Are digital dealerships the next thing in automotive retailing?

Are digital dealerships the next thing in automotive retailing?

Audi is taking the luxury dealership experience in a new, digital direction. The automaker is opening a new store, named Audi City, in London, England where potential customers can configure their next vehicle in life-size digital fashion.

At the store, Audis full lineup will be available for viewing and customization with over 700 million configurations possible. Technological aspects like how the drivetrain, body styles, and accessories work will be explained by Audi City staff who will be on hand. After designing a vehicle, customers, will be able to view it at a 1:1 scale on screens that span almost the entire store. Audi says that every color, option, and feature can be viewed in-store.

Audi customers will be assigned to a Customer Relationship Manager (CRM) who will be the main point of contact throughout the entire ownership experience. The CRM will streamline the buying process and will help customers from the initial sale and continuing through the duration of the vehicles ownership.

Besides being a point of entry into buying a vehicle from Audi, the German automaker plans to have its new stores pull double-duty as a meeting place for those loyal to the brand. In addition to the London store, Audi says it plans to open as many as 20 more stores around the world before 2015.