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The progressive architecture and premium ambience of Audi’s booth at OMR 2023 will invite visitors to come and stay for a while on May 9 and 10. At the same time, the booth’s interactive digital elements provide a playful opportunity to get to know the brand and its technology and discover the driving experience of the future – visitors are sure to be thrilled. 

In addition, two keynote speakers will represent the brand with the four rings: Giorgio Delucchi, Head of Digital Experience and Business at AUDI AG, and Stephan Fahr-Becker, Exterior Design, AUDI AG, will be speaking at the Conference Stage under the heading “Design & Digital: How Audi is driving transformation”. At the Red Stage, under the title “Insight into Audi Design: Aesthetic Intelligence”, Stephan Fahr-Becker will also provide insight into the work of Audi designers. Both keynote speeches can be streamed live and will also be available afterwards in the Audi MediaCenter.

The Audi brand will offer a firsthand experience through four panel discussions focused on its strategic brand fields, including digital, performance, design, and sustainability. In addition to Audi speakers Patrick Lins (Concept Development UI/UX), Tim Miksche (Head of Audi Denkwerkstatt), Stephan Fahr-Becker (Exterior Design), and Dr. Michael Müller (Head of Global Brand Strategy, Customer Insights), panelists Aya Jaff (founder and author, Forbes 30 under 30 keynote speaker), Dr. Cornelius Ringe (WESOUND), Michala Rudorfer (investor and founder), Annika von Mutius (Empion), Jennifer Baum-Minkus (gitti Conscious Beauty), Dirk Pape (LinkedIn Marketing Solutions), Kerstin Weng (Vogue Germany), and Ayke Bogen (Condé Nast) will provide exciting insights.

“Our goal is to continue to surprise our customers with new experiences. That’s why we decided to design our experience at the trade fair stand without a show car for the first time and to focus on people, their feelings and their experience – completely independent of drive forms or models,” says Linda Kurz, Head of Marketing Germany, AUDI AG.

The Sphere concept cars such as the current Audi activesphere concept were the inspiration for the exhibit. Always ready for an adventure in nature or in the urban jungle, the car is a master of metamorphosis, both inside and out. Its innovative operating concept blends the physical and virtual worlds (“mixed reality”) by projecting information, content, and interactive elements onto the surfaces and into the spaces inside the car. By taking a people-centered approach, Audi is breaking with previous conventions of car design in the development of its concept cars.

Audi puts people at the center

In the past, cars were initially thought of from a technological perspective. This orientation set the car’s direction and helped determine the look, features, interior, and even the seating position of the passengers. Audi is now turning this on its head. In the Audi of the future, the focus is on people as individuals. True to Audi’s booth motto at the OMR Festival, “Step into your sphere”, the brand with the four rings is developing the car around these individuals as a “Personal Sphere” – an interactive space that is systematically designed from the inside out. Audi is bringing the future interior experience the Personal Sphere promises to life at its trade fair booth.

The Audi of the future combines an appealing design, high-quality materials, and digital elements to create a seamless and customizable user experience. Cars developed from the user’s perspective outward offer a smart, intuitive, and personal experience. With its interactive space at the OMR Festival, Audi wants to focus on the crucial role played by the individual’s senses and emotions, not to mention data security, when interacting with digital technology.Audi prioritizes design from the inside out, turning the car interior into a crucial interface between people and the brand by placing co-creation at the forefront and making technology available as needed, as demonstrated in the development of the Audi urbansphere concept vehicle where the company actively collaborated with Chinese customers to incorporate their wishes and ideas.

Holistic ecosystem extends the personal sphere beyond the car

Digitalization and connectivity are opening up entirely new opportunities for interaction in and around the car. The number of customer touchpoints is increasing exponentially. With its holistic ecosystem, Audi is leveraging these touchpoints to offer its customers an integrated user experience anytime, anywhere. The key to Audi’s digitally connected world is the myAudi app.

Users can already experience many aspects of this ecosystem today. Functions on demand, for example, Audi lets customers adapt the configuration of vehicle functions to suit their needs, even after the car has been purchased. There is also the digitalized sales process with virtual services such as Audi Live Consultations and a system for reserving new and used cars online. Audi will add even more elements to its digital ecosystem in the future.

