The automaker forms Audi RED in partnership with digital experience design shop BIMM.
But that is not the case with Audi, which is giving one of its digital shops an ownership stake in a new venture called Audi RED, which will handle digital design and development for the luxury auto brand.
BIMM in 2020 became Audi of America’s agency of record for digital experience design and development. Now the automaker has formed a 50-50 joint venture with the agency under Audi RED, which will be tasked with improving Audi’s digital customer experiences, including upgrading dealer websites. Audi declined to disclose financial details, such as what BIMM might be investing in the venture. The long-term plan could include Audi RED selling its services to other brands inside Audi’s global parent company Volkswagen Group, whose brands include VW, Porsche, Bentley and Skoda, said Mirjam Abel, vice president of digital business at Audi of America.
Audi in a statement said Audi RED's goal is “to bring together subject matter experts across technology, strategy and creative to think beyond the day-to-day and develop re-imagined digital experiences for the Audi customer.”
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