This is a question asked of me several times while chatting w/ my colleagues/friends about our ED plans. (folks who have never heard of ED)

I don't know the answer!! please pipe in if you do.

I surmised it could possibly be:
1) some tax loophole that allows the mfr to ship the car to US as a 'used' export, ostensibly lowering their cost
2) purely a Marketing activity, hedging on the fact that folks who experience ED will likely become more loyal to the brand in the future

ED is a small part of their overall sales, and I'm inclined to believe that the ~5% ED discount is not enough to make-or-break someone's decision to buy a particular car.

or, perhaps there was a time when the ED 'discount' was even more significant, enough to really drive traffic.

now just shipping a used car over to the states from Europe, much cheaper than paying tariff's and taxes to sell one brand new. Also, to build brand awareness and goodwill. just think of how many folks we have told about our great experience. I have had 2 friends do euro delivery based on my positive experience.

If MB and BMW do it, they have to, otherwise an ED customer might buy MB or BMW.

They have to do what their competitors do.

Some people buy because they want an Audi. Some buy through ED, because they want "a car" and like the idea of ED. This way Audi's ED offering is competitive.

Audi knows what they are doing. It's not about the money. It's about driving your car on roads it was designed to be driven on. The discount is nice, but it insn't why I did it. Now, if they just get their dealer network with the program.

you pay $500 extra on top of the ~$800 "destination charge" to take delivery of a Vette at the Museum... (I didn't do it)

I second on this.
Ones you done ED, memory of the trip and experience of car driving at 130mph legally - that hard to forget.
After first ED you get hook up.
Until I can afford - all my next car will be purchase as ED.