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Why do Audi charge so much for their accessories and extras?

Erin Baker recently gave a fascinating review of the options on an Audi A6 Avant. I have engaged myself with a similar quest. I look carefully at options prior to spending my hard-earned on what is essentially a one-way ticket of depreciation. I looked high and low across the country before committing to a silver Audi A6 3.0 TDI Quattro Avant, but mine is one of the last of the previous model.

Many of the items Erin listed as extras on the current A6 were standard on the previous SE model: nearly £12,000 worth of equivalent parts. On top of that, I managed to get a very significant discount, of £13,250 on a pre-registered example (with 12 miles on the clock). So significant is the discount and the extras included as standard that, added together, they are not far from the total paid for the car of £26,750. But, significantly, the saving on the extras that Audi put on Erin’s A6 is £50,635. A difference I will enjoy for many years as it will bring a smile to face on top of the pleasure I derive from driving a consummately capable and smooth load carrier.

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That is extraordinary, and enlightening. Journos first started noticing the high accumulated cost of Audi extras on the A7 launch. £50,000 cars were actually £80,000 with all the kit on them. Audi told us that they were demo vehicles for the extras and that was why they were so loaded.
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