Audi Korea banks on EVs as technology steers progress

Audi Korea is expanding its EV services and infrastructure as part of its consistent and strategic efforts to earn the satisfaction of its customers in line with the automaker’s global strategy and vision for its dealerships on the front line...

Audi Korea Executive Director Steve Cloete and representatives from official Audi dealerships attended the Audi Partner Convention held in Portugal last September. [Audi Korea]

Audi Korea is expanding its EV services and infrastructure as part of its consistent and strategic efforts to earn the satisfaction of its customers in line with the automaker’s global strategy and vision for its dealerships on the front line, with investments to enhance customer and maintenance services so that drivers can not just own a car but also enjoy premium services, while also bolstering its charging and repair infrastructure for its e-tron EV lineup.

As a part of such efforts, Audi Korea Executive Director Steve Cloete and representatives from ten official dealerships attended the Audi Partner Convention held in Portugal last September, a two-day event hosted by Audi AG that introduced Audi's strategy and vision to executives and partnered dealerships from around the world.

The delegation experienced the latest vehicles and technologies bound for Korea, and attended a workshop on strategies and ideas for more effective customer communication.

Steve Cloete, executive director, said, “together we discussed new strategies and plans that will shape the future of Audi in Korea. Audi Korea Dealer Partners had a unique opportunity to experience all upcoming new products, as Audi in Korea prepares for the biggest product offence in Audi’s history.”

Aligning with the industry trends of electrification and digitalization, Audi Korea runs various care programs for e-tron owners and is expanding its EV repair service network.

When EV customers visit a licensed service center, they can get a free high-voltage battery inspection. Audi also offers a differentiated tow service, such as for vehicles with discharged high-voltage batteries. The emergency dispatch button of the Audi Connect function puts drivers directly in touch with the Audi customer service center.

The myAudiworld app allows EV owners to locate and reserve charging stations, check their charging status and simplify payment by connecting a credit card. For those unable to charge their car themselves, there is a “charging on demand” service from 10 a.m. to 4 p.m.

With a battery guarantee of eight years or 160,000 kilometers (99,400 miles) and a guarantee for general parts like powertrain components of five years or 150,000 kilometers — the longest in the industry — Audi is helping owners cut down on repair costs.

The carmaker is continuing to invest in EV compatibility. At a general service center, an e-tron owner can bring in their car and the dealer — rather than the customer — is responsible for getting the vehicle to one that does.

As of August, Audi had 31 service centers with EV repair capacity and 14 high-voltage battery repair centers, fitted with an “isolation zone” to prevent EV fires, and fire extinguishers and fire blankets stocked in case of an emergency.

Audi also cultivating an EV-specialized workforce, with certified EIPs (electrically instructed persons) as well as 146 HVTs (high-voltage technicians) and 48 HVEs (high-voltage experts) and counting.

Audi Korea will continue to collaborate fluidly with its partnered dealerships, prioritizing customer satisfaction with various repair services and campaigns to extend the Audi value of “progress through technology.”

BY KIM YEONSOO [kim.yeonsoo1@joongang.co.kr]