Which model will it be? With an internal combustion engine or electric drive system? And what about the exterior – the paint, the wheels? Would you like the S line? Any special preferences for the interior? What about entertainment options and driver assistance systems? Consultations of this kind not only take place at Audi dealers, but also millions of times on Audi websites. According to Michael Kranz, Head of Digital Business & Experience, “our digital platforms offer customers a premium personalized and visual experience.” The online car configurator on audi.de alone received more than two million hits in 2020, and this figure continues to rise year after year. A look at the back end of Audi’s configurator landscape.
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