Black Optics

[dbuxton13]

After several emails and online chat sessions with Audi of America customer support regarding the black optics option for the A4/S4, they continue to be stubborn and unresponsive about this. If you feel as strongly about this as I do, kindly request you contact them at their support link below. Their last reply is further below.

https://www.audiusa.com/help/contact-audi


Dear Mr. Buxton,

Thank you for your reply to my email.

As of now, we do not have plans to bring back the Black Optics package for our 2017 or 2018 models of the S4 and I do not have a timeline as to when we will be bringing it back. If you would like to be the first to learn about the latest Audi news and vehicle release information, I would recommend signing up for our Inside the Rings newsletter here: www.audiusa.com/participate.

What I will do is document the information you have provided as a suggestion and forward the information to the appropriate parties within Audi of America for internal review. We welcome feedback from our Audi fans regarding their preferences. This information is important to us in planning for future production. Thank you for your contribution.

If I can be of any further assistance, please feel free to reply directly to this email, or by phone at +1 800 822 2834.

Very kind regards,

Kara W.

Audi Digital and Social Media Advocate, CXC

Audi of America, Inc.
Customer Experience
3800 Hamlin Road
Auburn Hills, MI 48326
United States of America
Tel. +1 800 822 2834
mailto:[email protected]
http://www.audiusa.com

[flavormonkey]

Did ya'll see this?

https://www.facebook.com/groups/Audi...4441981647333/

I guess Black Optics is avail in Germany - details in comments

[dbuxton13]

Black optics have been available on the German and UK B9 S4 since last autumn. I don't understand their insistence on not providing an option that is right now being produced on the same damn assembly line in Ingolstadt. I worded it more nicely but that was one of my points that 'Kara' will supposedly forward up to the "appropriate parties." Not holding my breath here.

I live in Germany right now and it is infuriating to see new S4s in black optics riding around and know I can not get one that could take back to the US. (without an insurmountable conversion process). Have you seen the amount of options on the audi.de site? We also can't get the matrix led, or of course the avant body.

And no, wrapping or dipping chrome is just not the same.

[Fantasiamon]

Someone should gather a list of S4 enthusiasts who are holding off purchasing a new S4 UNTIL the black optics comes out. Maybe that would get their attention. Eventually it would be great if both VW and Audi of America stop whittling down our option choices and steering us into these option buckets. There are so many examples and inconsistencies of what we don't get here in the US. Is it really that hard to give an Allroad purchaser here in the US the option of Silver or Black Roof Rails for example? You get to choose in the UK. You get to choose in Germany. Come on maaaaaaan.

Dbuxton, if you're in Germany you should help some fellow enthusiasts get their hands on some goodies to ship back stateside. Feel like shipping me a RS6? Lol. I wish it was that easy. But seriously, if you're in Germany already why don't you order the black optics grill and trim and ship back to your stateside address? Is it super cost prohibitive to do?


Sent from my iPhone using Tapatalk

[JohnEnglish]

Dbuxton, if you're in Germany you should help some fellow enthusiasts get their hands on some goodies to ship back stateside.

That's how Achtuning got started. They started by importing and selling a few German accessories and then expanded the business.

[dbuxton13]

That's how Achtuning got started. They started by importing and selling a few German accessories and then expanded the business.

I could actually buy them here and install, since thru Military Auto Source i can get a US spec car delivered here. But to buy all the parts and have someone install them would cost a great deal. And why should i have to spend all that extra on a 65k car when i should be able to get it all from factory like everyone else in Europe? It's just maddening. I have no idea who would do the install, and what gaurantee do i have that everything will fit perfectly in the end same as factory. So many issues for something that shouldnt even be a problem.

[audinator]

It is very frustrating that we don't get the current available options – options they are already making. 25 years ago we rarely saw what else was available. Today we see euro options sometimes before we see the USA version.

example: http://blog.caranddriver.com/354-hp-...cing-released/

We know Audi of America provided these photos. With black optics and all.

