22 July 2012

Audi has opened its newest UK showroom in the heart of the London’s West End – but it doesn’t display a single car ‘in the metal’. The outlet, called Audi City, instead uses wall-sized screens to digitally display whichever car the customer is interested in.

Buyers can ‘spec’ the car as they want it and they view the results in 1:1 scale. Details such as engine, drive-train or technological aspects can also be previewed.

Audi marketing and sales boss Peter Schwarzenbauer said: ‘Audi City combines the best of two worlds – digital product presentation and personal contact with the dealer.

‘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.

‘We are creating a one-stop shop for experiencing our brand,’ added Schwarzenbauer.

The outlet, close to London’s Piccadilly Circus, is the first of 20 similar set-ups that Audi plans globally. It responds to a practical problem that the marque’s success poses for its retailers – how to display enough of its product when space is limited.
Over the last five years Audi’s  line-up has more than doubled to 39 distinct models and this will rise to 42 by 2015.

The opening last week drew music, film and television names including Clive Owen, Thandie Newton, Jamie Cullen, Bryan Ferry and Paloma Faith.

Tags: Audi, Audi City, car-less, digital showroom, Piccadilly Circus