Trust as a prerequisite for unique experiences and new services

Nowadays, generating and intelligently analyzing data allows for the provision of customized services and settings, but trust is a crucial prerequisite for creating unique digital experiences like those found in the trade show booth and today's and tomorrow's cars, as users who are willing to share their data can gain the most from the added value of personalized services. This makes users’ trust in the security of their personal data a decisive enabler. For this reason, Audi relies on a privacy concept that offers the best possible transparency as well as the greatest level of security. It’s an approach that lets Audi take a range of personal preferences into account when handling people’s data. Visitors will also be able to experience this commitment to trust at the Audi booth at the OMR Festival.

Giorgio Delucchi says: “Audi cares about security – both in our cars and in our digital world. Because customer trust is our top priority. We never collect or use data without our users’ explicit consent and only do so in compliance with strict privacy laws.”

OMR x Audi: A long-standing partnership

The first OMR Festival took place in 2011, and since then the event has grown year after year, with more than 70,000 visitors in 2022. Today, OMR offers a platform for keynote speeches, master classes, and side events with more than 800 speakers on six stages, an exhibition area with more than 1,000 exhibitors, and a unique atmosphere. Visitors can also look forward to performances by renowned musicians and bands as well as parties.

Audi has been a partner since the very beginning and is now the main sponsor of the event for the third time in a row. Linda Kurz says: “The OMR Festival combines the latest developments in technology and digital marketing with an innovative and lively community. For Audi, it’s the perfect place to showcase our progressive and people-centric mindset.” For the first time, the four rings will be present on-site at a large exhibition stand without a display vehicle, deliver a MasterClass with four panel talks, and will be represented on two stages with keynotes.

Audi presents its forward-looking product portfolio and holistic ecosystem for one of its key markets, at Auto Shanghai 2023. As a sign of the brand’s commitment to electric mobility and sustainable technology, the Audi booth features a lineup of fully electric vehicles. Visitors will be able to gain an insight into the joint portfolio of Audi and its two local partners, First Automotive Works (FAW) and SAIC Motor. Among the vehicles on display are the Audi Q4 e-tron and the Audi Q5 e-tron, both locally produced.

Audi CEO Markus Duesmann explains: “As we gear up for the largest product initiative in Audi’s history, the all-electric vehicle lineup and the two forward-looking concept vehicles on display here illustrate our vision of sustainable premium mobility, tailored to the Chinese market. Through our ‘in China for China’ approach, we are developing premium products and services suited perfectly to local customers’ demands.”

F1 show car and concept vehicles offer a glimpse into the future

Audi is displaying the F1 show car with Audi Launch Livery for the first time in China at Auto Shanghai 2023. Along with the display vehicle, the four rings are giving an update on the progress of their Formula 1 program at the event. The development team at Audi Formula Racing’s headquarters in Neuburg is set to grow to 300 employees by the end of 2023. Testing of a single-cylinder engine began late last year. The first full hybrid drivetrain unit, consisting of the combustion engine, electric motor, battery, and electronic control unit, is scheduled to run on the test bench before the end of this year and will form the basis for the future vehicle concept.

Duesmann: “It’s a pleasure to personally unveil the F1 show car to our customers in China, especially after three years of being unable to visit the country. Our Formula 1 program continues to gather momentum as excitement builds among motorsport fans around the world.”

Visitors to the Audi booth in Shanghai can also view two exciting concept vehicles from Audi. The fully electric Audi A6 e-tron Avant concept precedes future generations of Audi station wagons. Built on the upcoming PPE platform, the sporty yet elegant vehicle features 800-volt technology, 270 kW charging capacity, and a range of up to 700 kilometers (435 miles) according to WLTP.

The second concept vehicle on show is the Audi urbansphere concept. Developed for use in traffic-dense megacities and with input from customers in China, the fully electric concept vehicle offers the largest interior space of any Audi to date. It was designed from the inside out, putting passengers’ needs first. As a result, it intelligently combines premium materials, advanced technologies, and digital services to offer a luxurious and relaxing lounge-style experience for its occupants.

“In China for China” – dedicated products and offerings for a key market

Audi’s in “China for China” approach is the result of the company’s effort to address the needs and expectations of customers in China as well as local market trends such as digitalization and e-commerce. Audi is fully committed to providing customers with innovative products and services tailored to their unique requirements, and the brand will continue to develop and launch more market-specific products and services in the country.

Audi CEO Markus Duesmann said: “We and our Chinese partners are laying the foundation for continued success in our single largest market and driving the transformation of our business forward. Therefore, addressing the specific demands of our Chinese customers is key to us. To this end, Audi is providing a consistent customer journey: with innovative products, a digital ecosystem, and Audi Charging Stations, as well as with new ways to meet customers online and in person.”