[adamkb26]

I got my 13' without black optics and converting grills and vinyl wrap has been an expense and pain. That year of course didn't have that option. I won't get the new S4 without black optics. But every model I've looked at has black optics as an option the year after a refresh/redesign. I have no doubt it'll be available after 1 model year of the B9. They must think it gets them more sales in the US to do that.

[Fantasiamon]

They must think it gets them more sales in the US to do that.

I would love to see the research behind this if true - because it feels to me that it has the exact opposite effect.

Maybe they do it for the purpose of spreading out sales. A method to the madness.


Sent from my iPhone using Tapatalk

[paulo6]

My S4 lease ends in 5 weeks... A reason I'm not grabbing a B9 S4 is that ... no black optic.


Sent from my iPhone using Tapatalk

[Infra]

The B9s were shown at the Detroit Auto Show in Red Misano Pearl and Ara Blue Crystal (or very similiar). Neither color is available here, but Red Misano is in Canada. The Audi Exclusive fee is $3,900 here, but is ~$2,500 in other markets, which is probably the most ridiculous aspect of it. Same exact thing, but 55% upcharge for the USA.

[[email protected]]

I find this very odd, but all of the black optic components still do not list in the parts system for the North American market

The S4 items are starting to have pricing available for them and more will be added to this list of items soon:

A4, S4 B9 | 16+ Exterior Parts

The window trims and rear valence options are available, please PM or email for pricing until they are up on the site: [email protected]

Cheers,

[RudyH]

They do this all the time.

There will be Black Optics - just not on initial release. Audi of course wants your sale now, so they will word it exactly as they did.

[Jay007]

I believe it's to add a model year 'refresh' aspect without going to the true B9.5 refresh. Allows them to have a significantly different look added to the car at 1-2 years in, then the full refresh at 3-4 years. All in all it sucks for the customer, and I would also not buy until its available.

[Fantasiamon]

So basically what everyone is saying here is that NO BLACK OPTICS is the reason they're not buying.

I think Audi seriously needs to rethink their strategies.


Sent from my iPhone using Tapatalk

[[email protected]]

Audi generally releases the black optic package later, as mentioned, however from my experience the parts always list for the US market in the parts program pretty early on. I see no mention of any black optic part specifically being for the USA. Hopefully that changes in a year or so.

Cheers,

[JohnEnglish]

So basically what everyone is saying here is that NO BLACK OPTICS is the reason they're not buying.

I think Audi seriously needs to rethink their strategies.


Sent from my iPhone using Tapatalk

Audi will not have trouble selling the 10 - 15 S4s that aren't sold due to people not buying them for lack of a black optics package.

[acturater]

The B9s were shown at the Detroit Auto Show in Red Misano Pearl and Ara Blue Crystal (or very similiar). Neither color is available here, but Red Misano is in Canada. The Audi Exclusive fee is $3,900 here, but is ~$2,500 in other markets, which is probably the most ridiculous aspect of it. Same exact thing, but 55% upcharge for the USA.

About that... has everyone checked out the A5 & S5 configurator? How is it that Audi offers awesome colors like Moonlight Blue and Manhattan Grey for the A5 but not S5. Are they trying to extract more money by forcing us to go Audi Exclusive?

[dbuxton13]

Audi will not have trouble selling the 10 - 15 S4s that aren't sold due to people not buying them for lack of a black optics package.

The point is how many S4s are they missing sales on due to their unnecessarily restrictive option packaging? Look at Audi UK's website. So many options, and you can pretty much cherry pick anything you want, including black optics or an Avant body style. Perhaps an Audi of America exec could explain their reasoning, but it seems madness to remove options from customers when the automotive plant that makes these cars if fully capable of making them.

