The Audi Brand Magazine 2013 

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The Audi Brand Magazine 2013

Encounter Augmented Reality Experience video footage with your iPhone, iPad or Android smartphone.

Scan the QR codes in this magazine with your iPhone, iPad or Android device and experience the Audi world in action!

Dear readers, Dear friends of Audi,

Luca de Meo Member of the Board of Management of AUDI AG, Sales and Marketing.

Those who burn with a passion for something, make things happen. “I Am Audi” is such a project. American Scott Mitchell loves cars – especially when they bear the four rings. They have been a part of Scott’s life for as long as he can remember. The blogger has created his own Audi world in the internet; a world that amazes millions of users again and again. He does it in his free time, as a labor of pure passion. I am fascinated by fans like Scott Mitchell who live and breathe their passion, who shape it and take things into their own hands. Because they provide the proof of the power that is contained within a strong brand like Audi; how the passion for the way of the four rings brings people together and moves them to exceptional things. In this magazine, we tell stories of creative people who create something new with their own hands. We take a closeup view of the hands of Audianers – the people who apply their fine touch to our cars: the model maker, for instance, who builds precision design prototypes millimeter by millimeter; the tool maker who applies his fine eye for the tiniest detail to creating the perfect surface finish; or the expert in quality assurance who uses his sense of touch to discern the perfect leather for an Audi interior. Every Audi passes through a great many caring hands.

More than almost any other, our brand stands for progress. We are driven by the desire to build cars that are ahead of their time. This is embodied in three simple words, “Vorsprung durch Technik”. From the legendary quattro drive through LED lighting innovations to the Audi City showroom – solutions from Audi make life easier. Every single one of our products stands for style, emotion and the very highest quality. Audi is the progressive premium brand. And this is an image that is not built overnight. Audi’s success is based on strong roots, on people and their passion and fasci­na­ tion for the automobile. They are inventive, extremely curious and have an undying passion for precision, perfection and individuality. For many Audianers, this passion is a lifelong guiding principle, which is also why I found the story of our dealership partner Adam Stewart particularly moving; he was already Audi mad as a young boy, and now he sells our cars in his home country. This year will see one of his dreams come true, when he opens Jamaica’s very first Audi terminal. People make brands. On the next 214 pages, you will get to know the people behind Audi. Enjoy! All the best,

Audi’s success is based on strong roots, on people and their passion for the automobile. Luca de Meo



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The greatest driving force Brand is more than product; a powerful brand creates trust and inspires enthusiasm. It turns customers into fans.

A thrilling moment – daughters, too, take ownership of the new family car.

Ideas for tomorrow Progress is the result of curiosity; of the ambition to offer groundbreaking ­solutions. Progress begins anew every single day.

Still beneath the red cloth – the new Audi S3 awaits its big show debut.

Striving for perfection Quality is more than the sum of all the parts and materials; it arises from the expertise and dedication of every single employee.

It’s a hands-on business – every employee makes his contribution to the proverbial Audi quality.

Powerful roots build strength Expertise comes from experience, and a great brand is founded on its exciting history. From the days of its pioneers to the global success of the present day, the Audi brand spans more than a century.

The shining star of a great era – the Auto Union type D grand prix race car from 1938.

The magic of form The art of reducing it to just a few strokes; the perfect execution of lines and surfaces – every Audi is a clear statement for the timeless beauty of the precise form.

The fine touch of creation – even in model making, hundredths of a millimeter make the difference.

It’s a team effort In motorsport, victory is never achieved alone. Absolutely everyone has to deliver his best performance for the team – driver, engineer, mechanic.

Innovative technology – Audi has entered a new era with the victorious Audi R18 e-tron quattro hybrid race car.

Mindset It is the courage to innovate that put Audi at the top. The company wants to expand its lead with a constant stream of new ideas and with a clear approach.

18 Check London 26 Long-Distance Coaching 32 China in Your Hand 40 Service Int. 42 Trend Receivers 50 Among the Light-Minded 58 Surfin’ USA
16 Encounter Audi Brand 17 Encounter Audi Brand

Virtual reality – the floor-to-ceiling video walls provide a 1:1 perspective of Audi’s entire model range.

Data power in Audi City A real-life cyber store in the heart of the British capital: Since mid-2012, Audi City on Piccadilly Circus has been presenting the brand’s entire model lineup in a compact space – fully digitally.

Four rings in London – Audi City is located on the city’s busy Piccadilly Street at the corner of Berkeley Street.

Check London


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Text Paul-Janosch Ersing

Photos Manfred Jarisch

Petrol heads – Audi City employee Romain Nogues (left) assists a visitor interested in the R8 Spyder.

There is a lot happening on Piccadilly Street in London’s Mayfair. There is no break in the colorful stream of people on the broad sidewalk. Londoners are enjoying the sun on this late summer day and the tourists are making the most of this unexpectedly good weather. Behind the vast showroom window, an Audi RS 4 Avant in pearlescent Sepang blue is performing a slow-motion pirouette. Every detail can be admired from every angle – like the Singleframe grille with honeycomb mesh in high-gloss anthracite. The side profile provides a particularly good perspective of the high-performance station wagon. But the car is not real; it is displayed on a video wall 2.67 meters high and 4.60 meters wide. For a moment, its more than two million pixels blur the boundaries between the real and the virtual world. With his fingertip, James Duggan opens the tailgate and takes look inside the car. He seems satisfied and closes it again. Moments later, the rich tone of the engine can be heard and the RS 4 Avant drives off in a sweeping arc. James Duggan works in a London attorney’s office. Since ordering his own RS 4 Avant two months ago, the Sussex man has been happily spending his lunch break visiting Audi City. “I think it’s great that I can come here every day to admire my future car in 1:1 scale, and even hear it.” This is a wonderful way to spend the waiting time until delivery in just a few weeks. Audi has been presenting its entire model lineup just a few blocks from Piccadilly Circus since July 2012. By applying an all-new concept, 420 square meters of showroom space on two floors is more than enough room – all vehicle configurations can be presented on the floor-to-ceiling powerwalls completely realistically and in all available colors – on video walls measuring a total of around 50 square meters. This is how Audi City is turning car buying into an experience, even before the first test drive. Under the guidance of specially trained employees, visitors can configure their dream car by themselves. Tables with large, touch-sensitive screens show the

full diversity of the Audi world in HD quality. Just like on a tablet PC, the customer uses finger gestures to surf the menus and find out about all the available functions and features. A single hand movement is all it takes to transfer the vehicle to the powerwall, where it can then be appreciated in almost 1:1 scale. Thanks to an ingenious dynamic acoustic system with a 40,000 watt system output, the sounds in front of each video wall match the selected car and the content on display – engine sound, special music, spoken information. “And if there is no customer active in front of a powerwall,” explains Audi City employee Romain Nogues, “you hear background music to suit that particular time of day.” He picks up a touch tablet and strokes his index finger across the screen. “I can use this from wherever I am to change the virtual surroundings by controlling volume and lighting.” The atmospheric music that was playing everywhere just a few moments ago begins to fade.

From all angles – the cars presented on the video walls can be turned through 360 degrees – by fingertip.

Anticipation – Audi customer James Duggan in front of his future RS 4 Avant in pearlescent Sepang blue. The technical details are stored on a USB stick. Teamwork – visitor Omar Istalifi (center) configures an Audi TT Roadster. His friends watch over his shoulder.

Finger exercise – the tables with the large, touch-sensitive screens show the full spectrum of equipment details.


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Omar Istalifi seems not to notice. The visitor is concentrating fully on the details of the Audi configurator displayed on the touch table in front of him. He is busy equipping an Audi TT Roadster with the S Line package. His two friends, Kai and Oliver, are watching every single step closely and offering tips: “Wouldn’t you rather have the 18-inch wheels?” Omar wrinkles his forehead, as he prefers the five-spoke design he already selected. The three young men work together at a software development company and are visiting Audi City for the first time. “We heard about it on the Internet and wanted to take a look at it for ourselves,” says Omar, who could see himself dropping by the “virtual car dealership” more often. “The technologies here are definitely impressive.”
Discretion – there are several rooms in the basement area for detailed consultation and sales discussions.

Physical activity – the diverse range of Audi City functions can be controlled by movements and gestures.

Detail-perfect – the technology of Audi models can also be viewed in full detail on the floor-to-ceiling video walls.

The nerve center of Audi City is in a former industrial hall in Ingolstadt, where the project management is also located. “We have been working all-out on this project for more than two years,” says Thomas Zuchtriegel looking back at the time before it all began. What makes the system so special are its comprehensiveness and detail accuracy across the different Audi models. “There are currently around 900 Gigabytes of data on our servers. That equates to around 20 to 30 Gigabytes per model.” As soon as a new model or a new variant celebrates its premiere, updated data is transmitted online from Ingolstadt to the Audi City locations and loaded onto the powerful local servers. “For visitors, the concept is intended to be self-explanatory and child’s play to use,” says Zuchtriegel. But it is no mean feat. “We have invested a huge amount of time in this.” There are often more than 50 programmers working on it at once in the Ingolstadt-based test laboratory. “In order to carry out comprehensive testing prior to the facility opening, we built a complete prototype here in Ingolstadt – powerwalls and touch tables inclusive.”

Audi City London Piccadilly Circus
3 display vehicles 2 floors 842 m² total floor area 420 m² display area 2 Customer Private Lounges for individual consultation, with their own multimedia walls Technical equipment 4 floor-to-ceiling multimedia screens (powerwalls) with a total area of 54 m² and two million pixels each 7 multi-touch-table configurators with 32-inch monitors 17 high performance computers 3 servers Construction planning Raumwerk Architekten, Frankfurt A feast for the eyes – samples of all paint colors and trim materials are on standby.

Bits and bytes on their way

4 Powerwalls 2 million pixels each London

Worldwide – the large powerwalls in London and Beijing are supplied with data from Ingolstadt.

7 Multi-Touch Tables London

3 Servers London

Server Ingolstadt about 900 GB of files

3 Servers Beijing

4 Multi-Touch Tables Beijing

6 Powerwalls 2 million pixels each Beijing


Encounter Audi Brand


Encounter Audi Brand

Programming work – every vehicle model consumes between 20 and 30 Gigabytes of storage space.

Command post – the nerve center of Audi City is in Ingolstadt, where new functions are developed and tested.

A similar level of hi-tech is behind the scenes in London, too. The uninterrupted distribution of video signals runs via fiber optics – more than one hundred channels can be controlled individually. The specialist software for professional presentation and 3D imaging comes from Ventuz. Every one of the powerwalls and each of the seven multi-touch tables needs its own powerful computer. “We laid around 35 kilometers of cable in London – and in such a way as to ensure the visitors can’t see any of it.” The man speaking knows the space on Piccadilly Street better than anyone. Project Leader Hans Joachim Thurner has been responsible for Audi City from the start. “Together with English and German colleagues, we laid the technical groundwork in London for a smooth-running operation.” “London was just the beginning,” explains Thomas Zuchtriegel. “Audi City has recently gone online in Beijing with a video wall surface of more than 90 square meters.” And powerwalls and touch tables have also already entered service at the classic Audi dealership in Dubai. More dealerships are set to follow. In London, Audi City is gearing up for a special moment this evening. In a vehicle handover area separated from the main area by a sliding door, an Audi R8 GT Spyder is awaiting delivery – an absolutely reallife car this time. In just a few moments, the limited-edition super sports car will be picked up, and sales executive Martin Roberts is

taking personal care of the final details. “The registration plates are fitted and the tank is full.” The customer, who fell in love with the R8 GT Spyder just a few days previously at Audi City, would like to drive it home today via the M1. At 5.00 p.m. on the dot, four Audi City employees dressed in neon-colored safety vests lay two ramps across the sidewalk and cordon them off. Passers-by stand still and watch the unusual spectacle unfolding in the heart of the city. Just a few days ago, the R8 GT Spyder was still a virtual 3D model on one of the four floor-to-ceiling video walls. Now the car engraved with the number 231 (of 333) rolls slowly out of the building. And the sound of the V10 is most definitely real this time.

Safety is priority number one – before the car leaves the showroom, employees in London secure the sidewalk.

Test lab – there is a complete Audi City prototype in Ingolstadt. Extensive testing is carried out here prior to opening. Good neighborhood – the hustle and bustle of Piccadilly Street in front of the entrance.

Fit-for-purpose testing – new controls and high-resolution screens have to undergo detailed tests before they are implemented in an Audi City.

Maiden voyage – watched by curious onlookers, the Audi R8 GT Spyder leaves the Audi City building.

Delivery – many of the cars individually configured as 3D models in 1:1 scale on one of the video walls are delivered to customers just a few weeks later – in real-life this time. 24 Encounter Audi Brand 25 Encounter Audi Brand

Long-Distance Coaching

Dealer coaching in China Audi’s dealer network in China is also following a steep growth curve – in order to serve the increasing demand, new facilities are springing up at a rapid rate throughout the Middle Kingdom. The focal point of this process is the employees, their skills and their knowledge. With a host of trainings, Audi is supplying all dealer employees with the tools required for ­personal premium service – from workshop technician to top management. To achieve this, the company is once more setting the cranes in motion and erecting local training centers and ­academies. It also visits the dealerships on-site with a team of traveling coaches.


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Encounter Audi Brand

Seeing how our enthusiasm for service transfers to the dealers and their employees is the best possible approval that we could receive. Xu Jun


Life on the road – Xu and Fang arrive in Hefei for their week of coaching. Helpful team – the Audi coaches help dealerships to improve their customer service and, with it, their business. Precision planning – the coaching program is individually prepared following a situation assessment. Hands-on – an employee shows Fang Jie the vehicle washing procedure.





Text Bernhard Bartsch

Photos Manfred Jarisch

The week begins incognito. In front of the Audi dealership in Hefei, eastern China, on this Monday morning, two gentlemen step out of a taxi – one tall and one a little shorter. They are wearing dark suits and black rucksacks over their shoulders. The security guard pays them no attention; he is too busy directing arriving cars into orderly lines in front of the workshop. Both gentlemen enter the showroom. They stroll through the rows of new cars, examine the shelves of accessories, look through a glass wall at the technicians at work. After twenty minutes they go to reception. “My name is Xu Jun and this is my colleague Fang Jie,” says the taller man by way of introduction. “Your manager is expecting us. We are the coaches from Audi.” Xu Jun and Fang Jie have travelled to Hefei to train the dealers on the subject of premium service. The capital of Anhui Province is home to four million people and considered a “thirdtier city”, not yet as modern as mega-cities like Shanghai and Beijing or other provincial cities like Chongqing or Chengdu. But the need to play catch-up holds a great deal of potential – over the next few years, China’s growth is likely to be driven increasingly by the hinterland, not least because the Chinese government has set itself the goal of narrowing the chasm between the richer and the poorer parts of the country. And the race is definitely on in Hefei: Hundreds of construction cranes are turning above the city, while chic, well-stocked shopping malls bear witness to growing wealth, and a new airport is on schedule to open this year. The automotive sector is feeling the progress, too. The local Audi dealerships sold 2,238 vehicles in 2012 – an impressive volume. “Building sales and service structures that meet Audi’s high demands in such a short period of time is a mammoth task,” explains Xu, “which is why coaches like us are here to support the dealerships with advice and assistance.”

Xu and Fang are expected. The first thing on the program is a meeting with the departmental managers – from workshop and sales, through to accounting and IT. “First-class service is a matter of smooth teamwork,” states Fang. “The more effective the processes function, the more satisfied the customers – and the better it is for business.” The pair will spend one week at the dealership. The first task is to examine the current status from an outside perspective and then to develop a program of process optimization. Naturally, both coaches have detailed handbooks in their luggage, in which Audi defines its dealer standards – standards that are regularly audited by expert assessors. However, their extensive experience makes Xu and Fang particularly adept at knowing exactly how to convert those high standards into a vibrant company culture. “The objective is not just to sell and service vehicles, but to offer our customers a very special brand experience,” says Xu. “That only works when you live and breathe the brand and when all employees take pleasure in doing their jobs that little bit better every day.” Xu is 42 and an engineer; Fang, nine years younger and an attorney. Both had worked for many years in car sales before completing their training to become Audi service coaches three years ago. Since then, they have spent a lot of time on the road as a team. In the week before their visit to Hefei, they were together at an operation in Tangshan, northern China. Next week, they will be in western China. After three weeks on the road, they have two weeks off. But Xu confesses that, even in his spare time, he still has the mindset of a service expert. “It doesn’t matter whether you are in a car dealership or in a restaurant or department store, you immediately recognize the quality of service in the small details,” he says. “Most people only register this in their subconscious, but in our job, you automatically think about how things got to be that way and not something else.” From their first impressions gathered that morning, the professionals have already given indications of where there is room for improvement. Why, for example, does the security guard on the gate not greet the arriving service customers by name, and why do they have to wait in front of the workshop in lines? The questions may sound banal, but they strike at the core of what makes an Audi terminal stand out. And they say something about the very specific challenges facing dealers in China.





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Encounter Audi Brand


More than 30 customers have brought their cars for inspection on this particular Monday. But in the workshop, Fang learns that only a handful of them had actually made an appointment in advance. “That is typical for China,” explains the coach. In countries like Germany, where almost nobody goes to a workshop without an appointment, the personnel are able to greet the customer at the agreed time and direct them straight into the workshop, where a technician is waiting for them with all the associated paperwork. In China, on the other hand, car owners come largely spontaneously. The onslaught is particularly high after the weekend. Although the Audi employees take the cars straight away and invite the drivers to take a seat in the comfortable waiting room, on the first day of Xu and Fang’s visit, the employees have no idea how long they will have to wait there for information. “We address this kind of situation and work with all those involved to find improvements,” states Fang. While providing a high level of flexibility, the dealership must also ensure that workshop space is kept available for those customers with appointments and that a technician can immediately take possession of the vehicles. This generates a sense of trust in the professionalism of the workshop service and gives car owners the chance to improve their understanding of their vehicle’s technology. This is therefore about more than short wait times, “Always assume that the customers are very interested in their vehicles,” is the coach’s recommendation to the service center personnel. “Show them everything that their Audi has to offer.”

But there is even more to think about. For instance, that a service appointment starts with the first phone call. “Hello, I drive an A6 and have a feeling that my ABS is not working,” says Xu into his cell phone. At the other end of the line is the Audi terminal’s telephone receptionist, who is sitting right next to him. The young woman takes a note of the day and the time and wishes him a pleasant journey. “That was a very friendly exchange,” praises Xu, once both have hung up. “But do you actually know what ABS means?” The receptionist has to pass. She has only been with the dealership for a few weeks and worked previously in a different sector. “Tech­ nical induction for all new employees,” notes Xu on his clipboard. The list of observations and recommendations that Xu and Fang have pulled together by the end of the day is long. Alongside fundamental issues on matters such as workshop processes, it consists primarily of a lot details. Shouldn’t all visitors to the showroom automatically receive an Audi Magazine? Why do the cars waiting on the parking lot for delivery to the customer all have their windscreen wipers folded up? In hot weather, wouldn’t it be a friendly gesture to set the air conditioning prior to vehicle handover? “Striving for perfect service is a never-ending process,” sums up Fang. It is evening now, and the two coaches are in their hotel planning the workshops for the next day. On their computers, chat windows keep popping up with messages from their colleagues in other cities. The coaches share information and advice among them­ selves. The managers from dealers that Xu and Fang have visited over the last few weeks are also aware that the coaches are available in the evening to answer questions. “We stay in contact with many dealers long after our visit,” says Xu with obvious pleasure. “Seeing how our enthusiasm for service transfers to them and their employees is the best possible approval that we could receive.”



Scan the QR code and see video footage of the Audi coaches!

The Audi Dealer Network in China
At the end of 2012, around 290 dealers in more than 100 Chinese cities were selling cars with the four rings. Around 60 Audi dealers opened their doors last year alone. The brand thus possesses one of the most extensive dealer networks in the Chinese premium segment. And yet, one glance at the map shows what enormous potential still remains for Audi in further regional expansion. Around 60 percent of sales currently come from just six of the 22 provinces. Right now, Audi dealers are present only in cities with more than one million inhabitants. Cities of less than one million are currently not represented at all in the dealer network. If you were to transfer this to the German city map, AUDI AG would be represented on its domestic market in only two locations – Berlin and Hamburg.


Customer call – Xu Jung goes through the correct form of appointment booking with a receptionist­ Directed – Xu and Fang consider how traffic flow on-site can be improved. Joint effort – customer satisfaction is the result of work done by all departments. Descriptive – using the clipboard, the coaches clarify the optimization processes and their positive effects. Distinctive culture – a special brand experience can be achieved only through constantly striving for improvement.




9 8 9


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Encounter Audi Brand

China in Your Hand
Audi dealer New Elements in Chengdu Premium cars and first-class service go hand-in-hand for Audi. The brand’s high standards of service apply around the globe, guaranteeing Audi quality to customers worldwide. Local dealerships then link this with tailor-made offers – because nobody knows their customers as well as they do. Take businesswoman Wu Yali, for example, in Chengdu, western China: She sells not just cars, but a way of living.

Text Bernhard Bartsch

Photos Manfred Jarisch


Encounter Audi Brand


Encounter Audi Brand



Cao Xun had a mishap in her Audi TT at the weekend. She took a trip with her husband into the picturesque mountain landscape outside Chengdu, the capital of the western Chinese province of Sichuan, and drove over a big pothole on one of the back roads. “It made a pretty nasty grinding noise beneath us,” explains the 27 year-old. “We were able to keep driving without any problems, but I wanted to find out as soon as possible if everything is actually okay.” Thus, Cao and her husband find themselves enjoying cappuccino and cheesecake in the VIP lounge of the New Elements dealership while their car undergoes a thorough examination. The pothole was surely also a welcome opportunity to come back here again. There is no better coffee in Chengdu and virtually no more exclusive an ambience: Comfortable leather seats and elegant designer furniture are scattered around the room. Bet­ ween them are silver sculptures and sweet-scented arrangements of white lilies. One floor down is a showroom full of new Audi models, including several R8 sports cars – a firm favorite with Cao for some time now. “We’re just car crazy,” she laughs. “That’s why we like coming here so often.” The young businesswoman, who studied in England and runs her own investment firm in her home town, is every car dealer’s dream. The first car owned by the founder of the start-up was a long-wheelbase A4. And, when her company achieved the breakthrough in 2011, she rewarded herself with a TT as well.


Big welcome – New Elements employees present the latest Audi models. Always ready – politeness to the customer begins at the gates. Top service – businesswoman Cao Xun brings her Audi TT for an inspection.


But the reason that Cao keeps coming back to Audi is not just because of her enthusiasm for the brand, but also because New Elements takes good care of its customers. The dealership offers a level of service that is among the best in the industry. “We sell not only the best cars in the world, but also a philosophy,” says the founder of New Elements Wu Yali. “It is about a lot more than vehicles: It is a whole way of living.” The cappuccino that the young couple is enjoying in the dignified surroundings of the dealership’s VIP lounge is just a tiny part of the substantial service offering that sets Wu’s operation apart from the competition. On taking delivery of their car, every customer receives a membership in the New Elements Audi Club, which opens a lot of doors – in Chengdu and far beyond. Tickets for movie premieres? Reservations at “in” restaurants? Bookings for golf courses? One call to the club hotline is all it takes. Concierge services at home, single rooms in private clinics or limousine pickup on the airport apron. The Audi Club organizes all this, as well as flight and hotel bookings or wedding photography. New Elements regularly invites club members to its own events, such as wine tastings, fashion shows, round-table discussions with famous authors or dinner with big-name stars. “We know our customers personally and address them specifically,” says Club Manager Deng Yinghui. While one may be interested in a shopping guide for a trip to Paris, others opt for initiatives like the campaign to rescue the Chinese black bear. And there are, of course, plenty of programs involving Audi, from race-track test drives in the R8 to trips to the 24 Hours of Le Mans. That the customers also receive perfect service for their own cars – such as mobile service, oil change in their own garage or reminders of the next scheduled service – is pretty much a given.


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Encounter Audi Brand


We sell not only the best cars in the world, but also a philosophy. It is about a lot more than vehicles: It is a whole way of living. Wu Yali
Buzzing with activity – one of China’s biggest ­dealerships sold 4,122 cars in 2012. 3 Try-out – prospective customers receive advice on an Audi A4 L. Vorsprung – a sales assistant explains the technical details.



Scan the QR code and see video footage of the dealership in Chengdu!


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Encounter Audi Brand


You can only do something really well if you do it with conviction. Wu Yali
6 First-class service – a tea trolley with refreshments is always on hand for customers.

“Our customers are people who want to make the best use of their time,” says Wu. “Therefore, it is of value to them to have our club as a central go-to point for dealing with all of their wishes.” The club concept works because plenty of other providers of luxury products – hotels, golf clubs or fashion brands – would like to have access to Audi customers and to make them tailor-made offers. The club, which was founded in 2011, now has more than 8,000 members divided into the categories silver, white gold and gold. Membership is valid for one year following purchase of a car, after which it costs an annual membership fee, which is subsequently offset against service visits or a new Audi. “The club has now become so well known in Chengdu that even outsiders would like to become members,” says Wu with satisfaction. As a result, the 25 employees that deal exclusively with club matters have plenty to do. Alongside her new car center, Wu has also built a dealership for pre-owned Audi models. The architecture provides just as fitting a backdrop for the vehicles as every other Audi showroom. The cars gleam beneath spotlights. Uniformed employees stand at the ready to advise customers. That they are offering preowned cars is evident only from the mix of older and newer models. In China, where the pre-owned car market is still underdeveloped, this kind of presentation is revolutionary. “We want to use this approach to show our customers that an Audi comes with high residual value,” explains Wu.


Relax while waiting – customers enjoy the comfort of massage chairs, internet access and an inhouse cinema. Vision – owner Wu Yali is proud of her high level of customer satisfaction. Hospitality – customers wait in the New Elements VIP lounge.


Wu suspects her unconventional ideas may be due to the fact that her move into car retailing was a sideways step. Now in her mid forties, she worked previously for the Bank of China. During a stay in the USA, she became familiar with the American service culture and decided to bring the state of the art to her home town of Chengdu. Audi was her preferred partner. “You can only do something really well if you do it with conviction,” she says by way of explanation. She was so convinced about her approach that her first Audi Center, which she opened in 2009, was immediately the largest in all of Asia. And she had not underestimated demand. In 2012, 4,122 customers took possession of their new Audi from Mrs. Wu – giving New Elements one of the highest turnovers of all Audi dealerships worldwide. She now employs around 400 people, of which more than half are technicians. Wu wants to open another Audi dealership in Chengdu in 2013, with a dealer training center attached. She also has plans to expand into other Chinese cities, like Beijing and Shanghai. “These are still unknown locations for us, but I am utterly convinced by Audi and New Elements,” explains Wu. With loyal customers like Cao Xun, she really need not be concerned about her success. The young businesswoman and her husband are almost a little disappointed when the TT reappears freshly washed after just one and a half hours. In such a short time, the pair did not have the chance to enjoy the in-house cinema with massage seats, nor the restaurant, nor the fitness room. But they will surely be here again soon. “I took another look at the R8 today,” enthuses Cao. “That will definitely be my next car.”


Encounter Audi Brand


Encounter Audi Brand

 Service Int. 

Relaxed – the true sports car fan never leaves his car alone. In Istanbul, he is even allowed to come with it into the workshop.

Blessed – flowers and lemons bring luck on India’s roads.

A lounge in the workshop, home visits to the customer or flowers on handover – Audi’s customer service has many creative faces worldwide.

Japan: Where the dealer always rings twice
In Japan, many people like to shop for their new premium automobile where they feel most comfortable – at home. They take time to listen in peace and quiet to the information provided on the latest technologies by the customer adviser, to consider the various equipment options and to call in the opinion and advice of family members. The often extremely time consuming trip to the dealership through the mad city crush would simply prove a distraction. This is why, in Japan, the dealer often comes to the customer – at home or in the office. He can chalk up between 500 and 700 house calls a year across an average of 250 customers. And these visits are not just about car buying, they also deal with services and with advice on complementary products such as insurance.

Russia: Cold check-ups with hot tea
In Russia, Audi drivers have that warm, fuzzy feeling all year round. In the true spirit of Christ­ mas, service teams visit customers every winter with their “Mobile season check-up” to take care of them and their Audi. The experts free the cars of snow and ice, check that they are ready to face the trials of winter, and take an especially close look at the oil level, tires and brakes. During the check-up, customers can warm up with a cup of tea or hot chocolate. The service teams round it all off by giving the customer engine oil, antifreeze and a souvenir photo. And it goes without saying that Santa hats are a must.

India: Say it with flowers
In India, it is truly a sight to behold when an Audi is handed over to its new owner. In some parts of the country, the cars are festooned for the handover with wreaths of flowers and lemons. The flowers are intended to bring satisfaction and happiness, and are offered up to God as a sign of a new beginning. The lemons are seen as a sign of good luck that protect against negative energy, envy and evil. After taking delivery, the customers often then drive their new car directly to a temple or a priest – then, on the very highest authority, nothing can stand in the way of a happy relationship with their Audi.