Design, engineering, and production for the local market

Audi expanded its local BEV portfolio in China in 2022 with two SUVs based on the modular electric drive system (MEB): the compact Audi Q4 e-tron and the mid-sized Audi Q5 e-tron. They were followed later that year by the Audi e-tron GT quattro1, which is imported from Germany.

However, this is just the start of Audi’s electric road map in the country. Duesmann explains: “We are increasing local development and production capacities with our new R&D Center in Beijing and our new factory in Changchun.”

Audi is strengthening its research capabilities in China with a new R&D Building in Beijing. The state-of-the-art facility develops China-specific vehicles as well as brand-shaping technology. It serves as a key innovation hub for development areas including smart cockpit functionality, innovative displays, intelligent voice control systems, and connectivity solutions. In addition, the local R&D team and its counterpart in Germany work together to define and develop product features for new electronic architectures, including advanced driver assistance systems and systems for automated driving.

The next milestone on Audi’s EV road map for China will be the production of three new localized models based on the upcoming Premium Platform Electric (PPE). Starting in late 2024, versions of the future Audi Q6 e-tron and the Audi A6 e-tron model series tailored to the Chinese market are set to be made in Audi FAW NEV Company’s Changchun factory. Audi is establishing this new automotive plant together with its long-term partner FAW. In total, the four rings are investing around 2.6 billion euros into the creation of the company and the construction of the plant. With the new production site, Audi is also creating around 3,000 new jobs in Changchun.

A dedicated and consistent brand ecosystem for China

In line with its holistic approach to the market, Audi is not just developing new dedicated BEV offerings but also creating a comprehensive brand ecosystem for China. Audi China President Dr. Jürgen Unser highlights: “Building an ecosystem around our electric vehicles is of key importance to us. Customers in China increasingly expect products and services which go beyond the car from premium automotive brands. We aim to deliver a consistent and seamless experience to them, both in-person and digitally.”

Audi’s ecosystem creates a convenient user experience for the Audi customer at all points along the brand journey. This approach is exemplified by the Audi Community App, which is also available as a WeChat mini program and enables customers and fans to connect with the brand, share experiences, or register for events. In addition, Audi plans to offer in-car-entertainment solutions for its customers in China. These offerings will include streaming, gaming, and social media experiences. While users enjoy these features, Advanced Driver Assistance Systems (ADAS) and next-generation V2X-functions (vehicle to everything) will ensure a safe and smooth trip.

A key aspect of Audi’s brand ecosystem in China is a bespoke charging network. Together with local partners, Audi China has launched a network of exclusive charging stations to support its growing EV portfolio. The network will expand to include more than 600 charging points nationwide by the end of 2023. The Audi Charging Stations enable superfast charging at up to 360 kW.

Audi China President Dr. Jürgen Unser: “Audi believes that premium should go beyond the car. The Audi Charging Stations provide a premium user experience to our Chinese customers.” Consequently, the look and feel of the Audi Charging Station are consistent with the latest Audi brand, interface, and showroom design in China. High-quality materials and surfaces reflect the premium nature of the four rings’ ecosystem.

Users of the brand’s EVs enjoy a seamless electric mobility experience at the Audi Charging Station using the Audi App and its convenient search, reservation, and payment features. A map of all Audi Charging Stations is integrated into the Audi MMI navigation system. Customers can also find and navigate to Audi Charging Stations using the Audi App. The charging status of the car is displayed in the Audi App during charging.

New showrooms and innovative customer touchpoints

Consumers in China prefer to interact with brands online and through city stores in urban centers. In addition to its digital touchpoints, together with its two Chinese partners, Audi is opening new showrooms tailored to local customers’ specific demands. They combine contemporary aesthetics with the latest technology and enable customers to discover Audi’s offerings in several ways.

The four rings are establishing three different types of new brand stores. They include urban showrooms supporting the online sales model of Audi and its partner SAIC. Additionally, around 100 FAW-Audi dealerships have been updated to feature the latest brand design. Audi and FAW are opening 20 new showrooms specifically for Audi EVs and Audi Sport models located in the central business districts of major Chinese cities.

With more than three decades of market experience into the future

Audi’s presence in China dates back to 1988 when the German brand became the first premium manufacturer to start local production in China under the joint venture FAW-Volkswagen. Since then, Audi and its partners have delivered almost eight million vehicles in China. Audi production under the FAW-VW joint venture takes place at four sites in China: Changchun, Foshan, Tianjin, and Qingdao. In 2021, Audi launched a new partnership with SAIC to seize opportunities for growth and further expansion of its product portfolio. SAIC manufactures Audi models at its plants in Anting (Shanghai) and Ningbo. With innovative products created “in China for China,” a curated brand experience, and a consistent customer journey, Audi is now attracting a new generation of customers.

