Audi Launches a Transformational Moment in Retail


We Turned the Problem of Less Space into a Huge Opportunity

With the growing cost of urban real estate, Audi was facing a decrease in showroom size that would sharply limit its dealer showcase. With 48,000 model variants in its growing product line, the problem required a transformational response which all came together, in Audi City.

The Challenge

The team was challenged to solve the problem without compromising the Audi experience buyers had come to know.

Our Approach

Using our customer-centric framework, we collaborated with Audi executives to empower digital buyers with a virtual buying experience known as Audi City, that would consume less space than physical stores, while providing a wider set of choices.  

The Solution

Audi City was born from a radical customer-centric framework, transforming the physical buying process to one where buyers configure their dream car with simple multi-touch technology. Now, buyers effortlessly pick the options and color they like, then with a swoop of their hand, throw a life-size image of their Audi onto the showroom wall, which can be rotated and viewed from every angle. Enthusiasts can even peek under the hood and chassis to experience Audi engineering. Connections to backend systems, such as price and availability, enrich the customer-centric journey even more.

SapientRazorfish Audi City Digital Showroom


Audi City became the first digital, portable automobile show room. With no real cars, but every option available, an entirely new retail environment lets buyers experience every possible combination of the Audi portfolio like never before.   

An experience powered by seamless gesture control and one-to-one rendering of life size vehicles, combined with real time pricing and availably, gives buyers a completely new, transformative approach to car buying. 

Audi City launched in several major cities around the globe, with impressive results. Audi City in Beijing drove a 70 percent increase in sales; 65 percent of buyers purchased an Audi without a test drive, and optional equipment sales increased 20 percent.

SapientRazorfish Audi City Case Study Results



The concept is brilliant on many fronts where the buyers experience the future of car buying while the Audi dealer saves a ton of money on real estate as they don’t have to keep dozens of cars in inventory.

Huffington Post

Audi City’s touchscreens and all-around interactivity make conventional car dealers seem so last century.



More Work


49 Cities.
5 Continents.
1 Vision.