Having left the automotive belt, Audi Singapore has relocated its flagship showroom to the heart of Chinatown

Audi Singapore marks a new chapter with its grand new showroom. Located on the ground level of Cross Street Exchange at 18 Cross Street, the Audi House of Progress is an oasis of calm at the edge of the bustling financial district. Singapore is the first country chosen by Audi to adopt a direct-to-consumer model, which speaks of the island nation’s strategic positioning for the brand within the region.

Currently being showcased in the showroom is the all-new Audi A5 liftback, which was launched for the first time in Southeast Asia on 12 February. This is the first Audi model to use the Premium Platform Combustion (PPC), and MHEV Plus technology. The new architecture boasts  improved fuel efficiency and reduced CO2 emissions. The A5 will officially enter the Singapore market in Q2 2025. Other models on display include the SQ8, Q7, Q6 e-tron, Q4 e-tron, Q3 Sportback, A6 and A3 Sedan. The most impressive, however, is the Audi RS Q e-tron E2, the upgraded version of the very first EV to win the Dakar Rally, and driven by none other than Carlos Sainz Sr.

However, Audi has ensured that the House of Progress features more than just cars. Based on four key foundational principles – Performance, Lifestyle, Sports, and Dining, Audi Singapore aims for the showroom to offer something for everyone, whether they are customers, enthusiasts or even just visitors.

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In partnership with Burnt Ends Hospitality Group, the showroom houses the Audi x Burnt Ends bakery, which features a selection of sweet and savoury pastries inspired by German cuisine. Also in collaboration with Burnt Ends, is a cocktail bar that opens at night and will host myAudiworld and partner events.

Additionally, visitors who fancy some adrenaline are welcome to enter the Audi Performance Suite, where they can try their hand at driving one of the two cutting-edge Audi Sport Racing Simulators, that give a realistic experience of Audi’s Racing Sport (RS) models.

The showroom is also home to the quattro Golf Lounge. Created in partnership with Trackman, this virtual golf lounge celebrates thirty years of its sponsorship of the Audi quattro Cup. These golf simulators offer immersive and entertaining virtual golf sessions for amateurs and professionals alike.

“With the grand opening of Audi House of Progress Singapore, Audi Singapore has crossed a momentous milestone in our journey of transformation,” said Markus Schuster, Managing Director, Audi Singapore. “Singapore is the first Audi market globally to fully switch to a direct-to-consumer business model, affirming the strategic importance of the Singaporean market for the Audi Brand. The Audi House of Progress Singapore positions us strongly to enter this new era. We will continue to put our customers in the center of everything we do and to elevate the Audi experience even higher with our new brand home.”

From 15 February onwards, The Audi House of Progress will be officially open to the public daily from 10am to 7pm, while Audi x Burnt Ends will be open from 8am to 4pm daily and the bar from 5pm till late daily.

Text: Tan Kai Wyn
Photos: Tan Kai Wyn, Clifford Chow, Audi Singapore