The motoring industry's takeover of prime retail units continues unabated with news that Audi is to open more than 20 city centre outlets called Audi City. The first such outlet opens today (July 16) close to Piccadilly Circus in London.
Dubbed 'cyberstores' the new Audi City outlets will be used to digitally showcase the full model line-up - including all colours, equipment options and functions - in realistic 1:1 scale on screens that fill the entire store. Customers will be able to spec their perfect Audi, choosing from the 'several hundred million possible configurations' while also looking in detail at the technical details of the drivetrain, body shell and LED light technology if they so please.
"People are placing greater emphasis than ever before on a direct and personal bond of trust with their vehicle brand," 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."
In addition to acting as retail units the Audi City stores, 20 of which are planned to be opened by 2015, Audi also believes they will act as a meeting place for fans of the brand, where they can make contact with the world of the four rings whenever they want to discuss issues such as urban development and mobility or on matters relating to art, culture and design (as obviously all Audi fans do...).
It is also envisioned that Audi City stores will play a crucial role in the marketing of new mobility services and electric-drive Audi models.
Paul Healy - 16 Jul 2012