Singapore has hosted the biggest showcase of the Audi Brand
ever held in Southeast Asia.
26 October, 2018
The largest showcase of the Audi brand ever held in southeast Asia has seen more than 11,000 people turn out in Singapore to see all that Audi has to offer and what’s on the horizon. With upwards of 100 cars encompassing the entire Audi and Audi Sport ranges, as well as futuristic design concepts and no less than four completely new models, the Audi Brand Experience Singapore was a glittering, high-tech, interactive production that not only showcased the brand’s tremendous ‘depth of talent’, but its deep Vorsprung roots and visions of mobility for tomorrow.
Held over four days in Singapore, the Audi Brand Experience gave automotive enthusiasts and the just plain curious the chance to see the entire Audi range all under one roof, as well as see first hand vehicles that will change the way we think about mobility and indeed even vehicles that are already changing the motorsport world.
An extraordinary collection of exotic automotive metal, the ABE was made up of both static displays and an immersive three-dimensional display that was also used to introduce the all-new Audi A8 (recently launched in Australia) as well as the Audi A6 Sedan, the new Audi A7 Sportback (launching here in weeks) as well as the new Audi Q8 luxury SUV.
It was also the first international appearance for the brand’s first series production fully electric vehicle, the Audi e-tron, since its world premiere in San Francisco just 10 days before.
These brand new, state-of-the-art vehicles were joined ‘on stage’ by the Audi Eliane, a vehicle capable of level four autonomous driving and one of the areas Audi is investing heavily in for the future.
"...the Audi Brand Experience gave automotive enthusiasts and the just plain curious the chance to see the entire Audi range all under one roof..."
"The Audi e-tron Vision GT was joined for the first time in Singapore by the Audi FE04 race car – the very car that took the Audi Sport ABT Schaeffler Formula E team to the current manufacturers’ title in Formula E racing."
Occupying an area of more than 8000 square metres in the premiere Marina Bay Sands Complex, the Audi brand literally took up residence and while children, the drivers of tomorrow, played on miniature Audis on a specially prepared track, their parents were able to investigate every model currently available, as well as take selected models for a test drive on a special indoor drive loop. There was a retail section for picking up the latest Audi apparel, model cars and merchandise, as well as race simulators and Audi on demand.
In addition, there were live displays demonstrating the extraordinary self-levelling suspension on the Audi A8, as well as the first appearance outside Europe for the stunning Audi e-tron Vision GT, the real all-electric race car designed initially for the game Gran Turismo, but then developed into a working reality by Audi.
The Audi e-tron Vision GT was joined for the first time in Singapore by the Audi FE04 race car – the very car that took the Audi Sport ABT Schaeffler Formula E team to the current manufacturers’ title in Formula E racing. What an outstanding venue for a Formula E race Singapore would make when a replacement is sought for Hong Kong after next season?
The futuristic Audi Aicon was also on display, giving visitors the chance to see first hand how tomorrow’s mobility might look – a sumptuous vehicle, but without the customary steering wheel given its level five autonomous driving capability!
With hundreds of spectators in grandstand seating for each ‘performance' two huge screens forming the backdrop, the Audi models drive out, divided into their respective model categories to a light and sound display that showed both the brand’s history and its future.
As well as the myriad images projected on the giant screens, the very floor the vehicles were driven on was made up of hundreds of individual LED screens, each forming part of the stunning video presentation.
To an ever changing beat, the carefully choreographed video and vehicle performance took onlookers through the Audi and Audi ranges culminating in the unveiling of ‘the big five’ – the brand’s range of full-sized models.
But it wasn’t just Singapore residents taking the chance to experience the latest from the brand, with Audi Australia also attending and hosting Australian guests eager to see the new models in particular before some make their debut Down Under. These customers become amongst the first Australians to see the A6, A7 Sportback, Q8 and Audi e-tron first hand, and to see them in a vibrant environment that completely lived up to its ‘experience’ label.
A VIP event for 600 guests, hosted by Audi Singapore Managing Director, Jeff Mannering, provided further insights into the brand’s future plans, but after the stunning sight and sound presentation, there was no substitute for actually seeing these new vehicles ‘in the metal’ and getting the first hands-on experience ahead of their Australian launch.
Immersive, exciting and impressive – the Audi Brand Experience Singapore was a veritable Aladdin’s cave for Audi aficionados, and an incredible eye opener for those who may not have been familiar with the brand’s long, impressive history and its stunning vision for the future of mobility.
"Immersive, exciting and impressive – the Audi Brand Experience Singapore was a veritable Aladdin’s cave for Audi aficionados..."
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