I went and toured Ingolstadt last summer (it's about 3 hours away), and their assembly lines are mind-boggling! Back in the 80s car manufacturers had to make runs of identical cars in batches of thousands, all identical except for paint, and they even ran those in batches. Now with their sophisticated computers, robotics, and RFID logistics mechanisms and processes every single car rolling down the line may be completely different from one another, other than the main platform (A4, S5, A7 etc) they are building onto. All the exact parts needed to make a particular build are brought onto the line at the time needed. Left hand drive, right hand drive, UK spec, US spec, doesn't matter, they just build them one after the other.

Here's a little piece on it: https://www.gizmodo.com.au/2015/03/i...of-the-future/

Bottom line: there is absolutely no reason these cars can't be made with the same options in the U.S. as in Germany (with exception of Matrix LEDs and other Dept of Trans stupidity going on here). So why do they insist on restricting our options??

[RingNut]

Audi has never had black optics available at launch in the US. I think it's more an issue of the suppliers ability to ramp up production for a brand new model. We haven't been able to order Black Optics Q7's for a couple of months because of a supplier issue.

While there's no question it's super important, the US is only about 10% of Audis Worldwide sales.

[Fantasiamon]

The point is how many S4s are they missing sales on due to their unnecessarily restrictive option packaging? Look at Audi UK's website. So many options, and you can pretty much cherry pick anything you want, including black optics or an Avant body style. Perhaps an Audi of America exec could explain their reasoning, but it seems madness to remove options from customers when the automotive plant that makes these cars if fully capable of making them.

I went and toured Ingolstadt last summer (it's about 3 hours away), and their assembly lines are mind-boggling! Back in the 80s car manufacturers had to make runs of identical cars in batches of thousands, all identical except for paint, and they even ran those in batches. Now with their sophisticated computers, robotics, and RFID logistics mechanisms and processes every single car rolling down the line may be completely different from one another, other than the main platform (A4, S5, A7 etc) they are building onto. All the exact parts needed to make a particular build are brought onto the line at the time needed. Left hand drive, right hand drive, UK spec, US spec, doesn't matter, they just build them one after the other.

Here's a little piece on it: https://www.gizmodo.com.au/2015/03/i...of-the-future/

Bottom line: there is absolutely no reason these cars can't be made with the same options in the U.S. as in Germany (with exception of Matrix LEDs and other Dept of Trans stupidity going on here). So why do they insist on restricting our options??

I have to agree. AUDI USA insisting on pigeon holing their customers is only causing stress, annoyance and honestly, sales.
I want my 2018 Allroad to have Black Roof Rails (not Silver). Audi makes Black Roof Rails. If I lived in the UK I could order Black Roof Rails. But instead I have to buy them separately, pull my entire headliner (or pay someone too) remove the silver ones I do t want and install the black versions that could have come with my car. Hell, I would even pay a option fee for them. It's honestly MINDBOGGLING. And so far, I have heard zero good reason for any of this from anyone. We're customers. And we're paying damn good money to be so.

I'm more understanding when it comes to the model offerings in the US. I understand that The juice needs to worth the squeeze in that case but the option thing is an antiquated way of doing business.


Sent from my iPhone using Tapatalk

[sirsycott]

thread too funny,

all over black optics.... not released on launch

HA!

[Fantasiamon]

thread too funny,

all over black optics.... not released on launch

HA!

It's morphed into something else entirely. I'm partly to blame. Lol. My bad. Sorry for the venting all. Lol.


Sent from my iPhone using Tapatalk

[wdimagineer]

There are a number of reasons for this. The biggest is simply gauging demand and calibrating the supply chain accordingly. US-bound cars in many cases have different parts and features. Variances to the “standard” configuration add cost. Audi product planners intentionally limit options in the first year to allow a decent return on production costs, determine what options sell, and how to package additional options at a later date. This market based ordering strategy, which switched from a la carte options to package bundles, has proven to be successful for both Audi and VW.

Market-specific parts are also why (as mentioned above) our Exclusive costs are a little higher.

