German automaker Audi unveiled its futuristic showroom in London, which completely relies on digital presentation to display its luxurious models.
The showroom, titled "Audi City" near London's Picadilly Circus is the first of its kind and is expected to become a central part of the marquee's global marketing operations. In an official statement, Audio stated that it has plans to open similar showrooms by 2015.
A huge team involving engineers, architects and designers have worked together for months to build the digital showroom which has a high-tech arena full of touch-screen interfaces, providing a one-of-a kind experience for car-lovers.
According to the customer manual available in the showroom, once a customer enters the 'Audi City', he/she can select their favorite Audi vehicle from a million different configurations displayed on a multi-touch table-top screen. That image is then transferred to a realistic 1:1 scale HD screen before the customer. In the next stage, a virtual man describes the chosen vehicle down to its smallest engineering detail. Later, the viewer can reconfigure the interiors and spin the entire 3D model of the car 360 degrees and drive it through virtual landscapes.
Future Presence
The futuristic Audi's new retail environment has been designed to reach a wide customer base in England, particularly urban customers in regions where its rivals have established their presence.
"These showrooms will be right in the midst of our customer's lives," Peter Schwarzenbauer, Audi's Executive Sales and Marketing Director, told BBC News. "This new retail format brings us even closer to our customers."
The latest venture by Audi is an important step for luxury car makers in an attempt to attract a new customer base living in the most expensive areas of major cities.
With numerous engineers, designers and architects involved in designing the digital showroom, attention has been paid to most minute details. Even the acoustic system of every car (engine sounds, as well as door opening or shutting of the car) is unique and audible to the customer, showing the passion of Audi. Competing with other automakers like Aston Martin, BMW and Infiniti, Audi has also started to focus more on urban showrooms which offer a higher level of customer service.
Check out the launch of Audi City in London:
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