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Audi bolsters dealer facilities

Sharp showroom: The $11 million upgrade to Audi Centre Doncaster has created space for 18 new vehicles as well as an 18-bay servicing facility.

Improved access and facilities to boost sales but Audi dealer numbers will stay put

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Audi logo16 Mar 2015

AUDI has broadened the access, functionality and appeal of two key dealership locations in suburban Brisbane and Melbourne, facilitating sales growth and customer satisfaction in under-represented areas.

But despite forecasting volume rises of about 20 per cent in Australia this year, the German marque will not expand beyond the current 38 national sales outlets in the near future, as it strives to improve dealer throughput and profitability.

According to Audi Australia managing director Andrew Doyle, the upgraded centres in Indooroopilly and Doncaster are part of the company’s commitment towards achieving long-term sustainable growth.

“We’ve opened up a new facility in the Indooroopilly roundabout in west Brisbane,” he told GoAuto at the launch of the facelifted Audi A6 and A7 Sportback ranges last week.

“This is very important because we now have strong representation in the city, in the west, the Gold Coast and the south. And we’re balancing that with representation in the Sunshine Coast and up in far north Queensland with our rural dealers.

“So it’s a closing of an open point in our dealer network. And for us, if you look at the market data, that’s a big opportunity for us in terms of volume gain.

Mr Doyle said while the Doncaster dealership in Melbourne's east had been successful in the past, the upgrade will ensure it is even more competitive.

“Melbourne is also a focus area, with the opening of the Doncaster dealership a real added presence for us. We’ve actually already done really well in Doncaster in terms of market performance, but we had worked out of a confined space. Now we’re right next door to BMW and across the road from Mercedes-Benz and soon Porsche.

“So we’re right in the thick of it now and I believe we can really do a great job of it.” With Queensland ahead of other states in terms of volume growth percentage – running at 43 per cent last year compared with the national average of 21 per cent nationally – Mr Doyle said the Indooroopilly dealership is in a key position to drive sales up.

With key metropolitan distribution showrooms expanded and improved to deal with increased customer traffic and servicing demands, Mr Doyle said he is confident that there are now sufficient dealer numbers to keep both Audi and its outlets happy for now.

“It’s not really our goal to keep on adding dealerships,” he revealed. “There are some regional and rural areas with very small volume that we might look at in the future, but our commitment to our dealers is that they need to have a successful business that they can reinvest in. So, expansion wise, that’s about it.” The Doncaster dealership has undergone an $11 million upgrade, and includes space for 18 new and 35 used vehicle displays, as well as an 18-bay servicing facility. Employing 50 staff, it is equipped to deliver more than 800 vehicles annually.

Located in the north-east region of Melbourne, Audi Centre Doncaster is the fourth of its size that Audi has opened in the southern part of Australia.

In November last year, Zagame Automotive Group opened the Audi Centre Melbourne at the northern end of the CBD, which is the largest Audi showroom in the southern hemisphere.

Both the Indooroopilly and Doncaster sites opened this month.

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