Audi Singapore confirms plans to sell direct-to-consumer

The automotive retail landscape in Singapore is set to be shaken up yet again, with the announcement by another big - four-ringed - player that it will soon move direct-to-consumer (D2C). 

Audi Singapore has revealed that it will soon open an all-new Audi House of Progress Singapore - described as a "dedicated lifestyle destination and showroom" through which longtime customers and casual visitors alike will be able to enjoy an immersive experience of the Audi brand.

A digital render of Audi House of Progress Singapore - the brand's new dedicated lifestyle destination and showroom. The permanent space is currently under development, and is set to open its doors to visitors come end-2024, in the central area of Singapore 

And unlike previous pop-up Audi Houses of Progress you might have come up close with locally, the new Audi House of Progress Singapore will be permanent - serving as the "new home" of the brand in Singapore. Sgcarmart understands from Audi Singapore that this will be located in the "central area of Singapore". 

In tandem, an online sales platform will soon be launched as an additional channel through which Audi cars can be purchased. Targeted at providing greater convenience, personalisation and transparency, the platform will function as a comprehensive, "end-to-end car purchase channel".

Beyond just a conventional retail space, Audi House of Progress Singapore promises to give visitors a more immersive experience of the brand

Per what Audi Singapore has revealed, virtually every important bit of information will be accessible from your laptop or smartphone: The customisation and configuration of your new car, direct enquiries about stock availability, and even everything related to the financing bits, including insurance and trade-in features. Audi Singapore will make the latest member of its family, the Q4 e-tron, the first model available on the platform, with other models to join it progressively.

As to what exactly customers can expect at the new physical space, Audi Singapore is describing the new space as "Audi's flagship concept and so much more".

Beyond functioning as a site from which Audi's cars can be experienced, purchased and test driven, Audi House of Progress Singapore also promises a new level of connection and engagement with the brand. If all this sounds a bit vague, Audi Singapore has highlighted the likes of an elevated dining experience, partner and customer events, and exclusive gatherings. 

Pictured: Audi's pop-up House of Progress in 2023, at the ArtScience Museum

The space will also host a curated and bespoke programme of product launches for the brand.

It is understood that the new Audi House of Progress Singapore will replace Audi Centre Singapore (situated at 281 Alexandra Road). 

Comprising eight above-ground levels and three basement levels, the site marked the largest Audi Centre in Asia when it first opened its doors in 2012, equipped with full-fledged dealership facilities spanning delivery bays, workshops, event spaces and a showroom with the space to showcase more than 35 cars at any point of time.

For now, it remains unclear what exactly the site hosting Audi Centre Singapore will be used for - although it's possible that Premium Automobiles-helmed brand, XPENG, might occupy it

ZEEKR, which also come under Premium Automobiles' distributorship recently, currently has a permanent space (ZEEKR Centre Singapore) at 9 Leng Kee Road

While the future of the current site is still unclear, it's worth noting that Premium Automobiles recently clinched the dealership for two rising electric vehicle brands from China: XPENG and Zeekr, both of which celebrated their first model launches in the third quarter of 2024. With ZEEKR Centre Singapore already occupying 9 Leng Kee Road, it's possible that the Alexandra Road site will host the XPENG brand now instead.  

Meanwhile, Audi Centre Singapore will remain fully operational and open to visitors until Audi House of Progress Singapore officially opens its doors.

In the process of taking over the retail reins directly, however, Audi Singapore is emphasising that its longstanding partnership with Premium Automobiles will continue still in the future.

Specifically, all authorised aftersales services for Audi cars will continue to be handled by Premium Automobiles as the brand's "dedicated partner" locally. Audi has also highlighted the fact that both parties will continue to work together "in the long term" to elevate the experience of local customers.

The announcement continues Audi's recent trend of de-centralising its brand touch points from just a singular, main space (Pictured: Audi Singapore's ION Orchard pop-up boutique, at which the Q4 e-tron was launched, as well as Audi's recent roadshow at Suntec City)

The brand also took the opportunity to tease a slate of new model introductions in the coming months, including additions to Audi's EV lineup, such as the Audi Q6 e-tron. A range of roadshows will also take place across the island in the coming months.

Although most major brands - including Audi's main rivals, BMW and Mercedes-Benz - still sell their cars through appointed dealers locally, Audi will not be the first brand to employ the D2C model when Audi House of Progress Singapore opens its doors to customers come end-2024.

American EV-maker, Tesla, has operated entirely without a dealer since landing in Singapore, while Porsche Singapore currently also sells its cars directly to buyers, with its Porsche Studio Singapore in Guoco Midtown serving as a brand touch point.

Speaking on the news, Markus Schuster, Managing Director of Audi Singapore, said that the new space will mark the brand's "commitment to innovating and refining the customer experience, to remain ahead of evolving consumer needs".

"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," he continued.