Audi expands e-commerce offerings with retail partners worldwide


Audi and its dealerships are integrating e-commerce solutions for purchasing new and used cars in more and more markets. France is the pilot market for a new online reservation tool, and online sales of new cars from dealer stock have been launched in Germany. But virtual consulting and service offers are also continuing to gain importance.

“We’ve been engaged with the mega trend of digitalization for a long time now. Given the distancing required to contain the global coronavirus crisis, this has now picked up even more momentum worldwide,” said Sven Schuwirth, Head of Digital Experience and Business at Audi AG. “As a result, we have been able to very quickly offer a variety of agile solutions that enable a seamless digital customer journey. New e-commerce offerings in conjunction with our dealerships play a key role here. We are increasingly converting our worldwide websites from purely informational tools to true transaction tools.”

An online reservation tool for in-stock vehicles from Audi partners went live in the French market this week. For a lump sum of EUR 100, customers can immediately reserve available new and used cars from dealers via the Audi website and thus secure their dream car. The respective dealer will then contact the customer directly and handle the contractual details and delivery of the vehicle, even to the customer’s home, if desired. This e-commerce solution will gradually be rolled out to other European markets, with the rollout in Spain starting in June.

Another e-commerce project has meanwhile been launched in Germany: On a new, Group-wide platform, customers will be able to buy new cars around the clock directly from Audi dealer stock. An initial pilot project with one Audi partner is now underway, with additional dealerships to follow successively over the course of the year. “The aim is to offer a complete digital solution that is contactless and available 24/7, and that conveniently covers every step of the car purchasing process from any location: from the purchase using various payment options to registration and personal delivery to the desired location by our Audi partners,” said Martin Wallenborn, Head of Business Development Market Germany at Audi AG.

With respect to financing, the Audi pilot project is first starting with cash purchases. For the medium term, the company is focusing on an end-to-end digital solution for financing and leasing through Audi Bank. The online shop can now be accessed at This solution will also be rolled out successively in other markets worldwide.

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