A few enthusiasts who are firm in their want for Black Optics won’t hurt sales. I guess this is a polite way of saying that Audi simply doesn’t care. They will still sell boat loads of cars to the targeted demographic (and many to other demos, too.)

It’s just the nature of running an import business. The fewer variables the better the return and overall value.

[dbuxton13]

This market based ordering strategy, which switched from a la carte options to package bundles, has proven to be successful for both Audi and VW.

I have speculated on this reasoning as well, however this theory breaks down when examining the configurators on http://www.uk.audi.com
and http://www.audi.de.

"Audi" isn't restricting our options, its the corporate decision makers at Audi of America (and our Canadian friends too). Once again, the only plant making these cars is at Ingolstadt and their assembly process is fully capable of building cars to any spec. The black optics parts are no different from one another when placed on a car destined for Germany, England, or the U.S. And if they are providing the black optics option since August of last year to the German market, which quite simply dwarfs US production numbers, then the small number of U.S. black optics builds would be insignificant against supply chain logistics.

Unless an Audi of America exec decides to enlighten us (yeah right) we will only be spinning our wheels on speculation.

[wdimagineer]

Unless an Audi of America exec decides to enlighten us (yeah right) we will only be spinning our wheels on speculation.

I'm about as close as you will get to that, owing to my former role with AG and the people I know.

[wdimagineer]

I might be able to relate it a little better by using another car as an example. Here in North America, VW sells the Golf, Golf GTI, Golf R, and e-Golf. The Golf and Golf GTI are built in a factory in Mexico, and have NAR-specific features including a manual handbrake and cupholders without a sliding cover. The Golf R and e-Golf are built in Wolfsburg and shipped by boat, and feature an electronic parking brake and sliding cupholder.

The Golf R in all other markets is available with a sunroof. In the US it is not. The e-Golf and Golf R share the same "body in white" at the factory in Wolfsburg. One becomes R, one becomes e-Golf. By ditching the sunroof and having only one body in white "part", VW is able to save a certain amount on production costs.

The same goes for options like the Black Optics package. The packages and options are streamlined and simplified for initial production. While you are right that the same factory builds cars destined for all markets, production destined for the US is made possible by pre-negotiated costs that factor in things like interest rates. AoA makes a gamble on how many cars it will sell, and that prognostication is a little easier with less complicated offerings. Once it stabilizes and the data is there, additional features will become available.

[JohnEnglish]

I'm sure VAG will adjust their manufacturing process and marketing plans that were laid out months and years in advance once they realize some posters here aren't going to buy a new S4.

[Drof]

if European S4's have a black optics package then no biggy....just buy those and swap out the pieces, vinyl wrap the chrome around the window, plasti dip the rear valence....so many options. yea it might cost more to do it yourself rather than option the car from the get go, but if black optics is a big enough deal that you consider not buying the car then it sounds like its a a big enough deal to go through all the hassle of sourcing the parts and installing them yourself.

blows my mind people won't buy the 60,000+ car they wanted just because of a 1500ish dollar option that they can source themselves later. besides....if its that much more work to make it the way you want; it will be THAT much more rewarding and THAT much more unique of an S4

[Infra]

if European S4's have a black optics package then no biggy....just buy those and swap out the pieces, vinyl wrap the chrome around the window, plasti dip the rear valence....so many options. yea it might cost more to do it yourself rather than option the car from the get go, but if black optics is a big enough deal that you consider not buying the car then it sounds like its a a big enough deal to go through all the hassle of sourcing the parts and installing them yourself.

blows my mind people won't buy the 60,000+ car they wanted just because of a 1500ish dollar option that they can source themselves later. besides....if its that much more work to make it the way you want; it will be THAT much more rewarding and THAT much more unique of an S4

It blows my mind that someone would buy a 60,000 car that isn't exactly how they want it.

