company's campaign to improve service and meet its sales growth targets.