Article source: www.audi-mediacenter.com

In the mid-1990s, the Audi A8 luxury model elevated the Audi brand to a higher position and gradually led to the renaming of the model series: The Audi 80 became the Audi A4, and the Audi 100 was dubbed the Audi A6. Introduced in 1994, the Audi A4 was the first model to embody Audi’s new design language. Next was the Audi A3 premium compact car, launched in 1996, and the second generation of the Audi A6, introduced in 1997. In the course of emotionalizing the brand through a fresh, progressive design, American designer Freeman Thomas, under the then Head of Design Peter Schreyer, created a puristic sports car in the Audi TT Coupé. Audi presented the study to an enthusiastic trade show audience at the IAA in Frankfurt in September 1995. The model name “TT” is reminiscent of the legendary Tourist Trophy on the Isle of Man, one of the oldest motorsports events in the world and one where NSU and DKW celebrated great successes with their motorcycles. The name “TT” also recalls the sporty NSU TT of the 1960s. The Audi TT Coupé’s deliberate departure from the usual Audi nomenclature underscored the complete novelty of the model.

Designer Wenzel: “In the Audi TT, every shape has a clear function”

In December 1995, the decision was made to mass-produce the Audi TT Coupé. Torsten Wenzel, the exterior designer at Audi who helped introduce the study to series production, recalls: “To us, the greatest praise was when the trade press noted appreciatively that not much had changed from the study to series model, although we did, of course, have to adapt many details due to the technical specifications for the series version, including the proportions.” Most noticeable was the integration of a rear side window, which elongated the car’s profile and increased the sports car’s dynamics. For Wenzel, the Audi TT remains “a driving sculpture, with highest-quality surfaces and lines.” The body of the Audi TT appears to be made from one piece, he says, and the front end without traditional bumper overhangs emphasizes its clear form. 

Another design element contributes to the unmistakable silhouette of the Audi TT Coupé: the circle – “the perfect graphic shape,” as Wenzel describes it. Numerous circular elements inspired the sports car’s exterior and interior design. Inspired by Bauhaus, every line in the Audi TT has a purpose, every shape a function. “At Audi Design, we always follow the philosophy of ‘less is more’. Bringing out the Audi TT Coupé’s unique character by reducing it to the essentials was a challenging and special undertaking for us designers.”

Two anniversaries in one year: Audi Hungaria celebrates alongside the Audi TT

In 1998, series production of the Audi TT Coupé began. One year later, Audi launched the TT Roadster. Like the show car and the Audi A3 launched in 1996, the sports car was based on the transverse engine platform of the VW Golf IV. From the outset, the TT was produced by Audi Hungaria Motor Kft. in Hungary. The painted TT bodies were transported overnight by rail from Ingolstadt to Győr, where the final assembly took place. This method of cross-site production between Ingolstadt and Győr was unique in the automotive industry at the time. Audi Hungaria, a wholly owned subsidiary of AUDI AG, is also celebrating its 30th anniversary in 2023. Founded in February 1993, originally as an engine manufacturing plant only, Audi Hungaria took over the assembly of the Audi TT in 1998 in cooperation with the Ingolstadt plant. In 2013, the company evolved into a full-fledged automotive plant. Since its foundation, Audi Hungaria has built more than 43 million engines and nearly two million vehicles.

The range of engines in the first-generation Audi TT was broad and naturally always sporty. The first-generation TT, for example, came with four-cylinder turbo engines with a power spectrum from 150 to 225 PS and a V6 unit with 250 PS. A highlight of the engine range was the four-cylinder in the Audi TT quattro Sport which was boosted to 240 PS, and 1,168 units were delivered. First-generation TT customers had plenty of choices when it came to selecting special equipment. In addition to exclusive colors such as Papaya Orange or Nogaro Blue, customers could equip the TT with factory-fitted special accessories. For example, the “baseball glove” design for the leather seats in the Audi TT Roadster, originally an eye-catcher in the show car, transitioned to series production. Over eight production years, 178,765 first-generation Audi TT Coupés (Type 8N) rolled off the production line by mid-2006. Exactly 90,733 Audi TT Roadsters were built between 1999 and 2006.

