Audi Accelerates Mobile Program With HTML5

Audi-App

Audi's potential buyers and existing customers should be able to access the brand more easily anywhere via a range of recent mobile launches. The company announced a new "mobile experience" with the recent rollout of an HTML5 site that plays well on most smartphone browsers and tablets.

The mobile hub serves as both a promotional vehicle for car shoppers and a service center for Audi owners. Visitors can peruse the latest luxury models or they can access financial services to make a payment, order roadside assistance or schedule maintenance appointments. At the same time, all Audi dealer sites are being updated with HTML5 functionality, including click-to-call links for service and access to vehicle inventories.

Audi is backing up this more mobile-friendly push with a banner and iAd mobile advertising campaign. Stand-alone apps for select models are also available, including rich iPad apps for the Audi A6, A7 and A8 models. The company is rounding out the device-based extensions with an event app that can be used at auto shows.

The carmaker says it is trying to leverage mobile to reach potential buyers at every point in the consideration and purchase process. Chief Marketing Officer Scott Keogh states: "Our research shows that 41% of U.S. Internet users shop for autos on their mobile devices and 92% of Audi buyers visit AudiUSA.com before purchasing their vehicle. That's why we're taking a more sophisticated and interactive approach to meeting mobile customers on their terms."

Auto companies have been the earliest and most evolved adopters of mobile marketing, since research points to the importance of handheld devices in the auto purchase funnel. A recent Greystripe study of car buying habits found that 44% of potential auto buyers who owned smartphones will use them on the dealer lot to compare prices.

 

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