Audi has launched its ‘Audi City’ digital dealership by Piccadilly Circus in London.
Heralded as an ‘urban cyberstore’, Audi City provides consumers with greater depth than ever before when they want to buy a brand new Audi. The building’s confined spaces are exploited incredibly well with huge screens, showing off the entire Audi range.
People are able to view cars on-screen at a fantastic 1:1 ratio, and are able to choose their own colour, trim, equipment preferences and more to give them greater options than in a standard showroom.
A regular showroom has very limited space, and can therefore only showcase a certain number of models to potential customers. With manufacturing processes becoming more streamlined and more derivatives being produced for each model all the time, showrooms have to make as much use of their existing space as possible.
Audi City solves this problem by being able to showcase Audi’s entire range at once on their screens, including new mobility services and electric-drive Audi models. More technical specifications are presented to the consumer individually, to make them easier to understand and digest.
“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.”
Audi plans to open 20 more digital showrooms across major international cities by 2015. Audi is hoping that Audi City becomes more than just an average retail outlet, and can evolve into something of a meeting place for fans of the brand.
Audi claim that when the end of the day comes around, the stores will be used as a dialogue forum, playing host to readings, discussions, art, culture, design and much more, making it incredibly community-focused.
To complement this, a Customer Relationship Manager is always expected to be available at an Audi City, who will be the first point of contact for consumers’ wants and needs.
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