Our coverage of Step Motors Selection in Japan which takes inspiration from boutique retailing shows one interesting new direction in automotive retailing. Audi is leveraging digital technology in place of actual cars with the debut of their first Audi City showroom in London. Located adjacent to Piccadilly Circus, the showroom represents how Audi is solving the small space challenge of presenting a complete product line in an urban environment storefront.
Thanks to groundbreaking media technology, the vehicle manufacturer now has the ability not only to present its growing model line-up – including all colours, equipment options and functions – in its entirety, but also to offer customers the chance to experience the sheer breadth of the range in full. Visitors can digitally select their vehicle from several hundred million possible configurations and experience it in realistic 1:1 scale on screens that almost fill the entire space. Moreover, technical details such as the drivetrain, bodyshell or LED light technology can be presented individually in order to make innovations understandable on an intuitive level.
Audi incorporated a number of different interactive methods such as gesture, touch and physical sample recognition as ways for visitors to navigate through content. This approach allows visitors the freedom to browse and customize freely or with the assistance of an Audi associate.
Audi City will be rolled out to more than 20 locations in major international cities by 2015. The digital showrooms will play a supporting role to the existing Audi dealer network which will facilitate sales. The brand is intending to experiment with the locations by hosting after-hours readings, round-table discussions and exhibitions on issues such as urban development and mobility or on matters relating to art, culture and design.