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Totally agree, for the lower end cars, I can understand why they are doing it, and I actually like how the cars have most of the desirable options as standard, but there should be a lot more flexibility and choices for things like interior color, trim and wheel selections, especially when customers are spending a considerable amount of money to order a custom built car from the factory.
Audi really needs to do something about their option lists, all safety features should either be standard or be group as an optional package, and not having them in separate options IMO.
Audi's new models are almost a match for Mercedes when it comes to inclusion of options or option packages from the specificaiton sheet's I've seen. It's BMW that I have found have been slow in putting together desirable 'packages' that represent better value for money than individual options, but they have been improving.