Audi wants more digital showrooms

Article by Christian A., on January 27, 2013

With the success that Audi’s pioneering store in Piccadilly, London, got during the first six months, it’s only to be expected that it will build more versions of its digital showroom in the UK and in other countries. At this showroom, visitors can digitally view the entire Audi lineup as well as look at the exact specs they put in the car through the big computer screens that occupy a lot of space at the showroom.

Audi thinks that its interactive software could best explain the related technology by displaying details like drivetrain, bodyshell or LED tech. Audi UK boss Martin Sander said that because of this showroom, which opened up more than six months ago, its sales double year-on-year. About 80% of customers are new to the brand while 80% of the digital showroom's customers make the purchase without conducting test drives.

In addition, the kit levels of the cars ordered have significantly increased. Sander said that showrooms would typically sell cars to people who resided in the area but it now features a much bigger customer base.

The customers’ imaginations are meant to be captured by the digital experience. Sander said that it hopes to bring this experience to other dealerships but on a smaller scale. It will also make it to other major cities in other parts of the globe. It’s believed that the next full digital showroom will be in Beijing. Audi believes that by 2015, it would have already opened 20 city-centre stores worldwide.

A4 remains to be the Audi’s bestseller for 39 years and even to its 8th generation. In total, there have already been ten million units of this brand that have been sold. Demand remains high because of the A4’s classiness, sportiness and emotional appeal. The A4 has been redesigned to be even more sophisticated and captivating. The changes are evident in all of its models – the Avant, the Sedan, the S4 and the all-road Quattro.

The redesigned look put emphasis on the horizontal lines at the front end. They also improved other features like more arched engine hood, tapered upper corners of the single frame grille and 3D highlighted Audi rings. The grille is colored gray with a high-gloss black 6-cylinder models combined with the S line external package. The bumpers are also restructured to acquire striking angular air inlets, modified grilles and the flat front fog lights. The Audi A4 allroad Quattro is distinguishable by its round fog lights and grille’s horizontal chrome applications.

Moreover, modifications were also done on the headlights with a re-arranged interior and a slight wave at the bottom edges. Xenon plus headlights can be installed upon request. Audi A4 also has LED daytime running lights that form a narrow and visually homogeneous band near the xenon lens. If you want to put in an upgraded adaptive light with static and dynamic cornering lights, all you need to do is ask the dealership.

Topics: audi, showroom

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