6th October 2008 11:54 am Audi

Compact five-door model with hybrid drive shows another possible direction for forthcoming production A1.

• New 5-door interpretation of A1 project quattro show car first shown in Tokyo in 2007
• Combines 1.4 TFSI petrol engine driving the front wheels and delivering 150PS at 5,500 rpm and 240 Nm from 1,600 to 4,000 rpm with a 20 kW (27 hp) electric motor capable of adding up to 150 Nm of torque when the vehicle is accelerating
• 0-62 mph in 7.9 seconds, 124 mph top speed, 72.4 mpg, 92 g/km CO2
• 3,990mm in length, 1,750mm width, 1,400mm high
• Capacity of lithium-ion batteries makes a range of up to 62 miles possible without petrol engine intervention – emissions and consumption reduced by around 30 per cent as a result
• Automatic start/stop facility, brake force regeneration
• Audi Magnetic Ride adaptive damping and Audi Drive Select
• Innovative Audi mobile technology enables many in-car functions to be controlled remotely via WLAN using a standard mobile phone
The 2008 Paris Motor Show will play host to a new variation on the theme of a more compact Audi – the 5-door A1 Sportback show car – which combines cutting-edge styling with optimum economy of space, supreme quality and a series of visionary technical solutions that help to reduce CO2 emissions to just 92 g/km. The 3.99-metre long and 1.75-metre wide show car furthers the many advances made by the 3-door A1 project quattro show car which debuted in Tokyo in 2007.

A new version of the innovative hybrid technology employed in the A1 project quattro provides power for the A1 Sportback concept. Under the bonnet is a transversely mounted 1.4 TFSI engine developing 150PS and 240 Nm, and directing this to the front wheels by means of the S tronic dual-clutch transmission. A 20 kW (27 hp) electric motor integrated in the drive train is able to deliver up to an additional 150 Nm of torque (110.63 lb-ft) when the vehicle is accelerating.

During the boosting phase, i.e. when the TFSI engine and electric motor operate simultaneously, the two power packs deliver impressive propulsion. The tried-and-tested front-wheel drive configuration – supplemented by the newly developed, ESP-controlled active front differential lock – ensures optimum power transfer to the road.

The electric motor is also capable of powering the vehicle unaided for zero-emission driving in residential areas, for instance. The capacity of the lithium-ion batteries gives the vehicle a range of up to 62.14 miles in pure electric mode; the motor can be recharged from any power socket. The automatic start/stop facility, energy regeneration and phases of purely electrical operation reduce the fuel consumption and emissions of the Audi A1 Sportback concept by almost 30 per cent compared to when it is running on the combustion engine alone. Despite its strong performance, with acceleration of 0 to 62 mph in 7.9 seconds and a top speed of 124 mph, the Audi A1 Sportback concept is nevertheless capable of returning up to 72.4 mpg; CO2 emissions are an efficient 92 g/km.

Regenerative braking
Overrun, or the so-called regeneration phase, is one of the most important elements of this vehicle concept for optimising efficiency as it transforms the braking energy released during deceleration phases back into electrical energy, instead of it being wasted and released as heat.

Power transmission to the front wheels is the task of the Audi S tronic dual-clutch gearbox. It allows the driver to change gear in fractions of a second without the use of a clutch pedal and with no interruption to the power flow. If required, the transmission performs the gear changes fully automatically, too. If the driver wishes to change gear manually, he or she can do so by using the shift paddles mounted on the steering wheel. Reverse gear and neutral are engaged via the gear knob on the centre console. The park position is automatically selected when the electric parking brake is engaged.

Advanced chassis with new active differential lock
The fundamental ingredient for outstanding driving safety and handling dynamics is supplied by the sophisticated chassis design, comprising McPherson front suspension and four-link independent rear suspension. Large 18-inch wheels with 225/35 R18 tyres boost both driving pleasure and safety. Thanks to the newly developed active, ESP-controlled front differential lock, propulsive torque is distributed according to the driving situation, thereby achieving enhanced steering precision and directional stability as well as improved traction and handling when cornering.

The braking system with its large-diameter discs (measuring 312 mm across at the front wheels) is more than a match for the drive power. Bred on the racetrack, the system promises outstanding, fade-free stopping power.

The electromechanical steering with speed-sensitive power assistance is also a boon for agile handling. The system boasts optimum steering feel combined with low sensitivity to road surface irregularities and a considerable reduction in energy consumption.

