In the course of its model initiative, the brand has expanded the product lineup substantially over the last few years – from 23 basic models in 2007 to now over 50 at the end of 2015. They enable dealerships to display for the very first time the complete Audi portfolio. Here, in the best retail locations, Audi City presents itself as a real life cyberstore that connects physical space with the virtual world.Ĭenter-stage is the digital and almost true-to-life representation of Audi models on floor to ceiling projection surfaces – the powerwalls. The concept was developed specifically for prime locations at the center of international metropolises – for those places where trends are born, where social diversity is lived and breathed and leading brands from other sectors are located. Audi has set itself the task of bringing together the benefits of the real and the digital worlds, to fully integrate them and thus create a perfect brand experience for the customer in a seamless fusion of the two worlds.Īudi City is one of the Company’s responses to this development. When considering tailor made financial services, too, dialogue with the dealer is essential for add on services such as mobility solutions, inspection packages or the trade-in of a used car.įor many people, spontaneous and uncomplicated contact with the brand is becoming increasingly important, be it on digital platforms or in real life – in a lunch break, during a weekend shopping trip or from the convenience of their own home. With most of the initial information being gathered in advance of the visit to the dealership, the expectations surrounding a sales consultation with dealership experts make the task all the more demanding – when it comes to comparing, weighing up and selecting from a steadily growing product offering.
Ratings of products and brands on social networks are some of the most prominent sources of information available today, amid an almost unlimited range of digital formats. Today, nine out of ten customers thinking of buying a new car first do some fact-finding online. The automotive world is changing fast – and with it, the expectations and needs that people bring with them when looking to purchase a premium car. By the start of 2016, 30 dealers worldwide had already introduced digital modules from Audi City on their premises, with the figure set to reach around 800 dealerships by the end of 2018. In parallel, the premium manufacturer is strengthening the integration of Audi City into its international dealer network by developing central elements from the digital showroom for flexible, modular use within dealerships. The latest concept in Warsaw is benefiting from the experience of other locations since October 2018. In June 2016, the Audi Cities in Paris and Moscow joined the network. The virtual Audi models are now represented with photorealism, and the digital technologies are now even more efficient in terms of energy consumption and cost. In May 2016, Audi City Istanbul went online, with a further enhanced experience factor.
On top of that, every guest visiting Audi City can access almost the entire range of services offered by a classic dealership – because in organizational terms the cyberstore acts as a satellite outlet of a conventional dealership.ĪUDI AG is systematically extending its pioneering sales concept: Following on from the opening of the first Audi City in 2012, it has established additional locations like on Berlin’s Kurfürstendamm (2014). It doesn’t matter whether visitors are there to surf through the world of Audi out of sheer curiosity, find out more about the latest technologies and services, or configure their own individual model with a specific intention to buy and place an order. Īudi City offers a special brand experience, with no pressure.
Using innovative media technology, fans and customers of the brand can customize their dream Audi from several hundred million different possible configurations, then experience it on almost 1:1 scale on floor-to-ceiling mega-screens. It is the first place where – with its compact dimensions – the entire model portfolio of the four rings can be experienced almost true to life, in virtual technology. The showroom concept welcomes guests to a new type of location for automotive sales: prime downtown sites in major international cities – from Berlin, Paris and Istanbul to Moscow and Warsaw.
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