Audi opens first digital showroom

Audi has recently taken the wraps off its metropolis cyberstore in London called Audi City. Unlike a normal showroom, Audi City employs the use of a ‘digital powerwall’ wherein customers stand in front of a giant screen, and with the help of a Microsoft-Kinect-like interface, are able to customise an Audi of their choice in 1:1 scale.

The experience will be complemented by so-called ‘Customer Relationship Managers’, who will assist customers as they run through a plethora of options to build their Audi.

"Audi City combines the best of two worlds – digital product presentation and personal contact with the dealer," said Peter Schwarzenbauer, member of the board of management for marketing and sales at Audi AG. "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."

There will be at least 20 more Audi Cities opening in world hotspots by 2015.