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CLX Winter 2021/22Content OverviewIngolstadt | 10/21

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Content @digital CLX

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Content of digital phase

The new Audi A8 – Encounter with

the Unexpected (Part 1 & 2)

The new Audi A8 – Competitors at a

glance (Part 1 & 2)

CLX Winter 2021/2022 Welcome

e-tron – Recharge your mind

After Sales – Update on Connectivity

/ ADM / Marketing

Audi RS 3 – Design

Audi RS 3 – Driving Experience

Audi RS 3 – Intelligent Performance

Digital Retail Customer Journey

The new Audi A8 –

How to sharpen a flagship?

TTT

The new Audi A8 – 360° perspective

A8 Competitors

LOT (recommended)

The new Audi A8 –

Accept the challenge!

Audi RS 3

Expert Talk (Performance / Design)

After Sales – Update on Connectivity/

ADM/ Marketing (tbc)

Semiconductor situation

(background information)

Electrified

digital Retail Customer Journey

UC Sourcing (Importance of Trade-In)

Audi RS 3

Design / Technology / Performance /

Market specific content (offer

structure / Packages / pricing)

After Sales – Update on Connectivity/

ADM/ Marketing (tbc)

Electrified

digital Retail Customer Journey

UC Sourcing (which sources will be

more important in the future)

On-Demand Videos

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Content of digital phase

The new Audi A8 – Encounter with

the Unexpected – Part 1 & 2

The new Audi A8 – Competitors at a

glance – Part 1 & 2

CLX Winter 2021/2022 Welcome

Audi Q4 etron – Recharge your mind

After Sales – Update on Connectivity/

ADM/ Marketing

Audi RS 3 - Design

Audi RS 3 - Driving Experience

Audi RS 3 - Intelligent Performance

Digital Retail Customer Journey

On-Demand Videos

Part 1: November 5 - 9

Part 2: November 8 - 10

Part 1+2: November 8 - 10

November 9 - 11

November 9 - 11

November 10 - 12

November 1 - 3

November 1 - 3

November 1 - 3

November 8 - 10

Market Amendment Timing

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Live Online Trainings@digital CLX

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LOT digital Phase (recommended)

Location: CLX platformDescription

› Discover the major changes and updates of the Audi A8 product

improvement.

› Supplementary information about three core-competitors: The Porsche

Panamera, BMW 7 Series and the Mercedes Benz S-Class.

Additional content

Audi Media Information

Market specific price list

Audi configurator

Preparation / Sources / important information

On-Demand Video: The new Audi A8 – Encounter With The Unexpected

The new Audi A8 – Competitors At A Glance

TTT: The new Audi A8 – How to sharpen a flagship?

The new Audi A8 – Accept the challenge!

pptx: Reference Book Audi A8 Product improvement, Product

Information MB S-Class, Product Information Audi A8 Competitors

Others: WBT A8 PI (Product improvement)

LOT 1: The new Audi A8 – 360° perspective

Duration: 90 min

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LOT digital Phase (recommended)

Location: CLX plattformDescription

› Detailed information concerning the Audi RS 3.

› Design / Technology / Performance / Market specific content (offer

structure / Packages / pricing)

› Integration of tech insights given by expert during TTT

› General Topic: After Sales – Update on Connectivity/ ADM/ Marketing (tbc)

Additional content

WBT Data Plug

Audi Media Information

Market specific price list

Audi configurator

Local press articles

Preparation / Sources / important information

On-Demand Video: 3 Training Videos (RS 3 Design, Driving Experience, Intelligent

Performance), After Sales – Update on Connectivity/ ADM/

Marketing

TTT: Audi RS 3, incl. expert session / talk TTT

ppt: Update Reference Book Audi RS 3

LOT 2: Audi RS 3

Duration: 60 min

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LOT digital Phase (recommended)

Location: CLX platformDescription

› Supplementary information about two new competitors:

The Polestar 2 and the MB EQB.

› Supplementary information about the new flagships

BMW iX & Mercedes EQS

Additional content

BEV trade-in guideline (update with

generic and market specific content)

UC Sourcing (which sources will be

more important in the future)

Digital Retail Customer Journey

Preparation / Sources / important information

On-Demand Video: Recharge your mind

TTT: Electrified

ppt: Update Q4 competitors (reference book),

product info competitors (MB EQS, BMW iX),

all existing BEV training material

LOT 3: electromobility @Audi

Duration: 60 min

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Modules @F-2-F CLX on day I

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Preparation for F-2-F Training

› On-Demand Videos

› WBT: Audi A8 PI, existing Data-Plug WBT

› TTT cw 46: product knowledge, incl. all WBT-/LOT-sources

› TTT cw 3: focus on F-2-F organization

› Day-0 Briefing: on-site briefing on the 1st day 0 for each market

› Additional sources: SSP, press articles, media center, …

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Modules F-2-F Phase

Day: 1 Description

› „Back again!“

› collective, emotional start of the F-2-F CLX

› Training start: overview given by trainer (group by group)

Additional content

“Short deepdive into the Audi

history” (Brand)

Emotional Welcome / Trainer Opening

Location: ABEC Plenary (all

together), 1st training location

(group by group)

Duration: 50 min, incl. Pre-

/Post-Test, Breath-Test

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Modules F-2-F Phase

Day: 1 Description

› “Drive and feel” the new A8 50 TDI quattro

› Evaluate from different perspectives: e.g.: the usability and handling for

the driver? Comfort for the rear passenger? Overall “luxury impression”?

