Work - Audi City


AUDI CITY

The Showroom of the Future

Challenge

The legacy of car showrooms as the most effective way to showcase cars is increasingly being scrutinized. Today, most car dealerships are in out of town locations, requiring deliberate journeys by visitors. Their current locations assume potential customers are advanced in the consideration and purchase cycle, but this ultimately restricts growth, and lacks relevance amongst the critical growth prospect segments especially in dense urban areas.

Solution

The Audi City digital environment features multi-touch displays for configuring your Audi vehicle from millions of possible combinations. Your personalized car is visualized in photorealistic 3D using real-time render technology, making the Audi City vehicle configurator the most advanced in the world. After personalizing your Audi, you can toss your vehicle onto one of the floor-to-ceiling digital “powerwalls” to visualize your car configuration in life-size scale. From here, you can use gestures to interact with your personalized vehicle, exploring every angle and detail in high resolution using Kinect technology.  

Audi City combines the best of two worlds – digital product presentation and personal contact with the dealer. Thus, with Audi City we are creating a one-stop-shop for experiencing our brand. It is right in the midst of our customers’ lives, yet seamlessly connected to the online range offered by the four rings.
— Peter Scwarzenbauer, Member of the Board of Management at Audi.

A purely digital showroom can’t deliver on the tactile experience of buying a car. Therefore, a store associate can save your configuration on a RFID-enabled USB stick and guide you into a personal consultation area that features a variety of tactile objects.  Not only is Audi City a premier showroom environment, the dealership concept represents a fundamental shift in retail strategy for the brand. This new small-footprint retail format brings Audi closer to their customers, not only geographically but also emotionally. The smaller-footprint concept will launch in metropolitan environments and reach a younger urban and digitally-enabled demographic.

Results

  • 70% rise in unit sales
  • 30% increase in margin per unit
  • 90% of customers are new to the Audi brand
  • 65% purchased car without a test drive

Awards

  • Contagious - Most Contagious Retail 2012