Audi 2015 Annual Report Download - page 136

BASIS OF THE AUDI GROUP
STRATEGY
136 >>
As a result of growing urbanization, we are tapping new areas
of innovation. We are emphatically pushing the development
of intelligent mobility solutions in the shape of Audi mobility.
Through various premium car-sharing projects such as Audi
select in Germany and Audi on demand in San Francisco, our
customers can already enjoy premium solutions for individual
mobility.
Numerous surveys have revealed design to be one of the main
decision-making factors when buying a car. That is why we
continue to refine the unmistakable Audi design language. We
are focusing especially on achieving even greater differentiation
between the individual model series. In addition, we are in-
creasingly giving Audi technologies visible expression in design,
thus creating a symbiosis between technology and design.
Further information on Audi design can be found
under “Design” on pages 151 f.
In the year under review, we yet again demonstrated our inno-
vative strength in the area of lightweight technology with the
new Audi A4, the new Audi Q7 and the new Audi R8. Thanks to
the new multimaterial construction principle, the Audi Space
Frame (ASF) of the new Audi R8 V10 plus weighs just 200
kilograms, for example.
Detailed information on lightweight construction at
A
udi can be found under “Audi lightweight con-
struction” on page 177.
// WE CREATE EXPERIENCES
We want to delight our customers worldwide with experiences
that embody the spirit of the Audi brand. For example, we
introduced journalists, dealers and customers to the fascina-
tion of piloted driving at several events staged over the past
fiscal year. In early 2015, selected journalists were able to
experience piloted driving on an approximately 560-mile route
in everyday driving conditions in the context of the Consumer
Electronics Show (CES) in Las Vegas. In April, we demonstrat-
ed the technical maturity of piloted driving in a test run on
the A9 autobahn. Our Audi A7 piloted driving concept “Jack”
performed lane changes and passing maneuvers independently
in real-life conditions. During the CES in Shanghai in May
2015, the possibilities of piloted driving were demonstrated
on an approximately 15-kilometer stretch in heavy traffic on
the urban expressway.
Another highlight in the year under review was the high-profile
piloted driving demonstration on California’s Sonoma Raceway.
Technology demonstrator “Robby,” which is based on the
Audi RS7 piloted driving concept, was pushed to its physical
limit lap after lap, but still achieved consistently precise results
on the racing circuit. In a second racetrack appearance on the
challenging FAST Parcmotor circuit near Barcelona, Spain, Audi
yet again demonstrated its technological expertise in piloted
driving in front of a captivated audience of journalists, dealers
and customers.
With the market introduction of the new Audi R8 V10 plus, we
brought together our most emotionally charged disciplines –
ranging from the R and RS models to customer racing and
factory motorsport – under the Audi Sport portfolio. A major
objective of Audi Sport is to delight our customers with unique
passion and outstanding dynamism. We have also devised the
new Audi Sport showroom concept with that goal in mind. It
will enable our customers to experience the Audi Sport models
on show in a specially created atmosphere.
Under the Audi Sport name, we have also launched the Audi
Sport TT Cup – a separate race series for the Audi TT – as a
gateway to the world of motorsport within our Company.
Starters from 14 different countries and the spectators were
treated to action-packed motorsport featuring plenty of pass-
ing maneuvers and duels at a total of six events in the accom-
panying program of the German Touring Car Masters (DTM).
More information about the Audi Sport TT Cup can be
found in the magazine section on pages 106 ff.