Audi Centre Singapore Opens Its Doors

A new icon of progress, the Audi Centre Singapore was unveiled today on the premium automotive belt in Alexandra Road and Leng Kee Road area.

Press release

The largest centre for Audi in Asia, the building was designed with a host of innovative offerings and services to delight customers.

Located at 281 Alexandra Road, the Audi Centre Singapore was jointly designed by renowned architects from Ong & Ong Private Limited together with Jens Niemann, Senior Architect, Corporate Architecture of Audi Singapore. Consisting of eight above ground levels and three basement levels, the showroom houses a customer lounge, new car delivery bays, workshops, offices, an event space and will be able to showcase more than 35 cars. Apart from being the world’s first “high-rise” Audi terminal, the circular structure also reflects Audi’s typical design elements of dynamism and transparency.

“Singapore is a key strategic market for Audi. The opening of the Audi Centre Singapore is a significant milestone in the further development of the brand in South East Asia. It speaks of the long-term commitment, strength and ambition of both Audi and our partner Premium Automobiles Private Limited to become the number one premium brand in Singapore,” said Mr Axel Strotbek, Board Member for Finance and Organisation of AUDI AG.

Firmly committed to the local market, the Audi Centre Singapore is a key building block in taking Audi’s position in Singapore to the next level. The brand with the four rings will up the ante in terms of service, offering the most premium experience at all levels — from the moment the Audi customer/owner steps into the showroom to the aftersales experience — both at the Audi Centre, as well as the Audi Customer Service Centre on Ubi Road.

“On the path to becoming the world’s leading premium brand, Audi has adopted the Strategy 2020 where the mission statement ‘We delight customers worldwide’ plays a key role,” said Andre Konsbruck, Executive Director Region Overseas of Audi AG. “With a track record of successful products, and now the establishment of this iconic facility, Audi Singapore will be the lead example for the region in evoking customer delight.”

“Our partnership with Audi Singapore has been very successful. This relationship has grown from strength to strength over the years, and the opening of this new Audi Centre is a testament to how far our relationship has grown,” said Mr. Hadi Widjaja Tanaga, President of Premium Automobiles Private Limited.

The Audi Centre Singapore is characterised by six different identifying features — faÃ§ade, entrance element, showroom concept, Audi curve, signage and exterior design. The faÃ§ade features its signature Aluminium Honeycomb sheet and offers an extensive view from the outside into the car display areas that can be seen, even by commuters taking the MRT.

The grand opening of the Audi Centre Singapore also sees the launch of the new Audi Q5. This leader of the premium SUV segment combines the sportiness of a sedan with practical solutions for everyday and recreational use. The completely updated Q5 offers improved efficiency and performance, adding many new solutions in design, infotainment, chassis and engines.