Gala Opening of Audi Centre Singapore

Written by Cheryl Tay on . Posted in Cheryl Tay News | Latest Industry News

A new beacon of progress was unveiled at 281 Alexandra Road on 12 December amidst much glamour and fanfare. The new Audi Centre Singapore was welcomed by Guests-of-Honour Dr Chia Shi-Lu, Member of Parliament for Tanjong Pagar GRC, and Her Excellency Ms Angelika Viets, Ambassador of the Federal Republic of Germany to Singapore. Joining them at the ribbon-cutting ceremony was English singer-songwriter James Morrison.

Audi Centre Singapore Day_ Credit to MCS Lifestyle Photography

Mr Axel Strotbek, Member of the Board of Management of AUDI AG for Finance and Organisation, Mr Andre Konsbruck, Executive Director Region Overseas of Audi AG, Mr Jeff Mannering, Managing Director of Audi Singapore and Mr Hadi Widjaja Tanaga, President of Premium Automobiles, joined our guests-of-honour on the auspicious date of 12-12-12 for the traditional ribbon cutting ceremony.

Mr Hadi Widjaja Tanaga & Mr Axel Strotbek_2

The evening then kicked-off with a guided tour of the building for all guests. Occupying 32,903 square feet (3,056.80 square metres) of space with eight storeys aboveground and three storeys underground, the Audi Centre Singapore is the tallest Audi facility in the world and characterised by six different identifying features – façade, entrance element, showroom concept, Audi curve, signage and exterior design.

Audi Centre Singapore Night_ Credit to MCS Lifestyle Photography

To mark this significant milestone in Audi Singapore’s history, the Audi R18 e-tron quattro was specially flown in for the event. This celebrated racecar is the first-ever diesel hybrid vehicle with regenerative technology and quattro all-wheel drive to win at the 24 Hours of Le Mans, the world’s most important endurance race. The evening also marked the Southeast Asian preview of the Audi RS4 Avant, a car that has received rave reviews by the international press. The car was accompanied by the local launch of the new Audi Q5, the leader of the premium SUV segment which goes on sale on Saturday, 15 December 2012.

R18 e-tron quattro

Joining in the celebrations of the new Audi icons were local celebrities Michelle Chia, Chen Han Wei, Jacelyn Tay, Zhang Yao Dong, Paige Chua and Ann Kok, amongst valued VIP Audi customers.

(From L-R) Jacelyn Tay, Ann Kok, Paige Chua, Jeff Mannering, Zhang Yao Dong, Michelle Chia & Chen Han Wei

Adding the technical touch, the “Audi Centre” mobile application, which uses Augmented Reality technology to allow customers to see and interact with various sections of the Audi Centre virtually as well as “race” virtually around the city of Singapore in the Audi R18 e-tron quattro.

The highlight of the evening was the exclusive performance from English singer-songwriter James Morrison. The Brit hit belted out the familiar tunes of “You Give Me Something”, “I Won’t Let You Go”, “Broken Strings” and more to the surprised delight of guests.

The Audi Centre Singapore opened its doors to the public on 15 December 2012 to serve as Premium Automobile’s sole showroom facility in Singapore.

Cheryl Tay

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Singapore’s only female full-time motoring and motorsports photojournalist. Independent automotive consultant and prominent local motorsports personality Cheryl Tay is uniquely passionate about all things cars and motorsports. She also has a strong passion to share her interest and knowledge, hence having a dream to become the ‘Oprah Winfrey of cars and motorsports’ and create a multimedia platform for her sharing. - A female in a male-dominated world, Cheryl Tay is Singapore’s only female full-time motoring journalist and motorsports blogger and she regularly writes for prominent titles in Singapore, Asia and internationally. (See full list of titles that Cheryl Tay writes for here.)

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