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Customer Engagement

Audi Germany and Salesforce Activate the Future of Automotive with Digital Offerings

Audi’s innovative solution, Functions-on-Demand, to be featured on stage at Salesforce Basecamp events in several German cities

MUNICHApril 17, 2019—Audi Germany, a leading manufacturer of automobiles and motorcycles in the premium segment, is pooling its expertise in the area of e-mobility with Salesforce (NYSE: CRM), the global leader in CRM, to deliver smart, personalized customer engagement throughout the entire customer lifecycle. Audi’s new innovative “Functions-on-Demand” solution enables customers to order and obtain—temporarily or permanently—optional equipment and services for their vehicles. As a result, owners of an Audi benefit from a high degree of flexibility and freedom. The Audi e-tron and Functions-on-Demand solution can be experienced at the Salesforce Basecamp events in Munich, Düsseldorf and Berlin.

Audi e-tron with Functions-on-Demand

With the Audi e-tron, Audi introduced its first fully electric production vehicle in the fall of 2018 and with Functions-on-Demand, Audi customers can continually adapt their cars with the ability to temporarily or permanently obtain special equipment such as lights, driver-assistance systems and infotainment. This solution, built with Salesforce Marketing Cloud, allows Audi to provide its customers maximum flexibility and customization of their vehicles. Salesforce powers communication for Functions-on-Demand, putting Audi customers in the center of the process: customers receive personalized services through one single interface, and in turn, Audi benefits from a closer connection to its customers and better understanding of their needs.

“In the Fourth Industrial Revolution, artificial intelligence and IoT are setting new customer expectations,” said Markus Ehrle, SVP Enterprise Business, Germany, Salesforce. “This transformation is especially significant in the automotive industry. Audi understands this, and is unifying the customer journey on Salesforce to give customers an innovative experience without any roadblocks.”

About Audi

The Audi Group with its Audi, Ducati and Lamborghini brands is one of the most successful manufacturers of automobiles and motorcycles in the premium segment. It is present in more than 100 markets worldwide and produces at 18 locations in 13 countries. AUDI AG’s wholly-owned subsidiaries include Audi Sport GmbH (Neckarsulm), Automobili Lamborghini S.p.A. (Sant’Agata Bolognese/Italy) and Ducati Motor Holding S.p.A. (Bologna/Italy).

About Salesforce

Salesforce, the global CRM leader, empowers companies of every size and industry to digitally transform and create a 360° view of their customers. For more information about Salesforce (NYSE: CRM), visit:

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