Audi, in partnership with Al Nabooda Automobiles, has officially opened its new flagship showroom in Dubai, introducing the first of its kind retail concept in the region and establishing what the company describes as a new global standard for customer experience and automotive retail design.
Located in Dubai, the facility spans three floors and has been developed to offer a fully immersive, digitally integrated environment that aims to transform the traditional car showroom format. Audi says the new site is designed to streamline customer interactions and reflect its brand values of progress, premium design, and innovation.
The launch event was attended by several senior executives from Audi AG, including Marco Schubert, Member of the Executive Board for Sales and Marketing, and Viktoria Kaufmann-Rieger, Director of Sales Overseas. Also present were René Koneberg, Managing Director of Audi Middle East; Victor Dalmau, COO of Audi, Al Nabooda Automobiles; and Jan Scheidgen, General Manager of Audi, Al Nabooda Automobiles. Representatives from Dubai Police, local partners, and members of the media were also in attendance.
The new showroom houses Audi’s complete product range, including its latest sedans and SUVs, Audi Sport performance models, pre-owned vehicles under the Audi Approved programme, and the fully electric Audi e-tron line-up. The space is designed to facilitate a digital-first customer journey, incorporating interactive touchpoints and streamlined service stations.
The opening night also included a heritage showcase of classic models from Audi’s auto past, such as the Audi 60 Sedan, Audi 80, Audi GT 1983, Audi Quattro, Audi RS2, and Audi RS4. The company also used the occasion to stage the regional debuts of the Audi A6 e-tron and the latest Audi Q5, alongside newly introduced models including the Audi A5, Audi S5, Audi Q6 e-tron, and RS Q8.
K. Rajaram, CEO of Al Nabooda Automobiles, described the showroom as a landmark development for the brand and the region.
“The Audi Dubai showroom sets a new benchmark for automotive excellence in the region, reflecting the highest standards of innovation, luxury, and customer experience,” he said. “As the first of its kind in the Middle East, this flagship location marks a significant milestone in Audi’s journey of evolution, grounded in progress, shaped by advanced technology, and designed entirely with our customers in mind.”
Audi said the Dubai showroom represents a cornerstone of its wider retail transformation strategy, reinforcing the importance of the Middle East in its global operations and positioning Dubai as a regional hub for luxury automotive innovation.
