Audi Dubai’s new flagship showroom, unveiled by Al Nabooda Automobiles, marks a bold step in redefining automotive retail in the UAE with its cutting-edge design and progressive retail concept.
1. What was the core vision behind designing this flagship showroom as the region’s first progressive retail concept, and how does it reflect Audi’s global brand strategy?
Our vision was to redefine the role of a showroom in today’s automotive landscape. The region’s first progressive retail concept was designed as a destination that immerses the customer in the Audi world, where every detail speaks to progress, innovation and premium quality, as well as reflecting Audi’s global direction of placing the customer at the heart of every experience. Dubai, with its appetite for forward-thinking design and technology, was the natural home for such a concept.
2. How does the integration of advanced digital touch points and immersive design elements aim to enhance the customer experience compared to traditional showrooms?
Our digital touch points are designed to put the customer in control, allowing them to shape their journey based on their needs and preferences. The environment encourages exploration and offers the freedom to engage at one’s own pace. Compared to a traditional layout, where interactions can feel linear or transactional, this approach creates a more human and connected experience.
3. In what ways do you expect this showroom to reshape public perception of Audi as a leader in luxury and innovation in the UAE market?
The UAE is one of the most dynamic automotive markets in the world, and our customers here are discerning, tech-savvy and forward-looking. This showroom allows us to meet those expectations head-on while setting new standards for the region.
4. How does showcasing both Audi’s heritage models and new electric vehicles, like the A6 e-tron, position the brand’s narrative for UAE consumers?
Audi has a rich legacy built over decades of innovation in performance, engineering and design. At the same time, we are fully invested in shaping the next chapter of mobility, particularly through our electric range.
Presenting these two worlds side by side allows customers to experience the full spectrum of Audi’s evolution, from the iconic models that defined our past to the groundbreaking technology driving our future. For customers in the UAE, this story resonates strongly because it speaks to a culture that embraces both tradition and progress.
5. What role do you see this showroom playing in strengthening Audi’s connection with the UAE community, particularly in Dubai’s competitive automotive landscape?
It reflects our long-term commitment to Dubai and to the wider UAE by creating a platform for deeper engagement with our customers and community.
In a market as competitive as this one, what sets a brand apart is the quality of its product and the experience and connection it delivers. This facility allows us to create that connection in a way that is authentic, forward-looking and aligned with the values of this city.
Audi Dubai new showroom
As the first of its kind in the region, the showroom blends Audi’s heritage with its vision for a tech-driven, customer-centric future. To gain a deeper insight into the strategy behind this milestone and its impact on brand perception, we sat down with Jan Scheidgen, the General Manager of Audi Dubai to explore the thought process, goals, and anticipated influence of this innovative space on UAE consumers.1. What was the core vision behind designing this flagship showroom as the region’s first progressive retail concept, and how does it reflect Audi’s global brand strategy?
Our vision was to redefine the role of a showroom in today’s automotive landscape. The region’s first progressive retail concept was designed as a destination that immerses the customer in the Audi world, where every detail speaks to progress, innovation and premium quality, as well as reflecting Audi’s global direction of placing the customer at the heart of every experience. Dubai, with its appetite for forward-thinking design and technology, was the natural home for such a concept.
2. How does the integration of advanced digital touch points and immersive design elements aim to enhance the customer experience compared to traditional showrooms?
Our digital touch points are designed to put the customer in control, allowing them to shape their journey based on their needs and preferences. The environment encourages exploration and offers the freedom to engage at one’s own pace. Compared to a traditional layout, where interactions can feel linear or transactional, this approach creates a more human and connected experience.
3. In what ways do you expect this showroom to reshape public perception of Audi as a leader in luxury and innovation in the UAE market?
The UAE is one of the most dynamic automotive markets in the world, and our customers here are discerning, tech-savvy and forward-looking. This showroom allows us to meet those expectations head-on while setting new standards for the region.
4. How does showcasing both Audi’s heritage models and new electric vehicles, like the A6 e-tron, position the brand’s narrative for UAE consumers?
Audi has a rich legacy built over decades of innovation in performance, engineering and design. At the same time, we are fully invested in shaping the next chapter of mobility, particularly through our electric range.
Presenting these two worlds side by side allows customers to experience the full spectrum of Audi’s evolution, from the iconic models that defined our past to the groundbreaking technology driving our future. For customers in the UAE, this story resonates strongly because it speaks to a culture that embraces both tradition and progress.
5. What role do you see this showroom playing in strengthening Audi’s connection with the UAE community, particularly in Dubai’s competitive automotive landscape?
It reflects our long-term commitment to Dubai and to the wider UAE by creating a platform for deeper engagement with our customers and community.
In a market as competitive as this one, what sets a brand apart is the quality of its product and the experience and connection it delivers. This facility allows us to create that connection in a way that is authentic, forward-looking and aligned with the values of this city.
