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Audi City cyberstore opens in London

( 17/07/2012 )

Audi is offering a new shopping experience to motorists and car insurance policy holders near London's Piccadilly Circus.

Rather than displaying actual cars, the German carmaker will make use of digital presentations to promote and sell its vehicles. Full-size cars will be displayed on massive screens inside the cyberstore showroom, giving customers the opportunity to view a wider range of vehicles.

"Audi City combines the best of two worlds - digital product presentation and personal contact with the dealer," Audi executive Peter Schwarzenbauer said in a press release.

"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 even more individual contact with the customer."

The new dealerships are also designed to be entertaining - its digital format also facilitates other events in the showroom space, including art, culture and design exhibitions, a method Audi hopes will help sales staff build relationships with customers.

According to the BBC, Audi plans to open 20 more showrooms globally by 2015 - a move experts anticipate will prompt rival carmakers to do the same.

"People are placing greater emphasis than ever before on a direct and personal bond of trust with their vehicle brand - especially in respect of the increasing variety of products and available information," Schwarzenbauer said.

"This, with Audi City, we are creating a one-stop-shop for experiencing our brand. It is light in the midst of our customers' lives, yet seamlessly connected to the online range offered by the four rings."

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