Audi plans to open more digital showrooms after its Piccadilly store in London recorded unexpected sales results during its first six months.

“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, ” said Audi UK boss Martin Sander.

The showroom in Piccadilly offers visitors the possibility to digitally view the entire Audi range or just the models they want, using the large computer screens that occupy much of the showroom’s floor. Using interactive software Audi engineers can explain visitors the technology used for a vehicle’s bodyshell, drivetrain or LED tech. The automaker opened the showroom six months ago and according to Martin Sander, the company managed to double its year-on-year sales.

“Traditionally, that showroom sold cars to people who lived in the area, but now it has a far wider customer base, and the digital experience is really capturing the imagination of customers,” said Sander. “It is an experience we hope we can take to other dealerships on a smaller scale, as well as in to major cities elsewhere globally.”

The automaker plans to open Audi City showrooms in more than 20 locations all over the world by 2015, increasing the role of the company’s existing dealer network, which will facilitate sales.


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