Silvercar is a new car rental company that rents just one model: The Audi A4. And they’re all silver.
It got me thinking whether this is good or bad for future sales of Audi in general and silver A4s specifically.
On one hand it might make people feel like they’re buying a common car if they opt for a silver A4, especially if Silvercar expands to more locations.
But I was driving by an Audi dealer recently and saw a silver A4 leaving the lot for a test drive. I’m usually drawn to other brands but for the first time I looked at that car and thought, probably as a result of Silvercar, that a silver A4 is a classic combination that’s going to look good for a while. Maybe I should check them out.
Whenever I make a purchase I think of resale. There’s security in making a classic choice as opposed to a highly customized one.
I have no idea whether there’s some tie-in between Audi and Silvercar. No idea whether Silvercar cares how their peculiarly-specific choice of silver Audi A4s as the basis for their young companies influences Audi sales.
But for as much as it might make silver A4s seem like a commodity I think more people will think like I do: That a silver A4 is a classic combination that’s going to look good for a long time.