DESIGN ETHOS – Audi Framework

Design Ethos

Inviting architecture. Inspiring customers.
Distinctive quality radiates the cutting edge and progressive designs of Audi. Our commitment to quality informs each of our vehicles, Audi collection products and Terminal Design Concept for dealerships.

Building craftsmanship on the inside and out.

Value & Refinement

Our dealer partners recognize that luxury automotive consumers expect refinement in the showroom experience. To meet and exceed expectations, you’ll find there is an exceptional level of dealer facility investment in the brand.

Flexibility

A variety of flexible options are provided, including meeting neighborhood-specific needs and providing ways that dealerships can give back to their communities. Audi is determined to respect the bottom line of our dealer partners by helping to minimize costs and provide local flexibility in the showroom design.

Return

This Design Ethos highlights what dealers will receive as a result of improving the buying experience with an investment in a customer-focused, modern and comfortable showroom design concept, that supports sales and service operations to meet the demands of today’s luxury market.

Feedback

Through your suggestions, we have provided a variety of cost-effective design and vendor alternatives as well as a Merchandising Program to help increase revenue. Audi will continue requesting and incorporating feedback from our dealer partners to improve the customer experience and support sales operations.

1.0 Architecture

The unmistakable exterior cladding of the Audi Terminal Concept creates a unique and recognizable brand statement for Audi and our dealer partners. It is both an iconic component of the Audi Corporate Identity as well as a virtually maintenance-free design—the kind of design that sets us apart from other brands while evoking the innovative values of our company.

1.1 Terminal Architecture

A sense of place evoked from the Audi racing heritage.

Being ahead of the curve is part of the Audi Brand’s DNA, but as drivers, taking curves is one of the our passions. The iconic raceway curve pays homage to the banked curves of a racetrack and nods to our Legendary Audi motorsports history.

This is about building an architecture that inspires customers, creating a space that informs the customers, a space that informs the vehicles you sell, shaping a sense of place that helps define who we are and what we do best as a brand.

The showroom curved wall is flexible and adaptable to a variety of building configurations. The Double Pocket, Roadway Curve, Pocket Curve and Straight Pocket all bring to mind the banked turn of a racetrack while meeting the needs of a variety of spaces.
1. Double Pocket
2. Roadway Curve
3. Pocket Curve
4. Straight Pocketbrand

From the outside, the Terminal design is modern and elegant while clearly drawing a connection to Audi racing heritage.
Audi Cicero construction completed September 2015.

Once inside, the customer is welcomed with an open and inviting floor plan that highlights the Audi model range and welcomes customers to the Audi brand.
Audi Salt Lake City construction completed January 2015.

Unmistakable in any environment.

The unique exterior of the Audi Terminal Concept seamlessly blends form with function, adding a signature visual appeal to a low-maintenance, modern Audi dealership.

Whether in suburban or urban environments, the Terminal design fits naturally into place while clearly standing out with its innovative design.
Audi Denver renovations completed April 2014.

Audi Manhattan renovations completed August 2012.

The entrance element frames the customer’s experience, helping to identify a clear path to the showroom, even at a distance.
Audi Lafayette construction completed July 2015.

Primary signage follows the Audi standard naming convention of “Audi” and “Location” to provide consistency across the network. Audi rings are displayed prominently.
Audi Creve Coeur construction completed January 2016.

Of the moment, for the future.

The clean lines and open feel of the Interior Advanced Showroom Concept provide a functional, supportive environment for employees, while creating a sense of place and comfort for customers throughout their experience.

Whether in suburban or urban environments, the Terminal design fits naturally into place while clearly standing out with its innovative design. It’s a fully contemporary look and feel that also manages to capture a warm and inviting atmosphere. Recent changes to the finishes, furniture, lighting and overall design support variable sales transaction spaces and provide comfortable waiting areas for customers. The modern touches provide a timeless, flexible interior.
Audi Denver renovations completed April 2014.

A unique element of the terminal design is the vehicle handover area. This space allows customers to take ownership of their vehicles in a way that is consistent with the premium nature of the brand.
Audi Nashville.

A fully functioning mezzanine can be configured to support waiting customers, sales operations, a Retail Customer Experience Center and administrative functions for the entire dealership.
Audi Fort Myers construction completed November 2015.

The modern, open environment is easy to navigate and creates transparency, allowing both customers and sales staff to see the activity in the dealership and feel connected to the product.
Audi Cuyahoga Falls construction completed September 2016.

Three distinct interior volumes afford opportunities to create spaces that put customers and employees at ease while providing a consistent brand message.
Audi Creve Coeur construction completed January 2016.

Scaling up your sales potential.

The Audi Terminal Concept works best when it works for your needs. With a scalable design and flexible volume, the Terminal can be adapted to almost any site situation or building configuration.

