To have the flexibility to respond to changing customer requirements, Audi needed to replace their traditional, bureaucratic corporate mentality with a new agile mindset. Additionally, they were in a position where their technical capabilities simply could not keep up with their business requirements for global commerce strategies. They also had limited control over their global network of dealerships and subsidiaries, which were spread across hundreds of systems.
It was clear that Audi's next-gen electric cars needed the most modern in-car commerce functionality to match.
The Audi commerce platform has been built with 3 core values in its DNA: speed, adaptiveness and effectiveness. With commercetools as the backbone for our platform, we were able to build a scalable, global commerce infrastructure aligned with our values. As a result, we can now leverage new eCommerce business models at Audi in only a few weeks.
Product Owner Digital Business, AUDI AG
The Audi product information management (PIM) now sits on the commercetools commerce platform and is used to maintain information, such as prices, translations of product text, and functions and services, that benefit dealers and customers. Product data is stored and managed via a central data maintenance system that is location-independent. Output channels such as websites, web shops or points of sale are connected as standard.
By utilizing the commercetools software, Audi customers can buy and activate new functions in their car via their myAudi app. On-demand capabilities of the new digital functions launched in Germany before being rolled out to other European markets.
Allows customers to purchase car upgrades and additional features via an app or in-car settings.
Makes real-time over-the-air updates to millions of cars and mobile devices around the world possible.
Decoupling the backend supports integration with a mixture of specialized services and in-house development.