Audi adopts an agency model to sell cars here through the Audi House of Progress Singapore in addition to a seamless online customer journey
The long-running rumours have finally officially been confirmed as Audi takes a leaf from Porsche's playbook for Singapore.
The experiential Audi House of Progress Singapore on the ground floor of the Cross Street Exchange in the CBD near Chinatown will be the brand's new home, as it adopts an agency model of direct EV and ICE car sales to consumers, as well as serves as event space for complementary engagements.
Porsche Singapore, for instance, has maintained a continuous series of activities, lifestyle engagements and eclectic car displays to keep its audience constantly engaged.
As a petrolhead, this author still enjoys visiting the Porsche Studio because you never know what you're going to spot and there's plenty of enthusiast appeal to the brand.
See also: Porsche Studio Singapore opens and becomes the Porschephile's dream destination
“2024 is a pivotal year for Audi in Singapore, and the Audi House of Progress Singapore will mark our commitment to innovating and refining the customer experience, to remain ahead of evolving consumer needs,” said Mr. Markus Schuster, Managing Director, Audi Singapore (pictured above).
He continued, “We are excited to unveil more details in the coming months, along with our roadmap of new launches that will attract current and new customers, and set a new benchmark for the automotive retail experience in Singapore.”
See also: XPENG opens doors to pop-up showroom in Singapore's CBD
When it opens, Audi will join Porsche, BYD Harmony Auto and XPENG's UOB pop-up showroom in having a standalone space in Singapore's commercial district.
By the end of 2024, the Audi House of Progress Singapore will be complemented by a new online sales platform that offers an end-to-end digital customer journey, with the first model the Q4 e-tron that was launched earlier this year (pictured below at Audi's ION pop-up showroom).
Customers will be able to customise / configure new cars, check on stock availability, finance, insurance and trade-in values.
Like the Porsche scenario, this sees Audi part ways (as far as car sales are concerned) with the incumbent Premium Automobiles, once the latter sells out its existing Audi inventory.
The Audi authorised distributor here for over 20 years will close the Audi chapter on its sprawling facility, which is located on a prime spot at the junctions of Alexandra Road and Leng Kee Road.
However, like Porsche, we understand that Premium Automobiles will continue to offer aftersales and PDI (Pre-Delivery Inspection) services for Audi. It has also secured two EV brands for sale in Singapore – XPENG and Zeekr.
See also: Zeekr X launched in Singapore
With the Audi House of Progress Singapore only expected to open its doors before the end of 2024, the brand has kick-started a series of road-shows to bring its cars to the public.
Given how pricey cars are in Singapore (compared to Europe or the USA for instance), sales are arguably largely dependent on personal relationships as opposed to purely transactional, especially the more aspirational and the higher up the price / prestige hierarchy one goes (and the corresponding trim / equipment options grow). Moreover, Singapore's compact size means one doesn't need to travel long distances to go car-shopping.
An industry insider comments, "Singapore is a high tax environment where cars are big ticket items that are among the most costliest in the world. Personal relationships are very important and some of these are built over years. It's not necessarily about the convenience of concluding a deal online, because the purchase experience also involves the joy of sitting, test-driving and comparing models across the vehicle belt – for some shoppers, it is almost a weekend family activity."
Of the Teutonic triumvirate in this segment, which includes Mercedes-Benz and BMW, only Audi has taken the plunge into the direct sales deep-end, so industry players are undoubtedly waiting to see how this will pan out.
At present, Mercedes-Benz has continued its sales retail / operational relationship with Cycle & Carriage, while BMW even appointed the Eurokars Group as a second AD here a few years ago to complement the incumbent Performance Motors Limited.
PHOTOS BY Audi Singapore
