CNA938 Rewind - Tech Talk: Why a traditional showroom is passé for Audi. And why they cut out the middle-man
No more heading to Leng Kee to test drive the iconic "4-Rings" luxury vehicle. They've just recognised 1-year of a direct-to-consumer model here. No more agents. No more middle man. You buy straight from the brand. In fact the brand, vehicles and even the bakery arm of award winning Burnt Ends are all housed on their own premises; they call it their House of Progress. And as I discover, this isn’t a showroom. That's old news. Today it's about building a unique space that reflects the lifestyle of the owner. But is that enough to compete with Singapore's rapidly changing and incredibly challenging car-ownership landscape?
Daniel Martin speaks with Martin Bayer, Managing Director, Audi Singapore.