Audi Magnetic Ride
The shock absorbers cushioning the A1 Sportback concept deploy a highly innovative technology in the form of Audi Magnetic Ride, which has already made its mark in the Audi R8 high-performance sports car and in the TT. Here, the conventional shock absorber fluid is replaced by a magneto-rheological fluid whose qualities can be controlled by means of an electromagnetic field. This effect enables the damping characteristic to be influenced electronically by applying a voltage to the electromagnets, ensuring that the appropriate damping forces are available in any driving situation. A computer linked up to a system of sensors interprets the current driving situation with split-second speed, and offers selectable handling or comfort-biased settings.

Audi Drive Select with efficiency mode
Dynamic ability and efficiency in the A1 Sportback concept are also enhanced by Audi Drive Select, which is currently available as an option in the A4, A5 and Audi Q5 ranges. This enables the driver to pre-select one of two specially adapted configurations for the drivetrain, shift characteristics and magnetic ride shock absorbers.

The default setting is the ‘efficiency’ mode. In this mode, the engine and transmission respond gently to use of the accelerator and shift paddles. This setting is ideal for a relaxed driving style, as well as offering tremendous potential for effectively lowering fuel consumption, and therefore emissions.

In the “efficiency” mode the Audi A1 Sportback concept can be used for distances of up to 62.14 miles in purely electric mode, and at speeds considerably in excess of 62.14 mph thanks to the powerful battery. The combustion engine only cuts in again once battery capacity has dropped to below 20 per cent of maximum.

In this mode, the electric motor is not deployed as a source of additional torque; instead it is run selectively as the sole power source to bring about a tangible reduction in consumption. For this purpose, the system makes use of a host of parameters which can be fed to it via the navigation system. In the “efficiency” mode, for example, with a fully charged battery and a distance of less than
31 miles the vehicle is operated in principle on purely electrical power.

Thanks to the navigation system’s ability to detect differences in altitude along the route, regeneration phases as well as the increase in energy requirements on inclines can be computed before the journey has even started. This makes vehicle operation even more efficient through optimum utilisation of the electric motor.

The sport mode is designed to produce dynamic yet comfortable driving characteristics. In this mode, the vehicle’s electronics also harness the torque available from the electric motor to achieve optimum acceleration along with excellent lateral dynamics.

State-of-the-art lighting technology
Externally, the taut lines of the A1 Sportback concept’s futuristic body are emphasised by flared arches that pay homage to the Ur quattros of the 1980s, and to today’s RS 6. At the front, the design of the three-dimensional main headlights using innovative LED technology is especially eye-catching. All light functions – low beam and high-beam headlights, daytime running lights and turn indicators – have been located in one flat housing, in concentrically arranged, parallel and squared-off strips. The layout, with light segments of varying sizes – the low beam taking up most space – completely changes the “face” of the A1 Sportback concept.

The rear lights, too, continue this theme and combine the function of rear and brake lights, turn indicators, reversing and rear fog lights into an unmistakable design. The interplay of acute and obtuse angles and the clear and coloured glass areas create a particularly dynamic look. A large-dimensioned, transparent cover over the entire width of the vehicle additionally combines both light units and emphasises the horizontal design of the rear.

In the contrasting white and red interior, with its four individual seats and a surprisingly generous amount of space, a curved, wrap-around section combines the doors and the sporty cockpit into one single unit, with the dashboard and centre console designed entirely around the driver. The centre console accommodates the integrated selector lever, only extended in drive select dynamic mode, the start/stop button for the engine, the switch for Audi Drive Select and the armrest with an integrated mobile phone pocket.

The apertures of the sporty seats with their integral head restraints are made from a transparent, mesh-like fabric which further accentuates the airiness of the design, and details such as the turbine-look air vents and air conditioning controls add interest with their aviation inspired design. The vents’ air flow direction and volume can be regulated simply and intuitively by turning or pressing the control button in the centre of the vent.

Audi mobile device – the second generation
Whereas the Audi A1 project quattro concept car featured its own mobile control unit for infotainment and vehicle systems, the A1 Sportback concept takes one step further into the future: the driver can use a commercially available mobile phone (equipped accordingly) as a car phone, address database, navigation system and audio/video player. At the same time it can be used as a control unit for numerous vehicle systems in the Audi A1 Sportback concept. Several phones that are suitable for these functions are already available from various manufacturers.

All that is required is some additional software, which Audi will provide on the internet for the driver to download and install. He or she can then enter a route plan or adjust the sound system to suit individual preferences, all from the comfort of home, for example. The mobile phone and vehicle communicate via a fast WLAN connection, even over considerable distances.

