Audi has officially opened the House of Progress in Singapore, marking a significant milestone in its transformation. Situated on the first floor of Cross Street Exchange in Chinatown, this new space redefines the brand’s approach to automotive retail. The House of Progress is designed as a lifestyle destination, offering more than just a showroom experience. It embodies four core pillars—Performance, Lifestyle, Sports, and Dining—each with dedicated sections and interactive activities.

For customers interested in purchasing an Audi, the space features consultation areas and a private lounge where vehicles can be customized using the latest digital tools. Test drives can be arranged with Audi’s sales and product experts, ensuring a seamless and personalized buying experience.

The Performance Suite highlights Audi’s legacy in motorsport and high-performance engineering. A rotating collection of Audi’s iconic performance and racing cars is displayed, accompanied by two Audi Sport racing simulators that allow visitors to engage in an immersive driving experience.

The Lifestyle section serves as a venue for exclusive events curated for members of myAudiworld, Audi’s customer experience program. Activities such as wine tasting sessions and painting masterclasses with expert artists are designed to enhance the ownership experience and strengthen the community around the brand.

The Sports section introduces the quattro Golf Lounge, developed in partnership with golf technology company Trackman. This lounge features advanced golf simulators that provide a realistic golfing experience. Premium golfing gear, sponsored by TaylorMade, is available for use, making it an engaging space for both enthusiasts and newcomers.

Dining at the House of Progress is offered in collaboration with Burnt Ends through the Audi x Burnt Ends Bakery. The café operates from 8 AM to 4 PM daily, serving a selection of sweet and savory baked goods, along with a curated coffee experience at the interactive brew bar. In the evenings, the GT Bar, located in the Audi Performance Suite, offers a relaxed setting with a selection of cocktails. The bar also serves as a venue for private gatherings and brand events, providing an intimate space for myAudiworld members and partners.

The opening of the House of Progress coincides with Audi’s transition to a direct-to-consumer business model, where the brand takes full control of retail sales and distribution instead of relying on traditional dealerships. This shift represents a strategic move to create a more direct and customer-centric relationship.

During the launch event, Audi provided a special preview of the all-new A5, the first model built on the Premium Platform Combustion (PPC) architecture. Scheduled for release in Singapore in the second quarter of 2025, this vehicle represents the brand’s commitment to innovation and performance.

Markus Schuster, Managing Director of Audi Singapore, emphasized the significance of this development, stating that the launch of the House of Progress marks a pivotal moment in Audi Singapore’s transformation. He highlighted Singapore’s role as the first Audi market globally to fully adopt a direct-to-consumer approach, reinforcing the brand’s confidence in the market’s strategic importance. With this launch, Audi is redefining the automotive retail experience, merging cutting-edge technology, immersive brand storytelling, and an elevated lifestyle approach, setting the stage for a new era in customer engagement and luxury mobility.

Disclaimer: This image is taken from Audi Singapore