Turkey: Exclusive (in)sights
In Turkey, Audi drivers of S, RS, A8 and R8 models are completely in their element when they drop in for a service. In a highly exclusive workshop at the Dogus Oto Esenyurt dealership in Istanbul, they can experience the maintenance of their vehicle up close. The customers take a seat on lounge chairs directly alongside the vehicle lift, from where they can watch everything the mechanic does. Plus, they can also expand their technical knowledge in conversation with the specially trained diagnostic technicians. 2013 will see this special service offered in further exclusive workshops in Istanbul and Ankara.

Merry Christmas – the Audi Service Santas in Russia bring seasonal gifts for car and owner.

Visited – in Japan, many cars are sold in homely surroundings.


Encounter Audi Brand


Encounter Audi Brand

Qualified vision It is impossible to look into the future with certainty. Nevertheless, a company like Audi has to plan within lengthy timeframes and to identify and act upon developments at an early stage. The route that Audi takes to achieve this is as new as it is unconventional – within the scope of studies on the future and new concepts, its market and trend researchers seek out selected individuals as discussion partners on specific topics. These individuals have a special instinct for change and, as “Trend Receivers”, provide the company with well-informed opinion and guidance.

43 Encounter Audi Brand

Michael Schickinger
Creative Director Lambs & Lions; photographer and graphic designer; works on projects ranging from books to hotel concepts; manages film and photographic productions.


44 Encounter Audi Brand

Prof. Dr. Wolfgang Ullrich
Professor for Art Research and Media Philosophy at the Karlsruhe University of Arts and Design and author of many publications on the history and critique of art as a concept, contemporary visual culture and wealth phenomena, including Gotta Have It. How Does Consumer Culture Work?


45 Encounter Audi Brand

Rebecca Swift
Photographic consultant; university lecturer; previously 16 years with Getty Images responsible for Creative Planning.


46 Encounter Audi Brand

Remo Masala
Chief Branding and Marketing Officer for the Kuoni Group, a global tourism company based in Switzerland; previously CMO of the Design Hotel Group.


47 Encounter Audi Brand

Antoine Sandoz and Gilles Ketterer
SANDOZ KETTERER Ltd is a renowned designer of jewelry and watches that works with a number of luxury brands. Antoine Sandoz was previously responsible for jewelry design at Gucci in London; Gilles Ketterer was Chief Designer for watch brand Omega.


Text Hermann Reil

Photos Ulrike Myrzik

Let’s say you are looking for the right school for your child. To whom do you go for advice? For sure, there are scientific studies that ex­ plain the advantages and disadvantages of different types of school, but they often end up being very abstract. It would be far more rea­ sonable to ask friends and acquaintances with children, who know different schools from direct experience. You turn, therefore, to people that have specific knowledge and whose opinion you trust. Qualified information and opinion on matters relating to the present time or the near future are relatively easy to come by. As soon as the perspective needs to extend farther into the future, it all gets a lot more complicated. “Predictions are very difficult, especially when it’s about the future,” is a familiar quote attributed to Danish physicist Niels Bohr. Or, to put it another way, there is no such thing as certainty when it comes to knowledge about the future. A large industrial company, however, lives in the distant future. There is a constant stream of decisions to be taken that will impact the next decade or more, and on whose accuracy not only a great deal of money, but also jobs are dependent. At a car manufacturer like Audi, the product development process from the decision on a new concept to market launch takes from five to seven years, after which the vehicle normally remains in production for around seven years. Thus, models that are dreamed up and developed in 2013 must still be attractive in 2025.

But how are lifestyles, mobility and ownership behavior changing? And what technologies will gain a foothold and how quickly? Although it is ultimately up to the good judgment and decision-making qualities of those responsible within the company, it is important that the decisions are based on well-founded opinion and evaluation. As a consequence, companies like Audi must also seek out advice. And from people with a sound feel for those needs that will endure and those new ones that will emerge, and for which products and services will stand a good chance of success in a few years time. This is where conventional market research reaches its limitations in some areas, despite being exceptionally well-equip­ ped to address a wide range of topics. Most “normal” representative customers see certain new ideas and concepts too much with the mindset and experiences of the year 2013. The world of 2018 or even 2025 remains, in the true sense of the word, unimaginable. But life has changed enormously, especially in the last one-and-a-half decades. Just before the turn of the new century, very few would have been able to envisage how much and how quickly mobile communication would influence the world, and how intensively life would be impacted by social networks. The rapid rise in the agenda of “sustainability” is something else that was recognizable to very few back then. The trend and market research team at Audi has therefore developed its own, farther-reaching system that places less trust in the hands of well-known “trend gurus” that fill the pages of books. It has opted instead to weave a network of “friends” in the broadest sense of the word – people who, in the course of their private and professional lives, have developed a particularly finely tuned instinct for new things and thus possess a “qualified vision”. Dr. Rupert Hofmann calls them “Trend Receivers”. He developed the issue at AUDI AG as part of his post-graduate thesis and now manages Trend Receiver studies on a number of topics. For Dr. Hofmann, “agents for the new” are those individuals that bring new things into the world. He has investigated a number of different existing topics on matters new and he divides them into three groups: the “inventors”, i.e. the creative individuals who think up, devise and design new things, whereby these new things are usually a surprising combination of existing things. “There were mountains and there were bikes. And somewhere along the line mountain bikes appeared.” Hofmann calls the second group “multipliers”, who are the opinion leaders or early adopters – like the city people who were the very first to start riding mountain bikes; or those fans who camp out overnight in front of the Apple Store to be among the very first to get their hands on the latest iPad.


Encounter Audi Brand


Encounter Audi Brand

Hamburg designer Eva Marguerre experiments with plastics and textiles, craftsmanship and hi-tech. It leads to design objects of fragile beauty that are nevertheless extremely robust and enduring.

Project Leader, Trend Receiver Studies; he developed the concept at Audi as part of his doctorate work.

The third group is the “trend observers” – which also incorporates the Trend Receivers selected for specific topics. “These individuals have special antenna and can recognize even very weak signals of change at a very early stage, and can assess their development potential in a highly differentiated and finely honed manner. Trend Receivers possess an exceptional combination of openness and experience. They combine the customer perspective with the capability to abstract from themselves. They have enormous curiosity and heterogeneity and possess the necessary selection ability to pull out what is relevant from the maelstrom of new information and ideas. These are usually what you might call lay trend researchers, i.e. people who observe within their respective environments what drives people and what is changing, without actually being contracted or tasked to do so.” For the Trend Receivers sought by Audi, observation must be a fundamental and instinctive driver. Rebecca Swift in London is one example – as Creative Director for Getty Images, the world’s largest image agency, she spent many years planning the style of the photography commissioned and thus shaped the imagery of the future. She now works as a consultant and university lecturer. “She has a finely tuned sense of developments in image aesthetics,” says Rupert Hofmann. Remo Masala, Chief Branding and Marketing Officer for Swiss tourism group Kuoni, is someone that Hofmann considers the perfect Trend Receiver. “He is very direct and possesses an exceptional combination of aesthetic and commercial instinct and strategic expertise. He travels around the world a great deal, and can think his way into emerging markets and new products and services in a way that is reflected, as well as open and creative.” Then there is Prof. Dr. Wolfgang Ullrich, who teaches Art Research and Media Philosophy at the Karlsruhe University of Arts and Design. Hofmann regards him as a leading and independent thinker with an enormous understanding of human nature, who can place change with a great deal of sensitivity within its cultural and historical context and combine the most diverse issues with virtuosity. Rupert Hofmann’s list of Trend Receivers now numbers in high double digits, and is drawn from a wide array of cultural circles and fields of expertise – and it continues to grow. How does he find these names, how does he make contact? “It works with search profiles tailor-made for the respective issue and through the appropriate networks.” When the topic is a good fit, it is simply a matter of asking. Refusals are rare, despite the fact that scheduling problems are inevitable in this particular field. But the sheer enjoyment of dialogue on the future is a great facilitator. The issues tackled by Audi’s Trend Receiver studies are wide and varied. Alongside discussions on brand new vehicle concepts, the focus can be on a future mobility concept or a retail concept for looking after premium customers. It might even concern the firming up of an apparently “fuzzy” subject, like the meaning of the idea of lightness for future vehicles. The interviews are structured specifically to suit; a classic questionnaire would not work. The discussion guidelines are intentionally kept loose and open. “Audi is very interested in this kind of external input,” says Rupert Hofmann. “It is simply part of our open corporate culture – and surely also an important part of our innovative power.” It’s good to have friends on your side with an uncluttered view and able to offer qualified advice.

NIDO – the red thread Designer: Eva Marguerre

Dr. Rupert Hofmann Ingolstadt

comfortable elated buoyant unencumbered frivolous

Dimension 1 Mind and Emotion

The search for a word “Leichtigkeit” or “lightness” is an important value for Audi, and one that is clearly demonstrable on a technical level – in the pioneering use of aluminum, or in innovative lightweight design with the intelligent material mix. The reduction of fuel con­ sumption and resource conservation are the objectives of continual improvement. But, is lightness also an emotional value? Should cars of the future look light, feel light? Is the desire for such things developing among people; is this even an important trend that is emerging? The attempt to draw closer to “enlightenment” – as an example of intelligent dialogue with changing markets and customer expectations.

Among the Light-Minded
50 Encounter Audi Brand 51 Encounter Audi Brand

Universe of Enlightenment

Dimension 1 Mind and Emotion The feeling and emotional expression of joviality, buoyancy, comfort, light-heartedness, relaxation, informality – but also frivolity.

Text Hermann Reil

Illustration Davide Durante

deft easy to do not difficult fast relaxed without content

immediately apparent

Dimension 2 Action and Representation

We begin our journey through the various dimensions of “Leichtigkeit” on the technical, rational level. For Audi, lightweight design represents a core aspect in the development of every new model – and that means quite simply that a car has to have as little mass as possible. Every single kilogram saved reduces the energy required, i.e. the fuel consumption, and improves agility and dynamics, i.e. driving fun. The first ever all-aluminum bodyshell in volume production is one of the truly pioneering feats achieved by Audi development engineers. It was launched in 1994 with the first generation of the Audi A8. Hundreds of thousands of cars featuring this technology are now on the roads. And, in future too, lightweight design will continue to be a key field of innovation for the brand. Alongside aluminum, these materials have long come to include high-strength steels, magnesium and fiber-reinforced polymers, encompassing the likes of carbon fiber. Above all, however, engineers are expected to find an even better solution for every component and for every function in order to save a few more grams. Although continually growing demands for comfort and safety may appear to stretch the weight spiral to infinity, Audi has succeeded conclusively in reversing it. The new generation of the Audi A3, for instance, is up to 80 kilograms lighter than its predecessor. However, when it comes to cars in particular, the term “lightweight” holds far more than just a technical dimension. The German word “Leichtigkeit” can also be considered in terms of simplicity, that a car should be easy to operate and to use – straightforward, without exertion, simple, self-explanatory, even child’s play. This aspect of “Leichtigkeit” also represents a challenge for designers and engineers in Audi’s Technical Development function. At the end of the day, the functions and systems in a vehicle are becoming considerably more complex from model generation to generation. This is where solutions like Audi’s MMI touch come into play, by enabling text input on a touch-sensitive pad. Of course, lightness is also something that needs to be apparent when driving – an Audi should feel light-footed and agile, it’s steering should be precise, spontaneous and direct. Here, too, the basis for the driver’s subsequent perception is laid by the engineers, this time in Chassis Development. quattro drive, dynamic steering or sports differential are a few of the technologies with which Audi has secured its leading position in this field. And, with the drive select handling system, this aspect of lightness can even be adapted to suit the current preference of the driver, by enabling him to choose between a sporty and a comfortable variant.

When it comes to technology and driving feel, the development path for the next model generations is pretty clear. In the field of design, however, the questions are very different: Should a future Audi also make its lightness visually obvious? Should it appear to “float” along the road, rather than be rooted in it? Should it look transparent or solid? To date, the design of Audi vehicles has always stood for solidity, for precision, for technical content and quality. If a future Audi should convey primarily lightness, the Audi DNA will have to be considerably evolved by the designers in order to reflect that. But is that actually the objective? How important is the issue of lightness to the customer? And can it be categorized as a value that stands alongside or even in front of others like quality or dynamics? Is lightness a trend that will gain in significance in the years to come, perhaps in association with sustainability and resource conservation? Or will exactly the opposite happen: that in times of crisis, solidity and reliability will move back to the front line? These are important questions. Ultimately, in its characteristics and, especially, the way it is perceived, a car must reflect the spirit of the times. It can even be ahead of it, but never behind. Audi has done an exceptional job of this so far. And so it should remain. “Design has to reinvent itself continually, also and especially when it concerns the personality of a brand like Audi,” says Frank Rimili, member of the Audi Design team and responsible for the design of many series-production and concept vehicles. “Light­ ness is something that is in the air and something that occupies us. Overcoming gravity – flying – this is a human dream. As designers, we can attempt to pick up on such a notion and build on it.” It is a clear task for marketing and trend research; and a difficult one at that. How do you approach a term that has so many meanings, that describes needs and feelings and that comes with its own specific notions and ideas for every individual? What parallels are there between the technical discipline of lightweight design and the individual perception of lightness held by current and future Audi customers?


Universe of Enlightenment

Dimension 2 Action and Representation of effortlessness, relaxation, skill, implicitness, speed, dexterity – but also triviality.


Universe of lightness – multi-dimensional examination of the term. Workshop on lightness – Dr. Rupert Hofmann, Market and Trend Researcher; Frank Rimili, Audi Design; Dirk Jehmlich, Anaëlle ­Perney and ­Andreas Puffert from diffferent labs.



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Encounter Audi Brand

of little weight transparent easy to digest



without substance airy

Dimension 3 Condition and Properties

The market and trend researchers start their attempt to approach these “moments of enlightenment” in close collaboration with the Design department and as a project in cooperation with the “diffferent labs” agency in Berlin. The starting point is in-depth etymological research, an explanation of the origins of the word. What does “light” mean anyway? In German, the word “leicht” has at least two meanings. On the one side, it means “without weight” and, on the other, “without encumbrance, without burden, without difficulty” – the German word “leicht” also translates into English as “easy”. In that sense, it possesses a both a physical and a mental dimension. While, in other languages such as English, light also refers to the absence of darkness, a physical state that aids vision and clarity and that can also be associated with warmth and safety. In German, however, the word stands in equal measure for an absence of weight and an absence of difficulty. In one way it relieves the body and, in the other, the mind. It rapidly becomes clear that “light” can also have a negative meaning – a “lightweight” is someone with limited expertise. And we expect little in the way of substance from “light entertainment”. The contemplation of lightness in etymology, art, literature or even digital media leads market and trend researchers on a diverse array of journeys around the issue of “Leichtigkeit” and to consider it in a multi-dimensional context. There are three groups of meanings – mind and emotion, action and representation, condition and properties. They form the guidelines for the next stage of the research, which concerns the images and associations we attribute to the term. A quick look on Google or a glance into the large image databases initially shows a lot of similarity – a dandelion clock in the wind, a child on a swing, a glider soaring above a mountain ridge; these are the most popular hits, the classic mainstream on the topic. There are also buildings with roofs that appear to float, or clothes made from transparent, hi-tech fabrics illustrating the current trends in different fields. But these describe the present rather than changes that are around the corner.

Lightness is surely often seen as a contrast to safety. So, how do you find a suitable balance between ­lightness and the need for protection? Lightness also has a lot to do with precision. Many things look so light because they have been made with such ­precision. Franz Liebl, Trend Receiver Lightness is the stuff from which dreams will be made in future. Companies are thus called upon far more to produce and to communicate lightness … In many respects, an airplane should be the new benchmark for every car maker. For me, it’s the take-off in particular, that moment of lift-off, the feeling of transcendence, of overc­ oming all manner of ballast. Remo Masala, Trend Receiver

The search has to go deeper, to the more surprising aspects of the topic. What is needed is external impulses and new per­ spectives from people who move in other circles, such as art. Input comes from graphic designers and from a video game developer. In her contribution, body artist Julie Böhm depicts lightness in the movement of painted bodies. Sound designer Andreas Vor­werk from Berlin, on the other hand, expresses it in his electronic sounds. This project input provides Audi designers with plenty of inspiration. But can a trend be detected in all of this, a future development divined – and how can their potential ultimately be tapped? This calls for “Trend Receivers” as Dr. Rupert Hofmann calls those individuals who are particularly suited to futuristic topics and new concepts. Within the scope of his doctorate work at Audi, he defined Trend Receivers as people who, in a certain context, are able to recognize weak signals and changes far earlier than the average individual, and are able to assess them in terms of their development potential with a particularly high degree of sensitivity and differentiation. As there is obviously no such thing as a miracle worker able to deliver valuable observations on all topics, Trend Receivers are identified using a search profile tailor made for each particular issue. Here, too – extensive interviews conducted with a total of ten Trend Receivers lead the project group all the way across Europe in search of lightness and its new and emerging facets relevant to Audi. All experts are in agreement that lightness is actually trending, that it is now emerging in all areas of life as an important issue with universally positive implications. Professor of Art Research Prof. Dr. Wolfgang Ullrich, for instance, categorizes lightness within a historical context. “Our parents felt lightness, in the sense of relief, as soon as the fundamentals of their lives were secured. Today, it means the reduction of abundance, often overabundance, the return to simplicity, to clarity.” Lightening the load and letting go as a new form of luxury is something also experienced by fashion designer Anja Gockel from Mainz. “An afternoon without a cell phone is a huge relief.” For her, the issue is also front-andcenter as an operating philosophy, as an easier way of dealing with complex matters. “Why do we love the iPhone? Because we can work it with a stroke of the finger. “Leichtigkeit” in the sense of easiness means that it seems effortless, especially when, behind it all, there is a great deal of effort and know-how at play.”

Universe of Enlightenment

Dimension 3 Condition and Properties of low weight, airiness, easy to digest – but also a lack of substance.



Wide-ranging inspiration – at the workshop, all the research results and statements from the project are compiled and categorized.


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Encounter Audi Brand

Lightness must be associated with intelligence, ­quality and, of course, with fun. Michael Schickinger, Trend Receiver Overcoming gravity, flying – that is a human dream. As designers, we can attempt to pick up on such a notion and build on it. Frank Rimili, Audi Design

Birgit Schaldecker Consumer Innovation at Gore, Feldkirchen (Germany)

Andreas Vorwerk Sound Designer, Berlin

Trend Receiver
People from scientific, corporate and creative fields who are able to identify and evaluate changes at an early stage.

Stephan Isermann Game Designer, Munich But lightness never stands in isolation. It must always be balanced with other values – something that also unites almost all Trend Receivers. Quality and precision are the absolute fundamentals stressed by the likes of Antoine Sandoz in London. And marketing professor Franz Liebl in Berlin adds that the feeling of lightness can never be allowed to detract from the impression of safety and security. “Perhaps it would be possible to create a car that conveys enormous lightness on the inside, yet possesses the solidity of a modern building from the outside.” And for scent designer and Harvard professor Sissel Tolaas, authenticity is the primary factor. “To convey an abstract topic like lightness, people have to trust you. And the best way to credibility is to show what lies beneath, what it really is made of.” Which brings us back to the technical side. In approaching these “moments of enlightenment”, the market and trend researchers have collected an enormous amount. They have examined the topic in a great many more facets than those described here. So what happens now? First and foremost, it delivers the opportunity and justification to address very seriously the matter of lightness well beyond the technical level. Successes in lightweight design, ease-of-use, the lightness in handling of Audi models – they should, perhaps must, also be conveyed in the design. The material also contains plenty of inspiration for the creative types. Frank Rimili, who managed the project for Audi Design, is delighted with the sheer breadth of the input. “For us designers, inspiration is never linear. We are looking for abundance, for contradictions, for the surprising. We at Audi are simply open and curious. Maybe that’s what makes the difference.”

Prof. Sissel Tolaas Scent Researcher & Harvard Professor

Julia Winkler Graphic Designer, Berlin

Rebecca Swift Photography Consultant, London

Artistic impulses & perspectives
Work on the issue by creative people from a diverse range of disciplines.

Remo Masala Chief Marketing Officer with Kuoni, Zurich

Prof. Dr. Wolfgang Ullrich Professor of Art Research and Media Philosophy, Karlsruhe/Munich

Anna-Sophia Reichelt PhD student at the Karlsruhe University of Arts and Design

Julie Böhm Body Artist, Berlin/Vienna

Antoine Sandoz & Gilles Ketterer Fashion and Accessory Designers, London

Michael Schickinger Creative Director Lambs & Lions, Berlin Prof. Franz Liebl Professor of Strategic Marketing at the UDK Berlin Anja Gockel Fashion Designer and Entrepreneur, Mainz


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Encounter Audi Brand

Social Networks All the way across the USA from coast to coast – without your own car, without money, without a fixed route, but with the full power of the social networks behind you. Can that work?


5 2



Surfin’ USA
Text and Photos Lindsay Rule

3:00 PM. I have to make an executive decision, or I’ll be stuck in Boston. So with a tinge of regret, I invest some cash ($ 15) in a BoltBus to NYC–a strategic choice, since the number of people posting for Rideshare, CouchSurfing, or even volunteer opportunities that might result in a free ride somewhere are significantly larger. Why the BoltBus? Power for my laptop, free Wi-Fi, and peace and quiet to catch some rest. All three things that I need right now. I spend most of the 4-hour trip searching for transport out of New York, scouring Craigslist, Ridejoy, Facebook, and even Twitter for any leads. Day 2 After my bad luck leaving Boston, I catch a break in the form of photographer Cameron Browne. A fellow Ridesharer and traveler, Cameron had recently traveled from Portland to Boston for a photo project and was now (slowly) making his way back home. He offers me a ride from New York as far as Chicago. On Thursday morning, we set off together in my new friend’s endearing 80̕s hatchback – or “Pete” as he’s known to his friends. Some 30 hours into the challenge, 600 miles crossed, and 1 new friend, I feel for the first time that the trip is really underway, that I am really doing this.

59 Encounter Audi Brand

Navigating the city has become something of nonevent. Armed with smartphones, urban explorers can uncover all of the city’s secrets or wade in its endearing banalities, effortlessly summoning generations of data – planning, mapping, building – at the swipe and tap of a finger. Now, the Audi Urban Future Initiative is sending me, blog­ ger Lindsay Rule from, across the country with nothing but a 3G signal and the clothes on my back (not to mention my new spiffy solar-panel-sporting backpack). The goal: Find my way from Boston to San Francisco in 14 days without money (no worries, there’s a $100 emergency fund) or any paid/planned means of transport. Use my phone to toggle all and every form of social media – Twitter, Facebook, Rideshare, CouchSurfing – to reach out to the country’s netizens for a free ride, a spare couch or bed to sleep in, or, most importantly, a hearty meal. Day 1 I wake up in Boston and go over my supplies again: Crestrail backpack, voltaic solar charger, smartphone, laptop, essential clothing and toiletries, water bottle, sun screen, optimistic attitude. It is 12:30 in the afternoon when I set off from Boston on my two-week trip across the country – smartphone in hand, pockets empty, a mixture of excitement and nervousness curdling in my stomach. Hoping to find a ride and, finally, start heading west. Wish me luck! 1:00 PM. I arrive at Long Wharf and head for the ferry kiosk, thinking I can spare a few dollars of my emergency fund for an exciting start to my adventure. But the ferry to Provincetown costs $ 83. I abandon the plan and retreat to a nearby park. With its wide public lawns and – most importantly for me – free Wi-Fi to strategize a new plan. 2:35 PM. After more than an hour scanning Rideshare postings and all of Craigslist from the past week in the Boston, New Haven, Hartford, New York, Long Island Areas, not to mention a promising offer that, after 45 precious minutes, turned out to be a dead-end, I am no closer to getting out of Boston. I tweet friends from around the area and message them on Facebook, but they are mostly unavailable, out of town, or without any means of transport. I half-heartedly search Hubway for bike rentals, soon giving up after realizing that cycling would only take me so far (and would keep me in Boston).

Days 3 and 4 After a stopover in the small town of Port Clinton near Lake Erie (and an unplanned fishing experience), I arrive in Chicago on Saturday – the first big milestone of the trip. I leave Cameron at Millennium Park, with the offhand chance that we’ll meet again in Portland. But one question remains: Where will I sleep tonight? As the sun begins to wane, I realize I haven’t properly planned my stay in Chicago. Usually, I would have sent out several couch requests, but my drive to Chicago was long and hadn’t afforded me a quiet moment to couchsurf on my phone. I search around, but can’t find anything. In my moment of panic, I turn to Facebook, where I search for friends in the Chicago network. A familiar name pops up – my high school friend Brendan from Oklahoma who moved to Chicago years ago, and he is thrilled to accept me as a house guest.

1 Work in the park – the Rose Fitzgerald Kennedy Greenway in the center of Boston has everything Lindsay needs, especially free Wi-Fi access. 2 Go fast – the longest leg of the trip starts on the busy streets of New York. 3 Catch of the day – blogger Lindsay on Lake Erie.

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Day 5 I wake up this morning and immediately jump online to look for rideshares. I come across an offer for a MegaBus ticket from Margaret, a college student who was trying to get home to Madison, Wisconsin, but, due to unforeseen circumstances, had to stay in Chicago for a few more days. She wants $ 20 for the ticket (understandable), so I email her, explaining the project that I’m doing. She responds within 30 minutes and simply emails me the e-ticket, free of charge. This is my first experience on a MegaBus. I spend three hours crouched in the fetal position while the girl next to me decides to test the limits of my personal bubble. 4:00 PM. Just arrived at the Memorial Union of the University of Wisconsin. On the bus, I searched for a half hour on Rideshare before I found Kai and arranged a pick-up via cell phone; a charismatic looking chap on a motorcycle pulls up in front of the building. We circle the capitol once then head down East Washington Ave. towards his house where he lives with his girlfriend Elli and roommates, John and Heather.

BART Bay Area Rapid Transit: Connects the largest towns in the San Francisco metropolitan area. BoltBus Inexpensive provider of intercity bus connections in the northeast and northwest of the USA.


Day 6 9:00 PM. I’m in St. Paul. How’d I get here? Well, this morning, my hosts inquired about the next leg of my journey. I mentioned Minneapolis as a possible destination and without hesitation, Kai and Elli volunteered to drive me up to the Twin Cities, saying they had nothing else going on. But before we took off on the 5-hour ride, the two of them wanted to teach me how to drive a motorcycle. So, I was officially driving a motorcycle! I didn’t go very fast, but it counts: vehicle type #5 of the trip, after bus, car, fishing boat and subway. We travel up route 12 from Madison, eventually coming to the Wisconsin River, where we board the free Merrymac ferry (another mode of transport!). We arrive in St. Paul, Minnesota around 5:00 PM. Joined then by Kai’s sister, her husband and baby, the six of us enjoy Ethiopian food for dinner (another first for me). I am offered a couch for the night and gladly accept it.

Day 8 The next morning, Alwin takes me to a biker meet. The roads are lined with motorbikes and leather biker gear. Abe really has to drag me away from this: I ride a motorbike for the second time on this trip – and I’m already hooked. 10:00 PM. Abe and I set out in the direction of Oregon, passing through the vastness of Wyoming and Montana. Five hundred miles later, we reach Bozeman, Montana, a cranky, tired pair, mostly because we are without a place to stay. My phone battery died along the way, so I was unable to search online for a place to crash. We eventually spot a roadside hotel and, after much deliberation, the two of us very begrudgingly slap down $ 40 each (that makes $ 65 out of my initial $ 100 fund) for a skeezy basement room. Day 9 and 10 The basement humidity wakes us early the next day. We take a scenic route through the mountains, and make it to Missoula with the later part of the afternoon still intact. The next step is to find a CouchSurfing host for the both of us. And that is how we come to know a place called Orange Acres … While searching for a place, I came across a listing described as a “Couchsurfing Community Center” located on 8 acres of property 13 miles outside of Missoula. Abe volunteered to contact the host since he has 162 (!) positive references from all over the world. One phone call and 15 minutes later, we are pulling onto a gravel road next to a used car lot with a sign that reads “Orange Acres” where we stay for two days.

CouchSurfing Internet-based hospitality network for brokering free overnight accommo­da­ tion for travelers. Craigslist Online network, sorted on the basis of location and category, featuring classified ads for a wide range of needs. Facebook Social network for the exchange of news, images, videos, links etc. among friends and acquaintances. Hubway Bicycle loan system in the metropolitan Boston area.

