As Audi is slowly getting back to building cars in Europe, the Ingolstadt-based automaker is now preparing for the market launch of several all-new models in the coming weeks. But instead of holding physical launches of their cars, Audi will switch to a digital format.
With the COVID-19 still posing a threat, Audi is not taking any chances and has decided that it will hold a purely digital vehicle market launch. The first car that the automaker will launch in digital format is the all-new A3 family of cars.
“In view of the currently difficult worldwide situation, we are further accelerating the shift to digitalization we had already initiated. We are already working intensively on the next steps and we want to further develop this methodology, especially for our electric offensive. With the increasing digitalization of our vehicles, we are consequently also digitalizing our training methodology,” said Horst Hanschur, Head of Retail Business Development and Customer Services at Audi AG.
In order to make this a reality Audi trained about 15,000 sales and service employees, as well as about 20,000 service technicians at retail partners around the globe in order to prepare them for the digital launch and sale of the new family of A3 models. Digital training formats ranged from web-based training, video tutorials, chats, as well as augmented reality/virtual reality training.
Audi AG also provided centralized training wherein about 400 product, sales, and service trainers, as well as 250 technical trainers from 90 markets around the world, learned all that they need. These trainers then pass on what they've learned to respective employees at their locations.
“With the new A3 family, we are launching one of our most important model lines on the market this year. Thanks to the great commitment, creativity, and motivation of our team and our partners, we were able to very swiftly and flexibly switch over to digital training formats so that our worldwide sales and service network could optimize their preparations for this,” added Hanschur.
Orders for the all-new A3 Sportback and A3 Sedan can now be placed in Europe. Both cars will be arriving at dealerships in the middle of 2020 in Europe, with roll out in other markets to follow suit.
As the all-new A3 will only be launched in Europe soon, it might take a while before it makes its way to the Philippines via PGA Cars, the official distributor of Audi in the country. The only question now is, will PGA Cars follow a similar format?