When BMW recently opened a store on Paris’ Avenue George V, that was first and foremost a retail play that offers interaction with its cars. Audi has just opened Audi City, a metropolis cyberstore in London, and gone the other way: this is where you go to buy a car as if you were shopping in a Regent Street or Saville Row boutique, with some retail bits thrown in.
Shoppers won’t peruse windows, but the digital powerwall with a Microsoft-Kinect-like interface for building the Audi of your choice in 1:1 scale and with every option represented. Audi says it is complementing its dealer network with a corporate-run presence in the city – so-called ‘Customer Relationship Managers’ can be a shopper’s point of contact should they wish to buy a car on the spot.
There will be at least 20 more Audi Cities opening in world hotspots by 2015. Check out the video below to see how it works and have a look at the press release.
Audi opens first digital showroom in London [w/video] originally appeared on Autoblog on Wed, 18 Jul 2012 11:06:00 EST. Please see our terms for use of feeds.