Audi shook up the way it retails cars in 2012 when it opened its Audi City storefront in Mayfair, central London. Since then the automaker has opened Audi City outlets in Beijing and Berlin and will add another in Moscow early next year. The showrooms showcase Audi’s technology while providing “spontaneous … uncomplicated contact with the brand,” Horst Hanschur, head of business development, said. He shared his thoughts on how the Audi City concept is evolving with Automotive News Europe Correspondent Olive Keogh.
What’s the thinking behind the Audi City concept?
Audi City originated from the idea of taking Audi closer to the places where our customers live and work -- in the downtown areas of international cities. Using innovative media technology, we can present our entire model lineup in a digital format within a very compact space. With this innovative concept we are highlighting what Audi stands for and what our customers expect of us: Vorsprung durch Technik [German for advancement through technology].
Will every market get one?
Audi City is a very special concept for the world’s most vibrant cities. It is not our goal to bring Audi City to every market.