Interview with Markus Schuster on Audi's New House of Progress Singapore

For the first time in history, Audi will no longer be on the Leng Kee automotive belt - its new home is right in the heart of the city, the House of Progress Singapore. Besides our sneak peek here at the brand-spanking new location, we snatched some time with Markus Schuster, Managing Director of Audi Singapore, to discuss why Audi has made such a significant shift.

At the same time, this is also Markus’ last project in Singapore (watch out very first interview with him here) - his successor, Martin Bayer, will assume his role this month. With the Audi Group for some 26 years, Martin will take over the mantle in transitioning Audi to a full direct-to-consumer retail model – a first for any Audi market globally.

1. We have observed a few different routes to retailing cars in Singapore. Direct to consumer, like Porsche; the appointment of two dealers, like BMW; or the retention of the traditional dealer model. Audi has chosen the Porsche route. Porsche sales have suffered since it has embarked on this strategy. How would Audi do this differently? Why did it still choose to take on this route?

The transition to a direct-to-consumer approach requires significant planning across multiple areas, including a thorough evaluation of the current market climate, state of business, and long-term goals. While we are unable to comment on the activities of other automakers, our approach during this transition has been guided by a holistic and informed strategy to bring about optimal outcomes. Close collaboration with all stakeholders across the ecosystem has also taken place to ensure seamlessness across every aspect.

For Audi, transitioning to a direct-to-consumer retail model allowed us to offer new and convenient ways to purchase Audi cars, present an even wider array of Audi experiences and moments, and engage with our customers more seamlessly than ever. The Audi House of Progress Singapore is Audi’s new home and lifestyle destination in Singapore, and beyond being a flagship showroom to sell Audi cars, it empowers customers to experience Audi beyond our products – immersing into realms such as dining, sports, history and legacy, and more.

Ultimately, when choosing to embark on this transition, optimising and creating an omnichannel customer experience were top-of-mind and served as guiding principles. We remain confident that this new chapter for Audi Singapore will bring us even closer to our customers, and help us create impactful interactions and memories like never before.

2. A city showroom is not appealing to drivers especially when it comes to ease of parking and test drives due to traffic. Is this really the best location from the customer perspective?

The location of Audi House of Progress Singapore was chosen after careful consideration, with the goal of bringing the brand closer to our customers and the wider Singapore community. In doing so, key factors such as accessibility, brand visibility, and overall customer experience were considered. Being situated between Singapore’s Central Business District and the bustling Chinatown precinct allows us to engage a diverse range of customers where they live, work and play. Whether it’s a quick visit during an office lunch break, an after-work stop, or a weekend outing with family, the space is designed to be an inviting lifestyle destination every day of the week. For car owners, there is also a dedicated car park within Cross Street Exchange for ease, and the central location similarlyoffers convenience for the public regardless of how they commute.

To further enhance accessibility, we also introduced a fully integrated online retail platform last year that seamlessly complements the physical space, to deliver an omnichannel experience that gives customers greater flexibility throughout their car purchase and ownership journey.

3. We have observed better options included into Audis since the new direct to consumer model. What is the positioning of Audi’s option load now in relation to its competitors? Offering more for the same price? I am assuming competing on price is not the objective here?

Alongside the adoption of the direct-to-consumer business model, Audi Singapore has embarked on a wide-ranging product offensive, bringing a broad spectrum of Audi models to Singapore to suit various demographics, preferences and life stages. These include the Audi Q4 e-tron in 2024, the Q6 e-tron and enhanced A3 at Singapore Motorshow 2025, and a slate of additional launches this year, including the all-new A5 in the second quarter. With these new entries, Audi Singapore is well-positioned to cater to different needs and lifestyles – be this design and performance enthusiasts, couples and families looking for versatility and space, those looking to purchase their first EV, and more.

Given the unique dynamics of the Singapore market, car purchasing decisions are impacted by a mixed basket of factors, with car prices being just one of them. The premium segment sees luxury customers that are less impacted by economic headwinds, which results in other factors such as brand prestige, car design and performance coming to the fore. The COE model also heavily influences prices, which applies a standardised layer across all automakers without exception. As a result, market conditions compel car brands in Singapore to create differentiation via other means, including product diversity and customer experience.

4. How many additional staff are you going to hire or have already hired for the new HoP?

Since last year, Audi has established a dedicated team to support the transition leading up to the opening of the Audi House of Progress Singapore. We have also been actively hiring to fill the range of roles required at our new integrated lifestyle space. With the official opening, we will continue expanding our team as needed, leveraging new hires and existing talent to enhance customer experience at the Audi House of Progress Singapore.

5. Where will we see used cars being sold? How are trade-ins handled?

Trade-in requests and car financing solutions are services available on Audi’s online retail platform. Customers will be able to submit an online request for a trade-in with the details of their existing vehicle. Once this has been reviewed by Audi’s panel of dealers, they will be able to select the highest trade-in quote offered to them.

We are also currently planning a used-car arm on our online retail platform as well. As more trade-ins take place and demand increases, further information will be shared progressively.

6. What were some of your most memorable achievements as MD of Audi Singapore?

As Managing Director of Audi Singapore, I've had the incredible opportunity to lead the brand through a transformative journey here in Singapore. One of the toughest but also most interesting challenges has been spearheading Audi's shift to a full direct-to-customer business model, making Singapore the first Audi market in the world to do so. This shift wasn’t just a business move; it was about future-proofing Audi Singapore, strengthening our relationship with customers, and staying ahead in a rapidly evolving automotive landscape.

Launching our online sales platform and the Audi House of Progress Singapore have been crucial milestones. These platforms offer our customers personalised, seamless ways to engage with Audi, reflecting our commitment to creating a more customer-centric experience that goes beyond just selling cars. I’m truly proud of the Audi Singapore Team for providing a holistic experience that represents the future of mobility.

Looking back at my journey with Audi Singapore over the past five and a half years – one of my first responsibilities was launching the Audi e-tron, Singapore's first electric German premium SUV. Since then, the e-tron family has quickly grown to include the Q4 e-tron, Q6 e-tron, and the upcoming A6 e-tron. It’s been amazing to witness how the e-tron trademark has become one of the most recognisable EV brands in Singapore, and it's been rewarding to contribute to the shift towards more sustainable mobility.

Lastly, what stood out most to me throughout this journey were the chances to build deeper connections with our customers and the Audi community. Events like the Audi quattro Cup and myAudiworld gatherings have allowed me to engage with our passionate customers on a personal level. Watching our bond grow stronger year after year has been truly inspiring.

I am incredibly proud of what we've accomplished, and I’m grateful to the amazing team that made it all possible. Together, we've not only overcome challenges but have turned them into opportunities, all while shaping the future of Audi Singapore.

7. What will you miss most about Singapore?

Singapore has been my home for the past five years, and it will always hold that place in my heart no matter where my future endeavours take me. My family also calls the Lion City home, and we cherish living in this vibrant international hub at the heart of Southeast Asia. We love the mix of cultures, the incredible food, and the countless experiences this city has to offer.

Singapore is a city in constant flux, yet what remains are the lifelong friendships formed along the way. So, any departure will always be a “see you later”, rather than a farewell.

Photos by Audi Singapore

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