STEVE DAWSON

Audi City points the way in the future of premium car sales: the digitally-enabled environment presents Audi’s entire model range using virtual technology throughout, while delivering industry-leading service to drive vehicle sales. The showroom concept blends digital innovation with the strengths of the physical dealership, and acts as the main innovation lab for digitally connected sales activities at Audi. At the forefront of developments in this pioneering field, Audi opened the first Audi City in 2012 and has since been refining and improving the successful formula. The showroom concept welcomes guests to a new type of location for automotive sales: prime downtown sites in major international cities.

Using innovative media technology, fans and customers of the brand can customize their dream Audi from several hundred million different possible configurations, then experience it on almost 1:1 scale on floor-to-ceiling "powerwall" displays. Furthermore, the individual powerwalls in an Audi City can be switched together to create one giant digital canvas – enabling room-filling broadcasts of events such as Audi motorsport activities or cultural events in which the Company is a supporting partner. In parallel, the premium manufacturer is strengthening the integration of Audi City into its international dealer network by developing central elements from the digital showroom for flexible, modular use within mainline dealerships.