The Audi Facility Planning Process is focused on providing each dealer partner with an appropriately scaled, regionally sensitive facility that supports Audi global Corporate Identity standards. As Audi continues to grow with our dealer partners, solutions that maximize the efficiency of each site are baked into the flexible Terminal prototype.

Audi Terminal Concept exterior view. The flexibility of the Terminal design allows for local customization of functions within the Audi Corporate Identity standards, supporting retail functions, special parking needs and operational challenges that different sites and regions present.

Reception drive concept.

Customer reception.

Audi Sport retail display.

Required Design Elements: Too good to give up.

Audi has identified six specific required elements of the Terminal design and Corporate Identity that are required to maintain brand consistency. These “untouchables” provide the framework so regional and dealer-specific customization can flourish.

Exterior elements
Innovative exterior elements set this design apart, including the entrance element that frames the entryway as well as the signature exterior cladding and highly visible primary signage.
1. Primary Signage
2. Exterior Cladding
3. Entrance Element
Find more information about Required Design Elements within the Design Overview Guideline for your project.

Interior elements
Inside, the innovative design continues with a graceful curved wall inspired by a racetrack, a clearly defined presentation area and an open, inviting layout that entices customers to linger and browse freely. The vehicles are arranged in lanes along the sweep of the curves in the presentation area for ease of viewing.
1. Volumes: Proportion & Scale
2. Showroom Curved Wall
3. Advanced Showroom Concept (ASC)

Find more information about Required Design Elements within the Design Overview Guideline for your project.

We’re ahead of the curve.

Audi’s rich racing heritage is apparent in every line and curve of our vehicles — and in our showrooms. The dynamic curved wall is available in three variations to fit the budget and needs of your dealership.

The curved wall also allows for incredible flexibility and creativity in breaking up the space.
Audi Cape Cod construction completed July 2016

Audi Grand Rapids construction completed January 2016.

1.2 Corporate Identity

A sure sign of our brand strength — as strong as the four rings.

At Audi of America, we believe every dealership should show the same attention to detail that is present in our products. Adhering to the brand identity will create a cohesive look and feel, conveying to customers that they are receiving the same incredible service and attention they expect from Audi as a leading luxury brand in the automotive industry.

Providing a consistent image is key to reinforcing the strength of the brand, and nowhere is this more important than through our signage. Street-facing pylon ground signs are prominent and visually consistent with the brand. The Audi rings logo is presented clearly, as is the address of the showroom.

The four rings are a globally recognized emblem and represent the strength of the Audi brand. Knowing this, we created guidelines for corporate signage that ensure consistency and visibility across all showroom designs while maintaining flexibility to accommodate the variety of site and local conditions that dealers encounter.

The signage is used in a very rigorous way to maintain the integrity of the brand, while its prominent position ensures it is visible from a distance.

The signage, which follows worldwide corporate identity guidelines, presents a clear connection to Audi and the showroom while also offering a significant presence at night through distinct illumination.

Audi Albuquerque construction completed April 2015.

An identity worthy of projecting.

Identity Updates

As we see it, even icons can use a little updating. We made some updates to the Audi Corporate Identity, including how to treat The Rings, size ratios, taglines and naming, allowing our identity in both analogue and digital communications to have more of a bold, active role.

Explore Guidelines

The new CI guidelines can be found at:
[vinnie.vw.com/Audi/corporate-branding-elements]

2D application for print use only.

3d application will remain for vehicles, buildings, motor shows and events.

1.3 Specialized Architecture

Architectural solutions to support the variety of dealer-driven needs.

Audi recognizes the many challenges our dealer partners face when investing in a new facility. Specialized Architecture accommodates the many varieties of markets, double-digit sales volume growth, and the need for multi-site sales and service operations.

Certified pre-owned should always feel new.

Audi Certified pre-owned Architecture

As the Audi Certified Pre-Owned market continues to expand, so does the need for stand-alone facilities. Modeled using Audi Approved Neutral Architecture, the design goal is to make customers feel as comfortable, pampered and inspired as they would in either a Terminal or Neutral facility.
Audi Kobe, Japan.

Each exclusive CPO stand-alone facility is required to have the following programmatic elements:

- Vehicle showroom
- Sales Area/Customer Lounge
- Covered Presentation Area
- Detail Bay

The architecture, interior and all customer contact areas within CPO facilities should follow the guidelines for the Advanced Showroom Concept and support the luxury atmosphere Audi is known for in its vehicles.

We show a real passion for premium service.

Audi Service Architecture

The Terminal Concept and Advanced Showroom Concept were created to support both variable (sales) and fixed (service) operations throughout the customer journey. From the advanced tools available via Audi Experience, to the comfort of waiting areas and the loaner car experience, Audi is dedicated to providing our dealer partners with a facility that will serve their operational needs and support continued achievements in customer satisfaction.
Audi Devon construction completed November 2014.

