Audi House of Progress officially launches in Singapore

To Singaporeans, 15 February marks Total Defence Day. To Audi Singapore, it marks the official grand opening of the marque's brand-new House of Progress (HoP) in 2025. Right smack in between the CBD area and Chinatown, its hard to miss; the brand's iconic four intertwined rings logo adorns the side of the building, with glass windows allowing passers-by a peek into its luxurious space framed around Audi's design language with a sprinkle of Singaporean-centric elements.

But why here at the Cross Street Exchange shopping centre? What factors appealed to the German marque to open its HoP in our "Little Red Dot"? According to Markus Schuster, Managing Director of Audi Singapore, being situated halfway between CBD and Chinatown allows the marque to "engage a variety of customers where they live, work, and play", with a dedicated car park within the mall and easy access to public transport adding to the appeal.

In a quiet albeit well-lit corner of the showroom, Coffee Painting Artist & Illustrator Vivian Lees created a masterpiece from scratch

As for why the marque chose Singapore to open its flagship concept, Schuster mentions that the city state stands out as a key pillar of Audi's development with its well-established position as a major business hub. He also mentions that Singapore's forward-thinking mindset also extends to the automotive sector, making it one of the most unique and dynamic markets globally. In addition, Singapore will be Audi's first market to fully switch to a direct-to-consumer business model, enabling full price transparency without any additional or unforeseen costs.

Upon entering, we were treated to a luxurious showroom spanning two sides: one housing Audi's products and the Audi x Burnt Ends Bakery, the materialisation of a collaboration with the Burnt Ends Hospitality Group that serves up a selection of bakes inspired by the marque's German heritage, as well as an interactive coffee brew bar. The other side houses the Audi Performance Suite, which features an all-electric off-road RS Q e-tron on display and two racing simulators. At night, it transforms into an elegant speakeasy bar and lounge serving a selection of classic and reinvented cocktails.

And that's not all; to mark this momentous occasion, we were also treated to a first look at the all-new Audi A5 (fret not, it will also be available for public viewing). This is the first Audi model to be launched on Premium Platform Combustion (PPC), replacing the MLB-evo platform, and will officially enter the Singapore market in the second quarter of 2025. Other models on display include the Q4 e-tron, Q6 e-tron, Q3 Sportback, Q7, A3 Sedan, A6, and the SQ8.

Hold on to your horses, ladies and gentlemen. This is only a viewing of the Audi A5. Its official launch is scheduled to be in the second quarter of 2025

Audi's flagship showroom also has dedicated consultation areas - including a customer private lounge - featuring innovative technologies and tools to assists customers through in-person queries and purchases. Guided by sales and product experts, customers can arrange test drives, explore Audi's latest cars with new levels of customisation, and view their preferred configurations on interactive digital displays.

Not really a petrolhead? Not a problem, for a key consideration in Audi HoP's development was, as Schuster mentions, finding the right balance between a space for customers to explore Audi's lineup in detail and creating an immersive lifestyle destination that embodies what the marque has to offer beyond their cars. Ultimately, Schuster emphasises that there is something special for everyone.

Moving forward, Schuster states that the showroom's car models on display will be seasonally rotated, and the premises will be adapted for future events such as customer workshops, myAudiworld events, and brand collaborations.

A key focus in the development of the Audi House of Progress Singapore is that it will have something for both petrolheads and curious Georges

The Audi House of Progress Singapore is located at 18 Cross Street, Cross Street Exchange, Singapore 048423, and will be open to the public from 15 February 2025 onwards, from Monday to Sunday, 10:00am to 7:00pm. The Audi x Burnt Ends Bakery will open daily from 8:00am to 4:00pm, and the speakeasy bar will open daily from 5:00pm until late.

In addition, during the opening weekend of 15 February 2025 to 16 February 2025, Audi HoP will offer time-limited promotions and family-friendly activities as part of its official launch celebrations. More information can be found on its official website.