A new corporate identity is being rolled out for Audi dealers, as the brand seeks a stronger presence in cities and major towns.

The prestige brand is moving away from its hangar dealerships to a new design concept, known as terminal. 

A perforated aluminium façade is broken up by large expanses of angular windows, which reveal the new cars and an interior
of curved walls that Audi says will reflect dynamism as a core brand value. Similar windows will also put the workshop on view.

Standard is a single storey outlet with an integral gallery, and interior display space for up to 20 cars. 

For major urban centres, Audi prefers multi-storey dealerships displaying more than 20 cars, with the floors linked by escalators.

Audi UK director Jeremy Hicks told AM that there was not a requirement for all dealers to adopt the new CI immediately, but it will be incorporated at all refurbishments and new-builds.

The roll-out started with Lomond Motors’ Edinburgh Audi, a new-build which is due to begin trading in February. Lomond Motors also operates the flagship Glasgow Audi.

The changes are due to expanded product ranges, increased functional demands and Audi’s desire for better brand visibility.