Audi ups branding effort for China

Audi is stepping up for the Greater China market, setting up a Hong Kong team and opening a digital showroom in Beijing.

The Hong Kong team will be responsible for the Audi brand and the import business of Audi automobile in Hong Kong and Macau. It will be led by Reinhold Carl, who has been with Audi for 25 years and was most recently managing director of Audi Singapore.

This marks the brand's latest branding effort for Greater China, following the opening of its first interactive digital showroom in Asia and its first research and development centre outside Germany in the city of Beijing.

The new complex, known as Audi City Beijing, allows visitors to virtually experience and personalise the range of Audi models available in China and features six floor-to-ceiling projection walls that can call up as many as 100 automobile combinations through touch-screen tables.

"With Audi City Beijing, we bring a new exclusive and futuristic brand experience right to the midst of the urban lives of the people in Beijing," said Luca de Meo, member of the board of management for sales and marketing at Audi.

"The vibrant capital of our largest sales market worldwide is a perfect location for this innovative digital showroom concept."

After London, this is the second Audi City location worldwide. The next Audi City will open in Berlin.