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Audi City Flagship
July 16, 2012

The first Audi City will be in London's Picadilly Circus and will be the first of 20 to be opened worldwide by 2015.

The futuristic showrooms will showcase the whole Audi range via massive digital displays similar to the concept recently launched at Fiat's Click Store in Birmingham. A spokes person for Audi said "
“Audi City combines the best of two worlds – digital product presentation and personal contact with the dealer. “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.”

The Audi Customer relationship managers will now have an integral role and provide customers with a one stop contact for sales and servicing with a more balanced approach to both.

A real one stop shop!

MMM sounds to me like a concept that was dismissed by the motor industry many years back when Dawoo tried the same Philosophy. No sales or servicing instead a real one stop shop. I think that they too where also called relationship managers. Their aim was build long lasting relationships with customers, not just the sale or service on one car or van but the life time ownership. After all it costs the manufacturer thousand of pounds to entice new customers surly it is better to look after the ones you have to increase customer loyalty and in turn this will drive more sales.

Strange how this now seams to have come back in vogue. So where Dawoo right all those many years ago? Is there a place for the Audi Cities and Click stores in the motor industry?

As the economic climate remains unstable it seams a wise move to allow customers to have more interactivity and a more personal touch. So perhaps Dawoo got it right just at the wrong time?

So what are Audi's aims for the Audi City showrooms?

Audi wants each Audi city to a lot more than simply a high tech showroom, instead they want to encourage customers to interact. From a meeting place for avid fans to a direct contact with the brand. A place where feedback and customer trends can be gaged from all things Audi to other off topic subjects from art to design, cult to current affairs.

In brief Audi wants to engage more with us the Great British Public and become not just a manufacture but also a social magnet.


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