Audi Neutral Facilities provide an exclusive customer experience for both Audi Sales and Service. All finishes, lighting, and furniture in a Neutral Facility follow Audi’s Advanced Showroom Concept (ASC) program.*
All customer touch-points must be exclusive to the Audi franchise including the Showroom, Sales Area, Service Reception, and all line-level management positions including the Sales Manager, Service Manager, and Parts Manager.
Audi Neutral Facilities are defined by four major guideline areas: Site Design, Primary Sigange, Exterior Architecture, and Interior Architecture. The combination of these architectural features create the Audi Neutral Facility environment
*These Neutral guidelines do not apply to back-of-house spaces or staff-only areas.
Audi dealerships are composed of three main elements, which can be arranged in different combinations on any given site. These are the Showroom, the Service Drive, and the Service Workshop.
The overall goal of an ideal site layout is to create a visual connection between the Showroom and the main street. Therefore, the building should be situated as close as possible to the street and no cars should be parked or displayed in front of the street-facing facade of the Showroom. Any vegetation along this facade should be monochromatic and low, while required site lighting should be addressed with bollards. These strategies allow for maximum visibility of the Showroom and showroom vehicles. With its prominent positioning the dealership building, itself, serves as a large street sign thanks to its distinctive design
Prototypical Neutral Facility site plan.
The basic guideline for the surface of the site is to define areas of homogeneous materiality. A sleek, minimalist design character, combined with simple graphic markings on the pavement, reinforces the Audi brand. The pedestrian areas are delineated from the vehicle drive with clearly de ned markings on the pavement.
Vertical light columns should be used at approximately 60’-0” intervals around the site, but preferably not in front of or near the Showroom curtain wall. Lighting around the Showroom and Vehicle Display is best achieved with light bollards.
Note that particular attention must be paid to accommodate local ordinances; in particular, those governing light pollution and light trespass.
Trees and green space should consist of muted green tones, without colorful flowers. Vegetation around the building should also be low in order to maximize visibility of the Showroom display vehicles and circulation. Lawn surfaces and low ground cover surrounding the Showroom also reduces glare as well as frequency of window washing by absorbing driving rain at the glass perimeter. At the perimeter of the building foundation, gravel or monochromatic vegetation may be used.
Where trees are required by municipal ordinance, the building layout and tree placement should take into consideration where views into the Showroom are maximized.
Seen from the outside, the three aforementioned elements of the building consist of three distinct volumes: the Showroom, the Service Drive, and the Service Workshop.
The use of rectilinear and simple geometry gives a strong clarity to the overall building form. The three building volumes should be articulated as complete masses (typically four-sided). Therefore, it is often necessary to extend parapets with the appropriate cladding around the entire building perimeter.