Markus Schuster announces his departure as managing director of Audi Singapore during the opening of the Audi House of Progress Singapore
It's interesting when you consider how the strategic directions of the Teutonic triumvirate in Singapore have taken different paths. Mercedes-Benz has forged even stronger ties with its authorised distributor Cycle & Carriage, BMW has appointed two dealers and Audi has decided to tackle the market itself by adopting the agency model and setting up the Audi House of Progress Singapore brand experience centre.
At the opening of the Audi House of Progress Singapore, Markus also announced his departure as managing director of Audi Singapore, so we have a chat with him about how far the brand has come in Singapore.
Many of us will recall he launched the original Audi e-tron when he first joined Audi Singapore five-and-a-half years ago. Since then, the brand has added the Q4 e-tron, Q6 e-tron and upcoming A6 e-tron to the e-tron family here.
Additionally, Markus enjoyed fostering deeper relationships with Audi customers and the community, thanks to events like the Audi quattro Cup and myAudiworld gatherings, which allowed him to connect with passionate customers on a more personal level.
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David Khoo (DK) : It's an exciting time for Audi Singapore with this reboot, but any standalone is a huge undertaking, especially without the support of a local AD. Porsche is still learning this today with the Studio and sales operations. How many additional headcount did Audi Singapore add to handle the setting up of the Audi House of Progress Singapore (AHOPS) and to handle daily ops?
Markus Schuster (MS) : Since last year, Audi has established a dedicated team to support the transition leading up to the opening of the Audi House of Progress Singapore. We have also been actively hiring to fill the range of roles required at our new integrated lifestyle space. With the official opening, we will continue expanding our team as needed, and flexibly adjust staff deployment to best cater to our customers’ needs.
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DK : The AHOPS' location is nestled between the modern bustle of the CBD and the historical Chinatown. It's an interesting juxtaposition that should see an eclectic mic of tourists and post-work foot traffic. How are you expecting to attract a genuine buying audience to Audi, especially bearing in mind many CBD workers commute to the office by public transport?
MS : With the Audi House of Progress Singapore located at Cross Street Exchange, Audi Singapore is able to reach out to and interact with a broad consumer base in the spaces where they live, work, and play. We are keen to connect with many diverse customers, including existing fans as well as new potential customers and Audi lovers. The CBD also sees a higher footfall of PMEB (professionals, managers, executives and business owners) consumers, which form a large proportion of our customer base and target audience.
Additionally, we designed the Audi House of Progress Singapore to be more than just a showroom – it is also a lifestyle destination where visitors can immerse themselves in all things Audi and more, whether this might be a brief stop for coffee during the day, an after-work visit, or dropping in on the weekends with family. These organic touchpoints empower consumers to get to know and connect with Audi on their own terms, building a greater understanding and affinity for our brand in a variety of ways.
DK : With the exception of models at the cheaper end of the price spectrum whose customers might accept a click-and-buy arrangement, there's a higher expectation of bespoke human interaction demanded in the $450k and up segment. How will you draw such buyers to the new location?
MS : Audi’s recently-launched online retail platform is designed to provide customers with greater flexibility and convenience, but it is clear that personalised, in-person interactions remain an integral part of the purchasing process for many, especially in the premium luxury segment.
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The Audi House of Progress Singapore is a key touchpoint in our omnichannel strategy, providing a dedicated space where customers can get up close and personal with our latest models. Beyond the lifestyle elements available at the showroom, there are always-accessible sales and product experts to guide customers through their queries and purchases. The new dedicated consultation areas also feature innovative technologies to help customers explore our cars with new levels of customisation, and even visualise their preferred configurations on interactive digital displays. Our goal is to ensure a highly personalised and seamless experience at every stage of the customer journey.
DK : Apart from Burnt Ends (L-R: Markus Schuster, Dave Pynt of Burnt Ends), can you share your plans for strategic tie-ups with other businesses (lifestyle or corporate) that could lead to greater showroom traffic, especially given the location is away from the familiar Leng Kee car belt?
MS : AHOPS is a versatile space where we intend to host a curated programme of public events, bespoke experiences and exclusive gatherings. In developing the space, we currently already work with the likes of Bang & Olufsen, Bolia, TaylorMade and more. The partnership with Burnt Ends Hospitality Group to create the Audi x Burnt Ends Bakery is just the beginning, as we continue exploring opportunities with like-minded lifestyle and corporate partners to create engaging experiences for our customers and the wider Singapore community.
DK : There's a heavy flow of road traffic in the area during peak times, which might have an impact on test-drive quality. How will AHOPS manage this?
MS : The majority of customer test drives typically take place on the weekend, when traffic conditions around the CBD area usually ease up compared to other locations in Singapore. It thus becomes an advantage for customers to test drive Audi cars from a location like Cross Street Exchange, and builds an even more special experience.
We understand that test drives are an important part of a customer’s journey. Audi Singapore will continue to prioritise customer needs and ensure that the overall car purchase experience remains seamless, convenient, and enjoyable. Our brand representatives will be on-site to carefully curate and schedule test-drive routes that offer a mix of real-world conditions in various driving conditions. This will allow customers to have a comprehensive experience behind the wheels of our cars.
