Store Concept: Brand Experience Center Versus Car Dealership

So much more than just a car showroom: The Audi House of Progress in Shanghai

by Katja Laska (exclusivly for EuroShop.mag)

Since the invention of the first automobile in the last two decades of the 19th century, buying a car hasn’t changed all that much: Customers visit the car dealership, check out the different models, receive consultation, and purchase a car. Sascha Scholz, Head of Marketing and Public Relations SAIC Audi says this classic sales model will probably never disappear as a strategy.

However, the recent joint venture between SAIC and Audi takes the idea to a whole new level in Shanghai. The two teamed up to launch the Audi House of Progress in Shanghai to move away from a mere physical retail presence with parked cars in front of the dealership. Instead, they have created an innovative brand experience center that spans two floors and a total of 2,400 square meters (just under 26,000 square feet).

Using our images, Scholz explains how consumers can try out the vehicles interactively in the new showroom, explains why China craves more than just a car showroom, and reveals how consumers get a first-hand experience of the unique human-centricity strategy at Audi in every element.

“When it comes to premium quality and luxury car brands like Audi, it is crucial that customers can still enjoy a real-life experience. Our brand is cars and our brand presentation – despite all the digital options – is only successful if you can touch and experience our exclusive leather interior while you sit in the car, for example.” // ©Audi AG

“Our Audi House of Progress is located right in the heart of Shanghai and thus in China’s center. This is where we make our brand tangible. It’s not just about showcasing a car and have customers look at it. We want people to understand and experience Audi’s brand personality and philosophy. Apart from discovering the advanced technologies developed by the Audi brand, we also want consumers to explore our technical innovations and what they offer first-hand.” // ©Audi AG

“We are combining many aspects: Apart from our ultramodern and intelligent technology, we also aim to promote art and design. We envision hosting exhibitions in this venue. Even small-scale concerts are an option.” // ©Audi AG

“Our fans and customers can connect via our app. Up to 6,000 new users discover it every day. Any time they visit us, we want people to feel comfortable and find room to relax and spend some time with us. We have created special meeting spaces to make this possible. Here in China, people not only want to shop, but they also want to stay awhile.” // ©Audi AG

“Companies and our partners can also use our facility to host their own events. China differs from Germany and Europe in that it highly values a community mindset. Our showroom is designed to cater to this mentality.” // ©Audi AG

“This is where we bring physical retailing and interactive elements such as driving simulators together. You can visit our app to schedule a test drive. While users drive through the “city”, we get a better idea of how the assistance systems work in real-life situations and how the vehicle behaves in different situations.” // ©Audi AG

“We also feature a high-resolution configurator that lets you explore the cars in various colors and paint finishes, features, and different specifications. Our 3D hologram box is yet another digital highlight. It can break down brake disks into their individual components, allowing you to explore them in greater detail.”// ©Audi AG

“We are in the car business, but we also complement our lineup in the showroom with various accessories and lifestyle products from our Audi collection. You can use the Magic Mirror to try on everything.”// ©Audi AG

“I am sure store concepts like the one we feature here in Shanghai also work in Europe. Obviously, there are local characteristics you must consider, but the main idea is to communicate the brand identity and to keep creating an interactive experience that matches it. Our colleagues in Madrid and Barcelona are already using technologies such as virtual reality rooms in their event formats: these ideas work, and our customers appreciate the experience.”// ©Audi AG