Early 2014, Audi Sport and Audi Driving Experience moved into a brand new high tech complex in Neuburg an der Donau. Visitors, first, see to the modern aluminum building with the airport-terminal architecture as they are pulling into the complex. This is the customer center. This building is designed to host a variety of events such as driver training, product introduction, conferences, and company events or parties. The first floor of the customer center showcases a variety of Audi top of the line models and racing cars. It also features a large flat screen multimedia wall displaying a collection of Audi motorsport movie clips.
The in-house restaurant on the second floor has the expansive view of the entire racetrack, off-road course, and Audi Sport building. This is a perfect place to unwind and relax and watch the driver training below. The sweeping wall of the second floor presents Audi victories and silhouettes of the iconic Le Mans grand stand and the legendary Nürburgring racetrack.
There are three training areas at this center. The 3.4 KM circuit emulates the sweeping curve, straight, hairpin, switchback, and elevation change of famous racetracks around the world. Audi professional drivers with proven motorsport credentials teach students on how to follow the racing line cleanly and safely.
During one of my business trip to London, I caught a glimpse of the future of car dealerships. I came across Audi Digital Showroom, which has “Product Specialists” instead of salespeople, and an impressive live interactive app: In the showroom, a prospect can feel and touch the variety of Audi cars on display. If the prospect is interested in the model or trim package that are not showcased at this time, he can visit the high-tech large-touch-screen-enabled console just in front of a digital wall.
A buyer can select the model he is interested in and configure the trim of the car while a product specialist stands by, ready to answer additional questions he may have. Once the car is configured, he can “drag” his creation into the digital wall and, magically, a life-size representation of the car of their dreams is created. He can explore more of the car features and trim by manipulating the perspectives of the almost-live-size image of the car on the digital wall. The impressive detail image is generated using the same exact modeling data that the designers and engineers use in Ingolstadt. Additionally, he can open the car's doors, enter the car to examine the interior, and listen to the simulated engine noise based on his engine selection.