Day 7 I sit on a bench in Minneapolis, searching in vain for Wi-Fi on my laptop. I had heard about the city’s vast public Wi-Fi network and how it was the envy of most American cities. Strangely though, there is none to be found around City Hall … I settle for searching on my smartphone, clumsily flipping through listings till I find Abe, a 28-year old grad student on his way to Rapid City. 12:00 AM. We must have made a wrong turn a while back, and now we’re somewhere in the Black Hills. With no phone reception. We’re lost! I’m kind of freaking out because I may lose my stayover tonight if I can’t get in contact with my friends. It’s dark, quiet, and more than a little scary. I’ve been up since 3:30 AM – I’m too tired for this! 1:00 AM. Nearly 3 hours after turning off the path, we finally find our way out and back onto I-90. I am able to call my friends Kathy and Alwin, who direct us to their place.

61 Encounter Audi Brand

5 Connect – a free MegaBus ticket takes her from Chicago to Madison with power and Wi-Fi. 6 (left) Social – meals have to be organized online, too. 6 (center) Sightseeing – Lindsay on a city tour with Kai and Elli in Madison.

Instagram Photo sharing app for ­mobile devices that enables the user to transform the look of images before sharing them over the internet. MegaBus Low-cost provider of ­intercity bus transportation in the northeast, parts of the southeast and Midwest USA. Ridejoy/Rideshare Platforms for brokering ride sharing opportunities and car sharing offers. Twitter Platform for widespread ­distribution of telegram-like short messages with a ­maximum of 140 characters.

7 Badlands National Park – on the viewing platform of the Bigfoot Pass. 8 Harley Davidson – en route to a biker meet in Rapid City.


9 11 12

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Roundup Two weeks ago when I left Boston, I set out under the impression that social mobility entailed little more than signing onto Facebook. But I soon realized that the success of my challenge did not only depend on being plugged into different social media platforms, but also on how effectively I could use them together. The sense of trust and control that social media platforms provided both parties is what facilitated my journey across the country and enabled me to move easily from one type of transport to another – from buses, subways, bikes, and trolleys to boats, cars, and 8 motorcycles. This entire trip has altered my perception of how we use social mobility and the possibilities it opens up to us. I met bikers in Sturgis – a town stranded in a non-urban environment – who could afford to leave home for weeks at a time because all they need is a laptop and not an actual office to conduct their work. Dave, the ex-financier turned Buddhist living temporarily in Orange Acres, who keeps up with family and new business ventures through different social media channels. Then there was Cameron, the photographer, who got me from New York to Chicago and who frequently leaves his home in Portland for long periods, carrying just his gear, his laptop and his smartphone, which he uses to post his latest work, seek out that content and search for Ridesharers. This is how social mobility can start to address new ways of living, a new American Dream; one that is not centered round the traditional notion of house, car and 2.3 children, but that embraces the freedom that information infrastructures have given us.

14 13
Day 11 11:00 AM. We say our goodbyes to the Orange Acres and resume our trek west again. After four very boring hours in eastern Washington and Oregon – nothing but very flat land – we finally enter the beautiful mountain terrain. Luckily, I find a CouchSurfing host with 10 people in his three-story house in the Portland area that morning using my smartphone. Day 12 I venture out into Portland. I have to say that I am a little disappointed. First, no bike (the one I was going to borrow broke). Second, I don’t know where any of the “cool” stuff is. And third, I don’t find anyone to join me on my adventure. That evening I want to make sure I get out of Portland on Tuesday. Five minutes on Rideshare produces a solution. There are two girls traveling back from Portland to LA and have never used Rideshare before.

Audi Urban Future Award

Social media response
Blogger Lindsay Rule reported on her trip from east to west in various social media – and received a huge response. Facebook Twitter Instagram Day 14 – Mission Accomplished: 12:00 PM. I made it! After two weeks of travel, seven modes of transport and 4,000 miles, I’m finally in San Francisco! Total Of which 876,396 Total views 76,935 Contacts 85,000+ Likes 100,002 Views 1,557,288 20% 47% Message contacts 33% Australia USA International

Day 13 8:30 AM. I climb into the back of a 93 Audi quattro, driven by Valeri, 21, and her friend Arlene, 23. We head off down the west coast, and then the most horrible thing that could happen happens. My phone dies. And my solar charger fails. And their car charger doesn’t work either. So I am stuck on the road for 10 hours without a phone. I am dropped off in Oakland, near dark, with no phone, and nowhere to stay. Needless to say I am a bit concerned. I walk up and down the streets to see where the BART stations are for public transportation to San Francisco (closed), and search for hostels (all booked). I am not about to get another motel room, so I decide to quit panicking and use the most reliable form of social networking: people skills. There are a couple of decent looking guys in front of a lounge called the Uptown Night Club. I spend less than 20 minutes talking to the bar tenders and the people around me before I find a place to sleep for the night. 2:00 AM. Tomorrow – or today actually – is it. I’m not even 15 miles from San Francisco. I’m too excited even to sleep. Not!

The urban life and mobility of tomorrow are central topics for Audi. Trend forecasters are already predicting gridlock, a shortage of space and environmental problems. Will such trends lead to a future of carless cities? These and others are the issues being addressed by the Audi Urban Future Initiative, which Audi established three years ago. It consists of four primary elements: With a first prize of 100,000 Euros, the Audi Urban Future Award is Germany’s most highly paid architecture prize. Every two years, architects and town planners work on concrete visions of the future. In 2012, the Award focused on the five metropolitan regions of Boston/Washington, Istanbul, the Pearl River Delta, São Paulo and Mumbai. The winners were Höweler + Yoon Architecture with their vision of a “Shareway” for the Boston/Washington region. They see “sharing” rather than “ownership” as the key element of the “New American Dream”. The “Shareway” represents a shared mobility. Cars will continue to feature, but shared with others. The winning design is being used as the basis of a detailed City Dossier of data such as demographics, infrastructure and resources – a kind of user manual for implementing the idea in the winning metropolitan area. The second element of the Initiative is the Workshops. This is where experts from a number of disciplines meet regularly to discuss issues concerning the cities of the future, delivering an injection of new ideas for the company. The transmission of these ideas and their networking within the company is handled by the Insight Team, which forms the third element of the Initiative. It is made up of Audi employees from a diverse range of departments and functions. They ensure that the input and ideas from the Award and the Workshops are discussed, structured and delivered as productive findings to relevant parts of the company. The newest element of the Initiative is the Research function. Its focus is on research projects and cooperations with colleges and universities to work jointly on the investigation and examination of trends in mega-cities. The Audi Urban Future Initiative is working on this with the likes of Columbia University in New York. Further information:

11 (above) Wide-open country – the vast expanses of Oregon. 11 (below) Couchsurfing Community Center – there is overnight accommodation for up to 30 in Orange Acres. 14 (left) Social mobility trip – the Golden Gate Bridge in San Francisco was the destination. 14 (right) San Francisco cable car – for the last few meters, the blogger hops on the world’s most famous tram system.
Scan the QR code and see video footage from the Audi Urban Future Award!

Skills The skills and dedication of every single employee are Audi’s greatest single corporate asset. They form the basis for perfection and innovation.

66 Hand Made 74 Secret Service 82 Teen Spirit 88 connect with the future 92 Magazine 98 Audiophiles 106 Driven to Perfection 114 Simply the Best 122 Terminal Royal 134 Magazine 140 The Collectors 146 Family Planning


Encounter Audi Brand


Encounter Audi Brand

Text Stefanie Kern

Photos Manfred Jarisch

Hand Made
These hands are Audi They stand for skill and dexterity, for perfection and experience, for work with passion. Every Audi is the work of many hands, from Design to Quality Assurance, from Development to Production. Here are six examples, representing more than 68,000 company employees.

Werner Schirmer Component Paint Technician

Sabine Heier Assembly Audi A3



Jörg Bernhardt-Moggl Quality Inspector, Materials Technology Interior

Werner Schirmer Component Paint Technician

Reinhold Kraus Toolmaker


Melanie Bentner Electronics Technician

Volker Ried Model Maker

Paint Shop




Battery Technology Center


Werner Schirmer Component Paint Technician

Jörg Bernhardt-Moggl Quality Inspector, Materials Technology Interior

Reinhold Kraus Toolmaker

Sabine Heier Assembly Audi A3

Melanie Bentner Electronics Technician

Volker Ried Model Maker

Where the robot arms don’t reach, it’s down to the hands of Werner Schirmer – even if they seem to disappear inside a dust-proof protective suit. Deep in concentration, the 47 year-old from the Component Paint Shop applies filler to the engine compartment, the underside of the hood and to the B-pillar. This layer evens out tiny irregularities before the paint gives the car its uniform color. “The thickness of the paint has to be right. It’s the only way to maximize the Audi’s protection against rust and damages,” he explains. Schirmer has been with Audi in Ingolstadt since 1984 – nearly 29 years, during which he and his hands have accompanied the development of the model range from the Audi 80 and Audi 100 through to the present day.

When Jörg Bernhardt-Moggl receives new leather for checking, the first thing that he does is – feel it! He strokes his hands carefully over the natural material in front of him. The 41 year-old has been working for Audi Quality Assurance in the Materials Technology Interior department since 2011. The leather has to ­withstand around 45 different tests of its properties, such as stretching and exposure to light, before it is used in an Audi as upholstery or on clad items like a gear knob. For Bernhardt Moggl, however, it is the first, subjective impression that is always the most important. Are the visual and tactile properties of the leather right? And how should good-quality leather feel? “Pleasant, smooth and natural! Especially on the steering wheel …”

With a look of concentration, Reinhold Kraus kneels on the large, polished silver tool in the tryout press. The minimal irregularities are no longer visible to the naked eye. But the 52 year-old ­patiently continues to smooth the ­surfaces, p ­ olishing them calmly and ­meticulously – all by hand. Kraus has ­worked for Audi for 38 years, serving his apprenticeship in Ingolstadt, too. This s ­ erves him well in his work, because many years of ­experience and an incredibly fine eye for the tiniest details are ­elementary in t ­ oolmaking. “The be-all and end-all in my work is the perfect tool ­surface. That is where the quality comes from,” explains Kraus. “It calls for the very highest p ­ recision!”

It takes a few seconds for Sabine Heier to prepare the wiring loom and install it deftly in the passenger door of the new A3. The fingers clad in white working gloves disappear into the openings – and reappear with the end of the cable in a flash. Ingolstadt-born Heier began her apprenticeship at Audi in 2000, before moving to door assembly in 2003. “A door is not just a metal shell, there’s a whole lot of technology in there,” explains the 29 year-old, talking about her workstation – there are control units for the central locking, window winders and speakers, not to mention cable for the indicator and exterior mirror. It calls for true manual dexterity!

There are 370 volts inside the battery that Melanie Bentner is working on right now. But the 34 year-old with long, ­delicate fingers clad in orange gloves is perfectly capable of handling it. The ­electronics technician has been working in the Audi Battery Technology Center for one year. It took five months for Bentner to complete all the necessary training p ­ rograms for “working under electric t ­ ension”. Now the mother of two builds prototypes batteries. This is no easy task, as the demands on her and her colleagues are high. An electric car battery has to be lightweight and compact, supply as much energy as possible and be able to survive around ten years, thousands of charge cycles and many thousands of kilometers on the clock.

The form of the Audi crosslane coupé emerges millimeter by millimeter. The light brown model of the concept car is made largely from Plastilin, a kind of modeling material that feels like clay or wax. These to-scale clay models are fundamental tools of the trade in the design process from the initial concept through to series production. It needs a great deal of manual skill and ­experienced model makers like Volker Ried. It looks like a surgical operation when the 31 year-old carefully removes his blades, knives and wires from his ­toolbox and sets to work on the model. “My hands are my tools. I need a very fine touch to be able to feel every uneven spot,” explains the qualified model making technician.


Encounter Audi Brand


Encounter Audi Brand

On the catwalk in Paris 100 automotive world premieres, 13,000 media representatives and 1.3 million visitors – the 2012 Mondial de l’Automobile in Paris is a huge stage. When the show begins here, everything on Audi’s show stand has to be absolutely spot-on. Weeks in ­advance, more than 300 people are working behind the scenes with passion and meticulous planning to deliver the perfect performance.


Encounter Audi Brand


Encounter Audi Brand



Text Eva Backes

Photos Ulrike Myrzik Tobias Sagmeister

2,190 17

square meters is the floor area of the Audi show stand at the 2012 Mondial de l’Automobile in Paris.

1 Polished to a high gloss – cleaners make sure all is picture perfect. 2 Covered up – the S3 remains under wraps until the last minute.

September 25, 2012, Paris, Porte de Ver­ sailles, Hall 4. A black curtain shrouds the 2,190 square-meter Audi show stand. In two days’ time the eyes of the world will be on Paris – but the scene is still one of drilling and hammering; it is loud and dusty with zero trace of glitter and glamour. It smells of wood and fresh paint. Project Manager Annkatrin Hentsch is making sure that work is progressing as it should – electricians, carpenters, painters and carpet fitters are all working at the same time. “We have to stay on schedule,” says Hentsch, as she walks across the stand checking everything, “The show will open whether we’re ready or not.” Work has been going on in Paris for two weeks now – round the clock, in three shifts. A total of twelve months of work go into a show appearance of this magnitude. Annkatrin Hentsch is at the reins from concept to realization. “But I am not fighting alone,” she stresses. “All of this can only work with a motivated team.” Internal departments and external service providers are her interfaces – there are dozens of rounds of approval and fine tuning from start of project to showtime in Paris. So what is so special about an Audi show stand? “Nothing is off the rack. Every stand is tailor made. The form it takes here in Paris is the only time it will look like this.” The phone rings, Hentsch is needed back in the hall – par for the course on a day like this. Meanwhile, rehearsals for the press conference are beginning on stage. The cars that drive onto the stand are still dummies at this point. A Q5 stands in for the Audi crosslane coupé show car, which will be the center of attention on the first show day. Up until the very last second, the star of the show has to remain a secret. On the day before the show opens, the stand gradually starts to take shape. A lot has happened overnight. Now it’s the turn of the 11-strong cleaning team, which polishes and buffs the entire stand to a dazzling gloss. There are just a few hours left until the official sign-off by the board. “We go on standby at 2:00 pm,” calls Hentsch to her co-workers. Everything has to be perfect by then. The tension is growing – for Norbert Pöchmann, too, who is responsible for vehicle preparation. He has been doing this job for almost 20 years – and he is just as enthusiastic as ever. “I simply love doing it,” he says, his eyes bright. Be it Detroit, Frank­ furt or Geneva, Pöchmann is at all the big auto shows and knows exactly how to stage an Audi perfectly.

cars are positioned with millimeter precision.

3 Dotting the i’s – the final lettering is applied. 4 The woman with the overview – Project Manager Annkatrin Hentsch.






Encounter Audi Brand


Encounter Audi Brand


Encounter Audi Brand


Encounter Audi Brand


6 5 Haute Cuisine – on 25 square meters behind the stand. 6 Almost like home – Weißwurst breakfast in Paris.

And so, too, in Paris – with a team of four mechanics, he makes sure that the technology and appearance of the vehicles meet the very highest standards. “Everything on the vehicles has to be absolutely flawless,” explains Pöchmann. And that is often a matter of millimeters. Is the lighting right? Are the cars properly balanced? Are all 17 vehicles on the stand positioned exactly where they should be according to the show plan? At 5:00 pm everything is ready. The first board members announce their arrival. Pöchmann leads the group from vehicle to vehicle. Doors are opened and closed – to clean, well-rounded tones. Just as it should be. Pöchmann strokes his hand carefully across the hood and points to the accurate shutlines and the correctly positioned tires. Then the boss pats him on the back and says, “Super job.” Sign-off accomplished. “Now we can clock out,” joke the mechanics, who are watching the scene from a distance. But there is still a lot of work ahead for the team before the next day. An Audi S6 has to be repositioned. Plus, a stand for the show car’s space frame is missing – it is being flown in from Germany by overnight courier. Then the big day arrives – the show opens its doors. Gerd Muthenthaller is one of the first to arrive. The Head of Catering checks the delivery of fresh produce that arrived at the Porte de Versailles at 5:30 am. A gourmet menu is going to be conjured up today in a tiny kitchen of just 25 square meters – a porcini mushroom tarte, lobster ravioli and beef fillet – haute cuisine prepared right behind the show stand, just through the wall from the expertly polished exhibits. And not forgetting the Bavarian delicacies – Muthen­ thaller’s team has brought 600 pairs of Weißwürste (white sausage) to Paris – vacuum packed and shipped directly from Audi’s in-house butcher in Ingolstadt. Add to that 25 kilograms of sweet mustard and 20 barrels of wheat beer. “The good thing about shows within the EU is that we have no problem bringing in Weiß­ würste. In Geneva or Shanghai, we have to make them from scratch on site,” explains Muthethaller, “because ‘no’ is not an option. So we simply bring our own butcher and the Weißwurst machine with us.” Just like the kitchen equipment in Paris – from the refrigerators to the dishwashers, it all comes completely from Ingolstadt. “It’s the only way we can guarantee the high quality of our food and beverages,” says Muthenthaller, as he serves fresh coffee to the first guests. Meanwhile, below on the show stand, the hostesses in their elegant outfits start to arrive. The stand is already bustling with board members, press spokespeople and journalists. What was still a big construction site just 48 hours ago is now a glittering stage for the latest models from the Audi product lineup. The car is the star. The show begins and everything is perfect for this moment. Hentsch and her colleagues breathe a sigh of relief – until the curtain falls in Paris and the planning starts for the next big show.

600 25

pairs of Weißwürste are delivered from Audi’s in-house butcher in Ingolstadt.

kilograms of sweet mustard add the right amount of spice.


barrels of Weißbier are on standby for short breaks from the hustle and bustle of the show.

7 7 Dress up – hostesses prepare themselves for the grand entrance. 8 The car is the star – photo­ graphers and journalists in front of the Audi crosslane coupé show car.

Nothing is off-the-rack. Every stand is madeto-measure. This particular layout is specific to Paris for this one, single show. Annkatrin Hentsch



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Encounter Audi Brand

At home in many cultures Audi is a global company. An international team works for ­customers throughout the world at locations in more than 100 countries. Audi sends its people abroad and brings experts from all over the globe to Germany. Four children from “Audi families” tell us about their experiences.

Phailin lived with her parents, her brother and her little sister for two and a half years in Beijing, where her sister was born. Her father, the head of a multinational team of development specialists, walked to work in the Audi Infotainment Tech Center (ITC) every day. Phailin, who was born in Thailand, took the bus to her German school. To begin with, the ­traffic, air and people in China were very unfamiliar to her. However, she took some wonderful memories with her when she left – in particular, the Great Wall of China and spicy meatballs.

Phailin, 11 years old, was born in Thailand, lived in Beijing and now enjoys life in Bavaria.

Teen Spirit


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“Nothing! I love Germany.” Giacomo’s answer to the question of whether there is anything he misses living in Germany is unequivocal. He misses nothing – neither from his country of birth, Italy, nor from his interim home in Spain. Not even from California, where he lived last. The 15 year-old moved to the outskirts of Munich four years ago with his older brother Mattia and his mother. She works for Audi as a designer and commutes between the creative studio in the Bavarian capital, the central office in Ingolstadt and the family home. It was when they first began training sessions for basketball and volleyball at their international school that the brothers truly felt at home in Germany. This is an important motivating ­factor for their mother, whose valuable experiences from her many years abroad flow into her work as a designer every day.

“If we go abroad again, then I hope it’s to the USA. And preferably for a bit longer.” Patrick has just returned from a two-year stay in Belgium. The 15 year-old lived with his parents in a suburb of Brussels and, since returning from his first stint abroad, misses mainly the Belgian fries and chocolates. His father became more relaxed during those two years. “He takes time to catch his breath more often and is more patient,” says Patrick. At Audi’s Belgian factory, he was ­responsible for the introduction of company-wide human resources processes.

Giacomo and Mattia accompanied their mother from Italy, via Spain and California to Munich.

Patrick, 15 years old, lived for two years in Brussels.



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Serena moved to Bavaria last summer for three years. The 13 year-old goes to an international school with her brother and sister. In the beginning, breaking through the language barrier was the most important thing for the youngsters. She’s very impressed with her first stay abroad. “In America, I wouldn’t have had this much freedom at this age; in Germany, I feel very secure,” says Serena. Her father runs the technical service for diesel engines and quickly noticed that his family would like to stay in Germany for longer.

Text Christian Günthner

Photos Manfred Jarisch

Serena comes from Oxford, Michigan, but is very much at home in Ingolstadt.

“And now I’d like you to try a big jump in the air please!” Serena responds immediately to the photographer’s request. It feels like this is not the first photo shoot the 13 year-old has done, smiling for the camera seems to come naturally. Serena has lived in Germany for just a short time. Today she is wearing a little piece of home – a Spartans shirt, as worn by the football team of Michigan State University in the USA. Serena moved to Ingolstadt with her parents and two siblings about a year ago as part of an impat program; her father manages the technical service for diesel engines. Impats (as opposed to expats) are Audi experts from around the world that work at the German plants for a defined period of time. Their background and their expertise also have an impact on the work and practices of their German colleagues. “This input from around the world is important for Audi and our global growth strategy,” says Stephan Meier from International Human-Resource Management. There are currently around 660 international experts working for Audi in Germany. But it’s not just an influx of people from abroad to In­ gol­ stadt and Neckarsulm. Experts made in Germany are working for Audi all over the world and passing on their knowledge. They provide support in the construction of a new plant, for instance, or in product start-up processes. However, long-term assignments for expatriates, at the Audi Infotainment Center (ITC) in Beijing for example, are also extremely important to the ongoing internationalization of the company. There are currently 540 Audi experts working abroad, a large number of them in Spain, Hungary, Italy and, of course, China. The value of the expats and impats remains high even beyond the period of their assignment, as Stephan Meier explains, “These employees bring their experiences to bear on our company culture after their return.”

The trend of working abroad continues to grow. And it is evident that their career is not the main reason many employees choose a foreign assignment. This is particularly so for the “Ge­ neration Y”, i.e. those born in the late 1970s or 1980s, who place more emphasis on personal development. Audi is supporting this trend and simplifying the process for the whole family with the expanded Partner Support Program. Thanks to school and sports clubs, Serena quickly integrated in Bavaria, as did her parents and siblings. A little tired after the photo shoot, she sits in the café on the Audi Piazza in Ingolstadt and drinks a cola. Her mother has ordered a coffee and croissant. Audi employees at the tables round about are chatting with col­ leagues and business partners – in Chinese at the high table, in Spanish at the bar. Serena from Oxford, Michigan, is right at the heart of it all. Talking to her mother, she switches smoothly between English and German with a happy smile on her face. She is definitely at home in Ingolstadt.


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Encounter Audi Brand

Vision of tomorrow – the car will become a highly networked travel tool, full of smart commu­ nication technologies.

Intelligence through networking The car of the future as a fully networked “mobile device”? When it comes to progress, Ricky Hudi, chief electronic development engineer at Audi, is planning way ahead.

connect with the future

Audi connect
Audi cars communicate with their drivers, with the Internet, with the infrastructure and with other vehicles.

Car-to-x technology
Cars autonomously exchange information on congestion and dangers – either directly or via a provider’s network.

Driver assistance systems
Today’s technologies make driving relaxed and refined. A prime example of this is adaptive cruise control.

Piloted driving and parking
Audi is working intensively on piloted driving. The new systems can take the load off the driver as and when he wishes. In the parking garage of the future, the driver will hand over his Audi at the entrance. With the aid of smart electronics, the car finds its own way to a free parking spot.


Encounter Audi Brand


Encounter Audi Brand

Text Johannes Köbler

Ricky Hudi is a man with very clear ideas. “The role of the car will change enormously in the mobility of the future, yet it will remain a highly emotional and desirable premium product,” says the Head of Development Electrics/Electronics for AUDI AG. “It will transform itself from a means of transportation into a sporty and state-of-the-art mobile device – that is crammed full of smart communication solutions. In the cars of tomorrow, the driver will no longer have to steer if he doesn’t want to in situations like traffic congestion or looking for a parking space. And when he wants to have fun, he drives himself just like before.” Ricky Hudi is not some kind of abstract visionary, but an Audi development engineer with both feet planted firmly on the ground. His scenario is based on a concrete strategy for the technology disciplines under his responsibility: driver assistance systems, piloted driving, Audi connect, operation and display, infotainment, comfort electronics, high-voltage batteries, light technology and electronic architecture. In all these fields, Audi is working flat out to drive forward progress. In piloted driving, for instance, the brand is currently reconfiguring a parking structure in Ingolstadt so that test vehicles can maneuver autonomously in and out of parking spaces. The driver simply hands over the car at the entrance and then picks it up later at the exit. The central computer in the parking structure uses WLAN to guide it to the next available parking space and monitors its movements using laser sensors; the car uses ultrasound sensors to check its surroundings and, in future, will also make use of video cameras. “Piloted driving will become reality within this decade,” says Hudi, removing from a display case a chip no bigger than a finger nail. “In ten or 15 years we will be able to accommodate all the functions of our driver assistance systems on this surface.” For the chief electronics engineer, semiconductors are the key engine of overall progress. “Aside from ultra-lightweight design, there are very few technical innovations in cars these days that are not either directly or indirectly associated with electronics.” Advancements in microelectronics are transforming mobility; the Internet and the car are becoming increasingly intermeshed. “The last decade was characterized by networking the car with itself,” says Hudi, summing up the current situation. “Under the heading Audi connect, this decade will see us link it seamlessly with the environment – with the driver, the Internet, the infrastructure and with other vehicles.” The Internet is brought into the car using the mobile communications network – nowadays via UMTS, in future with LTE; external servers provide a diverse array of data, from music to navigation. At the same time, the car itself is becoming part of the cloud; it will be incorporated into Web 3.0, which connects the objects that form part of everyday life with one another, making them smarter and more useful. “In a few years, car-to-x technology will be part of Audi connect, via either LTE or automotive WLAN,” states Ricky Hudi. “Then cars will be able to warn each other about traffic congestion or dangers. They will develop and use swarm intelligence. We have already realized the beginnings of this with Audi traffic information online and with voice control for Google navigation.”

All this new information is intended not to add stress to the driver, but to instead lighten the load even further. This is why Audi engineers are working at full speed on new operating and display concepts. This work addresses the further development of the MMI using multi-touch operation, or even a completely new solution that projects information onto the windshield in a 3D head-up display and that can be operated via swipe gestures. The next few years will see Audi present displays made from organic light-emitting diodes (OLED) and freely programmable instruments – as befitting the brand with the very latest in graphics and animation. “We want our customers to enjoy the user experience,” says Hudi. “Our path is one that sees highly developed technology melding with fine materials and uncompromising workmanship. This is how we give our cars qualities that fit to the character of the brand and help to shape it.” This rapid progress is necessitating a new architecture for the electrics and electronics. Audi has already taken huge steps with the new A3 – the separation of hard and software. The new MMI Navigation plus incorporates the MMX board, which includes a 3D graphics chip from Audi partner Nvidia. Audi uses the latest version of this Tegra processor to handle all voice control, connect, media, navigation and phone functions. In parallel, Audi joint venture GmbH is developing new, modular infotainment solutions that run on the MMX board. Hudi explains, “We seek out the best technologies worldwide for the task and integrate them into our system.” Nvidia is not the only important partner in electronics development: In the Audi Progressive Semiconductor Program, the brand’s engineers are working directly with the world’s most important manufacturers of semiconductors. The same applies to the field of high-voltage batteries that store the power for the future e-tron models: The cells come from partner Panasonic/Sanyo, but Audi is developing its own full range of expertise in the field of overall battery systems in its newly founded Projekthaus. Conventionally powered vehicles will soon come with a 48-volt electrical system that will facilitate attractive new efficiency functions. The brand with the four rings has been leading the global competition for years in the field of light technology. Many model ranges including the new A3 lineup already have LED headlamps; the next step is matrix-beam technology, a cluster of small, individually controllable LEDs. “Its structure and background intelligence means that light is now electronic,” says Hudi. “Here, too, the path is heading for OLEDs – up to and including the idea that our cars’ external skin could perhaps one day be illuminated in different ways in accordance with preference, either partially or entirely.” The Audi electronics chief wants to stay on the gas. He sums up, “In our field of technology the innovation cycles are short and the competition is particularly fierce.” He continues, “We see it as our duty to shape these technologies of the future in a progres sive, agile and innovative manner.”

Instrument panel – the freely pro­ gram­mable instrument panel that Audi is developing delivers enormous freedom in the selection and presentation of information.


3D head-up display
The so-called contact-analogue head-up display appears to present the direction arrow in the reallife environment.

Audi is driving progress in lighting technology from the front. The brand also holds the leading role in the use of light-emitting diodes.

Audi development engineers are taking the next big step into the future of lighting with these small LEDs made from organic materials.


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Encounter Audi Brand

 The brand with the four rings is active in a highly   diverse range of fields. And is writing new stories every day.   Audi news and facts from around the world. 

Way up high

The new Audi factory in San José Chiapa, Mexico, is alone at the top. The planned new production site lies at an altitude of almost 2,400 meters, making it the Audi Group’s highest vehicle factory worldwide. Starting in 2016, around 150,000 Audi Q5 will roll off the line here each year, bound for global markets.
Gold fever

Historic rockets – AUDI AG’s Auto Union race cars.

