Audi has opened its first digital showroom, Audi City in London close to Piccadilly Circus.
Audi has opened its first digital showroom, Audi City in London close to Piccadilly Circus. In its new digital showroom, Audi’s entire model line-up is presented fully digitally in a compact space, which allows Audi to be present in the heart of major international cities.
“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, Audi 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. Technical details about the drivetrain, bodyshell or LED light technology can be presented individually in order to make innovations understandable on an intuitive level.
“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.”
Audi plans on opening more than 20 stores worldwide by 2015. In the future, Audi City will also play a crucial role in the marketing of new mobility services and electric-drive Audi models.
