Audi 2011 Annual Report Download - page 72

Standing in front of Audi corporate headquarters in Ingolstadt, Rupert Stadler and Professor Laurence C. Smith discussed the opportunities that
electrically powered cars will off er – right beside an A1 e-tron, which the two of them topped up at the “electric fi lling station” for a test drive.
“We know the old is no longer fi“We know the old is no longer fi t for the times, but we don’t know the new t for the times, but we don’t know the new
very well yet. This opens unexpected opportunity for new thinking.” Rupert StadlerRupert Stadler
Rupert Stadler and Professor Laurence C. Smith (right)
met in Ingolstadt to discuss ideas for the future.
agile enough? Sometimes it takes
moments of shock to speed up inno-
vations, like a dramatic increase in oil
prices. What is important is for us to
be well prepared so we will be able
to react quickly even to unexpected
developments.
Prof. Smith: We all know that we need
to change course and head toward
renewable energy sources. But they
are not commercially viable yet.
Doesn’t that make it very diffi cult for
a company to plan investments?
Stadler: We will always invest in
powerful, emotionally appealing cars,
whatever “power” will mean in the
future. The important thing is that
the customer loves the design, the
technology, the functionality ...
Prof. Smith: ... and I’d like a cordless
recharging option.
Stadler: We’re working on that,
too. The key question remains: how
do we add value? People want time
for themselves, they want to lead
ecologically responsible lives, they
want to communicate. And they want
a car that enriches their lives. I don’t
give names to my cars, but I love their
power, their precision.
Prof. Smith: I’m convinced there
can’t be a better fuel for a carmaker
than passion. There’s one more thing,
though, that I’d like to see in my car
soon: an espresso maker.
Stadler: You may not believe this,
but when we presented the “Roadjet”
in Detroit some years ago, it actually
came with an espresso maker.
Prof. Smith: I should have guessed:
“Vorsprung durch Technik.”
O
Visions: What will mobility look like
in tomorrow’s world?