Additional content

Dynamic Luxury eXperience - The new Audi A8

Location: ATC I, ground floor

Duration: 60 min, incl. Briefing

& Feedback

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Modules F-2-F Phase

Day: 1 Description

› “Drive and feel” the most important core-competitor: The new S-Class.

› Evaluate from different perspectives: e.g.: the usability and handling for

the driver? Comfort for the rear passenger? Overall “luxury impression”?

Additional content

Dynamic Luxury eXperience – The MB S-Class

Location: ATC I, ground floor

Duration: 60 min, incl. Briefing

& Feedback

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Modules F-2-F Phase

Day: 1 Description

› Trainer-Recap: Audi drive select modes (RS performance/ Dynamic/ RS

Torque rear), Focus: Torque Splitter (ppt., animation / exhibit tbd)

› Instructor: Process-/ track -briefing/ How to drive in each different drive

select mode

› Driving experience: experience the RS 3’s different drive select modes on

DYN II:

› Feedback & Sales Arguments

Additional content

“Feels like a race driver”: RS 3

target customer and his customer

journey

Dynamic Torque eXperience – Audi RS 3 track attack

Location: DYN II, briefing

container

Duration: 60 min, incl. Briefing

& Feedback

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Modules F-2-F Phase

Day: 1 Description

› Recap of the most important product features

› Your personal “Face-Time” with the car: “Touch me, Feel me, Try Me”

› Hidden gems vs obvious innovations: Where do you find Audi brand

features within the car?

› Evaluate: e.g. What continues to make the new A8 Audis brand's flagship?

Additional content

“The best A8 ever built”: A8 target

customer and his customer journey

Static Luxury eXperience – The new Audi A8

Location: ABEC, 2nd floor

Duration: 50 min

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Modules F-2-F Phase

Day: 1 Description

› Recap of the most important product features, people/press talk about

› Your personal “Face-Time” with the car: “Touch me, Feel me, Try Me”

› Collect/Evaluate your impressions of the first contact

Additional content

Static Luxury eXperience – The MB S-Class

Location: ABEC, Plenary or 1st

floor

Duration: 50 min

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Modules F-2-F Phase

Day: 1 Description

› Recap of all dynamic and static Day I modules

› Outlook Day II: all-electric

› Expectations Day II

Additional content

“Why choose an Audi BEV“ (Brand)

Summary Day I / Outlook Day II

Location: last training location

Duration: 30 min

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Modules @F-2-F CLX on day II

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Modules F-2-F Phase

Day: 2 Description

› Prepare you Drive (20 min):

› recap of product highlights (what’s new)

› driver briefing

› Test Drive (60 min):

› experiencing the RS e-tron GT on public roads

› Share your eXperience (20 min):

› reflection and summary of test drive Additional content

Test Drive eXperience

Location: ATC II, room 3 & 4,

public road

Duration: 100 min + 10 min

break

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Modules F-2-F Phase

Day: 2 Description

› Audi challenge | Recharge your mind (50 min):

4 teams competing against each other, answering questions related to

charging topics (AC, DC, HPC, charging @home, etc.). The trainer is

quizmaster and can also explain certain content (if necessary).

gamification, information, activation, fun ;)

› Q4 e-tron vs. 4 (50 min):

A chance to compare the new Audi Q4 e-tron hands-on with its current new

competitors: Polestar 2, Hyundai IONIQ 5, Tesla Model Y and MB EQB (tbc)

Additional content

Q4: DR journey (digital showroom

elements on display),

Q4: Batterymanagement and

what's the Clou

Competition eXperience

Location: ATC I, ground floor,

1st floor

Duration: 2 x 50 min + 10 min

break

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Modules F-2-F Phase

Day: 2 Description

› Chance to explore MB’s and BMW’s new BEV premium flagships

› Mercedes EQS & BMW iX (1 group per car, group change)

› Future BEV product show (ATC II Plenary, 2 groups at same time):

› e-tron PI incl. Key Facts

› PPE-show with Q6 e-tron, E6 Sportback, E6 Avant

Additional content

Press content PPE

Future eXperience

Location: ATC II, room 1 & 2,

plenory

Duration: 100 min + 10 min

break

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Modules F-2-F Phase

Day: 1 Description

› Summary of both training days

› Clarification of last questions

› Farewell

Additional content

“The wealthy Winner” (Brand)

Summary Day II / Group Farewell (no common farewell)

Location: last training location

(ATC I, ATC II)

Duration: 20 min

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F-2-F CLX

Additional information

› Pre-/Post Test, Feedback: via CLX platform and participants devices (incl. MFA)

› CLX platform (BYOD) also used within the modules!

› User

› Password

› MFA device

› Beath-Test: both days / both days including driving

› Evening Event: traditional evening at the Airport (close to the Meteorite/ABEC)

Thank you!