Audi wants more digital showrooms

Article by Christian Andrei, 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.

Topics: audi, showroom

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