Audi’s digital dealerships

Time 8:28 am, July 17, 2012

GERMAN firm Audi has turned to the virtual world to present its  new dealership in central London.

The brand has opened a new retail space in the capital that relies not on car models on display, but large digital screens to present a virtual Audi world.

Over the next few years, Audi will secure more of these locations, opening more than 20 stores worldwide by 2015. And in future, Audi City will also play a crucial role in the marketing of new mobility services and electric-drive Audi models.

Thanks to clever media technology, the vehicle manufacturer now has the ability not only to present its growing model line-up – including all colours, equipment options and functions – in its entirety, but also to offer customers the chance to experience the sheer breadth of the range in full.

Visitors can digitally select their vehicle from several hundred million possible configurations and experience it in realistic 1:1 scale on screens that almost fill the entire space.

‘People are placing greater emphasis than ever before on a direct and personal bond of trust with their vehicle brand – especially in respect of the increasing variety of products and available information,’ said Peter Schwarzenbauer, member of the board of management for marketing and sales at AUDI AG.

‘Thus, with Audi City, we are creating a one-stop-shop for experiencing our brand. It is right in the midst of our customers’ lives, yet seamlessly connected to the online range offered by the four rings.’

Audi City locations will have a customer relationship manager and the German firm will offer employee training targeted specifically at these urban stores and also supports the dealer in their selection and further training.

James Batchelor's avatar

James – or Batch as he’s known – started at Car Dealer in 2010, first as the work experience boy, eventually becoming editor in 2013. He worked for Auto Express as editor-at-large and was the face of Carbuyer’s YouTube reviews. In 2020, he went freelance and now writes for a number of national titles and contributes regularly to Car Dealer. In October 2021 he became Car Dealer's associate editor.

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