Audi

The Challenge

Audi wanted to evaluate how effectively its dealership teams were trained and performing when engaging with one of their most valuable customer segments — drivers looking to upgrade premium, top-of-the-range vehicles. The objective was to ensure that sales staff were consistently maximising every opportunity, both in terms of conversion and customer relationship building. By assessing whether sales guidelines were being applied in practice, Audi aimed to identify strengths, training gaps, and opportunities to refine its retail approach across European markets.

The Solution

A mystery shopping programme was designed and implemented across a network of Audi dealerships:

Specially trained shoppers visited dealerships in person, presenting themselves as genuine prospects by bringing along their own vehicles and log-books to reinforce authenticity.
Each visit followed a structured evaluation framework, covering sales interactions, product knowledge, negotiation approach, and the overall customer experience in-situ.
The methodology ensured that Audi could observe real-world dealership behaviour, rather than theoretical adherence to training manuals.

The Outcome

The insights enabled Audi to:

Assess the consistency and effectiveness of its existing sales training programmes.
Identify areas where re-training or additional support was required.
Gather valuable intelligence on the dealership experience from a customer’s perspective, including both service quality and sales effectiveness.

Armed with this knowledge, Audi was able to refine its sales training guidelines, strengthen dealer performance, and ensure that premium customers received a consistently high level of service aligned with Audi’s brand positioning.

Audi

The Challenge

The Solution

The Outcome

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