Return of a classic

One of the most emotional moments in the historical work of AUDI AG was experienced by the people of Audi Tradition in summer 2012 – the automaker acquired the world’s only Auto Union type D twin-supercharger race car, which is still made up largely of original parts. From the Auto Union Silver Arrows of 1939, this is one of the two legendary “Karassik cars”. Believed as lost for decades during the era of the former USSR, they were rediscovered by US collector Paul Karassik. The latest acquisition means that three of five Auto Union race cars that can claim to be original are now owned by AUDI AG.

ultra-light – the bodyshell of the Audi R8.


Inspired by race cars – the Audi anniversary chronograph.

Singularly precise

The watch commemorating Audi’s 100th anniversary, celebrated in 2009, consists of more than 250 individual parts. Known as the Tachoscope, it is a uni­que automatic chronograph with tachometer function – styled by Wolfgang Egger’s Audi Design team, the technology behind the watch face came from watchmaker Chronoswiss. As a masterpiece of mechanical precision, the timepiece unites the characteristic values of the four rings. Exactly 100 units of the limited-edition piece were produced – one for each year of the company’s history – 65 of them in white gold and 35 in platinum.


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210 22
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There are 299 punch rivets in an Audi R8. The aluminum body­ shell of the super sports car weighs just 210 kilograms.

AUDI AG has already won 22 Golden Steer­ing Wheels over the years. The latest example of Europe’s most important automotive award went in 2012 to the new Audi A3 – as the winner of the Compact category. For the jury of the Adam & Eve Awards, it was the brand’s communications activities that were worth their weight in gold this time. In 2012, the Ingolstadt company won no fewer than two “Golden Apples” from the Verband Direkte Wirtschaftskommunikation (Society of Direct Corporate Communication) – for the Audi Q3 Trans China Tour and the Audi Brand Pavilion in the Auto­­stadt Wolfsburg. The Audi Q3 Trans China Tour saw the company present its latest SUV in the Middle King­dom in fall 2011. On more than 5,700 kilometers along China’s east coast, 160 participants experienced a journey of contrasts and got to know the compact SUV inside out. These and many other awards worldwide are markers of impressive overall performance, as also confirmed by Manager Magazin – in January 2012, an independent survey carried out by the industry publication among board members and managers voted Audi for the first time as Germany’s most respected company. The accolade brought another gold to Audi, this time in the “corporate Olympics”.


Street Art

Creating design objects for the road is some­ thing for which Audi designers are renowned worldwide. In spring 2011, they took their reputation literally and worked with Walter Hood, Professor of Land­ scape Architecture at Berkeley University, to redesign the Powell Street Promenade in San Francisco. The famous street in the center of the city on the US west coast has always been a tourist magnet. However, many were using it at the time merely as a staging post. The famous cable cars leave from here, but there was a complete absence of seating or even street culture. Since its re-launch, individually designed benches, new green spaces and solar-powered lighting systems featuring characteristic Audi materials like aluminum have been engendering a new kind of promenading. And, the whole street is now a Wi-Fi hotspot.

High performance

The highest free-standing Audi terminal is in Singapore – the new high-rise terminal measures a height of 52 meters and d ­ ­ isplays 35 vehicles on eight above-ground and three ­ below-ground levels. The building was plan­ ned in colla­ bo­ ration with a feng shui master; as a consequence, even the d ­ istinctive façade with its h ­ oneycomb structure complies with the principles of feng shui.
With perfect feng shui – the new Audi terminal in Singapore.

Partners since 2002 – Audi and FC Bayern Munich.

An unbeatable team

Audi worldwide – local production for the Chinese market.

Audi worldwide

Continual growth

AUDI HUNGARIA MOTOR Kft. welcomed its 8,000th employee in April 2012.

Audi sales have practically doubled in the space of just a decade – in 2002 AUDI AG sold around 742,000 cars to customers around the world; ten years later the figure stood at 1.455 million. In Russia, the Ingolstadt company managed the same feat in just three years – 2009 saw 15,009 cars with the four rings enter that market, while the figure for 2012 was more than 33,500. The world’s most populous countries have very different tallies. In China (ca. 1.3 billion inhabitants), purchases of new cars with the four rings amount­ ed to a total of 405,838 in 2012. That is more than 45 times the total sold in India (ca. 1.2 billion inhabitants), where customers took possession of 9,003 units. Madagascar may be twice the size of Great Britain, but only 30 new cars with the four rings were sold there in 2012. In the United Kingdom, however, the number was 123,640. In 2012, Audi sold more than twice as many vehicles in Belgium as in Australia, although the Benelux nation could fit 250 times over into the island continent. Audi’s are also sought after in the South Pacific, with 18 new cars shipped to Tahiti in 2012. You would have to look hard in Kazakhstan to find an Audi bought in 2012 – around one in an area of 24,329 square kilometers. In Uzbekistan, you might find one new Ingolstadt car per 19,452 square kilometers. The story is different on Malta, where no fewer than 85 new Audi cars could be found on just 316 square kilometers in 2012. In Luxembourg, each new Audi from the same year has 640 square meters to itself. And in Scandinavia, too, there are more than just sleighs on the roads. In 2012 alone, new Audi deliveries numbered 39,360.

In 2012, the partnership between Audi and FC Bayern Munich celebrated its tenth anniversary. In 2002 it was goalkeeper Oliver Kahn, mid-field star Michael Ballack and striker Giovane Elber who took first possession of their Audi models. In 2012, a total of 10,399 horsepower was delivered to the FC Bayern team, the favorites being the Audi Q7, the Audi S8 and the Audi RS 5. But Audi’s involvement goes much farther than the role of automoblie partner. The team visits Audi events associated with the DTM or the Audi FIS Ski World Cup, and pits itself against international top teams on a world-class level in the Audi Cup. The recordholders covered a total of 30,442 air miles for two Audi soccer summits in India and China during 2012.

Four rings of love

Five times in 2012, the question of all questions was ­ asked in the Audi Forum ­Neckarsulm, “Will you marry me?”. In all cases, the answer was yes. The previous year even saw a dream wedding held in the same place.
I do – it is possible to get married in the Audi Forum Neckarsulm.

Scan the QR code and experience the vehicle handover to the players of FC Bayern Munich!


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Double leap

In 2012, AUDI AG ­experienced the ­second largest growth leap in its history. 11.7 percent growth means more than 152,000 more cars sold than the year before. 2011 saw the brand’s customer base grow by no less than around 210,000 Audi drivers.
Several times around the world

Direct brand experience – at the 2011 Frankfurt Motor Show, visitors to the temporary “Audi Ring” took a live trip into the present and future of the Audi world.

The Audi Le Mans winners have covered a total of 55,525.965 kilometers since the year 2000. This equates to about 1.4 times around the world. If you count all the Le Mans race kilo­ meters, they have driven 4.6 times around the globe and covered a total of 183,685.938 kilometers.
Arduous – the Audi Le Mans winners drive incredibly long distances.

Structured dynamics

It took just eight weeks to complete an exceptional building project – with the “Audi Ring” at the 2011 Frankfurt Motor Show, the brand presented itself for the first time in a free-standing temporary show structure. Its theme was dynamics; something that was already clearly evident from the façade’s sweeping surfaces and extensive spans. Awaiting visitors inside was not only the vehicle display, but also a 400-meter test track that ran through all levels of the Audi Ring like a pulsating artery. Show-goers were able to experience series-production models, show cars and motorsport machines in motion – live. Up to nine vehicles were driving on the show test track simultaneously. It was a moving Frankfurt Show for Audi fans, and awarded with accolades like the “red dot: best of the best” in the Communications Design category, as well as the Golden Nail of the Art Director Club Deutschland (ADC).


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Qube3 and Audi Sphere – the fascination of technology, taken directly to fans in the cities.

In different spheres

Scan the QR code and experience the “Audi Ring” at the Frankfurt Motor Show!

No, a spaceship did not land on Copen­ ha­ gen’s Christiansborg Palace Square in July 2012. The “Audi Sphere” continued what had been demonstrated before by the “AreA1” mobile experience park for the Audi A1 and the “Qube3”, a fully mirrored display cube marking the launch of the Q3. It is all about the fascination of technology; creating unusual, unexpected experiences through exciting staging. And it all happens bang-smack in the middle of where Audi fans live and work – right in the center of pulsating cities. Around 40,000 visitors came to the walk-in orbs of the Audi Sphere over a period of three weeks, where they experienced up-close innovation topics like electric driving, lightweight design and networked mobility.


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What does Audi sound like? The distinctive tone of powerful engines, the well-rounded “thunk” of closing doors – these are the classic sounds made by premium automobiles. But Audi knows a lot more than that. Those seeking the definitive sound of the Ingolstadt brand are presented with a wide array of different tones – yet always a highly distinctive acoustic. Five examples show how Audi sets the tone.
Listen up – in the haptics lab, Manuel Kühner checks a rotary control, and hears the typical Audi click.


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Text Thomas Tacke

Photos Manfred Jarisch

Audi Heartbeat
1 Tones, instruments and pieces of music – the typical Audi sounds are generated in the sound studio. 2 5 The acoustic logo – Audi has been using the heartbeat for more than 15 years. 6 Group meeting – workers at the haptics lab meet regularly to discuss their findings. 6

2 Modern measurement – all switches and buttons are checked on the haptics/acoustics test stand. Even high-speed images are possible thanks to a video camera. 3 4

3 And it made a click – Ulrich Müller (left) and Manuel Kühner listen very closely. 4 Whether turned or pushed – the Audi click conveys precision and solidity.

One brand, one look-and-feel – worldwide. Audi has long presented a unified visual appearance on international markets and media channels. But looks are not everything. “You should be able to recognize the Audi brand with your eyes closed,” says Sigrid Bründl. She works on the four rings’ “Corporate Sound”, which is intended to deliver a distinctive acoustic signature – be it in a commercial, on websites, at auto shows or on a smartphone. Different tones, sounds, instruments, musical pieces and noises, “The sounds should be emotional and surprising, while also being authentic and precise in their tone. These are the coordi­ nates we use for orientation,” explains Bründl. When it comes to musical production, Audi works with experts from agency s12/ Klangerfinder. All new sequences and sounds, such as vehicle recordings, are stored in the Audi Sound Portal, a virtual sound studio for composers. It is now home to more than 1,000 sound files. The song Modern Drift from the current brand film is one sound document that very clearly matches with Audi’s identity. “The Danish band Efterklang is well known for its innovative live performances. The song itself is fresh, of high quality and conveys perfectly the mood of the film.” This is why it was also integrated into the Audi phone service, where it bridges short wait times while calls are transferred, “Now you can experience the brand even on the phone,” says Bründl. However, the most well-known piece of the Corporate Sound is the Heartbeat – Audi’s acoustic logo. The brand has been using this sound signature for more than 15 years in audio-visual media and during public appearances. “The Heartbeat identifies Audi in a matter of seconds and makes Vorsprung durch Technik audible,” sums up Bründl. Making advanced technology audible is also a task for Ulrich Müller, Manfred Mittermeier and their colleagues from Technical Development’s so-called Haptics Lab. During the creation of electrical operating controls for the interior, they manage the interaction of the tactile sensation and acoustics, “Like shifting gear, the operation of controls has to convey precision and solidity in its feel and its sound,” says Müller. It is for this reason that the haptics team has developed the Audi click – the hallmark clicking sound that lasts just a few milliseconds when you operate switches and buttons. “The Audi click indicates to the driver that the desired function has been activated and is being carried out by the car. This gives the driver a higher level of operational confidence and enables him to concentrate fully on the road.” Be it air conditioning, hazard lights or rotary/push-but­ ton controls, the signature noise can be heard in the operation of all controls and in every model. Its basic mechanism is as simple as it is precise: Two small metal springs generate the “click” when they engage in the next gap on a toothed wheel.

The Audi click
The Audi click indicates to the driver that the desired function has been activated and is being carried out by the car. It gives the driver a higher level of operational confidence and increases safety. This is a very valuable effect not achieved to the same degree by other manufacturers. Ulrich Müller
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Audi Sound Systems
This signal changes from a high to a low frequency and measures the transmission functions of individual speakers and the overall sound system. This is how we check the tuning. Martina Bellanova


7 A lot of technology – sound systems are tested in the sound lab to ensure that the sound inside the car is perfect, too. 8 The test can begin – Martina Bellanova and Jan Fligge rig an artificial head. The dummy receives sound signals via microphones. 8 9

Müller and his colleagues use force-distance curves to measure the quality of the touch sensation, while the acoustics are determined via frequency analysis. “The outcome is something that every Audi driver can hear and feel. It is the perfect intonation between the tactile sensation in the hand and the acoustic perception of the Audi click. We want to ensure a homogenous acoustic experience throughout the whole car.” The sound system obviously also plays a major role in this context – at the end of the day, the sounds that emanate from the speakers must be to a very high standard. The associated systems are tested in the sound lab with the aid of sweeps. “This signal changes from a high to a low frequency and measures the trans­ mission functions of individual speakers and the overall sound system. This is how we check the tuning,” says development engineer Martina Bellanova. A dummy on the driver’s seat receives the sweep signal via microphone, and the resulting data is captured and evaluated via computer. Specially trained experts also listen to the signal inside the car and evaluate the subjective quality of the reproduction. This is not only about ensuring that the sound systems function flawlessly, but also about determining the resonance of all the other components inside the car. Not a single tiny detail, even a foot mat, should dull the perfect sound. Rudolf Halbmeir does not concern himself with the noises going on inside the car. He has developed the sound for a drive technology of the future – the e-sound, the acoustic profile of Audi’s future e-tron models. They can drive for long distances on electricity alone with virtually no engine sound. In order to ensure that they remain audible in city traffic, the brand has developed the e-sound. While it is the internal combustion engine that makes the music in Audi’s current series-production cars, the electric motor in e-tron models is linked to a synthetic sound generator. A control unit generates the signature Audi e-sound based on a constant stream of information on revs, loads, speed and other parameters. The sound is transmitted via a sturdy speaker on the vehicle’s underbody. Halbmeir spent several years searching for the right tones – creating, cutting and mixing his compositions on computer. “The sound of a car has similarities to music, composing it was a completely new challenge,” says the acoustics engineer. Starting from a consistent, fundamental tonality, he develops individual sounds for all of the e-tron models, giving each of the different model ranges its own distinctive acoustic signature.

Audi e-sound
The sound of a car has similarities to music, and what you hear is more important than you think. Composing it was a completely new challenge. Rudolf Halbmeir
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9 With computers and gas pedal – Rudolf Halbmeir developed the e-sound.

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Audi Youth Choir Academy
Our project work and the individual tutoring make the choir unique. Alongside intensive choral work, we also work on individual voice coaching and solo repertoires. Sebastian Wieser
12 Audi Youth Choir Academy at the Vatican – in 2011, the choir performed with the Bavarian State Opera at the Vatican's auditorium. 12

10 Celebrity support – Kent Nagano, General Music Director of the Bavarian State Opera, has also conducted the Youth Choir Academy.

The Audi Youth Choir Academy, on the other hand, demonstrates that Audi’s acoustic ambitions extend beyond just technical sounds. Here, the sound of switches and engines is swapped for compositions by Brahms, Schumann and Haydn. Around 75 talented young singers make up the choir, which was founded in 2007. Since then, the group has also gathered international recognition for their skills: The highlights to date were a performance in October 2011 in front of Pope Benedict XVI. at the Vatican and a concert tour to Asia in September 2012 The youth choir brought out its first CD in time for Christ­ mas 2010 – recorded together with the Bavarian State Orchestra under the direction of Kent Nagano. The jury of the International Festival of Advent and Christmas Music honored the high artistic accomplishment of the young singers with a golden diploma. “Our project work and individual tutoring make the choir unique,” says Sebastian Wieser, who is Audi’s liaison officer for the academy. Project and rehearsal programs lasting several days take place two or three times a year. Working with a team of music and voice coaches, Artistic Director Martin Steidler, Professor of Choirmaster Studies at the High School for Music and Theater in Munich, rehearses the new pieces with the young singers. “Along­ side intensive choral work, the focus is also on individual voice training,” says Wieser. Eligible to join the choir, are young people aged between 16 and 27, who first have to pass an audition.

Scan the QR code and experience the world of Audi sounds!


13 13 Hitting the right note – individual voice training for choir members is regularly supported. 14 Success with classics – the young singers sing pieces by Brahms, Schumann and Haydn.


11 Big performances – there are around 75 young singers in the Academy.


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Driven to Perfection

A very special kind of school visit The art of driving may well have been mastered by many, but the art of chauffeuring is something learnt by very few. No other knows this better than Hugh Millington. The Englishman runs his own small school for chauffeurs.
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Text Annika Jochheim

Photos Ulrike Myrzik

The color of the sky puts the gray asphalt of the road to shame, while relentless rain swells puddles that are already the size of small lakes. It quickly becomes clear that this is England – complete with everything that goes with it. Hugh Millington remains unperturbed by the weather. With a dark blue suit, ramrod back and black umbrella, he stands in front of an old stone house in Wetherby, northern England, around twelve miles from Leeds and affectionately refers to the downpour as “a few raindrops”. The cap that he is wearing soon gives it away – this man is a genuine chauffeur. You won’t find a better one of his kind anywhere else. Here in the United Kingdom, the aristocracy is still held in high regard and the royal family has more fans than the Easter bunny – which is why Thomas Jüttner is here today. The driver for the Audi board members has traveled 1,500 kilometers to be inducted into the rules of the British art of chauffeuring. He is looking forward with keen anticipation to the day with his teacher; just the weather gives him cause for concern. “A dirty car is not good. I’ll have to clean it before we start the practical exercises.” Hugh, who regularly provides chauffeur courses, is impressed. It is rare indeed for him to have a student that immediately thinks about such details. However, he is not surprised, because he knows that Thomas has already been driving Audi board members for two years. The Briton is pleased that he has nevertheless come all this way to visit his chauffeur school in Yorkshire, and soon the two men are talking shop on the golden rules of perfect chauffeuring. “No guest wants to sit in a moving ashtray. Smoking in the car is therefore not a good idea,” recommends Hugh to his student. The right thing to do is provide plenty of ventilation should someone nevertheless reach for a cigarette. Once, when he had to drive a Marihuana-smoking pop star to a concert, “There was only one thing for it. Wind the window down and put my foot to the floor.” It is, of course, unacceptable to exceed the statutory speed limit. But what do you do when the guest is in a hurry and urges the chauffeur to drive faster? Usually all it takes is to appear to be driving faster, i.e. by accelerating a little harder and braking more abruptly. “At the end of the day, a chauffeur without a driving license is simply a chauffeur without a driving license,” sums up Hugh with a clear and undeniable logic, moving quickly on to the next topic: satisfying customer wishes – the be-all and end-all of his profession. “You’re not driving just anybody. You’re driving CEOs, stars, actors. They have the most absurd ideas and desires. Perhaps they need a luxury fountain pen or absolutely have to have a manicure. A chauffeur must always be able to react appropriately.” So it is a good thing to have a back office that can provide good advice in such situations. At Hugh’s Sovereign Chauffeur Company, which he runs alongside the school, his partner is responsible for this. She takes bookings and distributes them among the six chauffeurs. Sometimes she also helps by researching unusual destinations – and by making the impossible possible. Unusual tasks are also part of the job description for the drivers of the Audi board members. Thomas tells us that he recently had to “rescue” a board member from a traffic jam. “The autobahn was completely closed and the board member, traveling with another chauffeur, was stuck in the middle of it. But he had to get to a very important appointment.” Via back roads and tracks, the 38 year-old then drove an alternative route that took him very close to the point in question on the autobahn in order to pick up the board member and take him to his meeting. Life is never dull for a driver to the board.

The little chauffeur handbook The ten rules of perfect chauffeuring

1 What happens in the car, stays in the car A driver hears and sees a great deal. No matter what, a chauffeur never talks about it. Absolute discretion is the be-all and end-all. 2 Perfectly turned out A well fitting suit with a white shirt, dark shoes and matching socks and, of course, a freshly shaven face – this may not be all it takes to make a chauffeur, but it is certainly a good start. 3 Cars also need attention Crumbs on the rear seat or dust on the hood? Out of the question! The essential cleaning kit in the trunk is a given. 4 Go on the defensive Taking another’s right of way, racing through the lights on amber and overtaking on the inside. That may well score points, but more likely on your license than on your guest’s comfort tally. The rules of the trade therefore include safe and defensive driving. 5 Keep your mouth shut Those who drive people whose everyday job involves racing from meeting to meeting or constantly being in the spotlight must be aware that the car is perhaps the only place where the guest will have the chance for peace and quiet that day. So the rule of thumb is mouth shut and eyes open. If the guest is in a talkative mood, they will let you know.



3 1 Show the rain who’s boss – in a flash, Thomas has polished the Audi A8 W12 dry, avoiding the appearance of unpleasant watermarks. 2 Avoid unpleasant suprises – Thomas and Hugh check the oil and water levels once more. 3 Learn to wait – Audi Board driver Thomas positions himself in front of the Audi A8 W12 ready to open the door for a guest in an instant.


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You’re driving CEOs, stars, actors. They have the most absurd ideas and desires. Perhaps they need a luxury fountain pen or absolutely have to have a manicure. A chauffeur must always be able to react appropriately. Hugh Millington

It is, of course, unacceptable to exceed the statutory speed limit. But what do you do when the guest is in a hurry and urges the chauffeur to drive faster? Usually all it takes is to appear to be driving faster, i.e. by accelerating a little harder and braking more abruptly. Hugh Millington
Hugh, too, can hardly complain of boredom. He has an extremely colorful customer base, from businessmen, to musicians, to aristocrats – he has driven them all. He greets every one of them with the words, “Hello, I am Hugh, your chauffeur.” He doesn’t mention his surname because, as he explains to his student, that is simply the custom in the British Chauffeurs Guild. “Perhaps it comes from the typical English butler, James. He doesn’t have a surname either,” muses Hugh, “and a chauffeur is also a servant, a butler on wheels, you could say.” Hugh fits very well to this image: His posture always seems a little stiff, and his words, delivered in dulcet tones with clear enunciation, are always carefully chosen. He is politeness personified, courteous and gallant. Even when he tells the story of the tennis player he had to drive to Wimbledon, Hugh remains the very essence of British propriety. With understated gestures and a calm voice, he tells of how the young lady athlete absolutely insisted on sitting next to him on the passenger seat. When she became too warm during the drive, she suddenly decided to remove her hold-up stockings. Hugh tells with an unmoved expression how he, of course, kept his eyes firmly on the road. Just one tiny twitch at the corner of his mouth gives away that perhaps the story had amused him after all. Always the gentleman. The 55 year-old would not accept anything less. It is not without good reason that he worked as an undertaker before opening his chauffeur school. When he began seeking a new profession, it quickly became clear to him that his style and personality would be perfectly suited to the work of a chauffeur. “Etiquette and manners are fundamental requirements for both professions,” he says. He can now look back on fifteen years, during which his business in Wetherby has grown consistently. His six employees, all of whom he trained himself, of course, are constantly working. Many regular customers have their own cars in which they wish to be driven. Nevertheless, he makes good use of the three cars in his small fleet, as there are obviously clients who book the full package, complete with driver and car. “They mostly want to be picked up from a train station or airport and driven to a meeting in a hotel or office building,” says Hugh. Despite the distances that a chauffeur covers in the car, much of his working time is spent waiting. Hugh, too, has found himself waiting in all sorts of places. Once, he stood for eight hours in front of exclusive London department store Harrods. “The worst thing about it was that I didn’t know when the client would return. She hadn’t said anything, so I couldn’t even go to the toilet,” recalls Hugh. But, because waiting features heavily in a chauffeur’s job, he always has a book or newspaper with him. Does he ever nod off in the car? “Absolutely out of the question,” impresses Hugh upon his trainee. He knows that already, of course, and has his own strategy. “When I am waiting for my passenger, I usually clean the car one more time.” And this is exactly what the teacher and student do before they take to the road. Every water droplet left behind on the Audi A8 W12 by that inescapable north English rain submits to the expert polishing strokes of the two chauffeurs. The weather even plays along for a few minutes and Thomas is able to convince his trainer Hugh of his driving skills with dry feet – and a dry car. Even from the unfamiliar left side of the road.
6 Secured The chauffeur takes care of his guest’s safety – in all sorts of ways. He checks the car prior to the trip, stands protectively in front of the guest when they step in and out of the car and locks the doors during the drive. 7 Mind reader The best chauffeurs are those with good people skills. They can quickly sense what the guest would like. This job is not suited to those who are uncomfortable around others and have little sense of empathy. 8 Always on time Sometimes road works or road closures spring up where yesterday there was nothing. The only answer is therefore to have a number of different routes up your sleeve – and, of course, to leave on time. 9 Be patient Chauffeurs wait around a lot and for long periods – and in all sorts of places. What helps? “Have a little patience!” Robbie Williams is right, because patience is not only a virtue, it is also a core characteristic for a chauffeur. 10 Mirror, mirror Constantly looking in the rear view mirror can give the impression that you are watching your passenger. Plus, mirrors have a magical attraction for unsightly fingerprints. This useful tool can thus very quickly become the enemy of the chauffeur.



6 4 On the right road – Thomas sets the navigation system. Such assistance is permitted, even for chauffeurs. 5 Remain composed – on exiting the car, Thomas stands protectively in front of his guest, chauffeur Hugh, and extends an arm to assist. 6 The fine English art of waiting – chauffeurs like Hugh spend a lot of time waiting – in a wide range of places.


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What I wouldn̕t be without There are some things in our lives that, over time, become truly dear to us. Or they capture our hearts by storm. They develop their very own aura; particularly if they are both aesthetically and functionally compelling. And if the quality is right, too, this treasured object stays with us for a lifetime. Five authors each present their own personal favorite.

Simply the

Illustrations Bernd Schifferdecker



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Jan Weiler and his pajamas
There are very few things that might be considered perfect. My kettle is not one of them. It is the seventh in a long line of disappointments. I have also possessed devastatingly bad razors, pens and liquid soaps. This led to the realization that true perfection is virtually unattainable by human hand, and can only be formed by nature over millions of years. In accordance with this theory, perfect creations include the hen’s egg, the banana and soccer superstar Lionel Messi. Any attempt at improvement of these wonders by a resourceful designer, product optimizer or craftsman would surely be in vain. One must, of course, admit that there are also perfect works of art which have arisen from the human spirit. The opera Don Giovanni, for instance, is surely of a finesse that simply cannot be bettered. And one would also have to admit that it did not develop gradually as the result of millennia of evolutionary detail fine tuning, but was created in the space of just six months between March and October 1787. But something like that is a rare occurrence indeed. Many popular objects, especially those of modern design, may enjoy a great deal of popularity, but are unfortunately either impractical or ugly or both. Because I am an extremely sensitive individual that rapidly feels aggrieved by impractical things, particularly when they break as quickly as the kettle did, I would rather surround myself with beautiful things. On the other hand, they are often not very comfortable; something that quickly leads to frustration, especially when it comes to furniture. Once, on an evening invitation with a quarreling couple, I sat in a Barcelona Chair – for four and a half hours. That was not good. This chair was designed by Mies van der Rohe for the Spanish king and queen to sit upon during the opening of the German pavilion at the World Fair in Barcelona in 1929 – for a quarter of an hour or so, but most definitely not for a whole evening. Despite this and many more disheartening experiences with everyday things that were not designed by Mother Nature, it is still possible from time to time to happen upon perfect objects. It is an absolute delight for me every time this happens. I derive real pleasure; good things make me truly happy. And this is not just a short-term state of affairs, but something that lasts for a very long time. I love my pajamas for example. Now you’re thinking – the man loves his nightwear? Perhaps he needs to see a doctor, just to make sure that everything is all right. I bid you to come on by, and I will even put them on for you. What we are talking about here is a pair of pajamas by Paul Smith, the British fashion designer who has already decorated scatter cushions, cars and even refrigerators with his hallmark stripe design. And now a two-piece that nobody gets to see other than me and my family. It is hardly a piece of clothing intended as a fashion statement, unless you’re one of those eccentrics that wears it to the opera to see Don Giovanni. As it happens, you could actually do that, because the piece is so elegant that you would surely be able to find shoes, socks and a jacket to match. But I only wear them at night.

