Audi wants waiting for a car to be an interesting experience all on its own. So, corresponding with the launch of the RS 6, Audi has designed an interactive microsite where soon-to-be-owners can join an exclusive web-based community called the Club RS 6.
"Our customers and their new Audi RS 6s may be an ocean apart, but that doesn't mean their love affair with this car can't start now," says Jim McGough, Audi E-Business team leader. "In the coming weeks, as their cars embark on the journey across the Atlantic, the Club RS 6 will serve our customers as their private, in-depth RS 6 guide."
Every owner of an RS 6 will receive a welcome kit (including a letter from Len Hunt, vice president, Audi of America; an RS 6-embossed leather portfolio; glossy photos; and technical vehicle specifications) along with an invitation to join and a password to a very personalized and customized Club RS 6. After logging in, the website recognizes the owner and provides personalized information on the ordered car, like the exterior and interior colors, options, a VIN number, dealer contact, and more.
Designed by Enlighten, Audi's web design partner based in Ann Arbor, Michigan, the Club RS 6 microsite consists of several areas to obtain detailed information - "Journey of Your RS 6," "quattro GmbH," "RS 6 Highlights," "Specifications," and "RS 6 Accessories."
By clicking on "Journey of Your RS 6" link, the customers can view the status of their vehicle from the start of its production in Neckarsulm, Germany, through to its arrival in Audi's U.S. port. By selecting a button from a horizontal calendar, customers can read about the various stages of their RS 6 production. To help the owners track their vehicle progress, "Milestone" buttons are highlighted, signaling that the customer's RS 6 has passed from one milestone to another. An example might be the car leaving the paint shop or quality checkpoint. The RS 6 owner is also proactively notified via e-mail every time their car passes a milestone. The calendar also displays dates for the race series in which Audi participates, like the American Le Mans Series and Speed Channel World Challenge GT series (where the RS6 is raced), as well as other significant moments in Audi's racing history. This interactive feature allows users to select a date and view more information.