Premium experience at all touchpoints of the brand – whether online or offline

Audi has long been committed to putting the customer at the center of everything it does. This ambition is now being intensified with the Audi Agenda. “Our goal is to offer high-quality experiences, both in our vehicles and through our services,” explains CEO Gernot Döllner. And that starts right from the moment they first take an interest in the brand – for example, through online touchpoints such as the Audi websites or the configurator. Ideally, this ultimately leads to a purchase of a vehicle – at a dealership or, starting in 2024, online too.

Around 3,000 international Audi dealerships are on hand to advise customers on their purchase, convey emotions and the spirit of the brand, serve as reliable partners for all questions and offer premium service for all aspects of the vehicle. In short: they are the first point of contact for many customers and often maintain long-standing, trustful relationships with them.

Nowadays, much of the contact with customers also takes place via virtual channels. Audi offers a variety of digital touchpoints for this purpose. Online and offline touchpoints together create an individual customer journey – to this end, the company is interlinking its efficient dealership network with the digital world.

For all customers who already drive an Audi, the myAudi app seamlessly connects their smartphone with their vehicle. The app allows customers to view real-time information about their Audi, control vehicle functions such as remote parking or air conditioning via their smartphone and efficiently manage charging processes. They can also book various services – from functions on demand and Audi connect options to service appointments at a dealership. At present, the myAudi app offers over 100 different functions, depending on the market. The scope will be expanded significantly with the introduction of new Audi models in the coming years.

A store for third-party apps provides for even more extensive and more easily customizable infotainment in the car. It has been available in almost all Audi vehicles since last summer. With this new store, customers have access to a large number of apps that can be downloaded directly onto the Audi MMI (Multi Media Interface) independently of a smartphone.

At the moment, there are around 50 applications covering categories such as music, video, gaming, navigation, parking and charging, productivity, weather and news services. The store is constantly being expanded.

The ecosystem surrounding the car is increasingly becoming a competitive differentiator. “That’s why we’re working intensively on our digital services and are constantly expanding our ecosystem – with a focus on the customer and in typical Audi quality,” says Döllner.