BEGINNING on June 5, Audi customers in most markets in Europe can buy a new car online in a pilot project involving the brand’s dealers.
Saying it is taking e-commerce to the next level, Audi in its announcement noted the company’s expansion to digital sales of new cars follows after the successful implementation in late 2017 of its proprietary online platform for purchases of used cars.
The first model to be sold exclusively over the new digital sales channel is the Audi TT Quantum Gray Edition. The exclusively equipped, limited-edition model can be delivered anywhere in Germany. The car can also be registered prior to delivery, and customers can choose their license plate number.
In the same announcement Audi said “the sales offer is valid throughout the European Economic Area.”
Audi assured customers can inquire digitally (and are not bound by any obligation) about leasing or financing options.
It added Audi dealerships are “an important element of this initial pilot project for online direct sales.”
“We are garnering experience and learning a lot about user and buyer structures through this pilot project,” said Martin Sander, vice-president for global marketing and sales at Audi.
The TT Quantum Gray Edition is limited to 99 units. Features special to the model are an express red interior and a partial matting of the TT clearcoat on the paintjob.
According to the carmaker, it is also piloting the Audi Live Consultation through the sale of the TT Quantum Gray Edition. The real-time online consultation connects the customer to an Audi sales staff who will use augmented reality goggles to transmit to the customer live images from inside the vehicle.
Audi said e-commerce for all its models is an integral component of the new contracts that will enter into force in April 2020. The company assured, however, that retail dealerships will continue to play a key role for the brand.
“This much is clear: Online sales is just one pillar of future sales. Bricks-and-mortar retailing continues to be a strong and reliable partner for us even in times of digitalization,” Sander said.
Audi said that, together with its dealerships, the company plans to market more select models online via an e-commerce shop beginning in early 2020.
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