CRITICALITY OF PERFORMANCES ACCORDING TO COMPLAINTS

Some customer performances are more critical for most car owners, while others raise fewer questions or emotional responses. At the current moment, based on the volume of complaints, these groups of properties can be categorized as follows:

Most critical: Comfort and Quality, Fuel Efficiency
Important: Driving Dynamics, Handling, Practicality, Digital Environment, Driver Assistance, Safety
Less critical: Off-road Capability, Everyday Usability

This distribution is not constant.

For example, about 15–20 years ago, Driving Dynamics and Handling were among the most critical groups.

In the coming decade, the criticality of customer performances related to the Digital Environment and Driver Assistance is expected to increase.

The header image on this page intentionally shows the interior of the 2003 AUDI TT coupe. At the time, it was a rather prestigious vehicle. But notice how spartan the interior looks by today’s standards — no digital instrument clusters, no large multimedia systems.
Back then, the level of computer technology simply didn’t allow such systems to be implemented either in mass‑market or luxury vehicles. Accordingly, there was no CUSTOMER demand for them.
Today, just a little over twenty years later, the situation has changed entirely. The shift of everyday life toward the online sphere, the expansion of the vehicle fleet and the resulting increase in traffic congestion, along with the decreasing cost of IT technologies — all these factors have driven stronger CUSTOMER demand for a greater number of screens, while reducing the emphasis on driving dynamics and handling.