Audi opens digital dealership in London

It had to happen – a car company wanting its own take on the Apple store concept. It also probably had to be Audi that got there first.

The first of 20 worldwide stores opens today close to Piccadilly in London. As Audi has a model range so large that even an Ikea store would struggle to show it all, the idea is that any model can be created and personalised on giant screens, which show the car at a scale of 1:1 – so the image is the same size as the real car. It also means individual aspects of the car can be shown in detail, such as how the traction control works (or maybe just how to use the increasingly complex infotainment system).