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AUDI AG: Double World Premiere for Anniversary
Audi Australia revealed a new marketing initiative in Sydney today with the global launch of its ‘Audi Brand Terminal’, a striking, Australian architect-designed mobile showroom created to engage consumers with the brand in unexpected locations.
The eight tonne glass and aluminium Brand Terminal’s inaugural outing features Audi’s new TTS Roadster sports car, available late July, and creates a new consumer touchpoint that reinforces the premium positioning of the brand.
“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. ”
From the 400kg door to the sound system, climate control, lighting and floor (made with high heels in mind), the Brand Terminal has been specially designed to impress and will accommodate any Audi model.
“This raises the bar significantly for car manufacturers who want to showcase their product to consumers outside dealerships and motor shows – no-one in the country has anything in this league,” said Buschmann.
Its launch coincides with Audi’s announcement it has received unanimous approval for its Development Application to build a $50m “Lighthouse” version of the Audi Terminal, which will become the company’s national headquarters in Sydney’s Rosebery.
The eight-level, 10,000+ square metre Terminal facility, which will also incorporate a flagship showroom, customer facilities, after-sales centre and commercial space, is due for completion in June next year.
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