Semiconductor Shortage Package Is Audi's Strangest Option Yet

At the recent New York Motor Show, we discussed the current semiconductor chip shortage with a few executives. We won't name any names, but the outlook is not good. Some manufacturers have gone as far ashalting production for a few weeks, but the general strategy these days is to remove some features. This allows manufacturers to continue selling cars, and in most cases, they give customers a decent discount. The manufacturers are pretty open about this strategy. They don't try to sugarcoat the situation, as most people are aware of the global shortage and are willing to make some sacrifices. But now, Audi has introduced what it calls the Semiconductor Shortage Package.

According to posts onReddit, this appears to be taking place at a dealer level. Apparently, cars on the dealer floor have a sticker stating that they've been "equipped" with the Semiconductor Shortage Package. This is the strangest case of marketing lingo we've seen in a while. The word "package" is widely used for optional extras packaged together in the automotive industry.

For example, when you order anAudi RS7, you can pay an additional $2,700. In return, Audi will equip said RS7 with 22-inch gloss anthracite black wheels, high-gloss black finishes for the mirror housings, badges, grille, window surrounds, and front and rear bumper inserts. The Semiconductor Shortage Package does exactly the opposite. It removes a few features from the car, but it subtracts $1,350 from the price.