And yes, it was a significant enough issue for me. I bought a C63S instead. We can hear all the excuses about "optimization" of manufacturing line, but the fact is that these are things Audi's competitors have no issue in offering year 1.

[wdimagineer]

It blows my mind that someone would buy a 60,000 car that isn't exactly how they want it.

And yes, it was a significant enough issue for me. I bought a C63S instead. We can hear all the excuses about "optimization" of manufacturing line, but the fact is that these are things Audi's competitors have no issue in offering year 1.

Minus a terrible transmission, the C63S is a great car. I was set on one. However it's nowhere near a direct competitor to the S4. And the base C wasn't available with black trim at launch, as far as I remember.

[Infra]

Minus a terrible transmission, the C63S is a great car. I was set on one. However it's nowhere near a direct competitor to the S4. And the base C wasn't available with black trim at launch, as far as I remember.

Audi doesn't sell the RS4 here, so the S4 is as close as one can get to what I'd want. Regardless, a 1 year old C63S is nearly the same cost to own in depreciation as a new S4, so while not "direct" it's really not "nowhere near direct".

And I like to hear your thoughts on how the transmission in the B9 is much better?

[sirsycott]

I'm sure VAG will adjust their manufacturing process and marketing plans that were laid out months and years in advance once they realize some posters here aren't going to buy a new S4.

they are more likely to not care and just reduce the ammount of s4's in the next year in manufacturing, or they will revisit strategem in regards to feasibility of the general model itself,

that logic is like a vegan protesting outside of an INN an Out burger asking for them to serve organic salad
the bread winner in decision making will be the highest selling models ala the a3/4/5
not S/RS cars

lol

[wdimagineer]

Audi doesn't sell the RS4 here, so the S4 is as close as one can get to what I'd want. Regardless, a 1 year old C63S is nearly the same cost to own in depreciation as a new S4, so while not "direct" it's really not "nowhere near direct".

And I like to hear your thoughts on how the transmission in the B9 is much better?

I never said it was better. In general I prefer dual clutch transmissions over standard, especially in high powered cars. I tested 4 cars, including 2 with an automotive journalist friend as he was writing his review for a major pub. I found the transmission in the C63S to be slow to respond in certain circumstances and ridiculous in others. That doesn't make it a bad car, it just was a little too unpredictable. Though I have heard that MB has released some new software that tames it a bit, but not in a bad way.

I'm fortunate to buy 3-6 new cars per year, on average, and have owned just about everything from pedestrian to exotic. I like the C63S a lot, I just don't love it. Would I still buy one? Yes.

[JohnEnglish]

they are more likely to not care and just reduce the ammount of s4's in the next year in manufacturing, or they will revisit strategem in regards to feasibility of the general model itself,

that logic is like a vegan protesting outside of an INN an Out burger asking for them to serve organic salad
the bread winner in decision making will be the highest selling models ala the a3/4/5
not S/RS cars

lol

They don't care because it won't impact sales. We're talking about a mass produced car. You'd have to to have tens of thousands of people globally not purchase the car for that specific reason.

[name.goes.here]

Give it a few years. As others noted, first and second model years are usually limited in package assortment. As the model ages, more and more features and packages are added to keep sales going.

[dbuxton13]

The thread is long, I know, so I'm sure you haven't read much of it. There is no question the option will be coming, that isn't the issue. The problem is it is available right now at the car assembly line but jackass Audi of America execs chose to exclude it and other options to American customers for arbitrary and unknown reasons. German and UK customers have had all options available to them for the B9 A4/S4 since last August.

[JohnEnglish]

Obviously the millions they spend on market research shows that this is the most profitable decision. If it was more profitable to bring out black optics at launch then they would.

[jcallip]

I'm waiting for the report on this black grill, someone on here or Audiworld bought it i think...

http://www.xenonz.co.uk/audi-a4-grill-2015-b9.html

[Jet Jockey]

Well I made my B9 A4 into a Black Optiks version... Just buy the parts.