Those who have visited Ingolstadt, Neckarsulm and Zwickau, and seen the museums and the number of replicas that have been funded by Audi AG will have noted that Audi AG has shifted the emphasis of its Marketing over the years. There is now much more interest in the Marque Heritage as a marketing tool. Part of the process is also the wish by Audi management, to formalise the process of supporting the various clubs.
Over the years, clubs and interest groups of all sizes have approached Audi for funds. This has ranged from small regional clubs who want to organise a coffee outing on a Sunday, to individuals looking for support to take their classic cars to some special event and large clubs wanting to hire race tracks for a full events programme. Audi received thousands of such enquiries every year, involving many departments at Audi. Support was given erratically, based loosely on the whims of staff, their friendliness and the perceived benefits to Audi. It was a scatty system with many clubs complaining that their interests were not respected, in view of the marque support that the clubs gave.
From now on, instead of the clubs seeking funding out of their own interests, Audi AG intends to provide the clubs with far more funds - but these funds are conditional on meeting higher levels of quality of presentation of vehicles and venues which have to provide tangible support to the marque image. The means of deciding this, is left to a committee of marque enthusiasts.
The initial idea was for the various Audi, NSU and DKW clubs in Germany to get together, to act as a larger lobby representing the interests of the classic car owner vis a vis Audi AG. It can be regarded as a kind of trades union for the marque owner, where he can find a formal channel to express his views and concerns. At the same time, by being part of a larger umbrella Club, each club has a better chance of applying pressure on Audi management.
The German situation, with thousands of marque clubs and groups, was vastly more complex than the UK situation, which has 14 well organised marque clubs. The clubs were essentially told that if they did not join the ACI, they would henceforth no longer be able to obtain any funding from Audi. Smaller groups were shown that it was better for them to combine into larger formal clubs, to be able to compete for funding.
By organising themselves into an Audi Club International, the various clubs have an equal and better chance to obtain funds and support from Audi
As in most issues involving many varied enterprises, there were many different views, with some clubs deciding to stay independent and others deciding there was merit in joining the ACI. Each club is free to join or not to join, however, there will be a point where the existing channels for funding will dry up, since Audi management have the intention of formalising their relationship to the clubs.
The important issue for all clubs is to note that Audi respects the fact that the clubs were founded and maintained through their individual enthusiasm, initiative and independent spirit. There is no intention to control, interfere or to impose rules on clubs but to seek cooperation on mutual ventures, where the clubs would join in with a strong attendance and make their classic cars available and Audi would fund and publicise the event.
Based on the German experience where a fully functioning ACI has been set up, the German ACI, would like to invite marque clubs in other countries to also join in. In the UK, there are 14 marque clubs. All have been approached and there has been enthusiasm mainly amongst those clubs that have had to struggle for funding of events.
The German ACI prefer that clubs do not just look at the benefits, but rather that the other ACI chapters in other countries, should use the ACI as a forum for ensuring that their own interests, concerns and wishes are met, as it affects their classic cars.
However, there are benefits in being a member of the ACI. Some examples:
The beauty of the ACI "system" is that the potential for expanding the range of benefits is vast and there is every intention to develop the structure further as more clubs join in.
The ACI system would charge each person 2 Euros per years membership. The idea behind this fee is to ensure that the clubs recognise they remain fully independent of Audi and are simply members of a system, with the ability to opt out.
There is no cost in terms of any loss of freedom for each club. The clubs membership register is not divulged to Audi.
There is a cost in the sense that Audi AG will have a say in deciding whether a venue to be subsidised by them, meets a minimum level of presentation and competence but they are prepared to assist by providing their skills in setting up events.
ACI Germany have two categories: Lifestyle clubs and Classic Car clubs.
A key issue is the wish to promote marque heritage. Here the DKW and NSU clubs have a unique role, since their cars are the most desired in any marketing or promotional campaign by Audi and the most sympathetically supported when there are club events.
The ACI recommends that each club puts forward three people who would be prepared to represent their clubs interests within the ACI.
The wish is to bring together as many clubs as possible as ACI founder members, but in the absence of that, it would be possible - and helpful, if one or two clubs were to be founder members to set up the UK ACI chapter and allow the other clubs to join when the latter feel they are ready to do so.
Which clubs are the most keen?
There are about 200 DKW vehicles of all types in the UK. The DKW Owners Club has had between 70 to 100 members over the years.
The Register tries to keep track of all 200 vehicles and as such, is in touch with most of the owners of vehicles which are held within and outside of the DKW OC. Some owners like to attend venues, others prefer to just be able to rely on a point of contact if they need any support. The ACI would bring together all owners of DKW vehicles under one UK organisation but still allow the DKWOC and the Register to operate independently.
The writer was asked to facilitate the setting up of a UK based ACI but ultimately the success of a thriving ACI will rely on the active participation of as many or all UK marque clubs and the delegates they elect to represent them within the ACI.