Gerhard Matzig and his Lounge Chair Now you’re thinking – the man loves his nightwear? Perhaps he needs to see a doctor, just to make sure that everything is all right. I bid you to come on by, and I will even put them on for you. Jan Weiler
Everything about these pajamas is off illustrious beauty. Take the stripes for instance. It is a cheerful pattern with a stringency that nevertheless makes it anything but frivolous. This creative decision is not unimportant, because, as a pajama-wearer, one must choose between plaid, stripes or one-color. The latter often gives one the unfortunately desperate appearance of an unhappy hospital patient stumbling through the ward in search of something to read. Plaid, on the other hand, is aging. In the best-case scenario, such classic pajamas can convey a certain air of distinction, but often one looks more like the pipe smoker of the year or an impoverished aristocrat wandering around his damp castle unable to find the light switch. Paul Smith’s stripes, however, are a statement. I feel daring and they look incredibly dashing. Plus, in contrast to all other night garments that I have ever possessed, these pajamas have one unbelievable technical advantage – the buttons don’t rip off. That is not always the case with me. Don’t ask me why, because I can’t tell you. I go to sleep at night and I lose buttons. But those from Paul Smith stay put. I have better dreams dressed like this, my children are nicer to me than they were before and my neighbors smile at me when they see me walking through the front garden with the newspaper. Okay, perhaps they are actually laughing at me, but I don’t care. As far as I am concerned, they are smiling at me. These pajamas combine beautiful design with the practical aspects of being comfortable to wear and of having distinctly positive effects on my environment. It can’t get any better than this, it’s simply – perfect. When I wear these pajamas, I feel as if butterflies are dancing around me, as if children are running about me in the sunshine. Nothing is clouding my mind. What I actually feel like is a meadow of flowers. What man can say that of himself?
Jan Weiler is a journalist and author; he is also a columnist for newspaper Welt am Sonntag among others.

It was not that big a deal that the removal men did not show up until around 10 am. 8 am was the agreed time, but so what. What was a big deal, however, was that they did not properly tie the boys’ Ikea bunk beds to the outside hoist. And the worst part, at least as far as the removal company’s liability insurance was concerned, was that beneath the somewhat shoddily fixed bunk beds was a car. A blue one. I still remember that very clearly. And I am still amazed to this day that an Ikea bunk bed dropped from the fourth floor can have the impact of a dinosaur-destroying meteorite. That poor car; is all I can say. Fortunately, there was nobody inside – neither the car nor the bunk beds. We were all traumatized, as was the car. But, at the end of the day, it’s all just an insurance case – let’s all just keep our cool … I thought. The true disaster happened later. No, disaster is putting it too mildly. Better terms would be apocalypse, the end of the world, Armageddon, the day when the earth stood still. Screenplay by Roland Emmerich, based on a Mayan prediction, set in the Munich suburb of Waldtrudering and starring – the chief removal man. To this day, I still see the scene playing in slow motion before me. It is a trauma. I should actually be in treatment for this. So! All our furniture is already in place in our new house on the edge of town – except the Ikea bunk beds of course, may they rest in peace. As the crowning glory of his furniture moving craft, the chief removal man is wrestling my favorite armchair toward the door, despite the fact that I had told everyone that I would carry it myself. But no, the removal man, overly motivated because of the whole Ikea thing, shoulders the armchair – there is the doorframe, it’s a matter of seconds and fractions of a millimeter … and then I hear it – schrmmmm. It’s a very delicate and extremely ugly sound that hits me full-square in the heart. The furniture mover, this murderer, this crazy man, this horseman of the apocalypse, had pushed my armchair against the doorframe. As far as I am concerned, the collision of the Titanic with the iceberg is a mere trifle by comparison. I race to the point of impact, push the mover aside and bend, with hands trembling, over my armchair as it lay there dying. And there it is; a very fine scratch in the cherry wood. You can see it with the magnifying glass that I immediately fetch. And there, too, a welt in the black leather. All I want to do right now is cry. Or howl. And kick and scream. And shoot the removal man. They all look at me in confusion. I am obviously causing my wife a degree of embarrassment. In my defense, I can only say (and every design freak will understand) that this armchair is not an armchair, but a Lounge Chair or, to put it more precisely, number 158535 bought from Vitra. Bought? Acquired! Longed for after years of saving. This is not a piece of furniture, but a holy sanctuary. And, by the way, it is the only thing that I would take with me if I had to move to a desert island and was allowed to take only one thing. Utterly in keeping with Kantian philosophy, I would take “the thing in itself”, my Lounge Chair. God knows, I love that thing. Okay, I love my wife and my children. And correct, things are not alive. But, hmmm, this armchair; I would say this: It is a being, possibly even a complete one. In any event, the Lounge Chair and Ottoman is quintessen-


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Encounter Audi Brand

tially something natural. That is to say, one can neither add to nor take away from it without ruining this stroke of design genius by Charles and Ray Eames that was created in 1956 and remains unaltered to this day. Not a single gram, not the tiniest speck, nothing. The Lounge Chair is basically unbelievably modern on the one hand and, on the other, unbelievably old fashioned in its wing chair style. It is elegant and, at the same time, so comfortable that you can immediately fall asleep in it (a rare combination indeed). This is why it was also the favorite chair of Billy Wilder, the master of the afternoon nap. You have to believe me. Because I say so, and also because I have been writing about beautiful things for 20 years now as a critic for a larger, shall we say “southern German” (süddeutsche) newspaper. I have written, for example, about beautiful houses, lived in by beautiful people who surround themselves with beautiful things. I am constantly faced with things of exquisite beauty, whereby, for reasons of self-preservation, I generally avoid asking after the price. And it is for this reason that I believe, after 20 years of research in the field of quintessentially tangible accomplishment, I am in the position to name the ultimately most beautiful thing in the world. No, it is not an Audi S8. It is my Lounge Chair, known as “the Eames”; the one with the scar and the welt that you can still see with a magnifying glass. I stroke my hand along it from time to time. My wife always looks at me very pensively during these moments. As she should. One often loves truly beautiful beings because of their flaws. You sense that they don’t break; at the very most, they decline – although I hope very much that my Lounge Chair survives me; something which seems highly likely when you take into account the excellent quality of the craftsmanship and the select materials. But, you can be absolutely certain that I will never ever leave Waldtrudering and never ever move house again. Whenever you visit me there, I will be in Eames.
Gerhard Matzig is a journalist and author; he manages the Weekend section of newspaper Süddeutsche Zeitung.

In my defense, I can only say (and every design freak will understand) that this armchair is not an armchair, but a Lounge Chair or, to put it more precisely, number 158535 bought from Vitra. Bought? Acquired! Longed for after years of saving. This is not a piece of furniture. Gerhard Matzig

Dirk Maxeiner and his wood-burning stove
He is a big boy on whom you can depend one hundred percent. Other big boys, such as removal men, don’t like him very much. I know that because, in the last 25 years, I have moved house a few times and have always brought him with me. I simply cannot bring myself to part with this trusty companion. My Danish Andersen 4/8 stove has simply become too dear to me. And there are a whole lot of reasons for that. Firstly, this cast-iron piece was quite expensive to buy. I still recall that the salesman went to great lengths to use a popular advertising slogan, “Quality remains long after the price has been forgotten”. And it has, in fact, now reached that point. The “in” word “sustainable” was not as commonplace then as it is now. Today, the man at the stove shop would naturally have included it in his spiel. The quality of the Andersen arises basically from very simple ingredients: top-quality cast iron, fireproof fire bricks, an ash drawer, two sliding vents and a few hundred years of experience in stove building. The design is equally unspectacular; form follows function -no more, no less. Actually, in the years we have been together, the Andersen has even become more beautiful. Signs of wear suit it. It is easy to light, draws perfectly and quickly fills the room with radiant heat that is utterly unmatched. The fire blazes cheerfully through the window into the combustion chamber, illuminating the countenances of those who feel more or less compelled to gather around it. Looking into the embers, lost in thought, is always more pleasing and considerably more enlightening than following a talk show on pay TV. To make sure that it stays warm for longer, my Andersen is lined with thick layers of gray soapstone. Sometimes, I think this makes it look like a Buddha statue sitting steadfast on his throne in the middle of the sitting room, bringing enlightenment to those in his presence. He has an incredibly peaceful effect; one that has become even more evident since Germany embarked on the socalled “energy revolution”. Even in a blackout, my Andersen and I would still be nice and cozy. This kind of wood-burning stove is, to a certain extent, a timeless idea; one related to self-sufficiency, independence and freedom. My Andersen is not just something, it also means something. This is something it has in common with other internal combustion devices.
Dirk Maxeiner is a journalist, author and blogger; he is also a columnist for newspaper Die Welt.

Quality remains long after the price has been forgotten. And it has, in fact, now reached that point. The “in” word “­ sustainable” was not as commonplace then as it is now. Today, the man at the stove shop would naturally have included it in his spiel. Dirk Maxeiner


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Wolfgang Peters and his pencil sharpener
The little device exists on the very edge of perception – inconspicuous to the point of invisibility. It occupies a standard position on the desk, beyond the warm pool of light cast by the lamp, but within easy reach. Its presence is taken for granted. Almost everyone has used one – without giving it a second thought. But is it something you can actually like? I rate it for its simplicity, and because of its hidden message. It offers a clear and immediately recognizable function, expressed directly by its form. Quality and purpose are immediately grasped by all and sundry, which is why this device seems perfect to me. Its straightforwardness combined with the unwavering promise of fast and easy help in the form of what is a fundamentally sensual process never ceases to fascinate me. No superfluous design, no ornamentation, no noticeable attempt to create “beauty”, no ingratiation with the user, no extra millimeter in its dimensions; handy to use, but not necessarily comforting to hold. It is pure, self-evident function. That’s how I see my pencil sharpener, or “the Spitzer” for short. It is made up of two pieces. On the bottom is a box made from transparent matte plastic, into which is set an injection molded part coated in yellow and black plastic and home to two conical holes of different sizes. Two identical blades are fitted to the tapered sides with one screw each, leaving a narrow gap through which the pencil shavings can curl. The process of manually sharpening a pencil is both simple and pleasing in one – an act of almost mythical contemplation. By turning the pencil against the blades – with an appropriate degree of pressure – the sheath is shaved off to reveal the sharpened pencil lead. The wood curls its way with the graphite dust into the lower box and is compressed by the shavings that follow behind – until I empty the box. The sharpening process generates a light scraping sound, and I believe I can detect a faintly metallic smell. Putting the new, sharper point to paper is but a fleeting pleasure, because it quickly becomes rounder and blunter, and the sharpener must be called into service once more. The pencil is then capable again of that fine stroke, but, at the same time, is shorter, too. Heavy use sends it quickly toward its end. Thus, using the pencil sharpener is also a hidden message for deskwork – a continual reminder to be conscious in one’s use of things. After 18 years, my Spitzer still works as well as it did on day one. Perhaps I should treat it to new blades from time to time.
Wolfgang Peters is a journalist and author; he heads up the “Motoring and Technology” section of newspaper Frankfurter Allgemeine Zeitung.

I rate it for its simplicity, and ­ because of its hidden message. It offers a clear and immediately recognizable function, expressed directly by its form. Quality and purpose are immediately grasped by all and sundry, which is why this device seems perfect to me. Wolfgang Peters

It’s hard to imagine, but I still own the PL 112D. It still works; and in almost 40 years has never given cause for complaint. Hans Zippert

Hans Zippert and his sound machine
My body, my mother, my teddy and the PL 112D – those are the things that have been a part of my life for the longest. While the body and the mother have changed enormously, and the teddy to a very noticeable extent, I can spot virtually no changes to my PL 112D – except for a deformation on the back of the Plexiglas lid. That happened when I took a rare deviation from the user manual, which specifically warns against placing it “directly next to any heat source”. Although I should point out that the heat-emitting candle started out well above the PL 112D. However, in the course of my 16th birthday party, it burnt so low that it managed to deform the transparent plastic. Perhaps I should come back to the teddy for a moment. It is most certainly not the case that he has been a constant companion. That would definitely have ruined any chances I may have had at the aforementioned party of a slow dance. At the end of the day, a 16 year-old most definitely could not have a teddy bear with a knitted yellow cardigan on display in his room without coming over as somewhat defective. It was already bad enough that the walls of my room were plastered with an array of posters all carefully extracted from the centerfold of Das Tier (Animal) magazine and which displayed a herd of zebra or a pair hippos with jaws wide open. In order to keep a lid on the embarrassment, I had hidden the bear – which was also an animal – complete with his cardigan in my cupboard. From there, he was able to eavesdrop in peace on Uriah Heep’s Lady in Black and Nights in White Satin from the Moody Blues. These are two songs that I couldn’t stand, but whose tones automatically gave you the license to slow dance and touch up girls. Technically, this tactile festival was made possible by the PL 112D – a record player by Pioneer that I had given myself as a birthday present. It took two years of delivering newspapers to earn it – every Thursday and Friday afternoon. I also worked in a haulage company warehouse, which then led to my having to repeat a year of school. But this was all but a bagatelle in comparison to owning the PL 112D, which catapulted me into a whole new dimension of record listening pleasure and, as I mentioned, brought with it sexual benefits. Prior to that, I had my parent’s Grundig radiogram with a pick-up arm weighing about a kilo that ate its way through the LP grooves. After the radiogram came “Master Hit”, which looked cooler, but also did untold damage to my record collection. It really was high time for the PL 112D – “a precision record player with belt drive and intended for use as part of a stereo music system”. In the end, my 16th birthday not only deformed the Plexiglas lid, it also shifted the focus of my interest from animals to records. As it happens, the Animals also featured at my party. House of the Rising Sun of course – a number suited just as much to slow dancing as it is to awkward and ungainly individual expressions of rhythm.

It’s hard to imagine, but I still own the PL 112D. It still works; and in almost 40 years has never given cause for complaint. A few drops of oil, a new drive belt, a new needle from time to time – that is all it took to keep the machine in running order. A record player with real wood cladding, not some kind of imitation wood facsimile. The PL 112D played everything placed on its turntable – the Beatles, Kinks, Smiths, Madness, Van Morrison, Joni Mitchell, Fleet Foxes or Jack White; but also Strawberry Alarm Clock, Peanut Butter Conspiracy and Chocolate Watchband – it didn’t mind. On my 50th birthday, my son took control of the PL 112D turntable to see his father jerking around to the sounds of Staying Alive. In the early 1990s, I briefly doubted my record player and took a fancy to a CD player. But the PL 112D did not blame me for that at all. It continued to believe in me – with the result that I now possess 6,000 LPs but no more than 500 CDs. The PL 112D was and is the greatest authority in my life. Every woman I have met was introduced first to my PL 112D, and not until much later to my mother and the teddy.
Hans Zippert is a columnist for newspaper Die Welt and magazine Stern. His web TV format Zippert zappt is available online on


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Encounter Audi Brand

Terminal royal
From King Ludwig to the Sheikhs of Dubai In times gone by, the firm Moradelli was “Metalsmith to the Royal Bavarian Court”, and today it is a preferred Audi supplier. Around the world, aluminum precisely crafted in ­ unich graces the façades of the company’s architecturally sophisticated brand locations M – including the largest Audi terminal so far, opened in Dubai at the end of 2012.
122 Encounter Audi Brand 123 Gallery of mirrors – Thomas Sauer is the seventh generation to head up long-established, family-run company Moradelli. In his hand, he is holding a sample piece for the façade of an Audi terminal. Encounter Audi Brand

Text Paul-Janosch Ersing

Photos Manfred Jarisch



The fairytale castle on the Herren­ insel at the edge of the Alps has been photographed thousands of time. Anybody visiting the Chiemsee also visits the Herrenchiemsee. Planned as a “Bavarian Versailles”, it was intended as a lavish representation of monarchy – very much in the style of the French King Louis XIV, whom the Bavarian leader greatly admired. Ludwig II’s island castle is a destination for tourists from around the world – and not just on weekends. Alongside the imposing neobaroque architecture, the famous water features in its expansive gardens and the countless anecdotes on the fairytale king, what impresses visitors most is the beautiful craftsmanship. The castle is a treasure trove of finely detailed ornamentation. But the king was a fan not only of glamorous statements, but also of modern comforts and advanced technology. Hidden in anterooms or above suspended ceilings in his royal castles is an assortment of sophisticated gadgets designed to ease the everyday strain of life at court. Under contract to the king, craftsmen delivered the hi-tech products of their era. And those afforded the honor of applying their skills at court were surely in possession of some remarkable talents. One of these most exclusive of enterprises was the Moradelli Metalsmiths of Munich. King Ludwig II personally awarded Carl Moradelli (1844–1901), who led the family-run business in its third generation, the grand and coveted title of “Metalsmith to the Royal Bavarian Court”. From that point on, he worked on behalf of the “Kini” to create ornamental metalwork such as dramatic iron lanterns, forged fittings for the heavy wooden doors or finely crafted staircase balustrades. Neuschwanstein, Linderhof and Herrenchiemsee – to this day, you can see the work of the Munich metalsmiths in the castles of Ludwig II, finished in the very finest materials to the very highest quality standards. But the Moradellis delivered more than just decorative pieces. Complicated constructions and technical gadgetry, the reliable function of which could be guaranteed only through extremely precise production techniques, were also among the metalwork ordered by Ludwig II. A tour of the Herrenchiemsee draws a few things to the attention – the steel framework of the double glass roof in the foyer, an iron bathing pool and the pulley constructions for the 55 chandeliers in the almost one hundred-meter long gallery of mirrors. The light fittings could be lowered into the hall using rope pulleys to facilitate the lighting and extinguishing of the countless candles.



Royal handrail – the cast-iron banister with the finely crafted crowns at the Herrenchiemsee Palace comes from Carl Moradelli (1844–1901). Detail work – the ornamental door plate decorated with a mask was made especially by the “Metalsmith to the Royal Bavarian Court”. Chandelier lift – to make lighting and extinguishing the many candles on the heavy porcelain chandelier as convenient as possible, Moradelli developed a pulley construction. Grand bedroom – the wooden railings in front of the royal bed were to keep visitors at a distance during audiences with the king. Delicate, lightweight design – the robust steel framework for the double-glazed roof in the stairwell is inserted between the glass surfaces – making it invisible.




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Encounter Audi Brand


The Moradellis product portfolio, which seems astonishing from today’s perspective, also included the so-called “Tisch­ lein-Deck-Dich” (table-set-yourself). This mechanically operated piece of lifting equipment beneath the banqueting hall enabled the somewhat reclusive king to avoid having his staff in attendance while he ate. The complete dining table could be lowered through an opening in the floor to the room beneath, where it could be set at leisure before then being raised – fully laden – back into the dining hall. Carl Moradelli’s brother Alois and his son of the same name took the family business into the industrial age with machine-produced heater cladding and specialized panels for agriculture and industry. Panels with round or angular perforations rapidly developed to become the company’s most important product. A large proportion of the stage technology in the Prinzregenten Theater in Munch, for instance, has been equipped with Moradelli ideas since the turn of the twentieth century. The special perforations in the folding theater chairs also came from the former supplier to the royal court. The Moradelli success story continues to this day. Thomas Sauer now leads the business in its seventh generation. In Kirchheim, close to the gates of Munich, the company produces perforated and embossed panels for virtually every imaginable application. The uses range from the purely functional to the highly aesthetic. “For industrial customers, we make filters, sieves, protective paneling and ventilation grids,” says Thomas Sauer. “Our architectural products, on the other hand, are visible to all – cladding, balustrades and complete building façades.” When, a few years ago, Audi created a new, globally consistent architectural look, Thomas Sauer was at the table during the façade planning stage, and his company is now one of the suppliers of the exterior shell of the dealership architecture. Since it was developed in 2007, several hundred Audi terminals have been built. Their dynamic forms are so highly recognizable in part because of the material used. “It had to be aluminum – the material that stands for the brand’s innovative power and progressiveness,” says Markus Allmann from lead architect Allmann Sattler Wappner. “Perforated with a honeycomb design and folded, aluminum displays its constructive intelligence and technical precision at every Audi terminal.” The technical character of the façade cladding is also created in the Moradelli production halls. “The visual association of the honeycomb structures in the façade with the sporty grille of the Audi models was particularly challenging,” states Thomas Sauer, indicating the precision of his modern automated stamping equipment, high-performance presses and folding machines. Production of the honeycomb panels at Moradelli now looks very much like series automotive production – every process step right through to delivery is accurately planned. The aluminum modules are delivered to Kirchheim pre-cut, where they are then stamped, aligned, cut to final size and edged. Moradelli then packs the exclusive Audi façades onto palettes and ships them all over the world. There are only a few white patches on the world map in the Managing Director’s office. After Athens, Casablanca, Guate­ mala City and Rustenburg in South Africa, even Dubai is now among the global delivery destinations.

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Stamping – the perforating machine stamps the honey­comb into the aluminum. It runs unmanned – sometimes round the clock. Recycling – the honeycomb-shaped cuttings are collected in large containers, melted and then reused. Leveling – for optimum flatness, the stamped aluminum modules are arranged by machine. Folding – the folding machine shapes the aluminum modules for the Audi terminal façades into their characteristic form. 9






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Encounter Audi Brand

Audi terminal Dubai – the facility on Sheikh Zayed Road, opened at the end of 2012, is clad in the matte-silver aluminum skin made by Moradelli. A total of around 3,400 square meters of semi-transparent honeycomb was used in the construction.

Scan the QR code and see video footage of the Audi terminal in Dubai!

Size – up to 57 new cars are on display in the Audi terminal Dubai.



In the Emirate on the Persian Gulf, all traffic flows toward the city center on the twelve-lane Sheikh Zayed Road. Where just a short time ago there was still empty land, the last few months have seen the characteristic cube-shaped terminal building rise from the ground. The matte-silver sheen of the Moradelli aluminum cladding is clearly visible from quite a distance. Up to 57 new cars are presented here on three floors and an overall area of 8,700 square meters. This makes the newly opened Audi showroom in Dubai the world’s biggest so far. In all corners of the world, the brand’s distinctive façade presents a clear and unmistakable face. At the same time, because the architectural concept offers a high degree of structural flexibility, the Audi terminals are also an integrated element of their respective cityscapes. “The dimensions and the basic form can be adapted to the specifics of the local environment,” says Rabeaa Saleem, who managed the building project in the Emirate, commenting on the benefits of the design. “In Dubai, the building plot on the important thoroughfare defined the square footprint.” Inside the new Audi terminal, the new cars on display are the focus of attention; the gray, silver and white colors selected by the Audi architects remain unobtrusively in the background. For the civil engineer from Syria, it is important that the specifics of cul­ture and religion are not forgotten. “There is, of course, a prayer room with a washroom in the building for use by customers and staff.” What you will not find, however, is a large parking lot in front of the building. “Our guests enjoy the added convenience of valet parking,” explains Rabeaa Saleem. “They drive up front and walk through the entrance door to reception – their car is parked by our staff in the underground garage.” She goes on to add, pointing to the layout drawing of the new Audi terminal, that this is more of a drive-through than a drive-up. In actual fact, the access road follows a left-hand curve through the cube, with the generous entrance integrated into the front of the building. Alongside the pleasant atmosphere created by this layout, this entrance solution has one particular benefit, “Anyone visiting us steps out of the car directly into the air-conditioned terminal – without having to expose themselves to the blistering desert temperatures.” Sunlight and extreme temperatures are a constant issue on the Arabian Peninsula. “Here in Dubai, there is a comfort component that has to be considered alongside the aesthetics when it comes to the façade design” explains Audi architect Tanja Grötzinger, who handled this major project from the Ingolstadt side. “The semi-transparent aluminum structure also serves as an im­ portant sunshade,” because the windows on the office floor above the sales floor are behind the honeycomb-­ perforated and folded aluminum. The thinking behind this is to draw more attention to the glazing around the vehicle display – however, in Dubai this concept has a pleasantly cooling side effect. In the display areas, on the other hand, the correct ambient temperature is maintained with the aid of automatic roller blinds and specially coated glass. This also applies to the gallery level, where quattro GmbH is represented with no less than seven models that have been highly individualized from the Audi exclusive range. Such a large number of top Audi models is an absolute first – even for
10 Sunny – the world’s largest dealer showroom is bathed in bright light during the day. Shade is provided by automatic shutters and a special coating on the windows. Valet parking – instead of a large customer car park, visitors to the new Audi terminal are greeted by a sweeping entrance that runs more-or-less directly into the building. Builders – responsible for the prestigious new building are Rabeaa Saleem and Yousif Korkis, who managed its construction. Audi exclusive – on the gallery level, quattro GmbH presents some highly individualized Audi models. State-ofthe-art presentation technology is on standby alongside. Up, up and away – in the background of the new Audi terminal Dubai, the Burj Khalifa towers 828 meters into the sky – the world’s tallest building.




Dubai. Exceptional equipment variants ranging from the sporty to the sumptuous are the focus here – featuring the very finest materials, most outstanding craftsmanship and spectacular look-andfeel. In the neighboring lounge, visitors are served refreshments, tea and fine coffee; in the brand new Private Customer Lounge, the Dubai terminal also offers a new digital presentation technology in the form of its powerwall, which originates from the Audi City store concept recently launched in London. Full-height projection surfaces display the Audi model range on a 1:1 scale, including all of its equipment options and functions, with almost lifelike reality. The fine metal paneling in the hi-tech room comes from – where else – the former “Metalsmith to the Royal Bavarian Court”. What would previously have met with the appreciation of King Ludwig, is now available for the enjoyment of not only the Sheikhs, but also all visitors to the Audi terminal in Dubai – precision craftsmanship from the heart of Bavaria.



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 The brand with the four rings is active in a highly   diverse range of fields. And is writing new stories every day.   Audi news and facts from around the world. 
Fund-raising marathon – Audi employees and customers take to their bikes in Washington DC for a good cause.

Best Buddy

Flexible – every Audi can be individually configured.

Best choice

Star guest – Jennifer Lopez came to the opening ceremony of the Audi terminal in Dubai in November 2012.


134 Encounter Audi Brand

The Audi Q3 alone offers more than 3.5 million combination options. There are several hundred million configurations pos­ sible across the entire model range.

Architecture for the four rings

Pure exclusivity

160 Audi of America employees and customers ran and cycled to a total of 196,000 dollars on the Audi Best Buddies Challenge. It took place in October 2012 in Washington DC, with Audi as the main sponsor for the third time. A total of 2,500 participants started the fundraising marathon through the US capital and collected a total of 2.5 million dollars. The donations benefit nonprofit organization Best Buddies International, which has been active on behalf of people with mental disabilities since 1989. It brokers friendships and professional partnerships between people with and without disability – creating “best buddies”.

Fun with the mouse – young Audi fans at an open day.

Doors open for the mouse

On October 3, 2012, Audi opened the other­ wise closed doors of its factory halls and took part in an “Doors Open Day” run by German kids’ show “Die Sen­ dung mit der Maus” (The Show with the Mouse). 5,000 guests, 3,000 of which were children, took a peek behind the scenes and experienced the story of “How an Audi is Created” live in Technical Development. Mouse fans con­sumed 700 bags of popcorn and 650 helpings of cotton candy in the course of a fun-filled day. The special guest was, of course, the real-life star of the show – the Mouse.

135 Encounter Audi Brand

There are already around 400 Audi terminals around the world turning the good old car dealership into an architectural delight. The first Audi terminal went online in 2008 in Sydney, Australia, following the master plan drawn up by architects Allmann Sattler Wappner. The world’s number one in terms of vehicles displayed is currently in Dubai, where up to 57 cars await visitors to the Audi terminal there. This world record even merited a visit from US singer Jennifer Lopez in November 2012.

The most expensive Audi sold to-date cost almost 650,000 Euros. The Audi A8 L Security in pearlescent phantom black was sold to a ­ customer in Russia.
The very finest – the Audi A8 L Security.

Perfectly wired

In the new Audi ­terminal in Frankfurt, currently the largest in Germany, tradesmen laid a total of more than 300 ki­lo­me­ters of electric cable, roughly equal to the distance between Frankfurt and Ingol­ stadt.
R8 for Twitter fans

Nordic impressions – Audi driving experience 2012.

Against the flow – Alpine ski training in the Audi wind tunnel.

Late starter

Powerful headwind

#WantAnR8? Simple question; huge response. More than 100,000 Twitter users have already responded to this hashtag first posted in June 2011 by Audi of America. So far, eleven US fans have been able to live the dream of the Audi super sports car for a weekend. Their answers to the question posed by Audi of America were particularly creative and compelling, and made full use of the multi-media possibilities offered by the social web. #WantAnR8? is the third most successful Twitter campaign ever.
A weekend with an R8 – eleven Audi fans and Twitter users from the US have so far been able to live the dream

Since his 60th birthday, Heinz Gerold has been an enthusiastic participant in the Audi driving experience. Over the last 18 years alone, he has taken part in at least a dozen evens from the driving experience program. At 82 years of age, Gerold took part in a drive to the North Cape; with him was his wife, who is one year his senior. The enthusiasm of the ­ passionate driver has clearly rubbed off on her.

There may not be any snow, but winter sportsmen and women from five different countries regularly face a headwind of 140 km/h in the Audi wind tunnel. In insulated surroundings and under real wind conditions, the Alpine ski athletes test aspects such as the optimum descent position, while ski jumpers determine their best possible posture and flight position. When the wind turbine starts, the athletes are fanned by a flow of air with a cross-sectional area of 11 square meters. The athlete’s skis are fixed to the test stand with four screws, the same fastenings that secure the Audi models during their aerodynamic tests. The wind tunnel training pays dividends. Depending on their particular discipline, the athletes are able to improve their performance by several hundredths of a second.

