Audi 2014 Annual Report Download - page 161

ECONOMIC REPORT
RESEARCH AND DEVELOPMENT
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// OPERATION AND DISPLAYS
One highlight of the new TT generation is the Audi virtual
cockpit. Instead of analog instruments and the MMI monitor,
there is a 12.3-inch screen. Alternatively, the Audi virtual
cockpit can be operated from the multifunction steering wheel,
using MMI touch or by voice control. Our customers of the new
Audi TT generation can enjoy the benefits of a significantly
improved voice control system. It now understands everyday
speech and phrases. In the telephone menu, for example, it is
possible to call a contact simply by saying “I want to talk to
Peter Smith” or “Get me Peter Smith.”
The innovative nature of our connect services is reflected in the
array of awards that we have won. For example, the new
Audi TT received the distinction of best connected car in the
“Car Connectivity Award,” the first such reader poll conducted
by the trade magazines auto motor und sport and CHIP (auto
motor und sport, issue 16/2014, p. 114–115).
The growing significance of consumer electronics is bringing
new and innovative technologies integrated into the vehicle
ever more sharply into focus. As a manufacturer of premium
automobiles with long development and product life cycles
typical for the industry, the particular challenge here is to
respond to the fast-moving nature of consumer electronics and
increasingly demanding customer expectations. Through our
modular infotainment platform (MIB), which became available
in 2012 with the introduction of the new Audi A3 models, we
have created a way to respond flexibly to the short product life
cycles of consumer electronics in order to integrate new trends
and technologies into our vehicles at an early stage.
/ DESIGN
The fact that design is quoted as the main reason why custom-
ers choose the car they do makes it a key success factor for Audi.
We therefore consistently strive to refine and sharpen our all-
embracing design idiom. In the future, we will be aiming to
differentiate between the individual model series more clearly.
On top of this, automotive technologies that will increasingly
be visualized in the design – inside and out – will further rein-
force the progressive character of the Audi brand.
The Audi prologue showcar that we presented in November 2014
at the Los Angeles Auto Show signals the dawning of a new
design era for the Audi brand. The two-door coupe blends overt
sportiness with elegance and comfort. Measuring 5.10 meters
in length and with a 2.94-meter wheelbase, the showcar is
shorter and flatter than the current Audi A8. The Singleframe
has evolved significantly and is now much wider than before.
In this way it emphasizes the dynamic character of the concept
car. Balanced proportions give equal weight to the front and rear
wheels, reflecting the quattro technology in the design as well.
The innovative headlights are equipped with high-resolution
matrix laser technology, which paves the way for entirely new
design expressions and functions. When seen from the rear too,
the look has been extensively reworked and sharpened. The
Audi prologue unites the functional characteristics of a notch-
back coupe with the aesthetic appeal of a fastback coupe. The
unconventional design of the LED rear lights with 3D glass
extends over the full width of the car to evoke a new quality of
dynamism.
Inside, various details emphasize the exclusive, luxurious char-
acter of the concept car. In addition, the spacious interior is
equipped with the innovative Audi virtual cockpit future, which
assists the driver whether for a decidedly sporty driving style
or for relaxing travel. The interface adapts its look to the current
driving style. During sporty driving, for example, the display
enters the sport mode and specifically presents relevant
information such as revs and boost pressure. Thanks to the
new way of integrating display surfaces and operating systems
into the dashboard and center console of the Audi prologue,
the architecture and operating concept merge into one. The
dashboard has three touch displays extending across its entire
width. For the first time, a front passenger display enables
digital interaction between the driver and front passenger. For
instance, the front passenger can configure routes and make
them available to the driver with a simple swipe. In addition,
some controls use a new-style flexible OLED (organic light
emitting diode) display, which permits extremely sharp, high-
contrast images.