No Limits: Audi Opens World's First Customization Studio in Saudi Arabia

The new Audi Center Riyadh, which has been specially designed by Audi commissioned architects, is the first to carry the 'Audi Exclusive' studio in addition to the standard showroom concept for Audi dealerships.

The Audi Exclusive studio will see specialized consultants assist customers in designing their customized Audi from virtually unlimited design options - from exterior colours and body kits, to standard or sports seats with leather upholstery, contrast stitching and piping, as well as aluminium and fine wood trims. High-quality materials combined with meticulous workmanship are imported from Audi Germany to create an Audi like no other.

At the official hand-over Mr. Ralph Weyler, Member of the Board for Marketing and Sales at AUDI AG, congratulated SAMACO Vice President, Sheikh Mohammad Sharbatly:

"We are proud to see the first 'Audi Exclusive' stuido by Audi opening in Saudi Arabia. With our model range Audi mees the high demand for premium vehicles in the Middle East, and Audi Exclusive customization will allow us to take this demand to the ultimate level, the vully individualized Audi.'

In order to cater for the growing demand of the Audi brand in both sales and service, SAMACO's expansion plan includes the opening of the Audi Center in Riyadh / Dabbab, a new Audi Service Center in Khurais as well as the recently opened Audi Service Center in Takhasosi.

Audi further extends its commitment to the Middle East region through an extensive analysis and expansion of its dealer network. In order to support Audi's medium term sales target of 10,000 units throughout the region, the German premium manufacturer forecasts a collective investment of its regional partners of approximately US$40 million over the next five years. The Jordanian market has seen the appointment of a new importer and the grand opening of a new Audi Showroom and service centre in July. Further showroom openings are expected in Qatar and Bahrain in November 2006, whereas further developments for Kuwait and Abu Dhabi are in their planning phase.





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Terminal10 - 10/13/2006 10:20:52 AM

+1 Boost

This seems like an odd move for Audi why not China or India or another far east region?

RS6Fiend - 10/13/2006 10:49:47 AM

+1 Boost

Audi understands that the Saudi's have the decadence and "bazillions" of dollars on hand; ready to by things like a chome A8.

Imagine the crazy customized R8's that's be kicking up sand there this time next year. Damn I wish I was a Saudi

sleepless - 10/13/2006 11:00:34 AM

+2 Boost

correction - this chrome A8 was displayed in Dubai autoshow couple of years ago and then some businessman bought it.. this picture was taken in Abu Dhabi the capital of the UAE...

vcowman - 10/13/2006 11:00:41 AM

-2 Boost

what a waste of time and resources, they could be out making the a4 more competitieve with the 3 series which is a goal worth persuing, not gold plating a8s.

Rupert - 10/13/2006 1:58:23 PM

+1 Boost

but they make a ton of money from it, and it raises their profile if loads of sheiks are driving them.

S4cabriofox - 10/13/2006 7:58:45 PM

+1 Boost

The B8 A4 (next-generation platform) will be revealed next year, about half a year after the A5 is shown at one of the upcoming auto shows.

The new A4/A5 will be a real competitor to the 3, believe me- it will have a new modular platform to keep it from being nose-heavy, a DSG transmission, more powerful engines, and significantly improved handling. As well as the usual gorgeous inteiror.

PlanoA4 - 10/13/2006 2:23:25 PM

+1 Boost

Profile is everything over there for sure.

chewy - 10/13/2006 7:23:43 PM

0 Boost

That is customer service. BTW, maybe BMW and Lexus should put their millions of advertising money to improve products?

aefsc430 - 10/13/2006 9:21:03 PM

0 Boost

A certain sultan of a certain country is going to be very pleased.

S4cabriofox - 10/14/2006 10:05:45 AM

+1 Boost

I think this is a very cool idea- you can get all custom colors and stitching and wheels and kits, etc.

Once all their dealers have this, what's the point of the stock colors? Except maybe for someone who doesn't want to spend extra?

But I think most people who buy Audis can afford it.

Rupert - 10/14/2006 1:20:22 PM

+1 Boost

do you guys not have the option on the US of any paint colour on your audi? we can. also any vw group paint colour, which costs less than any paint colour.
i could get an A8 in murcielago green or gallardo yellow, if i wanted. or for that matter, a Q7 in spirit blue, like your s4, right?

S4cabriofox - 10/14/2006 6:54:04 PM

+1 Boost

Exactly, we don't have that. I would love that option. Only S and RS cars are available in Sprint Blue (not Spirit), and I don't even think the new S8 is.

Seeing an A8 in the Gallardo's Ice Blue would make me laugh out loud!

I wish we had that.

Rupert - 10/14/2006 7:24:15 PM

+1 Boost

sprint blue, sorry.
but that option is restriced to s cars, rs cars and the a8.
unfortunatley my dream or a lambo orange q7 will not come true.
but...i can still get an a8 in imola yellow.....funfun.

mnsalmns - 10/15/2006 6:06:11 AM

+1 Boost

MB and BMW have always been the favorite luxury cars in this part of the world. Audi had to do something to earn a bigger share of the market.

By the way, A Saudi don’t buy an expensive car because he is a billionaire, the majority aren’t rich by the way. People there appreciate cars and an average person would spend a substantial amount of his income to buy an expensive car that would only be found with a rich doctor or lawyer in North America. Economically, that’s not wise but you only live once.

nybimmer - 10/15/2006 2:14:14 PM

+1 Boost

Why is this not a good idea? I'm sure Audi did a 'business case' on it before making the commitment. In the name of customer service and 'up-selling' customers, sounds pretty brilliant to me.

I'm sure that my fellow Americans who have to suffer thru awful Audi dealer service experiences would welcome an improvement in service. I think that's the big reason why the A8's sell a fraction of cars as BMW/Merc - in the US the dealer experience is by and large awful. When A6 owners want something nicer they migrate to Merc's or others where they really know how to take care of customers.

S4cabriofox - 10/16/2006 11:19:43 PM

+1 Boost

That's very true. Although my salesman (who I've gone to for three of my four Audis over the years) has been a rare exception to the mediocre service principal, Audi still has two things left to do: re-hire staff or enfore new rules, and advertise, advertise, and advertise some more!

If they slap the R8 on every third billboard on the highway, people will notice! And it will sell! It's like the new-age Carrera 4S (which is still a beautiful car IMHO).

When I had my A6 and wanted something nicer I went back to my Audi dealer and bought an S4 Cabriolet. When my friend had his A6 and wanted something nicer he went to his Audi dealer and bought an S6 Avant. When a second friend had his A6 and wanted something nicer he went to his Audi dealer and bought an A8L.