The system also offers the user a security function: within the range of the WLAN it can constantly monitor the current status of the vehicle, for instance whether all windows and doors are closed. The additional software offers numerous comfort and convenience features such as continued destination guidance on the mobile device after the vehicle has been left in a car park. A maximum parking time can be set via the device, and the navigation software will then lead the user back to the Audi A1 Sportback concept - taking the current distance from the vehicle into account - in good time to meet the parking deadline.

During the journey the mobile device demonstrates its strength as a portable media player. If the user listens to a song in a certain driving situation – on the motorway, for example – it is entered in an appropriate playlist. The software registers when and where the user prefers to listen to particular songs. The music is then available at the right moment.

Next generation MMI
The MMI control unit in the A1 Sportback concept car is a further development of the familiar design. In terms of feel it is easier to operate, particularly while driving. Grouped around the central rotary pushbutton are four fixed-function hardkeys for the Navigation, Telephone, Car and Media basic menus. Four additional, backlit softkeys have variable functions which change within the individual menus.

All system information appears in the central display in the instrument cluster. This is designed in its entirety as a digital, freely configurable display with no mechanical elements. Superimposed glass elements make the graphics stand out with a three-dimensional look, producing a level of depth which could never be attained using a standard display.

As well as the virtual, large circular dial of the analogue speedometer, which is always visible on the right-hand side of the instrument cluster, numerous other displays can be called up on request, and can be selected via control buttons on the steering wheel. These include infotainment, classic navigation by pictogram or map, a rev counter, information on how to drive as efficiently as possible and a current status report on the hybrid drive.

Audi S3 boxes clever with new S tronic transmission option

30th September 2008 10:48 am Audi

Acclaimed double-clutch transmission’s rapid fire changes perfectly complement fast-paced 265PS sports hatch.
• S tronic seven-speed twin-clutch transmission available to order at an extra cost of £1,450 from October 1st for S3 and S3 Sportback models
• S3 three-door including optional S tronic £28,920 OTR, S3 Sportback including optional S tronic £29,420 OTR
• 265PS @ 6,000rpm, 350Nm from 2,500 – 5,000rpm, 0-62mph in 5.5 seconds (three-door), top speed limited to 155mph, combined mpg 33.2, CO2 198g/km
• Audi magnetic ride adaptive damping available at extra cost
• New faster-reacting quattro four-wheel-drive system

The Audi S3 is now not only available with five doors, but also with seven speeds courtesy of the much lauded S tronic twin-clutch transmission, which not only quickens shifts compared with the continuing manual version, but also slows down fuel consumption. Available to order from October 1st at an extra cost of £1,450, the super slick transmission takes OTR prices for the first ever ‘two pedal’ S3 models to £28,920 for the three-door and £29,420 for the five-door Sportback. UK deliveries are expected to start in mid-December.

Equipped with S tronic, the three-door S3 can touch 62mph from rest in 5.5 seconds, 0.2 seconds quicker than the manual version with which it shares its governed top speed of 155mph. Equally impressively, S tronic actually boosts the S3’s combined fuel economy figure from 33.2mpg to 34mpg – a feat which the majority of conventional torque converter automatic transmissions couldn’t match. As a result, CO2 output in the S3 S tronic falls from 198g/km to 193g/km.

Advanced electro-hydraulic controls and the alternate use of two clutches enable the S tronic gearbox to deliver lightning fast automatic or manual shifts with virtually no interruption of the engine’s power delivery across its seven ratios, and to offer changes via steering wheel-mounted shift paddles for the first time in the S3’s nine-year history. The first of the two clutches serves the odd-numbered gears and reverse, and the second the even-numbered gears, so when the S3 is being driven in third gear, for instance, fourth is already pre-selected in anticipation. As soon as the shift command is given, the first clutch is disengaged and the second engaged in just a few hundredths of a second, virtually seamlessly.

Upgraded quattro four-wheel-drive
Also faster reacting in this latest S3 model is the renowned quattro four-wheel-drive system. Its central hydraulic multi-plate clutch now responds even faster when the engine’s 265PS and 350Nm need to be redistributed between the front and rear wheels to maximize stability and traction.

Standard equipment for the S3 includes 18-inch parallel 5-spoke ‘S’ design alloy wheels, ‘S’ body styling and interior detailing and ‘S’ sports suspension. Heated and Silk Nappa leather-upholstered sports seats and Xenon Plus head lamps with LED strip daytime running lights are also part of the package.