The Audi Service Workshop has been designed to assist the dealership service personnel in delivering a first-class experience that creates preference for the brand.
Audi Devon construction completed November 2014.

Inside the Audi Service Workshop, the open, flexible design allows for enhanced efficiency in the workspace, so customers get back to their Audi as soon as possible.
Audi Fort Lauderdale construction completed August 2015.

Neutral that still moves you forward.

Audi Approved Neutral Architecture

Audi Approved Neutral Architecture is the preferred design for brand-dedicated Audi dealers and in situations where a Terminal is not possible due to local code or zoning restrictions. Each Neutral facility is composed of a fixed set of programmatic functions, which together define the Audi brand architecture and customer experience. These include the Service Drive and Write-up, Showroom, Communication Platform, Sales/Lounge Areas, Boutique and Sales Offices.

Neutral Architecture is simple, modern and elegant with a consistent look that can be adapted to a variety of showroom formats.
Audi South Burlington renovations completed October 2017.

2.0 Interiors

Through direct feedback from our dealer partners, ongoing improvements to the furniture, lighting, finishes and atmosphere of the dealership are being integrated into the Advanced Showroom Concept. The goal is to support our dealer partners in creating a warm, inviting facility that is flexible enough to cater to the broad range of luxury customers that the Audi brand attracts.

2.1 Advanced Showroom Concept

How to advance the idea of a showroom.

The Advanced Showroom Concept provides a consistent look and feel throughout the building, while remaining flexible and sensitive to the operational needs of each individual dealer partner. ASC includes specific furniture, lighting, color temperature requirements and consistent interior finishes that give the entire showroom a clean, modern look.

Letting them know what we’re made of.

The Advanced Showroom Concept provides a consistent look and feel throughout the building while remaining flexible and sensitive to the operational needs of each individual dealer partner. It includes specific furniture, lighting, color temperature requirements and consistent interior finishes that give the entire showroom a clean, modern look.
Audi West Houston construction completed January 2015.

The Audi brand’s focus on quality and durability extends throughout the showroom and customer zone of each dealership.
Audi Sarasota construction completed May 2016.

An inviting and open reception area — here, framed by one of the variations of the curved wall — allows employees to better serve customers.
Audi Atlanta renovations, December 2014.

Audi has specified multiple suppliers for each material prescribed in an effort to bring in competitive bids to help hold down dealer cost while staying focused on creating a warm, inviting and comfortable atmosphere for your customers and employees with the Advanced Showroom Concept.
Audi New Orleans construction completed February 2015.

The Advanced Showroom Concept offers many private or semi-private areas for customers and Audi dealer partners to conduct business. A plethora of lounge areas allow customers to have a comfortable place to wait during transactions.
Audi Oklahoma construction completed August 2016.

The interior furniture, lighting and material selection were all thoughtfully chosen to add more variety, flexibility and warmth to all aspects of the showroom’s interior atmosphere.
Audi Lehi construction completed June 2015.

There are various furniture options and configurations, so employees and customers can choose a comfortable place to do business. Open, flexible transaction areas provide comfort and peace of mind during sales.
Audi Birmingham construction completed April 2017.

Presenting an image of brand strength.

Large-format imagery provides an emotional connection to the brand while reinforcing what makes Audi unique. These should be placed in a variety of highly visible locations around the showroom to maximize their messaging.
Audi Lafayette construction completed July 2015.

Wall graphics and furniture work in tandem to create an even more inviting lounge space. Their large size and exceptional detail bring Audi vehicles to life and help build excitement around the brand.
Audi Fort Myers construction completed January 2015.

A variety of large-format imagery adds emotion to the communication platform.
Audi Middleburg Heights construction completed July 2016.

Connect the environment to the brand.

Furnishing your dealership is a unique opportunity to present a premium environment for every customer interaction.

The many new options for the Advanced Showroom Concept furniture are designed to optimize processes and functions. But more than that, the furniture’s purpose is to make a direct connection to the brand.

Elements include a reception desk in the welcome area as well as ample seating areas for team members and customers to interact.

Each furniture element is also modular and can be adapted individually to specific situations.

3.0 Facility Operations & Support

A new facility investment represents an op- portunity to address current operational and spatial challenges posed by older facilities. This section represents a few of the critical operational decisions that will impact the design, configuration and implementation of a new facility project—an opportunity for progressive thinking.

3.1 Destination Audi

Our home is your home.

Destination Audi is another way the Audi brand is connecting to its communities. Dealerships have the option of opening their doors for community members to host events in these beautiful new facilities.
Audi Wichita construction completed June 2016.

