Audi (and parent company VW AG) already have a highly diverse lineup and broad sales channels, but they intend to further increase both as evidenced by this push into Asia. Audi plans to expand its lineup to include a total of 40 models, and hopes mainly to attract younger buyers in the Asian market.
The Audi "terminal" is said to embody visionary architecture, encapsulating a multilevel design that is adaptable to multiple sites and intended for downtown placements. Using brash architecture to lead the way, Audi is "moving from the periphery into the city," hoping to carve out a new niche of hip and sophisticated owners who reside in lofts, sip at Starbucks, and prefer the symphony to the country club. Indeed, Audi boldly claims it intends to become "the most progressive premium car brand in the world.”
This urban terminal marks Audi's tenth to date. Other examples of this, its new corporate architecture, are already located in cities such as Munich, Geneva, and Sydney. Audi intends to create more than 350 terminals by the end of 2012. The brand sold 964,151 cars sold in 2007 to mark its 12th consecutive year of record sales.--Colin Mathews