What’s with EVs being all the rage, and the region adapting to include new laws to support them – how is Audi entering this field in the region?
Government support across the region is instrumental in accelerating the shift to electric mobility – paving the way for both infrastructure and innovation. We are also supporting limousine and rental partners in their fleet diversification objectives to incorporate more BEV variants. At Audi, we are fully aligned with this vision. By the end of 2025, we will have introduced more than 20 models in the region, half of which are fully electric – each one designed to deliver the performance, design, and progressive technology that defines our brand. This includes exciting additions like the Audi Q6 e-tron SUV and Sportback and the recently launched A6 e-tron and updated e-tron GT, showcasing our commitment to the future of premium electric mobility with variants to cater for different owner needs & requirements.
We also recognise that with the move to electric comes a growing need for supporting infrastructure. That is why we have worked closely with our partners, such as Siemens, Desert Technologies in KSA, KAHRAMAA, and the Audi EVO charging network in Oman, to ensure a seamless customer experience – from purchase to charging. Together, we have installed over 150 chargers across the region, including 18 high-power chargers, with the majority located in the UAE and Oman. Notable installations include 21 chargers at the Museum of the Future in Dubai, and chargers in destinations like The Pearl and Doha Oasis in Qatar, Al Mzaar Hotel in Lebanon, and Al Hazm Mall in Doha. Looking ahead, we plan to install additional chargers in Saudi Arabia and Qatar by the end of 2025.
With everything going digital, why are showrooms still important as a touchpoint for consumers and agents alike?
Even in an increasingly digital world, the retail experience in our showroom remains the best place for drivers to truly understand what it feels like to own an Audi. It is where the promise of Vorsprung durch Technik comes to life – where customers can see, feel, and experience our cars up close. With our many new launches in 2025, this is especially important when new technologies and interfaces are introduced. Now is the time to see the future of Audi first hand.
Our recently launched Progressive Showroom Concept reimagines the traditional retail experience, blending modern design, intuitive layout, and personal engagement. It offers immersive journeys guided by our experts who can tailor the experience to each person who enters the showroom. From product walkthroughs to personalised consultations, every element is designed to build confidence and elevate the premium experience Audi is known for.
This was also clearly demonstrated during our recent customer engagement events across the region, Audi Open Haus. While the initiative was centred around bringing tailored packages for customers to find their perfect Audi, the focus remained firmly on experience and interaction with everything associated with Audi. Guests explored the expanding model range, engaged with Audi experts, and connected with the brand in a way that was thoughtful, personal, and true to our premium values. Whether it is a launching a new car or a promotional campaign, every moment in the showroom is crafted to reflect what it means to be part of the Audi world.
Audi is going from strength to strength when it comes to launches. What are your new strategies when it comes to new models or retail?
We are in the midst of Audi’s largest product offensive to date, backed by a well-balanced portfolio designed to meet the needs of a wide range of customers. Each of our cars, while unmistakably Audi, is crafted to resonate with different types of drivers, from performance seekers to tech enthusiasts, to those drawn to refined design.
This diversity allows us to connect with a wider audience while remaining anchored in the values that define our brand both in the way we launch products and how we support them at the retail level. Every new model launch is seen as an opportunity to show innovation and bring customers closer to the brand. This means more curated test drive experiences, integrated campaigns that connect online and offline, and retail formats designed around flexibility. Whether it is combustion or electric drive, we are committed to offering the right mix with the right support, allowing customer to choose based on their lifestyle with no compromise.
Younger consumers seem geared to buy from companies that resonate with their values – how is Audi responding to such evolving tastes, especially in the GCC?
The next generation of consumers are reshaping the landscape, and rightly so. They are looking for brands that speak to their sense of identity, purpose, and progress. At Audi, it is more than just the car itself, the entire creation process is at the forefront – from our evolving electrified technologies to our production practices and materials, we are moving toward a more sustainable future. We are also embracing digitalisation within our vehicles, with expansive displays, intuitive interfaces, connected services and smart technology that enhance the in-car experience. Our new A5 Sedan along with regional favourites such as the new Q5 have been designed with these expectations in mind; combining progressive design, digital sophistication, and everyday versatility. But beyond the car, it is also about how we communicate, collaborate and show up in culture. We are engaging with increasingly diversified communities through partnership, storytelling, and experiences that reflect their values while staying true to our DNA.
Audi, with its legendary motto Vorsprung durch Technik (Progress through Technology), had long stood apart from the competition. Can you tell us more about where things are going media-wise in the region?
Vorsprung durch Technik goes beyond a motto and is a mindset that informs every Audi we bring to market and everyone who lives and breathes Audi every day. Whether it is the design language, the driving dynamics, or the technology inside the cabin, each car embodies progress in a way that is tangible, not theoretical. That is the power of real progress – you can see it, hear it, and feel it. Our Audi experts across the region are ready to ensure every part of our tradition and progress is translated into a leading experience.
That is what continues to set us apart.
From a media perspective, our role is to bring this philosophy to life, through storytelling that highlights the real innovation behind the badge. It is less about the hard sell and more about revealing what is already there. As audiences get savvier, they want authenticity over advertising, and Audi delivers. So, whether it is a product film, a showroom visit, or a headline on launch day, we always let the car do most of the talking. We just make sure people are listening.
