Audi Hangar
ONE-STOP CENTRE – The Audi Hangar
The Audi brand is set for a revival with the launch of its latest concept of having everything under one roof- The Audi Hangar. Euromobil Sdn Bhd, the current importer and distributor of Audi in Malaysia has invested a whopping RM30million ringgit into the construction of this conceptual operations centre. This Audi Hangar will be the second one in the ASEAN region, next to the one in Jakarta, Indonesia. This unusual architectural concept will serve as a one-stop centre for all Audi customers, and Acting CEO of Euromobil, Mr. Ng Tat Huen states that the Audi Hangar will be a place where customers can fully experience the world of Audi, not merely in the products and services, but as well as the lifestyle associated with the Audi brand.
The Audi Hangar is the brainchild of the collaboration between Prof. Klaus Schmidhuber, a Munich-based architect, and the Audi Corporate Identity Team. The first hangar was opened in Ingolstadt, Germany, in May 1996. The Hangar concept incorporates the ideal fusion of extra space and economy into one architectural marvel; under the sweeping curve of the Audi Hangar, a vast space is formed by the lighting, the translucent glass walls and a delicate steel tracery free of support beams and columns. To prominently become the new symbol of the Audi brand, the visionary construction method unites economy, ecology and elegance to create a visual symbolic gesture. Now this elegant silver structure sits on a 3.3acre piece of land in Glenmarie Shah Alam, proudly embodying the Audi core value – Vorsprung durch Technik or Advancement through Technology.
To date, there are more than 250 Audi Hangars around the globe; and each one is an exact replica of every other. In Asia-Pacific, there are Audi Hangars in Australia, New Zealand, Japan, and China. At the end of 2003, Audi opened the first ASEAN region hangar in Jakarta, Indonesia. All these hangars will house within its parameters, a Showroom, Merchandise Boutique, Café and a fully-equipped service/spare parts centre. The Audi Hangar is prepared to ‘serve-its-name’ on a silver platter to any customer, from the point of the purchase decision, to the moment the owner chooses to put it back on to the market.
This particular one-stop Audi facility project began in November 2003, and was completed at the end of July 2004. This ‘beaming’ hangar covers more than 13,000 sq metres of land, has two floors and has a built-up area of 3,774 sq metres. The ground level has a showroom space for 13 cars, a cafe, sales area, after-sales area and other facilities. On the mezzanine floor, a gallery that provides an overview of the showroom below, from the management and operations, or corporate area. A prominent feature of the Audi Hangar is that that it uses up to 60% or more natural lighting; a feature that allows you to view cars in under natural light conditions.
The Audi Hangar’s showroom concept resembles that of a designer-label boutique with the vehicle display taking centre-stage. Vehicles are displayed in a ‘circular realm’ concept; each model has illustrated panels to present key and distinctive features.
Displays are slightly raised and positioned directly against the glass façade to allow the cars to glimmer attractively under the sunlight. Not forgetting the customers, there is plenty of ‘people area’.
The Audi maintenance team are smartly dressed in bright red designer mechanic suits; with the Audi brand proudly embossed above the left breast-pocket. With this comes a promise that Audi owners can expect skilful and professional care for their cars. Technology is shared with other Audi Hangars and also Audi Ag of Germany.
