Audi is getting set for car retail soon and making a suitable vehicle for its dealer network-- the Audi City. The first spot opens today in the UK near the Piccadilly Circus. The brand's whole roster is digitally displayed in a small area. The good use of space through this method enables the four rings to be seen in the center of top international cities. For the coming years, Audi will land a spot on more of these beautiful locations, launching 20 more showrooms all over the world by 2015. Soon, Audi City will also play a vital role in the marketability of mobile services and electric models of the Audi.
Member of the Board of Management for Marketing and Sales at AUDI AG Peter Schwarzenbauer said that Audi City is a mix of two perfect worlds - digital product showcase and personal interaction with the dealer. This latest retail method reaches clients effectively – mainly because they are gathered on a specific location but more importantly, relationally. Audi City provides new options for customization and a more personalized contact with the client.
Thanks to innovative media, the car manufacturer now has the capacity not only to reveal its expanding roster - complete with all colors, equipment functions and options - but also to give clients the opportunity to witness its full range. Clients can digitally choose their car from almost a hundred million options and experience it in an actual 1:1 scale on monitors that almost eat up the entire area. Furthermore, technical elements like the exterior surface, drivetrain, or LED light technology can be shown in part to make upgrades easily understandable.
Because of the Audi City, the prime car manufacturer is trying to meet the evolving needs of its clients. Schwarzenbauer explains that people are giving more importance on a straight and personal relationship with their car brand - most especially in terms of the increasing number of products and information available to them. So with Audi City, they are creating a store where everything is there already. It mirrors the daily requirements of the client, and is smoothly interconnected to the marketing strategy given by the four rings.
This assurance is given specifically by the Customer Relationship Manager, who will be assigned in every Audi City location. This person will be the client's main and will serve as a constant point of contact for everything he needs - from the primary consultation, to the sale, to the maintenance services. Also, each Audi City is linked to an Audi dealership that gives the full array of AUDI AG services whenever needed.
Because of the face to face customer interaction and the availability of personal services, Audi City defines the right execution of the retail car experience. To make everything calibrated, AUDI AG gives staff training aimed to be used particularly at these city stores. The company also supports the dealer in their choice of employees and additional training. Moreover, trainers have a wide educational background - as IT experts, for example, who meet the requirements of explaining Audi City's digital world.
Their urban location makes every Audi City a lot more than a retail car store. Audi City will also grow into a hub for fans of Audi, where they can interact with the environment of the four rings should they choose to. The outlets will also be utilized as a meeting place for concerns not related to the auto business. For instance, after the closing hours, they will conduct round-table discussions, readings and exhibitions on things such as improvement and mobility of stuff related to design, arts and culture.