Will Audi in Malaysia move in the same direction
Audi Singapore has officially transitioned to a direct-to-consumer sales model, becoming the first Audi market globally to fully adopt this approach. This shift, which took effect by early 2025, means the brand now manages car sales directly, bypassing the traditional dealer model for new car purchases.
This new direct-to-consumer sales model, launched in early 2025, was designed to be a better, more modern buying experience, focusing on increased transparency, convenience, and a higher level of customer service, rather than purely on lower prices. As the first market in the world where Audi has adopted this direct model, Singapore is serving as a testbed for a shift away from traditional dealership models toward an “omni-channel” approach.
Key details of the transition:
Audi Singapore now handles sales directly, offering an omni-channel approach where customers can buy vehicles entirely online or via a new, centrally located, company-managed showroom.
The new flagship showroom, named the “Audi House of Progress,” opened in February 2025 at Cross Street Exchange in the CBD. It serves as a brand experience center and lifestyle hub rather than a traditional dealership, featuring interactive displays and collaborations with the Burnt Ends Hospitality Group.
The previous authorized dealer, Premium Automobiles, which represented Audi since 1999, ceased new car sales by the third quarter of 2024 as its contract expired on January 1, 2025.
While Premium Automobiles no longer sells new Audi cars, it remains the brand’s partner for after-sales and servicing.
In the transition period before the opening of the House of Progress, sales were handled at a temporary space at Aperia Mall and online, starting with the Q4 e-tron.
The move is a response to a “rapidly-evolving global automotive landscape” and aims to enhance the customer experience amidst declining sales in recent years.
Ultimately, the new method is a strategic pilot for Audi globally, designed for Singapore’s unique, digitally-ready market. While it aims to modernise the buying journey and elevate the brand experience, its long-term success will depend on consistently delivering value and service in a highly competitive landscape.
This move mirrors the strategy taken by Porsche in Singapore in 2023, where the brand also transitioned to direct-to-consumer sales.
