Audi Launches New Mobile Experiences for U.S. Luxury Performance Car Shoppers
-- New mobile approach provides easier navigation to information potential and existing customers want instantaneously
-- New m.audiusa.com and all Audi dealer websites will feature optimized HTML5 technology
-- Audi creates interactive mobile apps for all new models
HERNDON, Va., Sept. 29, 2011 /PRNewswire/ -- Audi of America launched a new mobile marketing experience aimed at delivering information on the brand's products whenever and wherever premium car buyers demand it.
The strategy began with the recent re-launch of m.audiusa.com powered by the latest HTML5 technology optimized for all mobile devices. It also features a fully interactive mobile environment that sends existing and potential Audi customers to the choices they expect to make on the go. The mobile experience includes interactive banner ads on prominent Web sites and apps, and downloadable product apps featuring detailed content on new models, vehicle features and comparison data. The experience also allows users to locate nearby dealers, access dealer inventory and schedule test drives.
With this new functionality, Audi owners also can visit m.audiusa.com and find easy pathways to make Audi Financial Services lease payments or schedule maintenance visits through click-to-call functionality.
"Our research shows that 41 percent of U.S. Internet users shop for autos on their mobile devices and 92 percent of Audi buyers visit AudiUSA.com before purchasing their vehicle," said Scott Keogh, Chief Marketing Officer, Audi of America. "That's why we're taking a more sophisticated and interactive approach to meeting mobile customers on their terms."
With its new mobile strategy, Audi is making it easier for consumers to get the level of detailed information they need on the go. One new example: Interactive iPad applications for the Audi A6, A7 and A8 models are now available for download in the iTunes App Store to let customers easily find rich content on the newest luxury Audi cars. Audi also created a custom Event Application for use at auto shows and other industry events. A robust set of Audi mobile advertising built around the new Audi A6 includes iAds, which are rich mobile immersive banners on the iPhone and iPad and other rich media experiences running on top-tier mobile sites, such as nytimes.com. The iAd allows users to explore key features of the A6 in an interactive experience, find the closest Audi dealer, schedule a test drive and when on an iPad, even download the A6 Experience directly to their device.
The latest mobile site strives to reach new mobile consumers at every point of the purchasing process, while enabling full transparency about Audi's model line-up, key Audi technology features and easy dealer access to potential Audi consumers. Based on reports surrounding the role of mobile technology in the car buying process, 44 percent of potential car buyers with smartphones will use them to compare prices right on a dealer lot and nearly 70 percent of Audi buyers had recently used major social media channels.(i)
These new experiences also give potential buyers a functional and visual platform to research and compare in real-time to help make the auto buying process efficient and hassle free, while also giving auto shoppers more control over when and how they access auto information.
For more information on Audi's latest mobile experience please visit m.audiusa.com or download the new Audi A6 iPad app.
Audi of America, Inc. and its 276 U.S. dealers offer a full line of German-engineered luxury vehicles. AUDI AG is among the most successful luxury automotive brands globally. During 2009 Audi outsold all other luxury brands in Europe, while in the U.S. market Audi posted the largest market share gain of any luxury automotive brand. Over the next few years, AUDI AG expects to spend nearly $2 billion annually on new products and technology. Visit www.audiusa.com or www.audiusanews.com for more information regarding Audi vehicle and business issues.
(i) Greystripe Study 2011; The Media Audit
SOURCE Audi of America, Inc.