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Sonic Automotive and Audi of America Unveil Showroom and Service Center of the Future

Sonic Automotive and Audi of America’s Open Hotly Anticipated Modern Showroom

This spring, Sonic Automotive debuted a new Audi dealership and service concept in Nashville. The 35,000 square foot, two-story dealership is located in the heart of Nashville’s SoBro neighborhood – steps away from some of the city’s most popular music landmarks. The downtown location offers another convenient touchpoint for Audi customers in the greater Nashville area. The convenience factor extends beyond pure location; the dealership is equipped with industry-leading digital tools to give Audi customers full visibility into their purchase and service experience.

A few of the new amenities include:

  • Schedule pre-arranged VIP test drives of the latest Audi models
  • Build and customize an Audi vehicle with a virtual sales consultation
  • Communicate directly with factory-trained technicians via video about required vehicle services
  • Complete all element of the service selling experience digitally
  • Access state-of-the-art electric vehicle (EV) charging stations, services specifically tailored to EVs, and EV education

The design, experience, and amenities offered at Audi Downtown Nashville were influenced by direct feedback from customers in the community following the Middle Tennessee tornadoes and onset of the COVID-19 pandemic.

Customer viewing deck into the service area. Photo Credit: Sonic Automotive – Audi Nashville

The partnership between Sonic and Audi resulted in a digital-first dealership concept that directly incorporated community feedback into its design and operational structure. Audi Downtown offers a convenient, transparent sales and service experience that places the customer at the center of the purchase or service experience.

McMillanDoolittle partnered with Sonic Automotive, completing multiple phases of qualitative consumer research to inform the design and offerings of the company’s newest Audi dealership in downtown Nashville. If you’re interested in learning more about how qualitative or quantitative consumer insights can help power your team’s innovation pipeline, simply contact us.

Reagan Jacobs

Reagan provides research, planning and analysis support for McMillanDoolittle retail consulting projects. She supports company and client projects through consumer research planning, merchandise and operations analysis, financial modeling and graphic design work.

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