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Paris debut for Audi S4 with 30 per cent co2 reduction

25th September 2008 11:29 am Audi

High performance A4 model downsizes to more economical but no less exceptional six cylinder supercharged FSI engine.
• All-new S4 and S4 Avant models debut at 2008 Salon de l’Auto in Paris, running from October 2 to 19
• Available to order in UK from late November priced from approximately £36,000 for first deliveries in April 2009
• Supercharged V6 TFSI with 333PS and 440Nm from 2,500-4,850rpm replaces naturally aspirated V8
• Six-speed manual or optional seven-speed S tronic twin-clutch transmission that actually further improves fuel economy
• Evolution of quattro system with active sport differential capable of varying torque not only between front and rear axles but also between each rear wheel
• Optional Audi drive select adaptable dynamics system enables fine-tuning of throttle response, shock absorber settings and steering feel
• S4 Saloon 0-62mph in 5.1 seconds (outgoing S4 5.6 seconds), top speed limited to 155mph (outgoing S4 155mph), combined mpg 29.1 (outgoing S4 21.2mpg)
Making its Paris Show debut next month will be a new Audi S4 that gives equally high priority to thrills and thrift thanks to a new six cylinder TFSI engine that not only decisively outperforms its V8 predecessor but does so with a 30 per cent reduction in CO2 emissions and 29mpg-plus fuel economy. The new S4 and S4 Avant will open for order in November priced from approximately £36,000 and will reach their first UK customers in April 2009.

The completely new 3.0-litre V6 shares its ‘TFSI’ designation with the six engines in the Audi range that combine single turbo charging with FSI direct injection, but the newcomer actually bucks the trend by using the alternative method of forced induction – a compact supercharger chosen because it delivers keener response than even two turbo chargers could achieve.

The supercharger’s ultra-compact dimensions enable it to fit easily inside the 90-degree V of the cylinder banks, and as a result the gas paths to the cylinder are extremely short, resulting in throttle response that even a naturally aspirated engine of the same displacement can’t match. With the compressor’s help the new unit generates 333PS and a healthy 440Nm torque peak available from 2,500rpm right through to 4,850rpm, enabling an appropriate 0-62mph sprint time of just 5.1 seconds for the manual Saloon (Avant manual 5.2 seconds). Top speed is limited electronically to 155mph.

Perhaps more unexpectedly, the combination of supercharging and direct injection also works very much in favour of fuel economy and emissions, the S4 Saloon offering the potential to cover up to 29.1mpg – a 27 per cent improvement over the V8-powered S4 – while emitting 225g of CO2 – 30 per cent less than its predecessor (S4 V8 manual 322g/km).

New twin-clutch transmission
An equally radical departure for the new S quattro flagship is the addition of the S tronic twin-clutch automatic transmission, developed specifically for Audi models with longitudinal ‘north-south’ engine installations, to its options list.

Thanks to advanced electro-hydraulic controls and the alternate use of two clutches, the new seven-speed transmission, which made its debut in the Q5 SUV, delivers a lightning fast manual shift with virtually no interruption of the engine’s power delivery. At the flick of a lever it can also be transformed into a full automatic, without the drain on power output or fuel economy normally demanded in return for the convenience of ‘hands-free’ shifting. This is reflected in fuel economy which actually betters the manual version, with 30.1mpg recorded on the combined cycle test, equating to CO2 output of 219g/km.

The advances don’t end there for the latest S4. It not only now carries itself with even more composure thanks to the optimum weight distribution made possible by its all-new chassis with repositioned front axle, but is also even more agile thanks to a new evolution of quattro all-wheel-drive with 40% / 60% front-to-rear torque distribution and the option of a new active sport differential.

Wheel-to-wheel torque transfer
Making its debut in the S4, the active sport differential enables the quattro system to not only transfer torque between the front and rear axles to counter traction losses, but also between the rear wheels. When the steering wheel is turned or the car accelerated in a corner, power is redirected in a controlled manner to the outer rear wheel, literally pushing the car through the corner. The driver benefits from reduced steering effort and a feeling of even greater adjustability and control.

The upgrade from ‘standard’ quattro to quattro with active sport differential will be available at extra cost as an element of the optional Audi drive select adaptive dynamics system that is also new to the S4. In its simplest form Audi drive select enables the driver to fine-tune throttle response, steering assistance and transmission shift points (where S tronic is fitted) via dashboard-mounted buttons to suit personal preferences or prevailing road conditions.

S4 drivers can choose from three distinct Audi drive select option packages – Audi drive select with damper control for even greater suspension adaptability to the road surface, Audi drive select with dynamic steering allowing alteration of the actual ratio of the steering for optimum feel and Audi drive select with upgraded quattro drive featuring the active sport differential. Alternatively, for the ultimate S4 driving experience, all three systems can be combined.

