Visitors to the new digital showroom can spec an Audi to their tastes and then digitally view their model in 1:1 scale screens
16 July 2012

Audi has opened the doors to its first digital showroom in London, dubbed Audi City. The compact showroom — that showcases the marque’s model line-up digitally – gives the firm new outlets in major cities.

Visitors to the new digital showroom can spec an Audi to their tastes and then digitally view the model on large computer screens that fill much of the showroom’s interior space.

Details such as drivetrain, bodyshell or LED tech can also be presented 'in order to make innovations understandable on an intuitive level' according to Audi. 

Audi marketing and sales boss Peter Schwarzenbauer said: “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. Audi City offers new freedom for tailor-made services and an even more individual contact with the customer.

“We are creating a one-stop shop for experiencing our brand,” added Schwarzenbauer.

Audi estimates that it will have opened 20 city-centre stores worldwide by 2015.

Join the debate


16 July 2012

Launching dealer sub-offices that can benefit from city centre footfall rates and refer customers back to the larger out of town dealer site for a test drive has long been talked about - it will be interesting to see if it works - although blacking out the shop windows so customers can't see whats inside the shop doesnt seem the best idea!

16 July 2012

Will Audi be installing a simulator - £5 a ride - so that potential customers can not only see a 'simulation' of their chosen vehicle but can get to feel how it drives on British roads? ...

16 July 2012

Presumably, there is a steering wheel and peddles by the screen and you can then take 'your' new Audi out for a spin, perfectly replicating the rather anodyne driving experience of most Audis?

When they get the version 2 software urban mummies will be able to practice parking their Audi Q7 in the middle of a busy street.....

16 July 2012

Audi aren't the first to be trying out new formats in city centres. As far as high street retailers go, Waitrose and Tesco have already been trying out 'digital' supermarkets.

Not entirely sure whether it works for cars. I much prefer to sit in a car and have the opportunity to test drive, rather than look at it on a screen. Sure, this could work if they had cars in the showroom too (there is surely some space judging by the size of the unit they've got there) - but I agree, it doesn't seem the brightest idea to block the windows with what is effectively a massive geometric pattern.

"The creative adult is the child who survived."

Add your comment

Log in or register to post comments

Find an Autocar car review

Driven this week

  • First Drive
    21 March 2018
    The new Vantage has been developed as a Porsche 911 beater, and our first taste on UK roads suggests it can live up to that bold claim
  • Nissan Leaf Tekna
    The is the new Nissan Leaf
    First Drive
    21 March 2018
    The new version of the world's best-selling electric car gains a bigger battery and more power. How does it compare to rivals such as the Volkswagen e-Golf?
  • Range Rover p400e
    First Drive
    20 March 2018
    The original luxury SUV is now available as a plug-in hybrid, promising lower emissions and the capacity for silent electric motoring
  • BMW i3s
    Car review
    20 March 2018
    Revised hatchback sets out its range-extended electric stall in a new, sportier tune
  • BMW X2
    This is the new BMW X2
    First Drive
    20 March 2018
    Doesn’t deliver many typical crossover selling points but looks perky, handles keenly and is well capable of winning over your latent cynic