Audi Lille | VGRF Hauts-de-France

What Audi Lille | VGRF Hauts-de-France does

Audi Lille is an automotive dealership concession operated by PREMIUM METROPOLE SAS, a wholly-owned subsidiary of Volkswagen Group Retail France (VGRF), the largest distributor of Volkswagen Group brands in France. Located in Villeneuve d'Ascq in the Lille metropolitan area, the dealership was established in 1958 and sells new and used Audi vehicles across multiple model lines (A1, A3, A4, A5, A6, A7, Q2, Q3, Q5, Q6 e-tron, Q7, Q8, E-tron), including petrol, diesel, hybrid, and fully electric variants. The company operates 35 employees under Director General Nicolas LEGOUT and serves both individual consumers and business/professional customers in the Hauts-de-France region.

The business generates revenue across five streams: new vehicle sales, used vehicle sales (access to 1,460 used vehicles via the national network), after-sales service and maintenance, financing/credit arrangements (through partnerships), and vehicle trade-in/reprise. Pricing ranges from €21,986 for an Audi A1 to over €136,000 for a Q8, with LOA (Lease with Option to Buy) financing starting at €218/month. The dealership differentiates via its access to VGRF's national network of approximately 100 concessions and 10,000+ vehicles, online appointment booking, immediate financing decisions, and home delivery within 15km. Strategic partnerships with Watt&Go (home EV charging installation) and Chargemap (charging network access) support the dealership's positioning in the EV transition.

The concession benefits from centralized VGRF infrastructure including the Sonauto platform for inventory management, workshop appointment scheduling, and online sales. After-sales services include warranty extensions (ACCESS, MEDIUM, FLEX, PLUS tiers), maintenance contracts, and recall campaigns. The Business Solutions program targets fleet and professional customers with eco-driving support and dedicated account management. The dealership operates without proprietary technology development, relying on Audi AG's manufacturer-level digital features (Audi Connect, Functions on Demand) and standard dealer management systems. Compliance with GDPR, EU Data Act, and CNIL cookie regulations is maintained at the corporate level.

Name

Audi Lille | VGRF Hauts-de-France

Legal name

PREMIUM METROPOLE, société par actions simplifiée

Website

https://audi-lille.fr

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

11–50 employees

Short description

Audi Lille is an automotive dealership concession in Villeneuve d'Ascq, France, operated by PREMIUM METROPOLE SAS under Volkswagen Group Retail France (VGRF), the largest VW Group distributor in France. It sells new and used Audi vehicles, financing, and after-sales services to consumers and businesses in Hauts-de-France.

Ownership category

akta.pro rank

Headquarters

HQ city

Villeneuve d'Ascq

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. New Vehicle Sales: Sale of new Audi vehicles including petrol, diesel, hybrid, and electric models. Revenue generated from retail vehicle transactions with various financing options available including LOA (Lease with Option to Buy) starting from 218€/month.
2. Used Vehicle Sales: Sale of pre-owned Audi and other Volkswagen Group vehicles. Stock of 1,460 used vehicles available across the network. Financing available starting from 218€/month.
3. After-Sales Service & Maintenance: Workshop services including maintenance, repairs, parts replacement, warranty extensions, and recall campaigns. Appointment booking available online.
4. Financing Services: Vehicle financing and credit arrangements through partnerships with financial institutions. Credit assessments provided online.
5. Vehicle Reprise (Trade-in): Trade-in evaluation and purchase of customer vehicles. Professional buyer provides same-day estimates.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Audi Lille is an automotive retail concession operating as PREMIUM METROPOLE SAS under Volkswagen Group Retail France (VGRF). It sells new and pre-owned Audi vehicles (petrol, diesel, hybrid and electric variants), provides after-sales workshop services (maintenance, repairs, warranty extensions, maintenance contracts), and offers vehicle financing/LOA, trade-in valuation, and dedicated fleet/business solutions for professional customers. The dealership also supports electromobility transition via home charging installation (Watt&Go) and multi-network charging access (Chargemap).

Product overview

Audi Lille is a car dealership operated by PREMIUM METROPOLE, part of the Volkswagen Group Retail France (VGRF) network. The dealership offers a portfolio of products and services centered on Audi brand vehicles. New and used Audi cars are sold across multiple model lines (A1, A3, A4, A5, A6, A7, Q2, Q3, Q5, Q6 e-tron, Q7, Q8, E-tron), with hybrid and fully electric variants. The business also provides after-sales services (maintenance, repairs, warranties), electromobility transition support (home charging installation via Watt&Go), and business fleet solutions. Financing and vehicle reservation systems are accessed through the Sonauto platform.

