New WOW in the heart of Saigon

Ho Chi Minh City, 15th January 2025

Audi Unveils Strategic Changes to Redefine Premium Brand Experience in Vietnam

• Audi Ho Chi Minh City is the first showroom in Vietnam and a pioneer in South-east Asia designed under the global Audi Progressive Showroom Concept.
• Human-centric by design, the new concept transforms the showroom from a traditional display space into an emotionally engaging, highly personalized environment with seamless integration of physical and digital experiences.
• Mr. Joost van Houwelingen officially assumes the role of General Director of Audi Vietnam, succeeding Mr. Ferry Enders following the completion of his term.
• New models are planned for introduction in 2026, including the Q5 SUV, Q5 Sportback, Q3 SUV, Q3 Sportback, Q6 Sportback e-tron, A6 Sportback e-tron and notably the S6 Sportback e-tron, making its debut in Vietnam.

Audi is taking the next step in redefining the premium brand experience for customers in Vietnam, beginning with the opening of the country’s first showroom designed under the global Audi Progressive Showroom Concept, in Ho Chi Minh City. The new showroom represents an important milestone in Audi’s future World of Progress, setting the direction for a new phase of retail development, supported by product introductions and the continued expansion of Audi’s showroom network in the years ahead.

With the Audi Progressive Showroom Concept, the showroom evolves from a traditional display space into a point of experience. Customers are invited to explore Audi products and the Audi brand in a highly emotional and personalized environment, reflecting the four-ring brand’s pioneering and future-oriented mindset. In the direction, , the new Audi Ho Chi Minh City showroom which is designed to meet the expectations of today’s most discerning customers opens up an emotionally engaging journey that extends well beyond the vehicle itself – from the first moment of discovery in the showroom to every interaction throughout the ownership journey.

Enhancing Emotional Engagement with Products and Brand.

The Audi Progressive Showroom Concept is built around eight modular elements, each designed to create a highly individualized customer journey within the showroom. Together, these modules form a seamless and premium brand experience that brings Audi products and values to life.

The showroom's layout begins with a central reception area where visitors are personally greeted, and the purpose of their visit is identified. This is followed by a Coffee Bar, featuring a premium Italian coffee machine, contributes to a warm and inviting atmosphere and a Open Lounge provides a comfortable space for customers to wait or work while enjoying barista-quality coffee. The Stage acts as the visual centrepiece of the showroom, showcasing an Audi model as a focal point, adjacent to the Progressive Lab highlights and explains Audi’s signature technologies in an engaging and accessible way. The Customer Private Lounge (CPL) offers a private setting for in-depth discussions, digital vehicle configuration on a large screen, and the selection of paint and interior material samples. The Library allows customers to explore genuine Audi accessories in greater detail, and finally, the Delivery Area provides a personalized and premium environment for the handover of a new Audi.

Even more than before, Audi is putting customers front and center at its dealerships: with a completely new, inviting, and progressive showroom architecture, interactive digital elements, and employees to spark enthusiasm for new technologies.

A Modern and Highly Interactive Environment.

Instead of the traditional counter, customers are greeted by Audi Progressive Showroom employees at a large welcome table. The idea is to ensure that guests feel welcome and at ease from the moment they walk in. The consulting booths, too, are integrated into the showroom, with high-quality furniture and atmospheric lighting for a noticeably new brand experience.

The elegance of the space is further elevated as Samsung—the world’s leading TV brand for two decades - partners with Audi to redefine a premium lifestyle. Featuring impressive sizes of up to 115 inches, the Samsung AI TV Neo QLED and OLED lineups serve not only as aesthetic centerpieces with their ultra-slim profiles but also vividly bring the world of Audi to life. Through AI-driven 8K upscaling, these displays infuse the entire showroom with a sophisticated, modern atmosphere.

Completing this digital ecosystem is the presence of the latest Galaxy Tab S11 and Tab S11 Ultra. Empowered by the next-generation Galaxy AI and the intuitive Cross App Action feature, these devices ensure every interaction and information search is seamless and responsive. The fusion of exquisite design and powerful performance found in Samsung’s flagship tablets perfectly mirrors the engineering philosophy that Audi consistently pursues.

Customer-centric personnel concept an important component.

In the showrooms, the employees themselves are a key component of the new concept in delivering the overall brand experience. As product specialists, Audi Experts are equipped with the knowledge and skills to inspire customers with Audi technology and brand values, while providing tailored advice based on individual needs. Through this approach, each Audi Expert helps ensure a customer-centric, personalized and emotionally engaging experience at every stage of the journey.

Mr. Joost van Houwelingen officially assumes the role of General Director Audi Vietnam.

Building on this elevated brand experience, Audi Vietnam is entering its next phase of development, marked by a transition in senior leadership alongside plans to further expand the brand’s product portfolio in the period ahead.

Mr. Ferry Enders, the first General Director of Audi Vietnam following the official takeover by the PON Group, has concluded his two-year term leading the brand in Vietnam. During his tenure, Audi Vietnam continuously expanded its portfolio, introducing multiple new-generation vehicles with increasingly comprehensive specifications, in line with the rising expectations of customers in the premium segment.

He is succeeded by Mr. Joost van Houwelingen, who will lead Audi Vietnam into its next stage of development. His appointment comes as Audi Vietnam continues to develop its brand experience in a consistent and holistic manner – spanning showroom environments, customer services and product offerings – with the aim of further strengthening Audi’s position in Vietnam, one of the brand’s key markets in the Asia region.

As part of this continued development, Audi Vietnam will roll out the Progressive Showroom Concept at the Audi Hanoi showroom in 2026, while also opening two pop-up showrooms in Binh Duong and Hai Phong. These additions will help broaden Audi’s presence and bring the Audi brand experience closer to customers in key locations.

Looking ahead to 2026, Audi Vietnam also plans to introduce several new models to the market, including new-generation versions of the Audi Q5 SUV, Q5 Sportback, Q3 SUV, Q3 Sportback, Q6 Sportback e-tron, A6 Sportback e-tron as well as the S6 Sportback e-tron, which will make its debut in Vietnam. This expanded lineup underlines Audi’s commitment to offering Vietnamese customers the latest models across SUV, Sportback, electric and performance segments.