TT portfolio expands to include RS versions in the second generation

In the following two generations, the designers held to “reduction to the essentials” as the dominant design principle, which is made evident, for example, in the minimalist design of the exterior and the sleek, driver-oriented interior. The round shape, and the circular motif, remained typical of the TT portfolio and were unifying elements in the exterior and interior design. For example, in the aluminum fuel tank cap, the round air vents, the gearshift edging, and the distinctive gear knob. 

The second-generation TT was launched in 2006 (Coupé) and 2007 (Roadster) and was based on the platform of the second-generation Audi A3. Adaptive dampers with Audi magnetic ride were used for the first time. Available as an option, this technology continuously adapts the shock absorbers to the profile of the road and the driver’s individual style. In 2008, the TTS sports model was launched with a 2-liter turbo engine and 272 PS, followed a year later by the TT RS with a 2.5-liter five-cylinder turbo engine with 340 PS and 360 PS in the Audi TT RS plus. In 2008, the brand with the four rings launched the TT 2.0 TDI quattro – the world’s first production sports car to run on a diesel engine.

The third generation of the Audi TT was launched in 2014 – and once again, Audi used the new generation to reduce its weight. The TT Coupé, with a 2.0 TFSI engine and manual transmission, weighed only 1,230 kilograms, up to 50 kilograms lighter than before. For the new TT and TT RS, the designers reinterpreted the unmistakable lines of the original TT from 1998 for the modern age. They enriched them with numerous dynamic facets, while the round fuel tank cap with typical TT lettering remained true across the generations. Many profile details also deliberately recalled the first-generation design classic. In technical terms, the third-generation TT offered several innovations. For example, this model marked the debut of the Audi virtual cockpit, a fully digital instrument panel with highly detailed, versatile displays that replaced analog instruments and the MMI monitor. In 2016, a new era for automotive lighting technology began in the Audi TT RS, when Audi used organic LEDs, known as OLED technology, for the first time. The sports car’s engine range is also impressive: The top model was initially the Audi TTS with a 2-liter turbo engine and 310 PS, followed in 2016 by the TT RS with the 2.5-liter five-cylinder turbo engine, one of the most emotional units the brand with the four rings has to offer. With its 400 PS, this engine boasted a sporty sound and, on top of that, was named “International Engine of the Year” nine times in a row. With the special Audi TT RS Coupé iconic edition5 model, which comes in Nardo Gray and is limited to 100 units, Audi is bringing together the design and technology highlights from a quarter of a century of the Audi TT to celebrate this anniversary year of 2023. 

Article source: www.audi-mediacenter.com

“Our dynamic load control system enables us to shift our energy demands to a time of day when Frischeparadies is using less power from the grid,” explains Elias Hammer, the Audi Manager responsible for the rollout in Berlin and energy system integration for the Audi charging hub. “Berlin is yet another example of the success of our smart charging concept,” says Ralph Hollmig, Audi charging hub project manager. “In this way, we will manage all hub locations as efficiently and sustainably as possible. We are working on energy optimization. In the future, we can even imagine using smart trading to buy electricity from the energy exchange. This also means, for example, that we buy electricity from renewable sources when it’s affordable,” Hollmig adds.

The buffer storage unit utilizes second-life batteries from dismantled Audi test vehicles and allows the brand with the four rings to offer sustainable quick-charging wherever the power grid would struggle to constantly operate four high-power charging (HPC) points at up to 320 kW. While quick-charging infrastructure without buffer storage often faces long wait times for the required transformers, the Audi charging hub makes optimal use of the existing infrastructure.

Positive response at the Nuremberg and Zurich sites

Figures from Nuremberg and Zurich highlight how drivers of electric cars from Audi and other brands are embracing the urban quick-charging concept developed by the brand with the four rings. In Nuremberg, Audi has been operating its large charging hub with six charging points and a 200-square-meter (2,150-sq-ft) lounge above it since December 2021 and there, the customer return rate is 70 percent. “Customers there have now integrated charging at the hub into their daily routine,” says Hollmig. Audi has counted up to 62 charges per day in Nuremberg; on average, the first Audi charging hub registers 36 charges daily. Around half of the users come to the hub in an electric Audi model. “When we launched the Audi charging hub in December 2021, hardly anyone had predicted this level of success. By the end of January 2023, we already had our 10,000th visitor in Nuremberg,” Hollmig reports. “In Zurich, too, we are seeing similarly high demand. These figures completely validate our concept of urban charging instead of home solutions.”

Article source: www.audi-mediacenter.com