Audi's Progressive Retail Concept Showroom Lands in Dubai and Doha

Saudi Arabia : Audi unveils a new kind of showroom that mixes digital tools with personal service, giving customers a smarter, more connected retail experience.

• Audi opens futuristic showrooms in UAE’s Dubai and Doha.
• Focus on new tech, sustainability, and customer interaction.
• New Audi model previews: Audi A6 e-tron, Audi Q6 e-tron, and other Audi models.

Audi Middle East is changing the way customers experience car shopping in the region. The German luxury car giant has launched new ‘Progressive Retail Concept Showrooms’ in Dubai and Doha. 

With this innovative move, the German luxury car brand introduces a unique retail space that combines personalization, innovation and eco-conscious design.

Audi’s New Phase in Customer Experience

Audi’s Progressive Retail Concept Showroom is more than just a place to explore cars — it consists of immersive voyage. The locations now open in Doha Festival City and along with Dubai’s Sheikh Zayd Road creates unique spaces that mix human interaction with smart technology.

The Dubai showroom, the biggest of its kind in the region, spreads across three levels. Both sites act as a gateway to Audi’s vision of future mobility. It allows visitors/guests to explore features, compare models, and interact with German carmakers’ innovations through digital tools.

Inside, the 'Nexus' serves as a central point where Audi experts help visitors navigate their journey. The customer receive guided experience through browsing in the 'Progressive Lab', customizing vehicles in the 'Library', or exploring live model displays on the 'Stage'.

What’s Inside the New Showrooms

Model highlights are:

• Doha: All-new Audi A5 and S5.
• Dubai: First Middle East preview of the A6 sedan and A6 e-tron.
• Also featured: Audi Q5, Audi Q6 e-tron, Audi e-tron GT.

Key areas in each showroom are:

• Nexus: Central guidance and interaction hub.
• Progressive lab: Deep dive into e-tron tech.
• Stage: Rotating model showcases.
• Library: Digital vehicle configurator.
• Lounges: Flexible spaces for co-working and personal time.

Customer experience features are:

• Hands-on model interactions.
• One-on-one expert support.
• Mix of digital and real-world engagement.

Sustainability by Design

Audi’s sustainability goals are also at the heart of these new showrooms. Every part of the space has been built with the environment in mind—modular designs reduce building waste, and eco-friendly materials help lower the carbon footprint. Digital tools replace most printed materials, cutting down on waste while making the experience more engaging.

“The Progressive Retail Concept Showroom is a complete rethink of what automotive spaces should be. We’ve designed it to reflect the future of retail: digital where it adds value, personal where it matters most, and always centred around the product. These new spaces put our models, our people, and our customers at the heart of the experience. You can touch, test, and explore the future of Audi on your terms,” said Rene Koneberg, Managing Director, Audi Middle East.

Looking Ahead in the Region

This new launch is just the start. Introduced first in the year 2021 worldwide, the Progressive Retail Concept is now expanding across the Middle East. Audi’s vision is clear: bring people closer to the product, make the experience meaningful, and use digital tools where they add real value.

After Dubai and Doha, more cities in the region will soon see these showrooms become a new standard in premium automotive retail.