Step into Audi Singapore’s House of Progress at 18 Cross Street and it doesn’t feel like a car showroom. There’s coffee brewing at Burnt Ends Bakery, conversations happening over pastries, and visitors testing golf simulators or browsing limited-edition merchandise. Somewhere in between, there are cars, but they’re no longer the sole focus.
Over the past year, the space has hosted CEO roundtables, lifestyle events, and product showcases, while doubling as a retail touchpoint where customers can explore, configure, and ultimately purchase vehicles. It’s a deliberate shift from the traditional dealership model, one that blends lifestyle, content, and commerce into a single environment.
“To me, it represents a new beginning and chapter for Audi in Singapore — one that goes beyond a traditional showroom, allowing the brand to connect with customers through shared passions,” said Martin Bayer, managing director of Audi Singapore in an interview with MARKETING-INTERACTIVE.
“It has become a platform for conversations, community, and collaboration,” he added.
Don’t miss: Audi thinks out of the box with in-pond golf course campaign
That shift didn’t happen by accident. When Bayer stepped into the role, the challenge was clear: how to stay relevant in a market where customers already do most of their research online.
In today’s luxury environment, especially in Singapore, a car purchase goes far beyond price or product features. Customers are highly informed, digitally savvy, and expect a seamless, end-to-end ownership experience.
“By the time customers step into a showroom, they have already done extensive research,” said Bayer, adding that:
What they value most is clarity, confidence, and meaningful connections with the brand.
Singapore became the first market globally where Audi rolled out a direct-to-consumer model, taking full ownership of the customer journey from marketing and enquiry to purchase and delivery. The House of Progress sits at the centre of that ecosystem.
“Through the Audi House of Progress, we can better understand customer preferences, gather real-time feedback, and continuously refine the customer journey,” Bayer said. “Ultimately, the shift was about future-proofing our business.”
Not a showroom
Rather than splitting the space between selling and storytelling, Audi treats it as both.
“With our direct-to-consumer model in place, we no longer see the space as serving just two roles,” said Bayer. “The Audi House of Progress Singapore today carries multiple important functions for us: branding, customer loyalty, and retail.”
That plays out in how the space is used. In one instance, Audi hosted a CEO roundtable with IBM and Tatler Asia, turning the showroom into a forum for discussions on AI and business transformation. In another, golf simulator events created community-driven engagement moments for customers.
“There have been moments when the space clearly acted as a media and thought-leadership platform rather than a traditional showroom,” stated Bayer.
“So rather than balancing competing functions, we see House of Progress as an integrated ecosystem — where branding, customer relationship management, and retail work together,” explained Bayer.
Why physical still matters
For all the digital tools available today, Bayer argues that physical spaces still play a critical role, but just in a different way.
“Digital platforms are powerful for reach, speed, and convenience. But a physical space engages the senses in a way digital cannot — through design, materiality, sound, movement, and human interaction,” said Bayer.
The result is a hybrid journey. Customers research online, then visit the space not to discover, but to confirm by seeking reassurance and affirmation of their decision. This allows the House of Progress to act as the bridge between digital research and purchase completion.
Furthermore, partnerships have been key to making that bridge work. Burnt Ends Bakery, for instance, does more than serve food. It brings in a different audience altogether, one that might not have otherwise stepped into an Audi showroom.
According to Bayer, the brand has seen an increase in spontaneous interactions with customers who drop by for their usual bakes. In doing so, they are also discovering Audi in a relaxed, welcoming environment.
“This organic engagement introduces new people to the brand while deepening connections with existing customers,” stated Bayer.
The same thinking extends to collaborations tied to motorsport and lifestyle, such as the adidas x Audi Revolut F1 Team collection.
The collaboration, which dropped globally on 19 February, spans over 160 pieces and gives fans the choice between official teamwear and a lifestyle-focused fanwear line.
Speaking on the partnership, Bayer said that Audi looks for brands who share values of innovation and quality. This is especially since a mutually beneficial and complementary partnership will feel authentic to the fans.
Another example includes its partnership with Burnt Ends Bakery where the F&B establishment is “constantly pushing the boundaries of culinary excellence.”
In celebration of the first anniversary, it will be launching a new and refreshed menu, reflecting its constant drive for innovation.
Measuring more than sales
While the space has contributed to 24.4% year-on-year growth in car sales, Audi is tracking a broader set of metrics.
Footfall, repeat visits, and engagement all matter. So do softer signals such as how long people stay, what they interact with, and whether they come back.
“Over 60,000 beverages served at Burnt Ends Bakery reflect sustained footfall, while 900 test drives show that lifestyle engagement translates into genuine purchase intent,” said Bayer.
Even interactions with simulators and digital tools are tracked as indicators of brand consideration and emotional connection.
The shift hasn’t been without friction. One of the biggest challenges was communicating the move from Singapore’s traditional automotive belt to a more lifestyle-focused location, shared Bayer.
“We expected awareness to spread quickly, but educating audiences required sustained effort,” he said.
Over time, that challenge turned into an advantage. The CBD location now drives spontaneous visits, while the lifestyle-led setup encourages people to stay longer and engage more deeply. This reinforces an important lesson: that continuous communication and meaningful customer engagements are key to helping customers embrace change.
One year in, the House of Progress has become more than an experiment. It’s a working model of how retail, marketing, and experience can converge.
“Singapore is the first market globally to fully adopt the direct-to-consumer model, and we are very encouraged by the results,” said Bayer.
“It has strengthened customer trust, allowed us to deliver more personalised experiences that align closely with our premium positioning,” he added.
As such, in a landscape where discovery happens online, physical spaces need to work harder. Not just as retail endpoints, but as platforms for engagement, content, and community.
And sometimes, that starts with something as simple as a cup of coffee.
Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.
Related articles:
Audi and adidas take F1 off the track and into your wardrobe
Audi Revolut F1 Team appoints Aleph as official partner ahead of F1 debut
Audi Singapore shifts gears with new creative agency
