Ingolstadt to give enthusiast buyers of its performance models special treatment at dealerships to enhance the success of its RS sub-brand
Steve Cropley Autocar
15 September 2015

Audi is to launch a worldwide network of specially branded ‘Audi Sport’ dealers to fight the BMW M and Mercedes-AMG performance car divisions.

The project has been under development for a couple of years and will be rolled out worldwide by the end of this month.

Audi’s intention is to formalise and increase the success of its RS models. The feeling is that its enthusiast buyers need special treatment and haven’t been getting it.

The launch of the new Audi Sport dealer network is being tied in with the new R8. Audi will reorganise and expand its strategy for reveals of sporty and powerful models so there’s roughly one ‘event’ every year.

“In 2013, we had seven new RS models in one year - then nothing,” said sales and marketing boss Luca de Meo. “We won’t be doing that again.”

Some UK dealers are ready to launch Audi Sport premises alongside existing dealerships. “We don’t insist on this,” said de Meo, “but we are very happy if it happens.”

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15 September 2015
......the only reason I sold my RS4 was the local dealership offered nothing that would imply they saw my $85k+ purchase being important to them. No differentiated effort on any level, never followed up with me at anniversaries to see if I wanted to trade in/up or test drive something new. This was one of, if not the, biggest Audi dealerships in the US. They have a lot to learn in terms of differentiated customer service. If they want a blueprint, they could follow that of the Lexus dealership that looks after my wife's SUV....truly impressive.

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