"Too much choice could mean making the wrong decisions"

Steve Fowler's all for personalising your car - but could the wrong choices spell the difference between a great car and an awful one?

As more car brands offer an increasing array of personalisation options - bespoke equals luxury (and more profit!) - there's a real danger customers could be making choices they'll regret.

This week I was invited to Ingolstadt to give Audi's chassis experts feedback in some back-to-back tests. One of which was with the TTS.

We're big fans of the TT here; it was named Coupe of the Year at the Auto Express Awards just a few weeks ago. And I was asked to drive one with 19-inch wheels and another with some truly gorgeous 20-inch rims. Gorgeous, that was, until I drove the car.

How not to spec your new car

Here were two identical TTs with only an inch of difference in wheel diameter (and tyre brand) between them. I loved the car on 19s, but hated the same car on 20s; it felt nervous and uncomfortable.

It made me think: how many people will test drive a car on small wheels, then be drawn to tick the options box based on a picture on a website? They won't know the effect until it's too late.

Dynamic Chassis Control system

Even among these esteemed engineers, I was getting confused by the array of options on some models: steel springs, air-suspension, magnetic ride, lowered, lowered even more, small wheels, big wheels... No two cars feel alike. And if you're test driving then playing with the options list, you could end up making an expensive mistake.

JLR SVO to build bespoke cars

This is not just an Audi problem; it's an issue for lots of premiuem and mainstream brands. Choice is never a bad thing, unless it's confusing. There's so much choice with dynamic, luxury, safety and technology options, I actually feel sorry for the salespeople who haven't a hope of explaining it all properly - let alone the people trying to make buying decisions.

Yes, bespoke equals luxury. But luxury also means easy - and buying many of today's top cars is just way too hard.

Is too much choice ever a bad thing? Let us know in the comments below...

Recommended

'Factories are at a standstill because they can’t get the parts to finish cars'
Car manufacturing
Opinion

'Factories are at a standstill because they can’t get the parts to finish cars'

Steve Fowler points out the fresh issues facing global car manufacturing
9 Jun 2021
‘Our switch to electric will soon make driving manual cars a lost art'
Gearknob
Opinion

‘Our switch to electric will soon make driving manual cars a lost art'

Want to drive a manual car? You need to take your test in a manual car. So what happens once all driving-school cars are automatic EVs?
8 Jun 2021
'Joe Biden is now America's most important auto industry dude'
Ford F150 Joe Biden
Opinion

'Joe Biden is now America's most important auto industry dude'

Mike Rutherford thinks Joe Biden deserves praise for his hands-on approach to the American car industry
30 May 2021
'This really is a great time to buy a new car'
Opinion dealership
Opinion

'This really is a great time to buy a new car'

Steve Fowler points out some great new car deals to be had in post-lockdown
14 Apr 2021

Most Popular

New 2021 Volkswagen T7 Multivan replaces Caravelle
Volkswagen T7 Multivan - front
Volkswagen Caravelle

New 2021 Volkswagen T7 Multivan replaces Caravelle

The Volkswagen T7 Multivan MPV switches to the MQB platform and adds plug-in hybrid technology
10 Jun 2021
LEC launches affordable EV conversion for classic Mini
LEC MINI Electric
MINI

LEC launches affordable EV conversion for classic Mini

The conversion sees the Mini’s A-Series engine replaced with a dinky electric motor and a 20kWh battery for a range of 70 miles in the city
10 Jun 2021
New Toyota Land Cruiser 300 revealed with six-cylinder petrol and diesel power
Toyota Land Cruiser - front
Toyota Land Cruiser

New Toyota Land Cruiser 300 revealed with six-cylinder petrol and diesel power

Six-cylinder engine line-up and clever new suspension tech for the new large Toyota Land Cruiser, but it’s not destined for the UK
9 Jun 2021
New 2021 Vauxhall Astra teased for the first time
Vauxhall Astra teaser 1
Vauxhall Astra

New 2021 Vauxhall Astra teased for the first time

The new Vauxhall Astra will get electrified powertrains and a more premium image
8 Jun 2021
New Skoda Enyaq iV 2021 review
Skoda Enyaq iV 80 Sportline - front
Skoda Enyaq

New Skoda Enyaq iV 2021 review

The new Skoda Enyaq iV is the Czech firm’s first bespoke electric car and we've tested the full range on UK roads
10 Jun 2021
New 2021 Tesla Model S Plaid launched with 1,006bhp
Tesla Model S facelift - front
Tesla Model S

New 2021 Tesla Model S Plaid launched with 1,006bhp

Range-topping version of the Tesla Model S officially unveiled, with a sprint time of 0-60mph in less than two seconds
10 Jun 2021
New Genesis G80 2021 review
Genesis G80
Genesis G80

New Genesis G80 2021 review

Is the new Genesis G80 a worthy competitor in the executive saloon segment?
9 Jun 2021
New Mercedes E-Class Cabriolet 2021 review
Mercedes E 300 Cabriolet - front
Mercedes E-Class Cabriolet

New Mercedes E-Class Cabriolet 2021 review

The soft-top Mercedes E-Class Cabriolet gets the same updates as the saloon and estate variants
10 Jun 2021
‘Our switch to electric will soon make driving manual cars a lost art'
Gearknob
Opinion

‘Our switch to electric will soon make driving manual cars a lost art'

Want to drive a manual car? You need to take your test in a manual car. So what happens once all driving-school cars are automatic EVs?
8 Jun 2021
'Factories are at a standstill because they can’t get the parts to finish cars'
Car manufacturing
Opinion

'Factories are at a standstill because they can’t get the parts to finish cars'

Steve Fowler points out the fresh issues facing global car manufacturing
9 Jun 2021
New 2021 BMW X4 facelift arrives with new look inside and out
BMW X4 - front tracking
BMW X4

New 2021 BMW X4 facelift arrives with new look inside and out

The updated BMW X4 line-up gets a new look and now comes with hot petrol and diesel options
8 Jun 2021
New 2021 BMW 4 Series Gran Coupe breaks cover
BMW 4 Series Gran Coupe - front
BMW 4 Series Gran Coupe

New 2021 BMW 4 Series Gran Coupe breaks cover

The new second-generation BMW 4 Series Gran Coupe adds four-door coupe style to the 4 Series range
8 Jun 2021
Audi updates line-up for 2022 with new tech and trim features
Audi S5
Audi

Audi updates line-up for 2022 with new tech and trim features

Almost every car in Audi’s line-up has received a tweak, with major updates including Amazon Alexa integration and a Sonos stereo
11 Jun 2021
New Vauxhall Grandland SUV unveiled with fresh design and tech boost
Vauxhall Grandland - front action
Vauxhall Grandland X

New Vauxhall Grandland SUV unveiled with fresh design and tech boost

The heavily facelifted Vauxhall Grandland family SUV gets Visor design cues and plug-in hybrid power
8 Jun 2021