Differentiator

Problem solved

Functional benefit

Products and services

• New Audi Vehicle Sales Retail sale of new Audi vehicles across multiple model lines and powertrain variants (petrol, diesel, mild-hybrid, plug-in hybrid, electric). Available at the Villeneuve d'Ascq dealership with online browsing, test drive booking, financing options, and home delivery.
• Used Audi Vehicle Sales Retail sale of pre-owned Audi and other Volkswagen Group vehicles with warranty coverage, financing options (from €218/month), and online catalog access.
• Workshop / After-Sales Services Scheduled maintenance, repairs, parts replacement, recall campaign handling, and technical interventions for Audi vehicles, with online appointment booking.
• Vehicle Financing (LOA / Credit) Vehicle financing through partnerships with financial institutions, offering LOA (Lease with Option to Buy), traditional credit, and online credit assessments with immediate decisions.
• Vehicle Trade-in (Reprise) Trade-in evaluation and purchase of customers' existing vehicles, with same-day estimates from a professional buyer.
• Warranty Extensions Extended warranty coverage tiers (ACCESS 12-24 months, MEDIUM, FLEX, PLUS) for used and new Audi vehicles, covering parts and labor.
• Audi Service Maintenance Contracts Scheduled maintenance contracts covering routine servicing and wear-item replacement for Audi vehicles.
• Business Solutions (Fleet Services) Dedicated fleet management and business vehicle solutions for professional customers, including eco-driving support and access to business-oriented Audi models such as the Q6 e-tron.
• Electromobility Advisory & Home Charging Installation Advisory and infrastructure support for electric and hybrid vehicle buyers, including home charging station installation via Watt&Go (connection, commissioning, training, maintenance) and management of subsidy/grant administrative files.
• Audi Connect (Connected Services) Connected vehicle services including navigation, infotainment, emergency call, remote control, and vehicle status monitoring through the myAudi app.
• Functions on Demand On-demand activation of additional vehicle digital features (e.g., lighting, driving dynamics) after purchase, available for compatible Audi models.

Quantifiable outcome

• 10,000 vehicles available across national network
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Watt&GocoreStrategic or Co-development PartnerNational partnership for home charging station installation for electric and hybrid vehicle customers. Watt&Go handles: charging station connection, commissioning, user training, and maintenance/SAfter-Sales. Also manages administrative files for subsidies and grants (including ecological bonus applications).
• ChargemapminorStrategic or Co-development PartnerMulti-network charging card offered free to customers transitioning to electromobility. Provides access to charging network across France.
• Volkswagen Group Retail France (VGRF)coreOthersParent company controlling the concession network. VGRF Siège Social: 165 avenue du bois de la pie, 95700 Roissy-en-France. Distributes VW Group brands including Audi, Volkswagen, Porsche, Bentley, Cupra, Seat, Skoda.
• Audi France (division of Volkswagen Group France)coreChannel Partner/ Reseller/ DistributorBrand manufacturer division. Headquarters: 11 avenue de Boursonne, 02600 Villers-Cotterêts. Manages brand distribution, warranty support, and manufacturer campaigns.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• BYmyCAR: Large independent French multi-brand dealer group distributing premium and volume brands. Comparable franchise-dealer economics, national footprint, and after-sales service model — a direct competitive counterpart in France.
• Volkswagen Group Retail France (VGRF): Ultimate parent of Audi Lille. Operates sister concessions for Porsche, Bentley, VW, Cupra, Seat, and Skoda across the same French regions — directly comparable dealer-network business under the same corporate umbrella.
• Bodemer: Major French automotive dealer group operating multi-brand showrooms and after-sales facilities. Same franchise-dealer business model as Audi Lille, competing for regional customers and used-vehicle inventory.
• Sonauto: The parent network operating Audi Lille. As France's largest VW Group distributor with 100+ concessions, it is the most directly comparable entity — same brands, same business model, same Sonauto platform powering vehicle search, financing, and workshop booking.
• Stellantis &You: Stellantis's retail and distribution arm in France and Europe. Comparable national dealer-network scale and after-sales service operation, though focused on volume brands rather than premium — useful benchmark for dealer-group economics.

Emerging players

• Tesla France: Disruptor using direct-to-consumer sales with no traditional dealer network. Comparable product overlap on EVs (Model Y vs Q6 e-tron) and a structural threat to Audi Lille's franchise model.

Broad incumbents

• Porsche France: Sister premium brand also distributed via the VGRF network. Comparable premium-dealer economics in France, same parent group, but operates as a distinct brand franchise with its own positioning and pricing structure.
• BMW France: Direct premium-segment competitor in the French new-car market. Comparable dealer economics, target customer, and after-sales service model — Audi Lille competes for the same premium buyer wallet share.
• Mercedes-Benz France: Primary German premium rival of Audi in France. Operates through an analogous franchised dealer network selling sedans, SUVs, and EQ electric models — directly competitive for premium new-vehicle and financing revenue.
• Audi France: The brand manufacturer division overseeing Audi distribution, warranty support, and campaigns in France. Not a peer at the dealer level but defines the franchise terms, vehicle allocation, and recall obligations that Audi Lille operates under.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AudiLille
• LinkedInlinkedin.com/company/audi-premium-metropole

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Audi Lille | VGRF Hauts-de-France