Marketing fancy speak for “consumer touchpoint” or what Audi likes to call a “Brand Terminal”, the eight ton glass and aluminium enclosure is basically a mobile showroom. Ideal for promotion away from the dealership or at motor shows, the Audi Brand Terminal is the first of its kind located at Five Dock in Sydney, and features a 400kg door, sound system, climate control, lighting and high heel friendly floor.
“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. ”
The launch of the Audi Terminal coincides with Audi’s announcement it has received approval to build a $50m “Lighthouse” version of the Audi Terminal in Sydney’s Rosebery. The Lighthouse, due for completion in June next year, will be the company’s national headquarters.