Music on-screen

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In 2012, the Bayreuth Festival was broadcast live in a total of 109 cinemas across Germany, Austria and Switzerland. With the help of Audi, seven HD cameras and two satellites, the performance of Parsifal on August 11 was sent soaring thousands of miles through space to reach the eager eyes and ears of music-loving cinema-goers. Audi has been a sponsor of the Wagner Festival in Bayreuth since 2009. Wait times of up to five years for tickets are not unusual.
Be there live – the 2012 Bayreuth Festival was also available in cinemas.
Scan the QR code and see the handover of an Audi R8 to an Audi fan in the US!

Chinese snake

Audi has sold more than 1.8 million cars in China from 1987 through the end of 2012. If all those cars were parked nose to tail, it would create a vehicle snake mea­ suring around 9,047 kilo­ meters (based on the Audi A6 L at a length of 5.015 meters). This equates to more than 3.7 times the length of the Great Wall of China.


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Running for every cent

Time travel – the modern and the traditional live side by side in China.

2,259 Audi employees from the four plants Ingolstadt, Neckarsulm, Győr and Brussels participated in the second running of the “24 Hours of Audi” in May 2011. The fundraising run took place shortly before the “24 Hours of Le Mans” – but, in contrast to the famous endurance race, the Audi employees steered clear of automotive asphalt. Their objective: for every lap run on a course right through the Ingolstadt plant, Audi donated five Euros. In 2011, this raised 150,000 Euros for children’s charity Sternstunden e.V. – the highest single donation the nonprofit organization has received since its foundation.

Eastern promise

Impressive – the Audi works expansion in Győr.

Charity run for children’s aid – the “24 Hours of Audi”.

Favorite car
The photo of a little girl with an Audi R8 has already received more than 32,000 likes. This makes it Audi’s most popular Facebook post at the moment – and so well-liked that the loving hug bestowed upon the super sports car is inspiring copy cats worldwide.

In Changchun, home to Audi’s first factory in China, there are almost as many restaurants as there are inhabitants. The city’s name also bears the promising meaning of “long spring”. In keeping with this, almost 40 percent of the city is covered in greenery, including China’s largest manmade forest. While the average temperature in Changchun drops to a frosty minus 15 degrees Celsius in January, the southern Chinese city of Foshan enjoys a subtropical climate all year round. This is where, 3,100 kilometers and 33 hours’ drive away, Audi’s second production facility in China is currently under construction.

Expansion in Hungary

Size of a city state

Already a star – big little Audi fan.


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I like

A whole principality in the north of Ingolstadt? AUDI AG’s Bavarian factory now employs almost as many people (around 35,400) as live in Monaco. When it comes to size, the Monacan city state already has to concede defeat to the Audi plant. The headquarters of AUDI AG covers an area of around 2,738 square kilo­ meters – making it two square kilometers larger than Monaco.
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What do you get when you put 160,000 cubic meters of concrete and 35,000 tonnes of steel on an area the size of 32 soccer pitches? A car factory like the one that is currently being built in Győr. 1.2 million cubic meters of soil was removed to prepare the ground for the construction work. At the peak of the building phase, 600 trucks, 50 cranes and more than 1,500 construction workers were in action every day. This year will see Audi commence production of the A3 sedan at its expanded Hungarian site.

Image provided by: I love Audi

The Collectors
Text Hanna van der Velden Photos Peter Granser

The journey to your very own Audi Tjalling and Olaf Reitsma from the Netherlands are on a journey. The route involves three trains, two buses and 24 stops – a total of 700 kilometers all the way through Germany. The final destination – their new Audi.


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12:00 pm Lunch
Great weather, great mood: The restaurants in the Audi Forum are the perfect place to take a break, inside or out.

On the road to happiness – a conversation with a customer chauffeur
In the last 20 years, more than one million customers have personally taken delivery of their new cars at the Audi Forum in Ingolstadt. Be they from Vienna, Dresden, Kiel or Rotterdam, one in three customers opts to arrive by train. The reception point is the new Audi Lounge at Ingolstadt’s Central Station. From here, up to 220 guests are driven every day by an individual shuttle service directly to the Delivery Center. At the wheel of the Audi A6 Avants are professional taxi drivers; one of them is Pauline Döring. Ms. Döring, you have been a taxi driver for 17 years. What is different about shuttle driving? All my guests are in a good mood, because they are look­ ­ing forward to their new car. That must be the topic of conversation during the drive … Usually, yes! Or the guests talk about their journey here. I’m happy to chat with them, but I have learnt over the years to tell whether the passenger is in the mood for a conversation or would rather keep quiet. At the end of the day, they should feel at ease.

11:00 am Shop
A sporty watch to suit the new car? Or the right model car for your desk? The Audi collection offers plenty of choice.

Nieuw-Amsterdam, Drenthe, platform two: father and son, Tjalling and Olaf, are at the station. They are waiting on the regional train, which will bring them to Zwolle 70 kilometers away. From there, the journey takes them through Deventer and Hanover and onward to Ingolstadt. The trip takes eleven hours, but spirits are extremely high. “It’s great to spend this time with my son,” says Tjalling. “That happens less and less now that he’s older.” The pair has taken the day off to travel all the way from the Netherlands to Ingolstadt to pick up their new A4. It is waiting for them there, fresh from the production line, painted in lava grey with S tronic and a Bang & Olufsen sound system. “I can’t wait to get behind the wheel,” calls Olaf as the train arrives. The eighteen year-old passed his driving test just three weeks ago. Will he really be allowed to drive his father’s new Audi? “Sure. I trust my son,” answers Tjalling Reitsma, before stepping onto the train for the journey south. The 51 year-old lives with his wife and two children in a small village near Nieuw-Amsterdam in northwest Holland. The house is surrounded by potato fields and most of the neighbors are farmers. Alongside a rabbit called Mumble and a dog called Mickey, the Reitsmas also own a horse named Aaron. It is for him that the new A4 has been fitted with a crucial piece of extra equipment – a removable tow hook that will pull not only the horsebox, but the caravan as well.

1.00 pm: The journey takes them past vineyards, castles and small villages. Tjalling and Olaf have made themselves at home in the first-class wagon. The two men talk a lot, joke around and read – enjoying the time together. Lunch consists of a classic Ger­ man currywurst – extra hot. The journey goes smoothly – at 5.00 pm on the dot, the ICE train rolls into Ingolstadt. Made it at last! Since July 2012, the Audi Lounge at the Ingolstadt train station has been providing the first go-to point for all customers arriving by train. From here, those collecting their cars themselves are driven directly to the Audi Forum – of course, only if their “experience day” actually begins on the same day. For Tjalling and Olaf, the next stop is their hotel and then the bar for a pleasant end to an enjoyable day. Day two, 9.00 am, vehicle delivery area: This is not the first time that Tjalling Reitsma and his son have been to Ingolstadt. The former police officer visited the Bavarian town on the River Danube three years ago to pick up a new Audi. “You don’t let a chance like this pass you by!” says Tjalling, talking about his second visit. “The day here is a very special experience that stays with you forever.” At the reception desk on the second floor of the Audi Forum, the Dutchman hands over his new yellow license plates. “It really is fantastic how much time all the people here have for the customer,” comments Tjalling. “You really feel like someone very special.” And that is in spite of the fact that that around 100,000 vehicles are collected every year from the factories in Ingolstadt and Neckarsulm. Around 400 future Audi owners travel from abroad, mostly from America, Austria and the Netherlands. But even Audi fans from more exotic regions like New Caledonia, a French archipelago in the South Pacific; La Martinique, an island in the Caribbean, and the Canaries have traveled all the way here to pick up their dream car. 10.00 am, factory tour: A little game along the route sets a test for the Reitsmas. How many fuel caps are in the box? Tjalling and Olaf estimate 175. The actual number is 170. Highfives all round for Tjalling and Olaf. They have been walking through the production facilities for almost an hour and are able to experience for themselves at the production line how individual every single Audi actually is. For the A4 and A5 alone, there are 98 different steering wheel variations. Tjalling Reitsma is amazed when he hears this. “What fascinates me most is the “wedding”, which is the moment when the engine and the bodyshell are put together,” he explains. “For me, that’s like the cherry on top.”

When are you asked for advice? A couple of weeks ago, I drove an elderly couple to the Audi Forum to pick up their Audi Q3. They were both quite excited because they had ordered a car with an automatic gearbox – although neither of them had ever driven an automatic before. So we used our journey for a crash course in automatic transmissions.

10:00 am Factory tour
Tjalling and Olaf are impressed by the precision with which every new Audi is built – and by the seemingly endless range of variants.

Audi shuttle service
Pauline Döring brings customers from the Audi Lounge at the station to the Audi Forum to collect their vehicles.


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1:30 pm First inspection
Reitsma senior and junior examine the new car – and are very satisfied with their choice.

4:00 pm Departure
The first few meters with their new Audi – many thousands of kilometers will follow in the years to come.

1:00 pm Vehicle delivery
Tjalling and Olaf have their new A4 explained to them in full. No technical question goes unanswered.

2:30 pm museum mobile
Be it an early Audi from 1914 or a prestigious Horch from the 1930s, history comes to life in the museum mobile.

1:50 pm Olaf – the first time behind the wheel
After dad has had his turn, it’s time for junior to enjoy the feel of the steering wheel.

1.00 pm, vehicle delivery area: Tjalling Reitsma looks down from the second floor onto the new cars below. He is the only Dutch customer on this particular day. When an A4 with a yellow license plate drives in, he knows right away that it’s his. “I couldn’t remember exactly which color I had chosen for my A4, but now that I see the car in real-life in front of me, I know: It was the right choice.” Jürgen Bayer from vehicle delivery deals with the hand­ over. How do I individualize the key? How do I control the lights? Where can I charge my smartphone? Tjalling Reitsma has everything explained to him in the tiniest detail. The aim is to make referring to the owners’ manual the exception rather than the rule. Ten minutes later, he is allowed to try out the driver’s seat for himself. A magical moment. “The car is beautiful,” enthuses Olaf. “The color looks great, the interior and, of course, the sound system – everything gets an ‘A+’. I can hardly wait for the drive home.” The purchase of the new A4 was a family decision. “The A3 is too small, the A6 too big. The A4 is the perfect size and so elegant, too.” Father and son are in firm agreement. 1.50 pm: Now Olaf has his first chance to sit behind the wheel. The young man’s hands rest casually on the steering wheel, while his face sports a wide grin. “I can positively feel the wind in my hair,” he jokes, adding with a wink, “I reckon the A4 is a bit better than my old used car.” 2.30 pm: Before the two men set off for home in their new car, they pay a visit to the museum mobile. Among the many historic Audi exhibits there is the Type C Alpensieger from 1914. “The car took half an hour to start,” explains the tour guide on the walk-through, “Plus, the driver’s right arm got wet in the rain.” “I’m glad things have changed since then,” whispers Olaf into his father’s ear. This is followed by amazement when he learns about Bernd Rosemeyer’s world speed record with the stream­line race car. “440 km/h – that’s crazy!” And the best part of the day? Tjalling thinks for a moment, then says with a smile, “That

not only have I seen two sides of Audi today – the present and the past – but, at the end of the day, I even get to take my own Audi back home with me.” At 4.00 pm, father and son set off for home. For Olaf, this is his first drive on the German autobahn. When they arrive home at one in the morning, Tjalling Reitsma is still absolutely convinced, “The A4 is a fantastic long-distance tourer! Even after eight hours of driving, we arrived home still feeling relaxed.” Then he adds with a smile, “It’s back to work for me tomorrow, so that in three years I will be able to afford another new Audi …”

The route to Ingolstadt and back
1 Nieuw-Amsterdam, Drenthe 2 Hanover 3 Ingolstadt

Back in Holland – the family horse also seems pleased with the new car. His comfortable transportation is ensured.


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 Family Planning 
 Audi fullfills a diverse array of customer desires,   with a wide-ranging lineup of models. 
Audi Coupé Audi 80 Audi 90 Audi 100 Audi 100 Avant

 In 1990, Audi offered just nine models –   including the final units of the legendary Ur-quattro. 

Audi 200 Audi 200 Avant

Audi V8


A1 Sportback
Audi A1 Sportback

Audi A1

A3 Cabriolet
Audi A3 Cabriolet Audi S3 Audi S3 Sportback

A3 Sportback
Audi A3 Sportback


S3 Sportback

Audi A3

A4 Avant
Audi A4 Avant Audi A4 allroad Audi S4

A4 allroad


S4 Avant
Audi S4 Avant

RS 4 Avant
Audi RS 4 Avant

Audi A4

A5 Sportback S5
Audi S5 Audi A5 Sportback Audi A5 Cabriolet

A5 Cabriolet

S5 Sportback
Audi S5 Sportback

S5 Cabriolet
Audi S5 Cabriolet

RS 5
Audi RS 5

RS 5 Cabriolet
Audi RS 5 Cabriolet

Audi A5

147 A6 Avant
Audi A6 Avant

A6 allroad quattro
Audi A6 allroad quattro

Audi S6

S6 Avant
Audi S6 Avant

RS 6 Avant
Audi RS 6 Avant

Audi A6

A7 Sportback

S7 Sportback
Audi S7 Sportback

RS 7 Sportback
Audi RS 7 Sportback

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Audi A7 Sportback

A8 L
Audi A8 Audi A8 L

Audi S8

Audi Q3 quattro

Audi RS Q3

Audi Q5

Audi SQ5 TDI

Audi Q7


R8 Coupé
Audi R8 V8 Coupé

R8 Spyder
Audi R8 V8 Spyder


TT Coupé
Audi TT Coupé

TT Roadster
Audi TT Roadster

TTS Coupé
Audi TTS Coupé

TTS Roadster
Audi TTS Roadster

TT RS Coupé
Audi TT RS Coupé

TT RS Roadster
Audi TT RS Roadster


 In the last two decades the brand’s model lineup has become highly individualized –   there are currently 39 models to choose from.  The next few months will see seven new models launched (marked in red).

Passion Passion is Audis greatest driver. Passion means love, sometimes lust and always full commitment.

150 The Fast & the Curious 158 Small is the New Big 168 A Big Presence in Small Markets 170 Social(izing) 174 Fan Post 176 New Kids on the Blog 182 Sir John Hegarty on Audi Advertising 186 Spotcheck 192 Fast Acting 198 And the winner is … 200 Fans
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r? structo n i g e n c i erien r driv d’s ace exp inner as you e of the worl t of the r i d u A w n n e Mans race car on o ine at the fro L e m i t l l a e e. a three fession erienc sing th Having perfect, pro nd even cros udi race exp A a A Driving race tracks? eams – or the t r s d toughe the stuff of s ’ t field! I

t s a F e h T e h &t s u o i r u C

Audi race experience extreme – nighttime driver change during the 24h-race at the Nürburgring.


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The car driven by the race experience customer is absolutely identical to the cars driven by the winning team. That certainly has its appeal. Romolo Liebchen


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Speed – set up for downforce, the R8 LMS ultra is remarkably easy to control for a mid-engined car. Out in front – in the Nürburgring’s “green hell”, the R8 LMS ultra is a real winner. Dedicated – Englishman Peter Venn’s regular job is selling forklift trucks, but he’s a true race driver at heart.

Text Markus Stier

Photos speedpool

Across the line – one of the two race experience R8s crossed the line in an impressive 17th place in the overall classification.

Even as a child, Peter Venn dreamed of being a racing driver; Matchbox models were his first addiction. As a Business Studies student, the Englishman then worked between semesters on a construction site by day and in a bar by night. That was how he scraped together the money he needed to buy an old March Formula 3 – Peter Venn’s career as an amateur race driver could begin. For twelve years he drove formula cars in the British single-seat series. In 1996, the businessman from Cheltenham moved to Germany and discovered the Nordschleife. Since then, he has been driving in the Langstreckenpokal and, since 1997, has also been a regular participant in the 24-hour race at the Nürburgring. He has already chalked up several thousand laps on the renowned Eifel race track. Most recently, he sat in an Aston Martin Vantage in the close-to-production GT4 class and thought that the life of an amateur race driver really couldn’t get any better than this. You would think. But then a new world opened up to him, apparently by accident. Venn’s team was sharing a pit garage with the guys from the Audi race experience, the “premier league” of Audi’s driving experience program. The race manager at the time was old acquaintance Manfred Jantke, and the two men got to talking. Wouldn’t it be good to race just one time in a top-league car and with a professional team? Why not share the cockpit with a real-life Le Mans winner? “That’s like asking a tennis fan if he would like a chance to play with Roger Federer at Wimbledon,” recalls Venn brimming with enthusiasm.

The man who makes these dreams come true is called Klaus Demel. And the idea came to the Head of the Audi driving experience more or less as the result of an internal experiment conducted two years ago – when he was chauffeured around the grand prix circuit in Barcelona at race speeds in an Audi R8 LMS. When it comes to driving, Demel classifies himself rather as an untalented pen-pusher and, after the fast laps in the passenger seat, was of the opinion that nothing could possibly be more fun – until his chauffeur, rally legend and Audi driving instructor Sepp Haider, said, “Sure it could; by driving the race car yourself!” And so it came to pass that, a couple of days later, Demel found himself behind the steering wheel of a racing R8 LMS. When he stepped back out of the car with his eyes shining, it was utterly obvious to him, “If I enjoyed it that much, there are surely more people out there who want to experience the same thing.” So he sat down and wrote a concept for a new series of training courses and got in touch with Romolo Liebchen. In creating the R8 LMS ultra, the head of the Audi customer sport department has constructed a true race car for customer sport at a comparatively affordable price (the ultra costs 329,000 Euros plus sales tax). For something like the 24-hour race on the Nürburgring, you have to add on a few extra upgrades like the additional lighting for the pitch-dark of the Eifel night. “The car driven by the customer on the race experience courses is absolutely identical to the cars driven by the winning team. That certainly has its appeal,” says Liebchen. The taster session for the R8 in GT3 guise costs 1,750 Euros per day. On successfully completing their training course, those who wish to can apply for a racing license. Demel’s team also caters for individual preferences. An entire day alone with a three-time Le Mans winner as your instructor? No problem. From initial introductory training that deals more with vehicle control and driving safety, it moves in six stages increasingly in the direction of ultimate driving fun. Level seven is then the “seventh heaven”; racing in the 24-hours on the Nordschleife. “Obviously, you can’t simply buy yourself a seat,” warns Klaus Demel. Ahead of the serious business of the 24h, a novice must not only demonstrate his talent in a range of driving experience training sessions, but also have completed at least three endurance cup races.


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“We try to integrate the customer fully into the professional team. That really impresses the participants.” Klaus Demel

Audi race experience
Since 2010, Audi customers have been able to drive at high speeds not only in the series-production R8, but also in the full-blown race version as part of the Audi race experience. The R8 ultra is built in line with the GT3 regulations, generates up to 570 hp depending on the race series and has a top speed of up to 286 km/h. The options on offer range from so-called taxi rides alongside a professional racing driver all the way to race participation in international championships. Also fulfilled are individual desires such as intensive, one-on-one training under the guidance of a professional racing driver. Romolo Liebchen’s team has already collected quite an array of stamps in their passports. Activities extend from Australia to Japan, from Malaysia to Brazil, and are set to extend further in response to customer demand. This also includes the expansion of the technical portfolio. A competition version of the Audi TT with front-wheel drive is earmarked to provide less experienced sports car drivers with fast-paced track laps.

Technical Data Body Engine Displacement Power Torque

Audi R8 LMS ultra (2012) sports car in accordance with FIA GT3 regulations Audi Space Frame (ASF) from aluminum with bolted-on rollover cage, carbon-fiber composite / aluminum outer skin V10 engine, 90-degree cylinder angle, 4 valves per cylinder, DOHC, gasoline direct injection, exhaust gas purification via two race catalytic converters, dry-sump lubrication 5,200 ccm variably adjustable with restrictors up to 570 hp (419 kW) over 500 Nm

Drive  /  Transmission Drive Transmission Suspension Brakes Wheels Tires rear-wheel drive, traction control (ASR), standard clutch, optional race clutch sequential, pneumatically actuated 6-speed sports transmission with shift paddles, differential lock independent suspension front and rear. Double wishbones, coilover suspension struts (Eibach) and adjustable dampers (Bilstein) plus adjustable anti-roll bars front and rear hydraulic dual-circuit brake system, steel brake discs front and rear, race ABS cast magnesium rims (O.Z.), front 12 x 18 inches, rear 13 x 18 inches Michelin, front 30-65  /18, rear 31-71  /18

Dimensions  /  Weight Length / Width / Height Min. weight Tank capacity Fire extinguisher system Seat system 4,670 / 1,994 / 1,195 mm 1,250 kg 120 l Equipment Audi Sport Audi PS1 Protection Seat

Reliable – car number 25 drove with neither problems nor accidents and came into the pits only for routine stops.


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Peter Venn was an exception. With his experience on the Ring, it took mentor Marco Werner, Le Mans winner 2005 through 2007, just one hour with him on the Nürburgring’s grand prix course to establish that his ward was well in control of the race car – and of himself. “If I had done anything stupid, they would simply have kicked me out,” says Venn with certainty. He also maintained his self control in the race itself on May 19th and 20th, 2012. “I’m sure I could have pushed harder with braking, accelerating away and cornering speed,” says the businessman on reflection, but, as an “old dog”, he knows that, “You don’t win a 24-hour race by taking risks, but by keeping pit stops to an absolute minimum.” It was the race “with the greatest turn-out of top-flight cars that the place had ever seen,” says Romolo Liebchen with delight. The Eifel weather lived up to its reputation by delivering copious amounts of rain. But thanks to traction control, aerodynamics set up for downforce and a driving style just on the right side of the performance envelope, the mid-engined racer remained well within the control of the non-professional drivers. As far as the rain is concerned, Peter Venn can only laugh, “I’m English. Why should I let that bother me?” The sister car unfortunately came to grief through no fault of its own when a competitor crashed into the rear end of the Audi. After emergency repair work it was able to return to the track, but was left stranded in the end by a transmission failure resulting from the rear-end damage. Venn’s car number 25, on the other hand, lost just a little time with a damaged tire and otherwise drove its laps with no problems. The professionals in the Phoenix team’s winning car had more experience and took bigger risks in traffic, causing the amateurs to fall behind ace drivers like Marcel Fässler and Frank Stippler by around 20 to 30 seconds per lap. But, otherwise, it was all there: The amateurs were invited weeks in advance to test out the seats, sat in on briefings and lay on the physiotherapist’s bench. “We try to integrate the customer fully into the professional team,” says Demel as he explains the concept.

The race experience team has already competed in more than ten races. Demel’s next plan is to expand these activities internationally. Be it in Spa or Barcelona, in Dubai or Australia’s Bathurst, the race experience team, with boss Sepp Haider, a few engineers and 15 mechanics, can, in principle, fulfill any racing desire, anywhere in the world. The team’s reputation is so good that even professionals are now asking for a ride. At the 2012 24-hour race, former Formula 1 driver Alex Yoong from Malaysia had a seat in the second car. On Sunday afternoon, the car with start number 25 crossed the finish line in 17th place. Peter Venn sees this race as his personal highlight. “The atmosphere was relaxed and friendly. There was no pressure, and everyone had a smile on their face the whole time. Yet, at the same time, everything was handled with the utmost professionalism.” Venn wants to drive with race experience in 2013, too. “Sure, 25,000 Euros is a lot of money, but motor racing is not cheap.” And as he said farewell to the boss of Audi race experience, Venn’s parting question was, “Klaus, how can we top that?” Demel will surely come up with something.

4 5

Bad luck – the sister car with start number 24 was left stranded due to an accident that was no fault of its own. Joy – Le Mans winner Marco Werner (middle) is proud of his team partners Christian Bollrath and Peter Venn in car 25.

→ Onward – the Audi race experience wants to continue making Nordschleife dreams come true in 2013.

The atmosphere was relaxed and friendly, there was no pressure and everyone had a smile on their face the whole time. Peter Venn

Audi driving experience
Scan the QR code and experience the 24-hour race on the Nürburgring!



The idea dates back to the early eighties when Audi caused a ruckus in the World Rally Championship with the quattro. Back then, the championship rookies lacked experience in both the sports department and the dealerships, so rally-mad Swedish count Freddy Kottulinsky began by initiating Audi dealers and rally mechanics into the physics of driving and quattro technology. The then Audi Board Member for Technical Development Prof. Dr. Ferdinand Piëch pushed to turn this into a permanent program for Audi customers. Since then, the driving experience has become a global offering with programs ranging from driving safety training in Germany to off-road trips into the Gobi Desert. A further 40 instructors are currently being trained for markets like Brazil, Russia and China. Especially in countries with highly restrictive traffic regulations, Audi customers and other interested parties should have the opportunity within the scope of the driving experience to give free rein to the cars’ dynamics on closed courses and under expert leadership. Every year, 350 customers put the pedal to the metal in sports cars or racing machines from Ingolstadt, with the driving experience achieving the impressive tally of around 25,000 participants in 2012. At the head of the department since 1995 is Klaus Demel, “I simply get so much fun from developing and offering attractive programs for our customers.”


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S mall is the new big

Audi on ice Constantly changing weather, volcanic ash, mystical music, sagas passed on from generation to generation and an ancient language spoken by just 300,000 people. Iceland is a fairly big island, but a small automotive market. Nevertheless, Icelandic fans of the four rings receive ­exactly the service they expect. Four customers explain what attracts them to Audi.

One world, one standard The Audi brand offers its customers all over the world a unique look and unparalleled service. Whether 100,000 or just 100 cars are sold in a particular country every year, the standards are the same everywhere. The brand lives from its people, whose passion for Audi is tangible.


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Text Paul-Janosch Ersing

Photos Uwe Fischer

The Strokkur Geyser spewing from the earth at regular intervals, the two-tiered Gullfoss Waterfall and Þingvellir, the historical site of ancient gatherings – anyone traveling to Iceland for the first time can hardly avoid the Golden Circle. Together with further important landmarks, these three most significant Icelandic destinations lie on a sort of circular route. The classic daytrip delivers a picture-book impression of Iceland – vast land­ scapes full of lava, billowing steam, forces of nature. All of it accompanied by constantly changing weather. If you have a little more time to spend and explore Iceland by car, you will soon realize that the roads have improved significantly in recent years. Most of the areas around the capital city of Reykjavik are now accessible on asphalt roads; some connecting roads even have four lanes. Highway 1, the Ring Road, which is 1,332 kilometres long and encircles the majority of the country, is almost entirely paved with asphalt. Gravel tracks, however, remain the order of the day once you leave the main routes. “For daily life in the city, an off-road vehicle is not ab­ solutely essential,” says Friðbert Friðbertsson. “But anyone who wishes to experience the full effect of the Icelandic wilderness must be prepared to venture outside the comfort of the highways and drive along more challenging paths.” The Icelander must know what he is talking about. After all, his company Hekla has been the Audi importer since 1979. Adventurous travellers, he says, want to venture into the highlands in off-road vehicles with lots of ground clearance and oversized, heavy-profile tires. “They are seeking the thrill you get when you peer over the edge of one of the constantly simmering volcano craters.” The majority of Icelanders lead a considerably more peaceful everyday life. After the island state was stricken by the 2008 banking crisis, the trend turned back toward traditional values. Fish, aluminium and tourism are still the pillars of the Ice­landic economy, with regional woolen goods also enjoying increased sales abroad. Icelandic literature, not least crime novels, is a success in Europe and the USA, while the vibrant music scene has seen Ice­ landic artists make a name for themselves worldwide. Around 200,000 people live in the capital city region in the southwest of the island, with the total Iceland population numbering 320,000. By the end of 2012, around 7,850 new cars had found their way into customer hands, 167 of them from the brand with the four rings. “Icelanders are still feeling the effects of the crisis. We can be pretty satisfied with Audi’s performance on the island,” says Friðbert Friðbertsson, assessing the situation. He looks to the future with optimism, “Thanks to the increasing diversity of the Audi model lineup, we are aiming for a market share of around five percent by 2018.”


Sævar Jónsson, Audi A6 3.0 TDI quattro Jeweler, ex soccer professional with 69 games for the ­Iceland national team

“American muscle cars were the big thing in Iceland when I was young. I had a Plymouth Duster myself. My third car was my first Audi – an Audi 100. I owned a lot of different cars during my ­soccer career. But today I know that Audi offers the best ­value-for-money among the premium brands. Since the crisis, it has become very important for me to enjoy another kind of ­luxury – modest, understated. But, at the same time, owning an Audi means I don’t have to sacrifice the sportiness of my car.” 1 Light signal – the red harbor light behind Reykjavik’s new concert hall. When skies are gray, it burns during daylight, too. 2 Daytrip in the country – the Audi A4 can demonstrate its smooth ride on the constantly changing roads network. 3 Recreation among the lava – vast lava fields, deep crevices and small craters define the impressive scenery around the Blue Lagoon on the Reykjanes peninsula.