Some things are too good not to share. The Audi Terminal Concept has perfectly positioned dealerships with the amenities to suit almost any need.
Audi Wichita construction completed June 2016.

We created Destination Audi as an opportunity to create an environment that can extend past the dealership.
Audi Wichita construction completed June 2016.

The service waiting room is equipped with designated areas designed for customers to read, relax or get work done.
Audi Wichita construction completed June 2016.

3.2 Audi Sport

Investing in our favorite team.

Audi is rapidly growing the S and RS model lineup and, with it, the Audi Sport brand. The eye-catching Audi Sport rhombus adds another bold visual element to the dealership. A dedicated Audi Sport lounge area is available for sales transactions, as well as a place to relax and watch Audi Sport events on surrounding TVs.

Numerous dealerships have enrolled in the Audi Sport program. If you are still in the planning phase, opt in now to help grow this thriving brand by adding a designated Audi Sport section to your dealership with the following programmatic elements and model offerings:

- Wall-mounted red Audi Sport Rhombus/Audi Sport signage
- Dedicated Audi Sport Lounge seating area/Sales area
- Five different configurations available to fit the needs of your dealership

Audi Cape Cod construction completed July 2016.

3.3 Merchandising

Now for the finishing touches.

Compounding Success

Adding another layer of success and an addition to your revenue stream is the Audi Accessories Merchandising Program. For starters, it’s profitable. Accessories routinely add six figures to the bottom lines of dealerships. They also drive repeat visits, which means more opportunities to engage and connect. They build customer loyalty to your dealership, and they create a deeper investment in the Audi Brand. All of which contributes mightily to your long-term success. For more information on the Audi Accessories Merchandising Program, please contact your Area After Sales Manager.

The best place, bar none

“We believe in an open environment: non-confrontational, seamless, transparent. Customers like that, and the soft touches make the world of difference for our appearance, so when the customers leave, they think: ‘Wow, that’s not just a place to purchase a vehicle.’ We want to create an image. We want a memorable experience where consumers come back to us and say, ‘This place was the best place bar none.’”
— Joe Laham, Owner, Premier Auto Group, Cape Cod, MA

When customers come into our dealerships to purchase or lease a vehicle, or for routine maintenance, we can create a space that invites people to linger and browse a wide range of merchandise — in a retail setting. During planning, consider retail display cases, vehicle displays, stacked shelves for additional merchandise at various eye levels, clearly marked price tags, POS signage and a digital showcase. These product offerings from Audi Genuine Accessories and Audi collection will entice customers to shop while they are visiting your dealership.

Audi collection items peppered through the dealership offer an opportunity for customers to find clothing, water bottles and more to display their commitment to the Audi brand. Audi collection clothing and accessories items offered throughout the dealership help build revenue.
Audi Cape Cod construction completed July 2016.

Dedicated sales areas for the Audi Merchandising Program will make it easy for customers to purchase items during their time at the dealership.
Audi Cape Cod construction completed July 2016.

Audi Genuine Accessories Audi Care car cleaning supplies on display near the service area.
Audi Cape Cod construction completed July 2016.

Shelves and display boxes allow for strategic ways to showcase merchandise.

3.4 After Sales

Inspiring customer delight after the sale.

Customers joining the Audi family come with certain expectations of their ownership experience. When we deliver premium experiences before, during and after the sale, we meet and exceed those expectations and create lifetime customers who are loyal to the Audi brand.
Audi Middleburg Heights construction completed July 2016.

The customer waiting area, service drive and workspace are three areas within the dealership that have been specifically designed to provide the convenience and service that customers expect from Audi.
Audi Cicero construction completed September 2015.

We have made amenity and process improvements that will help your dealership’s after sales revenue when you are ready to build or upgrade your facility. Please involve your service manager and shop manager/foreman in the initial planning discussions so that the design team can take advantage of their day-to-day operational expertise.

World-Class Service.

When a customer brings their car to Audi for service, we want them to leave with a positive lasting impression. Investing into building or updating a world-class service area can introduce inviting details that inspire customer loyalty to your dealership for servicing needs, help lower the turnover rate of mechanics, and serve to increase your bottom line.
Audi Lynbrook construction completed September 2015.

Open and welcoming drive-through Audi service area features:

- Ample vehicle check-in lanes
- RFID vehicle identification technology with welcome signage display
- Top-notch service bay facility
- Aesthetically pleasing, highly functional built-in mechanic toolboxes

Audi Fort Myers construction completed January 2015.

As customers pull into the drive-through service area, they can be personally welcomed on-screen.
Audi Wichita construction completed June 2016.

A clean, organized service area reflects the level of expertise and precision that customers can expect when they bring their vehicles in for service.
Audi Wichita construction completed June 2016.