Audi 'One Car' Showroom is Launched in Sydney
Marketing fancy speak for “consumer touchpoint” or what Audi likes to call a “Brand Terminal”, the eight ton glass and aluminium enclosure is basically a mobile showroom. Ideal for promotion away from the dealership or at motor shows, the Audi Brand Terminal is the first of its kind located at Five Dock in Sydney, and features a 400kg door, sound system, climate control, lighting and high heel friendly floor.
“Our goal is to make the brand more visible in a way that fits Audi’s sophisticated and premium positioning. This is a new channel for us and opens the door to further embrace experiential marketing,” said Audi Australia’s General Manager of Marketing Immo Buschmann.
“It is also a first for Audi globally and there has been great interest from our other markets as the Brand Terminal uses Audi’s global architecture for new facilities. We call these new dealerships ‘Audi Terminals’ like the one we recently opened at Five Dock, making it an option for any country where we have a presence. You could almost call it a one-car Audi Terminal. ”
The launch of the Audi Terminal coincides with Audi’s announcement it has received approval to build a $50m “Lighthouse” version of the Audi Terminal in Sydney’s Rosebery. The Lighthouse, due for completion in June next year, will be the company’s national headquarters.
lol yeahh milonakis it looks like something you would find in an airport audi tryingto advertise their cars
i think it's a good idea.. it singles out the car showing its prestige and class
I Didn't Say It Wasn't A Good Idea. I Agree With You It Is A Good Idea, And I'm A Big Fan Of Audi's.
Actually, there is a "TT in a box", the "R8 in a box" are computer generated images.
In SA, Toyota and Hyundai are then a year ahead. They started this kind of marketing a year ago. Several Toyota brands and Hyundais are enclosed in Glass and transported in fancy flat beds to certain posts i.e. high traffic volume areas such as an interchange.
The German car manufacturers have a tendency in claiming to be the first when others are already doing the so called 'worlds first'. I don't like Toyotas but they were the first i saw do this.
the article doesn't say that audi did this first. I think they mean its the first time for Audi to do this...
Ok my mistake. It's a good marketing tool anyway and you can't take that away from them. Every other car maker will soon follow those already doing it but they'll do it at different levels of sophisticated as Audi has.
This is a concept currently being applied for the new Ibiza which has been travelling around Europe (these days in eastern Europe) in a similar glass case, on a truck, from Capital to Capital.
audi = overpriced vw
In Australia, the audi is for the bogan moving "up" from a holden. Bravo.
It Would Have Been Easier Just To Say 'R8 In A Box'.