Sævar Jónsson in front of one of his four Leonard branches, where he sells jewelry, fine leather goods and exclusive watches. “At the end of my soccer career, I played in ­Solothurn in Switzerland. There were watches, chocolate and cheese. I opted for the watches.”



Petur Gudmundsson, Audi Q5 Expert in geothermic boring at Iceland Drilling

“I trade in my car for a new one every three years or so. My first Audi was an Audi 80 sometime in the 1980s. I am now onto my seventh Audi. I saw the Q5 for the first time during a vacation in Laguna Beach, California, and thought right away – that’s going to be my next car! Before that, I drove a Q7. But since the kids have left home, a more compact SUV is plenty.”

Petur Gudmundsson manages drilling work around the world. He drives around 8,000 kilometers every year in his Audi Q5. “I need all-wheel drive primarily in winter. But quattro gives you a good feeling of refinement and safety on slippery roads all year round.” 3


Encounter Audi Brand


Encounter Audi Brand

Land of quattro – the landscape around the Kirkjufell mountain in Grundarfjörður is majestic.


Encounter Audi Brand


Encounter Audi Brand

7 Cloudy vista – on many days of the year the atmosphere is harsh and bleak. However, the way the Icelanders see it, there is no such thing as bad weather, just inappropriate clothing. 8 Off-road – Just one third of the Icelandic roads network is asphalted. Gravel tracks remain the norm in the more out-of-the-way regions.




Crossing the river with quattro – simple fords → take the place of bridges. Nevertheless, it pays always to check the current water depth before venturing through the river.


4 Wooly spectacle – the majority of the around 500,000 Icelandic sheep are brought to their winter quarters in late summer. The whole family is traditionally involved in the annual herding of sheep on the hinterland. 5 Time out – many families living in the capital city have a holiday home – usually somewhere a comfortable driving distance from Reykjavik. 6 Picturesque – Iceland’s scenery is one of the world’s most diverse. The constantly changing weather and rapid cloud movements create a never-ending array of nuances in color and form.



Encounter Audi Brand


Encounter Audi Brand

And if a specific model is not available in the standard lineup in Iceland, the dealer nevertheless seeks to fulfill customer wishes. “If a customer is interested in a particular car, we usually manage to find a solution.” A short time ago, for instance, they sold an Audi A8 – as a special conversion for a man with physical restrictions. Friðbert Friðbertsson gives a satisfied smile and continues, “He is completely happy with his new car – and also a little bit proud to be driving the first new-generation A8 in Iceland.” In Iceland, the route to a new Audi always leads through Hekla. The company, named for a volcano in the south of the country, holds the exclusive distribution rights to the German premium cars. Several models are displayed beneath the spotlights in the showroom on the four-lane Laugavegur. “The current eye-catcher is the white A1 Sportback,” says Friðbert Friðbertsson, as he turns to speak with one of his sales executives. The topic of the conversation is the introduction of the A3 Sportback following a number of inquiries made in recent weeks. The Hekla boss keeps some loyal customers informed on a personal basis – Iceland is very small, at least in respect of its population, meaning that everyone knows everyone else. Or is related. When it comes to new cars, Icelanders have two preferences – the car needs to have five doors, and it has to be an automa­ tic. “The fact that there are very few cars here with manual gearboxes is the result of many years of American influence,” explains Friðbert Friðbertsson. The western influence, however, does not extend as far as pick-ups. It is sedans like the A4 or the A6 that enjoy the greatest popularity here, which is why the Hekla boss is particularly excited about the anticipated A3 sedan – and is certain, “With a trunk and five doors, it will be the perfect car for Iceland!”


Asta Kristjansdottir, Audi A1 Sportback Attorney, Head of Tax and Legal Affairs at PricewaterhouseCoopers

1 Reykjavik – two thirds of all Icelanders live in or around the capital. 2 Breiðdalur – the small Silfurberg Hotel is on the east coast.

“We have five children, so we need a van. However, the Audi A1 Sportback is exactly right for me as a second car. I drive it to work every day. I saw the A1 for the first time on a road in Reykjavik. Then I looked in the Internet to find out more about the small Audi and went a short time later to the dealership with my husband. There was a red A1 with a contrasting roof in the ­showroom – and we bought it right away. My kids love it. Our two ­eldest sons are going for their driver’s licenses at the moment, and my husband and I are practicing a lot with them. They are learning to drive in an A1.”

3 Golden Circle – daytrip to the landmarks: A Strokkur Geyser B Gullfoss Waterfall C Former Althing site, Þingvellir

2 3 1


Asta Kristjansdottir worked as an attorney for a bank prior to the financial crisis. The branch office is now a bookshop. “The building is still one of my favorite places in Reykjavik. My youngest daughter and I like to go there for a coffee or a hot chocolate and look at the latest coffee-table books.”


Guðrun Sveinsdottir and Jon B. Stefansson, Audi A6 2.0 T Attorney and construction engineer, now running the small Silfurberg Hotel

“We have driven good cars all our lives – but since we had our first Audi, they have all been Audis. The black A6 is our city car. We drive it when we are in Reykjavik. We like it very much indeed; the interior is refreshingly bright and it drives so safely also in the snow.”

Friðbert Friðbertsson heads up Audi's Icelandic importer and dealership Hekla.

Guðrun Sveinsdottir and Jon B. Stefansson from Reykjavik have fulfilled a dream with their farm. “For the past nine years, we have spent most of the year here in Breiðdalur on the east coast. Silfurberg is on one of the few stretches of the Ring Road that is not yet asphalted.”

Sun Voyager – the stainless steel sculpture Sólfar, close to Reykjavik’s old harbor, represents a stylized Viking ship. The average amount of sunshine in Iceland is three and a half hours per day.


Encounter Audi Brand


Encounter Audi Brand

A Big Presence in Small Markets
Audi beneath the palm trees Audi has a high attention to detail – something that is also apparent in its presence in its smallest sales markets. Adam Stewart and James Zal represent the brand as Audi importers in Jamaica and New Caledonia – in the classic postcard surroundings of fine sandy beaches, crystal-clear waters and streets lined with coconut palms.
It is, of course, the largest sales markets that determine the success of a global car brand. And this is where Audi is putting on quite a show – in China, the “second home market”, 2012 brought growth of 29.6 percent to 405,838 vehicles sold. And in the USA, Audi added 18.5 percent to reach 139,310 units. However, the other, very small, markets are most definitely not forgotten. Altogether, Audi is active in well over 100 countries, including many where less than 100 new cars are sold per year. The map of the world shows a selection of them. Of course, also in the small­ est markets, customers are well served by dedicated importers, like those in Jamaica, Guatemala or New Caledonia.


Jamaica The four rings also shine in Jamaica. The Caribbean nation is the third largest island of the Greater ­Antilles after Cuba and Hispaniola (Dominican Republic/Haiti). Around 2.8 million people live here, almost half a million of them in the capital Kingston. Since Adam Stewart and his father signed up with Audi in 2010, the Audi registration curve in ­Jamaica has taken a sharp turn upward. No less than 183 new cars were sold in 2012. As a successful hotel operator and inves­ tor, the Stewart family has made a name for itself across the ­Caribbean. “Like many other teenagers around the world, I had always dreamt of driving an Audi one day,” recalls 31 year-old ­Stewart. This dream rapidly became reality when Adam Stewart took ownership of his very own Audi A6 quattro. “Today I am lucky enough to be able to drive an Audi at almost every one of our holiday resorts – the S5 Sportback in Jamaica and Q5s on the Bahamas and the island of Saint Lucia.” If he had one more wish, Adam Stewart would like a car like the Audi quattro ­concept – “and just as radical as it was at the Paris Motor Show.” Adam conducts his work as an Audi importer with pride and a great deal of pleasure. “Looking back, it’s funny that I was always so crazy about Audi when I was a little boy, and now have the opportunity to represent the brand in my home country.” Now, he is offering his customers a whole new experience – in spring 2013 he will open Jamaica’s first Audi terminal in Kingston.


Guatemala 71 year-old Mario Sueiras manages a company for vehicle armoring and restoration. He has been ­driving an Audi – several in fact – for some time. “We now have an excellent Audi dealer in Guatemala City. I have bought three Q5s there for my family and an A5 Sportback for myself.” A total of 463 Audi models were sold in Guatemala in 2012. Mario Sueiras on his auto-biography: “I got my first car when I was 15 – a Goggomobil. Eventually, I exchanged it for an NSU Wankel Spider. I even ran this lovely cabriolet in a few small races here in Guatemala. I still remember well that I had to concede several defeats to a DKW 3=6. Since then, the four rings have burned their way into my memory, and I have always followed the development of the Audi brand with interest. I am currently restoring a DKW 3=6 that I found three years ago in ­Argentina.”

New Caledonia Anyone who visits James Zal could well believe that the Audi dealer works in paradise. His remote outpost lies in New Caledonia, an archipelago east of Australia belonging to France. 16,357 kilometers lie between Ingolstadt and the capital city Nouméa. But, even here, seemingly at the end of the world, people are driving Audis – the four rings have been represented here for the last 25 years. And so successfully, that the distance from Ingolstadt seems a good deal shorter – shrinking even more in 2009. “That was when we decided to be more consistent in our implementation of the brand, by designing our showrooms to look like others around the world. We now have a perfect combination of design and authenticity,” says Zal. He sold 156 vehicles in the South Pacific state in 2012, mainly SUVs. The Q models are ideal for the many unsur­ faced roads in New Caledonia. Anybody exploring the island’s 19,000 square kilometers enjoys a mix of South-Sea flair and European lifestyle. After all, New Caledonia also has 5,622 kilo­ meters of roads to offer. When, somewhere in the world, a new Audi model is unveiled, local customers do not want to be kept waiting for long. “Because of the distances involved, it sometimes takes a few weeks for the vehicles to reach us. However, that is the only limitation,” says Managing Director Franck Serrano. He flies to Europe regularly with his team to take part in the brand’s training programs and to keep himself up-to-date with the latest technologies. It is a long way – but, at the end of the day, James Zal expects the service at Audi Nouméa also to be a little piece of paradise.


Mario Sueiras, businessman and owner of a collection of 86 classic cars, next to his Audi A5.

Adam Stewart with his Audi S5 Sportback in front of one of his company’s beach resorts. He has been Audi’s importer in Jamaica since July 2010.

7 6 4 10

James Zal sells Audis beneath the palm trees – the four rings have been represented on the archipelago east of Australia for 25 years.

Audi sells less than 100 cars per year in places like: 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 Armenia Ceuta Georgia Liechtenstein Malta Melilla Uzbekistan French Polynesia Thailand Yemen Bolivia El Salvador Honduras Cayman Islands Dutch Antilles St. Lucia Venezuela Angola Madagascar Mauritius Ivory Coast Ghana Nigeria




17 2 16 15

1 18 20 19 24 25 26



21 14


23 3 11


Encounter Audi Brand


Encounter Audi Brand

Social media in focus Professor of Media and Communication Studies Andreas Hepp on digital communication, a youth learning to switch off and social networks that conform to ancient patterns yet, at the same time, raise new questions for users and companies.


Text Dirk Böttcher

Photos Ulrike Myrzik

Which is also just the digital variant of the advertising placard that always stood in front of the newsstand. If you put it like that, nothing much has changed at all? Yes and no. Strictly speaking, human communication is always a matter of symbolic interaction, be it a talk around the campfire or a Facebook chat. At the same time, the new technologies are also attended by a social change, in as much as our communication options are increasingly being defined by us through technologies. Facebook, for example, tells us how to present ourselves there. On Twitter, the restricted character selection and options like “hashtags” lead to their own communication forms. And what can we draw from that? That it makes little sense to see the social web in isolation. Facebook, Twitter and the social web are part of an extensive and wide-ranging process of change that is referred to in academia as “mediatization”. What it means is that the significance of technical communications media to the societies and cultures in which we live has increased progressively. This process has been taking place for centuries and, with the digital networks, has now reached a crescendo. What influence do these media have? In media cultures, what is communicated “in the media” is viewed as central – however irrational that may be in certain cases. If it’s on TV, it’s important. If it is posted on Facebook, we also attribute to it a certain meaning in the life of an individual; that’s how our media culture works. It is about the construction of the unified perception of a “mediated center” in society, as British Communications and Media professor Nick Couldry calls it. These days, would we even notice events if they were covered only on television or radio? Sure. The difference, however, between the social web and traditional mass media is that the former is a mix of classic mass communication and personal communication. The television and radio stations would tweet or post about events, while the people we know comment on them (and other things). In the case of the social web, we decide for ourselves whom we “follow” or which “group we choose”. There are always two criteria at play: What affects me and interests me in my life? And what is being recommended by people whom I trust on a specific issue?

Andreas Hepp works at the University of Bremen’s Center for Media, Communication and Information Research (ZeMKI). Books are piled on his desk and his shelves are filled with files – yellowed photos hang on one wall. Are those memories from what appear, from today’s perspective, as the romantic beginnings of your field of research? Andreas Hepp: Oh, the beginnings go a lot farther back. After all, there was communication when people still lived in caves. You are surely not comparing the prehistoric ­ ampfire scenario with our experiences of today, with smartc phones, tablets and social networks in Web 2.0? Why not? What is happening today on Facebook and Twitter is as old as mankind itself. We academics talk of personal communication, something that has also been taking place increasingly via media since the dawn of the letter and later the telephone. With Twitter, however, things are changing. How so? It is now developing into a channel over which institutions are increasingly sending one-way messages to users. There is almost a degree of irony in it – that primarily classic media are now using Twitter to send messages on their content.


Encounter Audi Brand

There is no single “channel” that all young people trust, just as the idea of the “digital natives” as a unified generation is purely fictional. What is far more interesting is that young people are increas­ ingly ­seeing considered interaction with digital media as an issue. Andreas Hepp

Travelling the web – Professor Andreas Hepp ­investigates the media behaviours of different ­generations.

The Economist even names Martin Luther as the first “social networker”. The posting of his theses is de­­ scribed as the first posting in the history of humanity. I have difficulty with this comparison. Luther had a big problem back then: How was he able to communicate pan-geographically and in real time? He had first to post his theses and then hope that somebody came and read them; and then passed them on. That was very definitely a different communications situation. Do you use Facebook and Twitter? Yes, but I am rather reticent with my professional accounts. We communication and media academics are definitely also very special users, because we follow it on a purely professional level. How professional are company activities in Web 2.0? This is of course a new field for companies; especially because, with the social web, we are not talking about a static entity. It simply doesn’t stand still; it is continually developing – and at a faster rate than we know from classic mass media. What does that mean? The media of the social web are software based, which means that the cycles between development, adoption by the user, further development and so on are considerably shorter than previously known. Added to this is that these media are relatively young, and thus the way we work with them is subsequently less institutionalized. This generates the need for constant repositioning. With Twitter, for instance, I really have no idea what that will evolve to become, and I would not like to bet on it that Facebook will still exist in this form ten years from now. You have doubts about a company with more than 900 million users? You have to differentiate between the ideas and the companies. The “idea” of the search engine, for instance, is much older and independent from Google; at best, most companies from the early days still play a role as brands. Changes in the media sector are incredibly fast, which is why we have to be a lot more careful with simple predictions. What will shape communication in future? Companies must be clear that the social web is a mix of mass communication and personal communication. It is not simply the tweet or the post that one can “control” – you are also quickly confronted with direct communication. You have to think about how you, as a communicator, are viewed in society. What remains the same, however, is the myth of the “mediated center”; if it is in the media, it is deemed as important. A company that wants to reach people cannot break out of this game in a media culture.

Information Andreas Hepp
Professor of Media and Communication Studies Andreas Hepp carries out his research using surveys and network analysis. For his studies he ­ may, for example, ask young people or their grandparents to complete media diaries and map out their communications networks. He then conducts extensive interviews with them ­ on these topics. His overriding research topic is collectivization and the question of the significance of media to this issue. His latest book is ­entitled Cultures of Mediatization.

And which media are trusted by the youth, the so-called “digital natives”? There is no single “channel” that all young people trust, just as the idea of the “digital natives” as a unified generation is purely fictional. What is far more interesting is that young people are increasingly seeing considered interaction with digital media as an issue. We are observing, for instance, the tendency toward “communicative demarcation” – people avoid certain individual media offerings and draw conscious boundaries when they do not want to be reachable. Yet the cliché is that young people are constantly online and can only be reached via digital media? That is certainly not a general phenomenon – and that was a surprise even to us in the academic world. In our research on the communicative networking of young people, we were able to demonstrate that there are four discernible types: “localists”, “centrists”, “multi-localists” and “pluralists”. For “localists”, the local life is central; for “centrists”, one specific issue; for “multi-localists”, a number of places and, for “pluralists”, a wide variety of different things. All these young people use digital media, but for very different lifestyles – and only very few of those surveyed are “permanently online”. The question is, though, whether young people can still be addressed by any means other than digital media and Web 2.0? Of course they can, if they are reached in their everyday world. People also use digital media these days primarily to communicate in and about their everyday world. The way it is presented seems to refute that. Allegedly, it was through social media that revolution broke out in half of the Arab world? We communication and media academics smirk at this notion. This “revolution 2.0” is a myth. The subversion took place because millions of people took to the streets and fought with their lives, not through Facebook. On the contrary, times of revolution have always been times of the “small media” – which puts the social web on a par with flyers, pamphlets and the like. And how does such a myth arise? When journalists seek protagonists. They come across the protest elite, the bloggers, the posters who can write in English and provide answers and background information for media around the world. For the masses on the streets, these things were less decisive, as studies have shown. They certainly weren’t completely unimportant, but, as I said, we have known the significance of the “small media” since the French Revolution. That was more than 200 years ago. And then, as today, protesters turned their backs on the established media, because they did not trust them. In France, people used the flyer, now it’s the tweet – or, far more often, the text message.


Encounter Audi Brand


Encounter Audi Brand

Fan Post
Audi and Facebook As far as the German-speaking world is concerned, no other car brand is ­talked about on the internet as much as Audi. This is confirmed by a recent study ­conducted by the German Gesellschaft für Konsumforschung (GfK) (Society for Consumer Research). More than 18 million fans are active worldwide on Audi’s Facebook pages alone, where it focuses on regional and local content and on intensive dialogue – between brand and fan, but also between dealership and customer.

Text Regina Brand

Discussions develop on the social plat­form in a matter of seconds – photos are shared and news from the world of Audi is passed on. Audi fans are particularly active in this arena, as evidenced by the so-called Engagement Index, which measures the extent to which fans involve themselves in internet dialogue. On Audi Deutschland’s Face­ book page, for instance, there are more than 400,000 fan reactions per month. “Compared with other Face­ book pages, this figure is exceptionally good. Our fans are highly involved; they love this real-life dialogue,” says Dieter Kopitzki, Head of Digital Marketing at AUDI AG. The first Facebook fan page for Audi was launched in the US – Audi of America went online June 11, 2009. Germany followed suit in May 2010. “People are networking more and more. They are finding the opportunity via the Audi fan pages to be part of the Audi world,” explains Kopitzki. Particularly well represented are young adults between the ages of 18 and 24. At 6.4 million, almost one third of Audi fans are on the Audi of America page. But other markets are catching up – Audi India has a fan community of around 1.7 million, putting it in second place in the global rankings. The German and Brazilian Face­book channels, as well as the one in the Middle East, are all chalking up more users; all three markets together already have more than 2.1 million fans (all figures: December 2012). “Local not global” is the principle behind Audi’s Facebook presence. “Every market handles its own fan page. That way, we create offerings that are suited to the cultural specifics of each country,” explains Kopitzki. There are now more than 60 markets with an Audi fan page on Facebook. “Our goal is to have direct dialogue with users everywhere; an exchange of views that addresses the particular interests and needs of people in the respective countries.” In order to come up with a constant stream of interesting topics, those

managing the Audi Facebook pages are themselves part of many internet communities, and are continuously scanning countless channels for appealing subject matter on and around the Audi brand. The Facebook members from the different countries are equally individual when it comes to how they operate. Fans of Audi Deutschland like to use their page as a platform for sharing their own content and ideas. As a result, the scope of discussion is incredibly broad on this fan page – ranging from service issues, through personal experiences with the brand to their favorite models The US fans of the brand, on the other hand, prefer to concentrate on the current model lineup and are particularly interested in technical innovations. They also positively excel themselves with unusual photos on matters Audi. Indian fans, however, want primarily to participate virtually in events or product campaigns. For example, the Audi Q-Drive promotion, which took place 2012 on off-road circuits the length and breadth of India, garnered a huge amount of attention from Audi fans there. In China, the most popular social platforms are called Renren, Kaixin and Sina Weibo. Audi China already has more than one million fans. Just like Face­ book, they are used to share photos and videos, post news and conduct discussions. Audi dealerships, too, are making increased use of the various social media offerings in order to main­ tain contact with their customers and offer new services. In Germany alone, Audi dealerships have around 270 Facebook presences with more than 120,000 active fans. “For customer and dealer alike, the social net­ works often offer a direct line of communication for things like the rapid exchange of information or arranging a test drive appointment. We are likely to see a lot more new service offerings here in the years to come,” explains Thomas Müller, Head of Dealer Mar­ keting, Audi Deutschland.
The Audi News website is now offering journalists, bloggers and online multipliers all the AUDI AG news in a compact format. The website for media professionals offers an overview of all Audi communication channels; it is, of course, fully mobile and can also be personalized to suit.


Encounter Audi Brand


Encounter Audi Brand

New Kids on the

Scott Mitchell Blogger from

Growing up, I never would have imagined that my love for cars – and for Audi in particular – would have evolved into such a huge part of my life. Five years ago I decided to marry my long time love for Audis with a desire to learn everything I could about building a website. The result was a project that had only one purpose: to unite people with the brand I loved in a way that everyone could relate to. And that is pretty much how I Am Audi came to be. My fascination with vehicles started at an early age when I welcomed my first car into my life, a Volkswagen. I used that car as my test dummy for everything from installing and setting up coilovers (not as easy as it sounds!) to extreme lowering, wheel setups to carbon fiber and everything in between. Even now, that car is still on the road and driven by a long-time friend of mine. And now that over a decade has passed with Porsche, Volkswagen and Audi, cars still continue to be a driving force in my life. The I Am Audi website is a true labor of love and has been built one small step at a time; through four versions of the site, a growing Facebook presence of currently around 24,500 followers, more than a million page views a year and countless hours spent creating and wrangling new content and presenting it in a way that is continually appealing and authentic. I learnt very quickly that running a website wasn’t easy. Spending my day at an Audi store and spending the evenings learning how to best incorporate the day’s experiences into website form to share was a huge undertaking. In the meantime, we have really made a name for ourselves in the social world. Early in the project, we had our first taste of recognition when we were invited to the Infineon Raceway in Sonoma, California for the Audi Sportscar Experience. We wrote an article documenting our experience from the female’s perspective behind the wheel of an R8. This particular article garnered much attention to the tune of 2.5 million views!

With around 24,500 fans on Facebook alone and around 2,500 followers on Twitter, Scott Mitchell’s blog I Am Audi is one of the largest communities on the internet.

Always on Enthusiasm for the Audi brand, from a new perspective every day in the Internet: Bloggers like Scott Mitchell in the USA or Enno Reddies in Germany have created standalone communities dedicated to the brand with the four rings.

We have built I Am Audi ­organically and without any influx of cash or advertising. What keeps us going is the ­continual love people have for this brand. We take great joy in the fact that we are able to connect with people on such a personal level and that gives us an unparalleled appreciation for the power ­ of social.


Encounter Audi Brand


Encounter Audi Brand

It has been said that if Apple made a car, it would be an Audi and I couldn’t agree more. Audi has a sex appeal that is like no other, and a lifestyle that is equally as appealing. Its understated approach to streamline esthetics and bold stance make these cars practically speak for themselves. But the brand is so much more than that. People fall in love with the lifestyle Audi represents, and there is a true devotion among enthusiasts to capture that lifestyle in every way possible. We have built I Am Audi organically and without any influx of cash or advertising. What keeps us going is the continual love people have for this brand. We take great joy in the fact that we are able to connect with people on such a personal level and that gives us an unparalleled appreciation for the power of social. We continue to be amazed every day by the growth of the site and the continual potential of reaching more and more followers. Though we hope to one day catch the attention of some lucky advertisers, at this point we remain completely unto ourselves and in that way have the power to communicate whatever we like, whenever we like. There is a huge sense of accomplishment in that. In the end, I Am Audi is a team effort, and I don’t just mean that regarding the day-to-day efforts, but also the huge community that surrounds the automotive social arena. Throughout the years, George from Fourtitude, Josh from QuattroWorld, Anthony from Audizine and Kris from AudiWorld have kept the standards high and have been a true beacon for me to succeed. Even greater thanks is due to my childhood friend and amazingly talented web developer, Ben Diggles, who knows failure just isn’t an option, and always puts his all into everything he does. Without him, I Am Audi truly would not be possible. Thanks also to my wife Kansas for her enduring support and unwavering commitment to this project. We are grateful and very thankful to have such a loyal fan base and that is a huge motivation to always keep moving forward. Our motto has always been the “standard for all things Audi” – but we strive to be extraordinary. Our passion is contagious.

Life with the brand The blog I Am Audi offers the very best of fan culture – and shows primarily cars owned by fans themselves – be it an Audi S7 in gray or an Audi TT RS in yellow, the cool factor of customer cars in the photos posted is always spot on. There is, of course, no shortage of advice, such as input on the use of the Audi music interface.

Facts on Start: 2008 Visits: more than 1 million per year Facebook fans: around 24,500 Articles: more than 1,000

I Am Audi – on his website, Scott Mitchell also offers merchandise like this branded hoodie.

Its understated approach to streamline esthetics and bold stance make Audis practically speak for themselves. But the brand is so much more than that. People fall in love with the lifestyle Audi re­ presents, and there is a true ­devotion among enthusiasts to capture that lifestyle in every way possible.

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Enno Reddies Blogger for

The door closes. Not any which way, but with a rich “thunk”. That new-car smell tickles my nose, my fingertips glide over the trim and the corners of my mouth begin almost instinctively to curl upward. I am sitting for the first time in the new A6 Avant and have decided to remain skeptical and critical during this first contact with the test car. But it’s not easy; the first impression is great – and just one hand movement away, the start button is waiting for me to fire up the 313 hp of the 3.0 TDI and send all my good intentions shooting into the back of my head. But before the herd of horses is allowed to gallop free, the A6 must first undergo my own personal baptism of fire. My hand moves toward the climate controls and, after one turn of the knob, there it is – that Audi moment. Every movement of the aluminum control knob is accompanied by a finely defined and detailed click that travels from the ear directly into the emotional core of every Audi fan. It is precisely these apparently inconsequential things that fascinate me about the brand with the four rings – more than pure performance figures and acceleration numbers. Because behind this quiet click is a mindset – the desire to devote maximum attention to every detail of the vehicle, without compromising the feel, form or functionality. That this self-expectation also means sometimes taking the tougher route to reach the destination is evident in the likes of the new MMI (Multi Media Interface) in the A3. A product manager told me in conversation about the level of commitment that was necessary to bring the retractable, elegant display into production instead of a fixed installation. It is an effort that you come to appreciate once you have seen how smoothly the display disappears into the dashboard of the A3 at the touch of a button. It is precisely this passion and enthusiasm, shared by Audi fans and Audi makers alike, that I have being trying to capture in my Audi blog for the past four years or more. Every day, or as often as my time allows, I scan the Internet for news, and look for interesting photos or facts about the four rings to fill up my blog with content. Why? Why not! Thanks to Web 2.0 it has never been so easy for people to share thoughts, opinions and passions. Anyone can set up a blog these days in a matter of minutes and use it to reach millions of potential readers – without the need to invest inordinate sums in a publishing infrastructure. The only thing you have to invest is time and blood, sweat and tears. If there is one thing that leads to success in Web 2.0 it is perseverance and the passion for a topic. In my case, it is the passion for the Audi brand that began in 2008 with a test drive in the Audi TT and, since then, has shaped my automotive horizon and motivated me to invest as much time as possible in This dedication is rewarded every single day – with growing visitor numbers, increasing comments, Likes on Facebook or new followers on Twitter. These are the truly relevant currencies for bloggers and social publishers. And it is my driver to put all the news I possibly can on the topic of Audi online on – be it the world premiere of a new model, or just a reworked steering wheel design. At the end of the day, a blogger is no different from any other Audi fan – we gain pleasure from every finely-tuned “click”.

The right click Enno Reddies gathers information on models and technology for his blog from the world wide web.

Facts on Start: 2008 Visits since start: more than 1,400,000 Facebook fans: more than 1,130 Articles: more than 1,200

QARSi? Why QARSi? The name of this blog is a creation of different model designations – Q7, A6, R8, S4.

Every day, or as often as my time allows, I scan the Internet for news, and look for interesting photos or facts about the four rings to fill up my blog with content.

