Audi Unveils Global Progressive Showroom Concept in Ho Chi Minh City

Audi has introduced a series of strategic moves aimed at redefining the luxury car experience for customers in Vietnam. The first notable change is the launch of a new showroom in Ho Chi Minh City, adopting the global Audi Progressive Showroom Concept. This marks a significant milestone in Audi’s World of Progress vision, shaping the next phase of retail development through an expanded showroom network and the introduction of new models in the coming years.

The Progressive Showroom concept redefines the showroom as an experiential hub where customers can explore Audi products and the brand in a highly emotional and personalized manner. It reflects the forward-thinking spirit of the four-ringed brand. Designed to meet the expectations of the most discerning customers, the new Ho Chi Minh City showroom offers an immersive journey—from discovering vehicles in the display area to the thrill of getting behind the wheel.

Enhancing Emotional Connection with Products and Brand

Audi’s Progressive Showroom Concept is built on an eight-module structure, ensuring a fully personalized experience for every visitor. The journey begins at the central reception, where customers are warmly welcomed and their visit purpose is thoroughly understood. A premium Italian coffee machine and a comfortable waiting area with a barista coffee bar enhance the experience. The central display area features a visually striking Audi model, flanked by a technology zone showcasing the brand’s signature innovations. Customers enjoy a private consultation area to configure their vehicle on a large screen and select preferred colors and materials. The journey continues through the genuine accessories section and culminates in a personalized, luxurious vehicle handover.

Audi places customers at the heart of its showroom experience. With a pioneering, open architecture blending modern digital interactions and a tech-savvy team, the showroom delivers a truly distinctive and premium experience.

Modern Space Emphasizing Interaction

Replacing traditional reception desks, customers are greeted at an open, expansive welcome desk, fostering a friendly atmosphere from the outset. Consultation areas are seamlessly integrated into the display space, featuring premium interiors and subtle lighting for a fresh brand experience.

Strategically placed video screens showcase Audi’s global lineup, used interactively by experts to enrich the customer journey and enhance the showroom’s modern ambiance.

Samsung’s Galaxy Tab S11 and S11 Ultra, launched in Vietnam in late 2025, are positioned beside each vehicle, ensuring a seamless and transparent experience. Equipped with Galaxy AI and Cross App Action, these devices mirror Audi’s blend of sleek design and powerful performance.

Customer-Centric Staff Model: A Key Component of the New Concept

Audi’s staff are pivotal in delivering a complete brand experience. As product experts, they inspire customers with technology insights and tailored advice, ensuring a personalized, customer-focused, and emotionally engaging shopping experience.

Joost van Houwelingen Appointed as New Managing Director of Audi Vietnam

Building on this premium experience, Audi Vietnam enters a new growth phase with leadership changes and an expanded product lineup.

Ferry Enders, Audi Vietnam’s first Managing Director under PON Group, completed his two-year tenure, during which Audi Vietnam expanded its product range with advanced models, meeting luxury segment expectations.

Joost van Houwelingen succeeds Enders, leading Audi Vietnam’s next development phase. His appointment coincides with Audi Vietnam’s efforts to elevate its brand presence through enhanced showrooms, customer services, and product offerings, solidifying its position in Asia’s key markets.

In 2026, Audi Vietnam will implement the Progressive Showroom Concept in Hanoi and open pop-up showrooms in Binh Duong and Hai Phong, expanding its reach and bringing the Audi experience closer to customers.

Audi Vietnam plans to launch several new models in 2026, including the Audi Q5 SUV, Q5 Sportback, Q3 SUV, Q3 Sportback, Q6 Sportback e-tron, A6 Sportback e-tron, and the S6 Sportback e-tron—marking its Vietnam debut. This expanded lineup underscores Audi’s commitment to delivering the latest innovations, from SUVs and Sportbacks to electric and high-performance vehicles.

TH (Tuoitrethudo)