Audi to ‘re-imagine’ customer experience through Audi RED

Audi announced the launch of Audi RED, a new agency whose goal is to bring together subject matter experts across technology, strategy, and creative to think beyond the day-to-day and develop re-imagined digital experiences for customers of the German automotive brand.

The newly-formed agency is based in North America and will be focused on identifying and creating enhanced customer experiences across Audi’s digital ecosystem, the Ingolstadt-based carmaker explained.

“Digitalization of the entire customer journey will be the future. Audi RED is one way we will create a consistent, seamless, and emotional premium experience at all brand touchpoints,” said Audi Digital Business Portfolio and Program Management Head Boris Meiners.

Audi partnered with kyu Collective member and data-driven creative agency, BIMM, to form the new joint venture. Per the auto firm, Audi RED will enable the brand to mobilize, activate, and tackle complex digital solutions quickly and pilot new customer-facing experiences at unparalleled speed to market.

“This joint venture is built out of a successful partnership of more than 15 years between Audi and BIMM. A brain trust of thinkers and developers are committed to rapid development and delivery from concept to customer experience,” commented Audi RED Managing Director Marco Tomada.

Audi has not given any specific information as to how Audi RED will exactly re-imagine the digital experience for its customers. Although Audi of America and Audi Canada Digital Business Vice President, Mirjam Abel, hinted that the first market to experience what Audi RED has to offer would be the North American region.

Audi RED, Abel explained, will give the marque us “the speed and scale” it needs to serve the North American audience and beyond.

Photos from Audi and BIMM

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