Car Makers Could Learn Something From Burger King

So yesterday I talked about how I ended up ordering a new 2011 Subaru WRX. Because these cars are pretty much impossible to find, I decided to order the car. Now, I’ve ordered a few cars in the past, so I was pretty familiar with the process.

With my Boxster, it was a real eye opener, as they literally had 1000 different options you could order.. Sure, they had your standard packages that bundled numerous options together, but you could also order things individually. Want a green floor mat in your red interior? No problem. In fact, I added about $12K worth of options to my car, and I ended up with EXACTLY what I wanted. There was an incoming car that had a bunch of options I didn’t want, so I was content waiting the 4 months it took for my car to be built.

Subaru makes your life a little more difficult. They offer 3 different packages – Base, Premium, and Limited. There were things I wanted from all 3 packages, but there were also things I didn’t want. If you wanted HID headlights, you had to go with the Limited. But the Limited came with leather seats, which I didn’t want. If you wanted heated seats, you had to get the Cold Weather Package, which is only available on the Premium and Limited models. But the Premium comes with a sunroof, which I didn’t want.

So I ended up buying the Base model. I can live without heated seats, and I’ll miss the HIDs, but I’m not willing to compromise. What amazes me is that Subaru is willing to leave money on the table. If the heated seats and HIDs were options I could have added, I would have gladly spent the extra $800-1000 to get those two options added. Instead, I’ll either add them aftermarket (where Subaru doesn’t get my $$), or I’ll just leave well enough alone.

Subaru could learn something from Burger King, where they let you “have it your way”. 🙂


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