Audi Redefines Dealership Architecture

Audi released details today of the brand’s new dealership design created by architects Allmann SattlerWappner of Munich. The concept is called the “terminal” and is meant to provide a shopping experience that reflects the style, performance, and luxury characteristics of Audi automobiles. The design includes a number of interesting features. The architects considered efficiency in the building’s design and were able to consolidate space and use natural light, making it 30-40 percent cheaper to operate over previous dealerships. The new design also bears LEED certification in mind and each facility will be able to apply.

Inside, consideration for the customer shopping experience was paramount. All the furniture was custom designed to be comfortable as well meet the functional needs of the buying process. In the past, dealerships have sourced available contract furniture – which often times is meant for an office and don’t easily facilitate conversation. The new desks, for example, allow customers and a dealer to sit as a group and not across from each other with the table as a barrier.

The new “terminal” dealerships will be landing across the US over the coming months. Audi is planning to have 30 newly-designed dealerships open by end of 2010. The first couple have opened already in Los Angeles, Atlanta, and Virginia.

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Before stepping into a new car, you need to step into a dealership – an experience which has long been characterized as hectic, overwhelming, and disjointed. But what if a dealership was designed like a luxury vehicle itself, where every detail was taken into account – down to the flowers and coffee cups? The Audi commitment to progress goes beyond vehicles to redefining dealerships themselves. But not simply a facelift or surface upgrade. At Audi, progress is redesigning dealerships to encompass the entire Audi exclusive customer experience.

Designed by the renowned architecture firm of Allmann Sattler Wappner of Munich, Audi’s new “terminal” dealerships combine the efficiency, performance, luxury, and environmental themes that the brand has become known for in its vehicles. Part of a $1 billion dealership investment, 30 Audi terminal dealerships will be open by the end of 2010.

Like Audi’s vehicles, the new Audi terminal dealerships are crafted with efficiency in mind. The square, stackable design of the showroom efficiently uses space in both a crowded urban downtown setting and an open suburban community. The showroom literally fits as perfectly into the third floor of Chicago sky-rise building as it does off a California highway.

By consolidating space, limiting wasted areas, and using natural light, the new terminal dealerships save 30-40 percent in expenses compared to previous dealerships.

Audi’s ability to combine that kind of efficiency with performance has placed the brand on top of the motor sport world. A homage to Audi’s deep roots in motor sports can also be seen in the terminal design. The back wall of the dealership is a rounded curve simulating the sharp high-speed turns of motor sport racetracks which Audi vehicles are so adept at dominating.

As is clear in the new Audi TDI clean diesel vehicles, Audi understands the need for the automotive industry to be environmentally conscious. Therefore, the new terminal dealerships are designed with the environment in mind. While the showrooms attract and capture natural sunlight, glass amounts have been reduced throughout the building in order to direct the sunlight properly, keeping energy usage and expenses down. The terminal dealerships will individually apply for LEED certification, learning and improving future architecture based on the inspection process.

The Audi terminal dealership does not stop with the architecture. The custom-made furniture and accessories are all designed to fit into the Audi vision and enhance customers’ car-buying experience. Audi encourages consumers to view a terminal dealership for themselves in Los Angeles, Atlanta, or the 30 others set to open by the end of next year.