Audi 2014 Annual Report Download - page 146

BASIS OF THE AUDI GROUP
STRATEGY
146 >>
long-distance capability with zero local emissions and sophis-
ticated handling characteristics. We are also systematically
advancing the development of all-electric drive systems and of
fuel cell technology.
For further information about Audi e-tron, please
refer to the “Audi e-tron” and “Audi tron” sections on
pages 158 f. and 179.
The connectivity and digitization of our society are becoming
increasingly significant. The optional Audi connect services link
the driver to the car, the Internet, the infrastructure and other
vehicles. At the start of 2014, Audi became the only premium
automotive manufacturer to join the Google Open Automotive
Alliance (OAA). This partnership pursues the goal of integrat-
ing the Android platform and its apps into the car’s operating
system, under the name Google Android Auto. The functions of
iOS devices will also be available in the vehicle via Apple
CarPlay. The Audi Multi Media Interface (MMI) of the future
will thus integrate key functions of both smartphone plat-
forms. The new Audi Q7 is already one of the first automobiles
in the world to offer both Google Android Auto and Apple
CarPlay smartphone integration.
The ability of vehicles to connect with their environment and
with each other is a major prerequisite for piloted driving – a new
evolutionary stage that goes well beyond the existing functions
of assistance systems. Piloted driving means that in certain
situations the driver is relieved of the task of driving altogether.
For example, this can reduce the burden on the driver in traffic
congestion, thus increasing safety as 90 percent of all traffic
accidents are caused by human error. Audi impressively demon-
strated its expertise in piloted driving at the limits with the
Audi RS7 piloted driving concept, which took to the racetrack
at the German Touring Car Masters (DTM) season finale. Show-
casing this technology, the vehicle lapped the Hockenheim
Grand Prix circuit at racing speeds, entirely without a driver.
In addition, the Audi A7 piloted driving concept successfully
completed the first piloted long-distance run at the start of
2015. On the tour covering approximately 900 kilometers from
Silicon Valley to the Consumer Electronics Show (CES) in Las
Vegas, journalists were given the opportunity to witness piloted
driving live from the driver’s seat. The concept vehicle passed
the long-distance test featuring real-life, everyday driving
conditions with flying colors.
Audi is tapping new areas of innovation hand in hand with the
growing trend towards urbanization. We are pushing the devel-
opment of intelligent mobility solutions in the shape of Audi
mobility. We have already launched various innovative premium
car-sharing concepts in major cities with dense traffic.
For further information about the latest mobility
solutions, please refer to the magazine section on
pages 116 ff.
Many different surveys confirm that design is the main reason
why people choose a particular car. We are methodically refining
our unmistakable design idiom. One particular priority is to
differentiate more between the individual model series. We will
also make our designs reflect a vehicle’s technologies more
overtly – both inside and out – in future model generations.
Taking lightweight construction solutions to the next level is
another key priority in our technology activities. We are im-
plementing the principle of an intelligent mix of materials, in
other words the use of the right material in the right place,
and of integrating functions and systems into new vehicle
architectures. The goal is to systematically reduce vehicle
weights across the entire product range.
In the domain of all-wheel drive, Audi has been among the tech-
nology leaders in automotive manufacturing for several decades
with its quattro drive. We are steadily expanding our expertise,
and the past fiscal year saw us bring quattro drive to market in
the small compact car segment with the arrival of the new S1
models. The Audi brand can therefore now supply its customers
with quattro drive in every car line.
// WE CREATE EXPERIENCES
We want to delight our customers worldwide with experiences
that embody the spirit of the Audi brand. Audi City digital cyber-
stores now offer our customers in London, Beijing and Berlin
the opportunity to configure their ideal Audi vehicle virtually,