Luxury carmaker Audi has opened its first digital showroom London's Piccadilly Circus. The state of art showroom - Audi City relies on digital presentations rather than displaying actual cars.
It has been difficult for dealers to display all cars on production due to increasing number of variants and space constraints. Audi is trying to get over this with the innovative concept. Meanwhile, plans to open over 20 such Audi digital showrooms in the coming two to three years.
Audi City features large screens that display the cars - exterior and interior. It also allows potential customers to get familiar with the cars' powertrain and equipment options. The stores also have paint, wood, and leather samples to view and touch in person. A test drive can be arranged at a dealership when the customer is ready to go with the car.
AUDI AG member of the board of management for marketing and sales Peter Schwarzenbauer says: "Audi City combines the best of two worlds - digital product presentation and personal contact with the dealer. 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."
Buyers can even listen to sounds including exhaust sound and opening/shutting doors of each car at the digital showroom with an effective acoustic system in place. We think, Audi has started with a concept which all carmaker's may follow shortly.