Audi introduces portable pop-up stores for Tier 2 cities

Audi India has opened its first pop-up store in Kanpur in a bid to strengthen its retail presence in Uttar Pradesh. The German carmaker plans to use the flexible retail concept to reach customers in more nascent markets (such as Tier 2 cities) without having to invest in full-scale showrooms.

1. Audi India opens a pop-up store in Kanpur to expand footprint in Uttar Pradesh
2. The pop-up store will focus on personalised consultations and feature various amenities
3. The carmaker plans to use pop-up stores to reach prospective customers in “key cities”

Audi pop-up store Kanpur location and details

Operated in partnership with Audi Lucknow, the brand’s inaugural pop-up store is located near Cawnpore Club and looks to attract luxury car buyers in Kanpur. Unlike traditional showrooms, the pop-up store is portable. Visitors are treated to an indoor vehicle display showcasing select Audi models, like the S5 Sportback, as well as a collection of branded merchandise and genuine accessories.

Several amenities and points of interest for visitors

Customers can also explore an Audi Library with displays of accessories such as custom interiors and performance upgrades. There’s lounge seating, dedicated consultation areas and a refreshment counter. Digital engagement tools have also been peppered throughout the store, allowing visitors to compare Audi models, customise them and explore vehicle specifications.

Audi looking to expand pop-up showroom format

According to Audi India head Balbir Singh Dhillon, the demand for luxury cars is “growing substantially” in Uttar Pradesh, and the company is confident that the Kanpur pop-up store will resonate well with customers thanks to its emphasis on personalised consultations. Dhillon believes the pop-up showroom format will help Audi “reach aspirational customers in key cities”.

Mercedes-Benz opened pop-up stores across India nine years ago

Notably, Mercedes-Benz India introduced pop-up showrooms in 2016 across seven major locations: Mumbai, Delhi-NCR, Bengaluru, Pune, Hyderabad, Chennai and Goa. However, Audi seems to be reserving the pop-up store format for Tier 2 cities.