Audi is showcasing its model line-up in new locations and complementing the brand’s existing dealer network with a new retail format. On July 16, the first Audi City opened at Piccadilly Circus, London – a real cyberstore in the heart of a global city. This new approach sees the brand’s entire model line-up presented fully digitally in a compact space. With the newly-created position of Customer Relationship Manager, visitors can expect an even more personal level of consultation and assistance with individual services.
“Audi City combines the best of two worlds – digital product presentation and personal contact with the dealer,” says Peter Schwarzenbauer, Member of the Board of Management for Marketing and Sales at AUDI AG. “This new retail format brings us even closer to our customers – geographically, of course, but first and foremost in terms of the quality of our relationship. Audi City offers new freedom for tailor-made services and an even more individual contact with the customer.”
Thanks to groundbreaking media technology, the vehicle manufacturer now has the ability not only to present its growing model line-up, including all colors, 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. Moreover, technical details such as the drivetrain, bodyshell or LED light technology can be presented individually in order to make innovations understandable on an intuitive level.
With Audi City, the premium manufacturer is responding to customers’ changing needs. “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,” explains Schwarzenbauer. “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.”
Over the next few years, more than 20 further stores will be established in major international cities. In future, Audi City will also play a crucial role in the marketing of new mobility services and electric-drive Audi models.