AUDI IS PREPARING ITS FIRST PURELY DIGITAL WORLDWIDE MARKET LAUNCH FOR THE NEW A3 FAMILY USING CLX

About 15,000 sales and service employees as well as about 20,000 service technicians at retail partners around the globe have to be prepared and trained for this. In view of the coronavirus crisis, Audi is for the first time completely foregoing face-to-face training and instead is using a variety of digital formats ranging from web-based training to augmented reality and virtual reality training.

“With the new A3 family, we are launching one of our most important model lines on the market this year. Thanks to the great commitment, creativity and motivation of our team and our partners, we were able to very swiftly and flexibly switch over to digital training formats so that our worldwide sales and service network could optimize their preparations for this,” said Horst Hanschur, Head of Retail Business Development and Customer Services at AUDI AG.

Hanschur further adds, “We benefit here from our many years of experience in using digital tools for our sales and service training. In view of the currently difficult worldwide situation, we are further accelerating the shift to digitalization we had already initiated. We are already working intensively on the next steps and we want to further develop this methodology, especially for our electric offensive. With the increasing digitalization of our vehicles, we are consequently also digitalizing our training methodology.”

To ensure uniform quality standards worldwide, AUDI AG had already produced a large number of digital training formats for this purpose – some of them in the company’s own television studio – and had made them available in various languages. Virtual reality formats were also used for the first time for the market launch of the Audi e-tron. This know-how is now being applied to the train-the-trainer courses for the A3 family.


Dubbed the “Central Launch Experience” (CLX), training for the market launch teams in sales and service started several weeks ago with web-based training courses on new design features, engine/transmission variants and assist systems, for example. There are also video conferences where individual detailed questions can be clarified with experts from Ingolstadt. Extensive training documents are also available on an online platform for the global markets. #coronavirusimpact #COVID19 #AR #VR #NewNormal

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