Scan the QR code and visit the blog!

A knight with Audi advertising Sir John Hegarty is Founder and Global Creative Director of British agency Bartle Bogle Hegarty (BBH). With “Vorsprung durch Technik”, he established one of the most powerful German-­language endlines in the United Kingdom and, as the creative mind behind many of the brand’s legendary TV spots, has had a significant impact on the Audi brand image. In his contribution, he explains why truth and consistency are the key fundamentals of a successful brand image.

Vorsprung durch Technik. It not only drives the engineers at Audi but also its advertising.
Sir John Hegarty


Encounter Audi Brand

Text John Hegarty

Technology is not only at the heart of every Audi, it also drives its advertising. Over the last 30 years, we’ve seen communication move from analogue to digital – the birth of the world wide web and the growing power of social networking. We’ve witnessed unprecedented change. One of those changes is a move towards a screen-based, mobile society. This has huge implications for brands and their advertising. Back in 1982, we put Audi on TV with the now famous “Vorsprung durch Technik” endline. The use of television, a broadcast medium, and the audacity to use an endline in German helped turn Audi from a relatively unknown car brand in the UK into one of the most talked-about. So famous became this line, that when Boris Becker lost at Wimbledon, sports writers were writing headlines saying, “Has Boris lost his Vorsprung?” Creating a successful communication campaign for a brand requires more than just a clever endline. We always have to remember “no one ever bought something whilst they were asleep”. The advertising must have stopping power, but it also must have depth. It must touch a nerve end of what makes that brand tick; belonging to that brand and that brand alone. Great advertising has a seamlessness with the product. You shouldn’t be able to spot where one starts and the other stops. And that of course is the value of “Vorsprung durch Technik”. It not only drives the engineers at Audi but also its advertising. They become one and the same. But there is a danger in today’s fast moving, overloaded communication society. Brands sometimes believe that they have to keep changing to keep up. This can be their downfall. Despite the speed at which communication is consumed, the holy grail of any campaign is consistency. The trick is constantly to refresh the advertising underpinning your brand strategy. Like so many things in life, the conventional wisdom isn’t always the wise thing to do. Constantly changing your strategy confuses your audience and eventually relegates you to the communication dustbin. Remember, more people will experience a brand through its advertising than will actually experience its product. That’s why its important to get it right. If communication is entertaining, involving and intelligent, there’s a good chance people will believe that of the brand. Staying ahead of the competition is essential in everything Audi does, from its cars to its showrooms to its communication. Every touch point should have a synergy with every other part of the brand. If the Audi DNA is leading with technology, then the communication should be doing the same.

From Ski Jump in 1986, through to Wakeboarder in 2000, The Godfather in 2007 to Fluff in 2011, Audi advertising has entertained and informed. Capturing its audience’s imagination and enhancing its brand values. We live in a connected world. The walls between one function and another have come down. What one part of the company says will have an effect on another. In this increasingly transparent world, opinion is cheap, even free. It’s the truth, the most valuable thing we possess, that will be sought after. In fact, the truth is the most effective strategy any brand can employ. The task is to make it interesting. We have to grasp the opportunity that digital technology has provided us. This is, without question, the most exciting time to be in the communications industry. Of course it’s harder to get noticed, but then, hasn’t everything got harder! The opportunities, however, outweigh the problems. The future is creative and those brands that embrace creativity are the ones that will endure. Digital technology has opened up a multitude of platforms for brands to interact with their potential audience, but consistency is essential. There is, however, one other thing to remember in a digital environment. A brand can develop its “one-on-one” communication. In fact, a conventional wisdom suggests this is the future for all advertising – measurable and cost effective. This would be a mistake, especially for a car brand. Broadcast media is fundamentally important. Why? For any company, fame is an essential ingredient of any campaign. The dictionary defines fame as “Public renown, great esteem”. Fame enhances brand values, simplifies the decision-making process and resists competitive pressure. But, most importantly, it’s fundamental for a car brand that wants to provide its customers with enduring values. The success of Audi also supports and enhances the residual value stability of cars with the four rings. This only occurs when a brand invests in broadcast media and talks to a broad audience using media that can enhance a brand’s fame. It is also important to remember creativity today can be the media. If you make something truly exceptional, then it will be downloaded and passed on. That passing on is free. But of course, only if the idea is inspiring, engaging and entertaining. Making use of these opportunities requires greater brand synergy, discipline, and consistency and, most of all, the courage to stand out. But then, as Oscar Wilde said 100 years before the invention of the world wide web, “The only thing worse than being talked about is not being talked about.”

Sir John Hegarty (68) founded advertising agency BBH in 1982 and created milestones in advertising history.

Staying ahead of the competition is essential in everything Audi does.
Sir John Hegarty


Encounter Audi Brand


Encounter Audi Brand

Legendary commercials The topic is always the superlative technology, told with finesse and flair. Some Audi spots have long since found their way into the Hall of Fame of legendary commercials – and ­etched their way deep into the memory of viewers. The ­following is a little foray through the last few decades.

187 Encounter Audi Brand

Text Lena Kiening

1986 — 2003
Ski jump Audi A6 quattro

Audi wrote advertising history decades ago. Virtually everybody knows the drive with the quattro up the ski jump – 1986 with the Audi 100, then again in 2005 with the A6. The Eskimo that iden­ti­ fies the tracks of wolf, bear and quattro (1997), or the red R8 driving through the enraged Ferrari town of Maranello (2009) continue the series of legendary Audi commercials. In search of the right idea, the specialists in Marketing Communications at Audi follow a clearly defined set of rules. Every new model needs an individual message. What should be at the forefront – lightweight design, efficiency or sporting character? Is it about the quattro drive or a connect innovation? Equally important is the storytelling. Packing the cleverly devised story into 30 or 45 seconds is a real challenge. But a good clip should be no longer than that if it is to lodge itself in the heads of the viewers. Added to that is an atmospheric mood and powerful imagery. And the final point – the fascination for technology. The pains­taking battle for every gram of weight or a perfectly syn­ chronized crown-wheel differential can have a meaningful impact. Audi commercials express this clearly and concisely without any need for specialist science and technical gobbledygook. Audi advertising uses intelligence and humor to translate the world of engineers and designers into fascinating stories that can convey a whole lot about the brand and its people in the space of just a few seconds.

1986: Ski Jump, classic (AUDI AG) 2005: Ski Jump, new edition (AUDI AG) It is not only one of the oldest Audi spots, but also one of its most legendary. Far beyond the boundaries of its own fan community, young and old immediately associate the Audi name with that quattro spot. In 1986, in Keipola, Finland, almost 300 kilometers north of Helsinki, a red Audi 100 CS quattro drives up a snow-covered ski jump to the very top – where normally only ski jumpers dare to venture. Behind the wheel of the standard-production Audi is professional rally driver Harald Demuth. He has to conquer a climb of 48 meters on ice at a gradient of 80 percent. His only assistance comes from spiked tires. A steel rope is there only for the safety of the driver. Why was the commercial so spectacular? The experiment was real! The spot was so successful that it was re-filmed in 2005 for the 25th anniversary of quattro. This time with an Audi A6 quattro. And it is the same ski jump in Scandinavia, the same spine-tingling experience as 20 years before. 1997: Tracks (AUDI AG) Another quattro commercial, once more there is snow, and once more, the ad is a classic. An Inuit explains to his son where the tracks in the snow come from. A paw print – that was a wolf, says the father. He goes on to point out where a bear has walked. The two then wade on through the Arctic landscape dressed in thick fur and snow shoes, passing dark chasms and snow-covered mountains. Stopping at a tire track, the Inuit bends down and lets the snow run through his fingers. “Audi quattro”, is the verdict. The Eskimo boy nods in approval, and a classic was born. 2000: Wakeboarder (AUDI AG) A spot with a surprise – a wakeboarder races across the sea, steps onto his board in the waves and completes a series of audacious leaps and loops. He has to hold on tight, because he is being pulled with astonishing power. However, not, as expected, by a motor boat, but – as only becomes evident after some time – by an Audi A6. Thanks to quattro, it is plowing its way unperturbed through the ebbing tide. This spot has no music; all you can hear is the noise of the wind, the waves breaking and the wakeboarder on the water. The end of the ad also raises a smile – the wakeboarder completes his ride, stows his board in the trunk and sits on the passenger seat of the A6. 2003: The Bull (Audi UK) A mighty power is subdued. The Audi RS 6 is not seen until the closing static image of the British ad. However, it is present from the very first second – as a wild, black bull. He breathes power from every pore, seems utterly untamable for the cowboy seated on his back, clinging on with one hand. The bull bucks, rears up, kicks his hind legs, arches his back and leaps in circles. The cowboy doesn’t give up until the bull calms down and cedes to the will of his rider. He is now tamed, no longer breaks out – just like the Audi RS 6 with the first standard Dynamic Ride Control. This sport suspension counters pitch and roll when the car brakes or drives through a tight bend.

Tracks quattro drive

Wakeboarder Audi A6

The Bull Audi RS 6


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2005 — 2012

2005: Spider (Audi UK) This ad from Audi UK looks dark and creepy to begin with. The viewer is not sure where he is. All around hang oversized spider webs, sticky and dust-covered. Something shakes; it’s caught in the web. Gradually it becomes clear – they’re cars! Side mirrors are broken, a car radio fizzes until the music stops, the tires spin lifelessly. Then suddenly, the beast that lives here appears – a gigantic, black spider with glowing red eyes and a gleaming body. It approaches the camera – but, shortly before attacking the shocked viewer through the screen, the spider transforms into a black Audi RS 4. The message – when the RS 4 is around, no other car can keep up. Those who like things creepy will love this spot. Small gimmick at the end – the brand slogan is woven into the spider web. 2007: The Godfather (Audi of America) A world-famous scene from Hollywood movie The Godfather provided the inspiration for the Audi commercial during the American Superbowl in 2007. The original scene is truly bloodthirsty and brutal – Jack Woltz awakes in the morning to find the severed head of his most prized horse beneath the blanket. Instead of being blood-soaked, the actor in this ad wakes up in bed smeared with oil. When he pulls back the covers, his eyes land on the front end of a classic car, presumably the favorite car in his collection. While the man screams, staring in shock at the radiator grille, an Audi R8 starts almost silently on the driveway in front of his mansion and roars off. The details of the original scene are exactly recreated – the bed in dark mahogany, the champagne-colored silk sheets, the dramatic Italian-Mafia music in the background, the large pool in front of the Renaissance villa and, not least, the scream of panic from the waking man. The commercial marked the debut of the R8 sports car in the USA. 2009: Maranello (AUDI AG) A red Audi R8 V10 dares to enter the lion’s den. Slowly, but very obviously, the super sports car glides through the streets of a small Italian town. The people take notice and turn to face the car. Their expressions are furious, a horrified father covers the eyes of his child and the enraged village youth harangue the 525 hp car on their scooters, as if trying to drive it out of town. As the R8 accelerates and leaves the village, the camera turns to the place name crossed through with a red line – Maranello, the home of Ferrari. It all becomes clear – Audi is causing a commotion in the world of super sports cars with the R8 V10. 2009: The Cube (AUDI AG) An Audi is created from a giant glass Rubik Cube. Impossible? Thanks to special effects from Hollywood’s movie magicians, not a problem. For the commercial featuring the A4 2.0 TDI with its efficiency technologies, communications experts put their heads together with filmmakers from Los Angeles and created this extraordinary ad. The millions of individual parts of the Audi A4 are divided among 9 x 9 x 9 individual cubes. As the Rubik Cube begins to turn to the rhythm of classical music, the car is put together piece-by-piece as if by magic. All the components are united in perfect choreography. The white A4 sedan then glides to the floor ready to roll.

Where’s the Tank? Audi A1

2010: Where’s the Tank? (AUDI AG) As in the original ad from 1995, Audi drivers ask themselves, “Where’s the tank?”, this time, around the world. A British manager in a meeting has no idea, a couple in an Audi A1 try to puzzle it out in front of a fuel pump in the Californian desert, and a Korean golfer on the driving range is unable to answer this question posed by the caller on his cell phone. The essence of the ad is that Audi drivers have to fill up so rarely that they forget which side the fuel cap is on. Efficiency as standard in 51 Audi models with less than 140 grams of CO2 per kilometer was the message at the time. 2011: Fluff (AUDI AG) Perfection in motorsport, perfection in Audi ultra-lightweight design technology. Having left the race track, the Audi R18 TDI rolls into its pit. A mechanic polishes the car lovingly with a damp cloth and is about to leave with the rest of the crew – but he spots a piece of white fluff left on the spoiler. With a gentle puff of breath, the mechanic blows it off the race car. When he does so, the R18 glides forward a little. That’s how light it is. The title music It’s So Easy (when you know what you are doing) was produced specifically for this ad. Erica Bjurmark sings on this remake of the Ted Lucas song from 1975. It is an idea with a background – the lightweight design concept was one of the reasons why the race car drove to victory in 2011 at the 24 Hours of Le Mans. 2012: Vampire Party (Audi of America) A Superbowl ad that hit the mood of the time – the world is engulfed in Twilight fever and Audi picks up on the cult of blood-thirsty vampires in this spot. A young man is in his car, an Audi S7, on the way to a vampire party in the forest. The trunk is packed with blood reserves. His vampire friends are already partying in a clearing. But, as the S7 approaches and bathes the scene in the gleaming light from its LED headlamps, the party-goers literally go up in smoke. The light-shy vampires explode into dust in the bright “daylight” from the headlamps. 2012 was the fifth time that Audi has created a commercial specifically for the US TV event – an average of more than 100 million Americans watch the final of the National Football League live. This is an investment that pays off – on Superbowl day, the vampire spot attracted 13.7 million tweets and, to date, more than seven million people have watched the clip on YouTube. 2012: Audi Brand Film (AUDI AG) What kind of technology is it that connects drivers more and more with the world? How can the mobility of the future be sustainable? Audi answers these questions in its latest brand film. Key technologies e-tron, ultra and connect take center stage – as do their relevance to people, their lives and their needs. The brand film tells its story in images that come from the very heart of the brand and that point toward the future. They are images of groundbreaking technologies that enhance lives, images that make the human passion for smart technologies tangible. The clear message remains – Audi stands for “Vorsprung durch Technik”. Viewers liked the spot so much that in automotive publication Auto Bild, they voted the video the best car commercial of 2012.

Fluff ultra lightweight design technology

The Godfather Audi R8

Vampire Party Audi S7

Maranello Audi R8

Audi Brand Film Audi brand

The Cube Audi A4


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Fast Acting
Text Markus Stier Photos Alexander Herold

 Audi A8 as an action hero   Every TV series needs a hero. In Transporter, the hero is big, black, prestigious   and unbelievably dynamic – an Audi A8 TDI quattro. The electronic   specialists in Ingolstadt have transformed the sedan into a talented action star. 



Playground – a closed stretch of fast road near Paris serves as the location for the film crew. Training – the stunt drivers rehearse the final big action scene five times. Undamaged – the A8 stays in one piece. The hero of an action series is not allowed to die, as long as there are plans for another season.





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Direction – stunt choreographer Michel Julienne worked with Audi to convert the A8 into a wild drifter. Scrap – the final day of filming saw three more Peugeot sedans bite the dust as part of the grand finale. Finale – the crash scene worked. For the second film crew, too, that was the last clapperboard.




Action – the third Peugeot 607 crashes into the side of the two stationary sedans at 110 km/h.


 “Nervous? What good is that? My motto is –   stay calm and drink something cold.”   Michel Julienne 

There is complete silence on the D14 near Cergy-Potoise. Not a single car is on the road this afternoon, not a single bird is singing. Instead, there are eleven cameras in position. Directly behind the main camera a TV team from TM6 is watching the set. And at the very moment when a black Audi A8, followed by three equally dark Peugeot 607 sedans, drives toward the cameras, the TV editor unleashes two enormous sneezes. Fortunately, this is just the dry run – the scene is being rehearsed in advance of the big bang. Today is the last day of filming for the season finale, which is slated to be explosive – literally. And when that happens, there can only be one shot. Fans of the big-screen car chase once turned to the likes of Bullit, Driver and French Connection for their kicks. There were the Bond films and comedies such as Taxi, the German Manta movies and The Fast and the Furious franchise. In Ronin, Jean Reno and Robert de Niro tore up the Paris Périphérique in an Audi S8, while Nicolas Cage shot through Long Beach in a Shelby Mustang in Gone in 60 Seconds. Fans of major drifting and sideways action were left with only a few short sequences such as those from the Italian Job or the Bourne movies. But then came Transporter.

The mix of European, American and Asian action film first appeared in 2003 and cost 21 million dollars. And the story of the former elite soldier and courier Frank Martin in his battle to help his fragile Asian “freight”, Lai, was such a success that producer Luc Besson shot two more. In the sequels, the previously relatively unknown actor Jason Statham acquired a new set of wheels, in the shape of an Audi A8 W12 quattro. The format remained the same throughout, although the stunts became increasingly sophisticated and spectacular. By the time it came to Transporter 3, the budget stood at 41 million dollars. The franchise took in 108 million, putting Luc Besson well “in the black”. And Statham became a star whose name was even touted as a possible James Bond. That skidding, flying and exploding cars have a strong fan base has been apparent to German TV station RTL since at least 1996. Its series Alarm für Cobra 11 is now airing in two dozen countries from Canada to Iran. But the German autobahn police are facing tough competition from their own broadcaster with Transporter – The Series. Although the now somewhat expensive and rather busy Statham has been replaced in the lead by fellow Brit Chris Vance, the true star of the show is someone – or rather something – else altogether … In Ingolstadt, marketing experts always keep a watchful eye out for interesting film and TV projects and immediately agreed to support the international co-production. As a result, the Transporter is driving an Audi A8 in the TV series, too, while his friend and mechanic has an Audi R8 Spyder. There are in fact seven A8 4.2 TDI quattros – two “hero cars” for close-ups and the other five for the stunt scenes. And one of them actually no longer exists, because one spectacular scene saw it sink to the bottom of a Canadian lake. The car waiting on the parking lot near Paris during preparations for filming hasn’t exactly been handled with kid gloves – the front air intake is scratched and the front bumper is scarred. Because this A8 will not be seen close up in the film, nobody will notice. Just as they won’t notice that the interior B-pillar trim has been removed to make way for a roll bar. Fans know that the Transporter’s unwritten rule is that he never looks inside the trunk. But now, during a break from filming, it stands wide open for all to see. The view inside is not of a bound Asian woman, but of a solid steel tube for side impact protection, as well as a whole package of open control units. The digital heart of the Audi A8, its sophisticated safety systems, are a decisive factor in the filming work. It is normally their task to ensure maximum dynamics while snuffing out every possible form of unsafe road manners before they even put in an appearance. Alongside the engine electronics and the transmission control, the production-standard A8 also has control units for the sports differential, damper control, air suspension and the sensor cluster. There are sensors for measuring rotational speed in the wheels, while pressure sensors monitor the brakes. One takes care of the gas pedal position and yet another deals with steering angle. The probes for lateral acceleration and yaw rate in the ESC, Electronic Stability Control, are doubled for safety reasons. And it is precisely because of their tremendous reliability that they also present a problem during filming, because they prevent what it is that the stuntman is seeking – dramatic skidding. When Michel Julienne climbed out of the Audi for the first time he shook his head: “Far too complicated for the film. You can’t make a show with these electronics.” And Julienne is a legend. The man from Sepois near Paris has been fascinated by cars since



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TV hero – there are seven versions of the Audi A8 with the license plate MB 970 AS.







Complexity – a total of eleven cameras capture the action. Dummies sit on the passenger seats. Technology – there is even a camera beneath the front skirt of a Peugeot. The trunk of the Audi A8 is dominated by steel reinforcement bars and control units. Driver – Frenchman David Julienne is a perfect alter ego of lead actor Chris Vance.



childhood. His father was a stuntman, so he became one, too. He taught Roger Moore to drive. Often, it was Julienne who made Her Majesty’s finest or China’s idol Jackie Chan look good. These days, Julienne is no longer the one in the hot seat; he is the stunt choreographer for the Transporter series. The job at the steering wheel is being handled by the next generation – his son David. He is supported by Pascal Lavanchy, who has been a stuntman in the film industry for decades and, because of his driving skill, compact stature and high forehead, provides a perfect alter ego for the lead actor. The Frenchman with the accent-free English has always had a soft spot for technology – he tuned his first mopeds at the age of ten. And it was he who sent a list to Ingolstadt – a wish list – that detailed what the film car would have to do and, above all, what it would have to not do. The wish fulfiller at Audi is called Uwe Simon. As the individual responsible for the application of drive, braking and stability control systems in the Q7 and A8 model ranges, he sought the support of colleagues from a half a dozen departments in Technical Development in transforming the luxury sedan into an action hero. As a starting point, it was incredibly helpful that the ESC can be completely deactivated – originally intended for development work – while ensuring that all other networked functions dependent upon the ESC remain fully operational. There were further wishes on the list – a proper stunt car has to be able to squeeze through bottlenecks on two wheels. In order to achieve this, the film crew had the sports differential modified to make it easier for the driver to control this balancing act. “I’ve never known a car drive so well on two wheels,” enthuses Michel Julienne. He also reckons that the A8 is one of the best rearwheel drive cars he has ever dealt with: “We had the all-wheel drive reconfigured to rear-drive in the interests of generating the most spectacular driving style,” he confirms. The Audi engineers certainly had their doubts that the transmission and rear-axle differential would be able to withstand such extensive modification and extreme loads for long, but the drive held out for the entire first season.

Of course, every self-respecting stunt display simply has to incorporate the car negotiating a decent set of steps. In order to achieve this, what it needs more than anything else is ground clearance; something delivered in spades by the standardfit air suspension. The classic yank on the hand brake to provoke a wild turning maneuver is not an option in the series-production A8. The electronic parking brake may work on the rear wheels, but only when the car is at a standstill. When driving, a hydraulic system distributes braking force evenly to all four wheels. “In a normal situation, the rear wheels locking up is the worst case scenario. We can’t assume that there is a stuntman in every one of our cars,” explains Uwe Simon. Of course, the film crew nevertheless had the hand brake modified, too. “If the Transporter team had only come to us sooner,” says the Audi engineer regretfully, “we would have been able to help them a lot more, with things like further modifications to the ESC Sport mode or by programming a ‘Drift’ into the sport differential.” Today, the filming is entering its final phase. The crew has spent four hours working on the final set. With the sun low in the sky, the team does a run-through of the grand finale. The last one and a half hours have seen two of the Peugeots skidding across the road with smoke billowing from the rear tires, while the Audi consistently escapes through the middle. Sometimes the action is not completely parallel, or the speed is not quite right, or the cars don’t come to a standstill within the frame of the crane camera focused on the asphalt from above. Julienne is a perfectionist and looks concerned. Nervous? “What good is that?” Then finally all those not directly involved are sent to wait behind a couple of trees. It is 7:42 pm. The black car ballet revs up for its decisive final run. At 110 km/h, the Audi driven by David Julienne escapes the grasp of the bad guys, while the two Peugeots slide along the two-lane road and come screeching to a halt backto-back. Instead of silence, this is followed by a huge crash – a third Peugeot hurtles at full pelt into the rear flanks of the two vehicles standing across the carriageway. Everything has gone smoothly, three cars have been wrecked. The rear end of one of the 607s is completely panned in, the tow truck starts gathering up the remains. Despite a bent rear axle, the second Peugeot manages to limp off under its own power. The director looks at the play-back on the monitor – the collision happened three meters too far forward, meaning that the crane camera only managed to get part of it. “Never mind, we have enough other angles to make it look good,” he says as he looks to see if there is still coffee on the go. Pascal Lavanchy is a little unsatisfied, “The collision could have been harder.” The Audi A8 came out of it all without a mark. The hero of a series can’t be allowed to die; the production company At­ lan­ tique is hoping for a second season. The Audi had to master a real challenge on this final day of filming and is now parked relaxed next to the catering truck. From a distance, nobody would imagine that this is an action hero. The dark sedan maintains a stately silence. The only thing still overflowing with excitement is the error memory of the vehicle electronics system.


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 And the   winner is … 
 The Audi blockbusters   Whether it’s a fast-paced action movie, a nail-biting thriller or a side-splitting   comedy, Audi models have played a major role in many international films.   Stars like Bruce Willis, Tom Cruise and Will Smith have all driven the four rings   on-camera. And it’s not just Hollywood that appreciates the cars from   Ingolstadt – Audi models are showing their best side in German, British and   French productions, too. A selection: 

Bei der Blonden Kathrein D 1959, with Marianne Hold → DKW Cabriolet James Bond 007 – The Living Daylights GB/USA 1987, with Timothy Dalton → Audi 200 quattro Mission Impossible II USA 2000, with Tom Cruise, Thandie Newton → Audi TT Roadster The Mothman Prophecies USA 2002, with Richard Gere → Audi A8 Trapped USA/D 2002, with Dakota Fanning → Audi 5000 The Wedding PL 2004, with Bartlomiej Topa → Audi TT I, Robot USA/Germany 2004, with Will Smith → Audi RSQ Transporter 2 France/USA 2005, with Jason Statham → Audi A8 W12, Audi A3 Sportback Ashes to Ashes GB 2008, with Philip Glenister, Keeley Hawes → Audi quattro Transporter 3 France/USA 2008, with Jason Statham → Audi A8 W12 Iron Man 1 USA 2008, with Robert Downey Jr., Gwyneth Paltrow → Audi R8 Iron Man 2 USA 2010, with Robert Downey Jr., Gwyneth Paltrow and Mickey Rourke → Audi R8 The Cold Light of Day USA 2012, with Henry Cavill, Bruce Willis, Sigourney Weaver → Audi A1, Audi Q5 Race 2 India 2013, with Anil Kapoor, Saif Ali Khan → Audi R8, Audi TT, Audi S5 Iron Man 3 Better than ever before – the world’s best superhero Iron Man and Audi return to the cinema together in 2013. → Audi R8 e-tron
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Encounter Audi Brand


Encounter Audi Brand

Feel the enthusiasm Audi stands for fascinating automobiles, design and innovation; for great success and sporting competition. But the brand with the four rings is also active in the social arena, in culture and in the preservation of traditions. And wherever it goes, it meets its fans – at the roadside and in sports venues, at famous races and in concert halls.


Encounter Audi Brand


Encounter Audi Brand

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Jazz in unusual places – the Elbe Jazz Festival in the Port of Hamburg, supported by Audi. The roaring race cars date back to the 1930s – the Auto Union type D at the Goodwood Revival.


History brought to life – the DKW F 91 at the Mille Miglia. Pump up the volume in the Audi Dome – fans of Audi and FC Bayern Munich, although this time it’s the basketball team.

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Encounter Audi Brand


Encounter Audi Brand


Le Mans up close – there is space for the two-man tent in the Audi R8 and then on the camping site close to the track. Le Mans, the hardcore version – fans crank it up next to the track, even on a modified lawnmower.


Just one hp this time – a polo tournament for tots in Brazil, powered by Audi. Jacky Ickx at the wheel – the Auto Union grand prix race cars are the number one attraction at every event.

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Spine-tingling – firing up an Auto Union twelve-cylinder is a unique experience. In the image of the greats – Audi A1 table football offers a hint of FC Bayern.


Extra supplies – every victory must be celebrated, and you can never have too many flags.


Guard of honor – the DKW Monza is a crowd-puller at the Mille Miglia. A magnificent backdrop – DKW F 91 at a stopover in Siena.






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50 years of culture at Audi – Katharina Wagner staged the show in the Press Shop in Ingolstadt. A sea of people – fans flood onto the race track following Audi’s triple victory in Le Mans. Practice makes perfect – if you are going to learn to drive an Audi, you should start as early as possible. Time for an autograph – Pink Floyd drummer Nick Mason is not only a music legend, but also an enthusiastic master of Auto Union race cars.





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Imprint AUDI AG 85045 Ingolstadt Responsible for content: Toni Melfi, Head of Communication, I/GP Editor: Susanne Brieu Moritz Drechsel Concept and Realization: reilmedia Graphic Concept and Layout: stapelberg&fritz Organization: Thomas Tacke Authors: Eva Backes Bernhard Bartsch Regina Brand Dirk Böttcher Paul-Janosch Ersing Christian Günthner John Hegarty Annika Jochheim Stefanie Kern Lena Kiening Johannes Köbler Paul Leonhardt Gerhard Matzig Dirk Maxeiner Scott Mitchell Wolfgang Peters Enno Reddies Hermann Reil Lindsay Rule Britta Schmidt Markus Stier Thomas Tacke Hanna van der Velden Jan Weiler Hans Zippert Copy editing: Winfried Stürzl Translation from German: Elaine Catton Photography: Ulrike Myrzik Manfred Jarisch Peter Granser Uwe Fischer Alexander Herold Tobias Sagmeister AUDI AG Illustrations: Bernd Schifferdecker Post Production: RAWKOST Printing: Druck Pruskil

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