Ali and Sons, the sole dealer for Audi in Abu Dhabi and Al Ain, will open the first Audi Sport Center in the world in Abu Dhabi on October 26th. The Audi Sport Center, which is located in Al Sawari Tower A on the prestigious Corniche Road, will be the first such stand-alone showroom that will be dedicated to Audi’s new performance brand. The new facility covers 1,122 sqm across two levels. Ali and Sons has invested over USD 60 million on developing the Audi brand in Abu Dhabi over the past two years, including the new Audi ‘Terminal’ showroom, a new service workshop, an Audi Approved: plus showroom and the new Audi Sport Center.
Speaking about the new facility, Mark Austin, General Manager of Audi Ali and Sons said that it is an investment in the future as it will be a dedicated space for high-performance car lovers. It will have a distinct look and feel and will be all about luxury, right from the main entrance with its red walkway to the Audi exclusive lounge area on the mezzanine level.
The new Audi Sport Center will be showcasing only the high performance models from Audi, the Audi Sport RS and R models. Customers will have a more personalized experience as it will be a more specialized facility and will offer an environment that is tailored for them. They can confidently visit the showroom with the expectation of 5-star service.
Through Audi Sport, Audi will cater to the special needs of fast car lovers and
will group all of its high-performance models under this new brand. Through Audi Sport, Audi will highlight the close link between motorsports and its regular road models.
Ali Bin Khalfan Al Mutawa Al Dhaheri, Chairman of Ali and Sons, Stephan Winkelmann, CEO of Audi Sport, Tom Kristensen, 9-time Le Mans winner and General Manager of Audi Ali and Sons, Mark Austin, will be the prominent dignitaries who will attend the opening of the Audi Sport Center with numerous VIP guests.
From a sales perspective, the UAE is the most important market for Audi in the Middle East making Abu Dhabi the perfect market to open the first Audi Sport showroom. Customers in Abu Dhabi are highly conscious of the latest models and have a taste for big, high-end cars like the Audi R8. Mark Austin said that compared to normal markets, Abu Dhabi has an unusually specialist sales model mix. Also, in our experience Abu Dhabi buyers are highly demanding and want everything, so the showroom’s specification choices must include everything.
The Audi R18 which won the 2014 Le Mans 24h race and the Audi R8 LMS have been specially flown in for the grand opening. There will also be a very special display of the legendary Audi S1 quattro from Audi’s successful rally era. Customers can also expect a preview of the Audi RS Q3 performance, which has just arrived in the market.
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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