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Audi Q7 – An Industry Benchmark Beyond Its Interior

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Is Q7 the Benchmark the Industry Expects?
Audi has always been a technology innovator ranging from making full-time all-wheel-drive available across its range decades ago to the first application of an aluminum spaceframe for a production model. In recent years, Audi has been a benchmark in the execution of its interiors. Tasteful, elegant, functional… Audi interior could not be matched by anyone including BMW and Mercedes. Well, can the Q7 achieve benchmark status with its interior and move beyond that with its overall product excellence? Let’s find out.
Ever since the 1996 Audi A4 appeared, Audi’s have garnered a reputation of having the best executed interiors in the business. The company has more than earned this reputation over the last decade with each new model being better designed and better built than the version that preceded it. Over the last three years, the company has taken cost out of interiors of its volume models, but to Audi’s credit this has been done in a fashion that has proven to be all but unnoticeable to the customer and many competitors as well.
Audi NOT a Fast Follower Into SUV Market
One area where Audi hasn’t been at the forefront of the industry is the Sport Utility Vehicle market. While archrivals BMW and Mercedes were chasing down and defining the concept of the German premium nameplate SUV Audi decided to take another, far more timid direction… the SUV-trimmed station wagon. Audi’s Allroad was essentially an A6 wagon with a smattering of the cosmetic trimmings of an SUV. Overfenders, gray cladding and bumpers, air suspension for increased ground clearance and a few bits of aluminum at the front and rear to give the illusion of scrape guards was the limit of the company’s venture into the lucrative and exploding luxury SUV market. By using the same formula pioneered by Subaru when it dressed up its Legacy wagon with some SUV fluff and created the original Outback, Audi effectively stayed out of the X5-ML-RX 300-MDX battle but did so at the expense of total volume.

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Guilty Pleasures – The Three Vehicles I Never Want My Friends To See Me Drive

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Long a car-sick motor head, over the years I’ve cultivated a rather ecclectic (and quite strong) list of likes and dislikes in the vehicles I have owned. Lots of overpowered coupes and sedans, a couple of oddball oversteering rear engined cars with more power than their engineers had envisioned when first they set pencil to paper, and only a single vehicle that could be categorized as a truck. And a pretty poor excuse for a truck at that.
Recently, after discussing favorite “Guilty Pleasure” films with some journalist pals, the topic turned the concept of Guilty Pleasure vehicles. Vehicles you like (or would like) to drive but would never admit it to a friend. At the top of the list were those small, innocous, underpowered economy cars that can be driven at ten-tenths all the time without raising the ire of police or other drivers. Why precisely these came up first is of some small concern to me. Perhaps I need a new set of journalist friends, but I digress.
Next the subject of traditional big American Iron came up. As in large, V8 rear-drive cars with primitive solid axle rear suspension systems better suited to buggies or heavy duty pickups than 21st century land transport. Nothing of any collectible interest or classic in nature, we’re talking about post 1985-metal. At the risk of trading in my VehicleVoice correspondent credentials and my AutoPacific analyst pass, the first of my automotive Guilty Pleasures comes to light, the Lincoln Town Car.


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Goodbye Neon, Hello Dodge Caliber

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Dodge Takes a Chance With a Hatchback. The Caliber is Dodge‘s new compact car entry, going on sale as we write these words. Taking the place of the Neon in Dodge showrooms, the Caliber is offered as a five-door hatchback. Dodge is right on in adopting this new bodystyle; while not a trendsetter in choosing to offer only a five-door hatchback, Dodge is ahead of the curve. Hatchbacks and wagons aren’t poised to overtake sedans in volume, but there is growing demand for vehicles with flexible interiors and these usually take a hatchback silhouette.

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As a hatchback, the Caliber will not see volumes like the Neon (best year, 1996, nearly 140,000 Neons found homes; in 2005 about 113,300 were sold). But success today can be more accurately measured in per-unit profit than in pure volume, and Dodge may find a solid payoff for its risk.
AutoPacific and VehicleVoice correspondents were among the media who got a chance to explore the Caliber up close and take a first spin around the block. Here’s our report.


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