As befits the latest in an illustrious line of S quattro models, the new S4 will ride 20mm lower than standard versions on specially tailored ‘S’ sports suspension and 18-inch ‘S’ design alloy wheels. Other familiar hallmarks of the series will include the aluminium-look door mirrors, xenon plus headlights with LED daytime running lights, special ‘S’ front and rear styling treatments and black painted brake callipers bearing the S4 logo. For the first time in an Audi model at this level, the S4 is also enhanced visually by distinctive LED rear lights.

Inside, the ‘S’ theme is subtly conveyed by sports seats upholstered in leather and Alcantara, and by ‘S’ embossing for the exclusive silver-faced dials and the multifunction sports steering wheel. The already high specification in the appreciably more spacious cabin can be augmented by options such as a 505-watt Bang & Olufsen audio system, the Audi Music Interface with iPod connectivity, adaptive cruise control, the Audi side assist lane change assistant, the Audi parking system advanced and adaptive light swivelling headlamps for improved corner illumination.

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Audi backed ‘Travolution’ project gets the green light

22nd September 2008 10:39 am Audi

New traffic management system enables communication between cars and traffic lights to reduce ‘stop-start’ inefficiency.

• Audi lends its support to ‘Travolution’ project aimed at streamlining urban traffic flow through interaction between cars and traffic lights to minimise fuel-sapping ‘stop-start’ traffic.

• Travolution software can alert Audi drivers when a light is due to change to green, and calculate the speed that should be maintained in order to pass through in the green phase.

• System also reduces duration of stops by improving synchronisation and traffic light phasing across the network.

Frustrating, fuel-sapping stops at red traffic lights could soon be the exception rather than the rule thanks to a new initiative being championed by Audi aimed at streamlining urban traffic flow and reducing CO2 emissions.

The experimental ‘Travolution’ system, developed with Audi support by traffic management experts in the brand’s German home town of Ingolstadt, will not only improve synchronisation and phasing of traffic light networks to reduce stopping times, but could also dramatically reduce the number of actual stops needed by creating a communications link between cars and the traffic light network.

Communications modules built into each traffic light are able to send messages to cars in the vicinity, alerting them to the time remaining until their next green phase. The car’s onboard system is then able to calculate the speed which the driver must maintain in order to pass through the light during this green phase, and displays this via the Multi Media Interface display.

A network of 46 of the ‘intelligent’ traffic lights has been installed in the centre of Ingolstadt, the software to which they are all linked optimising their phasing to bring stopping times down to a minimum, reducing fuel consumption and pollution in the process.

Of the 46 light gantries, three have been upgraded to enable communication with the specially modified A5 and A6 Avant models provided by Audi as part of the 1.2-million Euro pilot project. A further 20 cars and 50 light installations are to be incorporated as the project evolves.

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Audi A4 and Audi TT win Best Compact Executive Car and Best Coupé

8th September 2008 10:59 am Audi

As well as being used to winning on the track, Audi has just won again off it. The Audi A4 and Audi TT have taken the Best Compact Executive Car and Best Coupé awards respectively, at this year’s Auto Express New Car Honours awards.

All cars assessed by the judging panel had been rigorously reviewed and tested in order to leave no doubt in anybody’s mind as to who were the clear winners.

The Audi A4 won the judges over with its stylish looks and unsurpassed engineering. The TT didn’t have any trouble in turning heads either, and not for the first time, as it also won the accolade of Best Coupé in 2007. This time around the TT had been further improved, leaving the judges unanimous in their decision.

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Audi ‘Unplugs’ with new In-Car Technology

8th September 2008 10:56 am Audi

New Audi MMI features integral 4,000-song ‘jukebox’, full remote iPod control and HDD navigation.
• Latest generation Multi Media Interface offers the option of a new integral 4,000-track ‘jukebox’ which can download music files via SD card and store them on hard drive
• Combined with optional Audi Music Interface, MMI offers full iPod control via the header unit and displays full track/title information on the in-dash monitor
• Standard DVD playback facility, optional DAB digital radio and TV reception
• Hard drive also contains even more intricately detailed sat nav maps with new 3D ‘digital topographical’ views
• New processors even plot 3 possible routes wherever possible, including one specifically calculated as the most economical
Audi has just broken the sound barrier with an advanced new in-car entertainment system that offers exceptionally easy and intuitive control of iPods, MP3 players and CDs, but actually doesn’t need any of them. With its new integral hard drive, the latest Audi Multi Media Interface (MMI) is capable of storing up to 4,000 tracks internally – more than enough even for long-haul trans-continental holiday journeys.

When MMI is combined with the optional Audi Music Interface, the driver can remotely control an iPod or other music storage device using the central MMI control knob with its new built-in ‘joystick’ and the four logically arranged push buttons grouped around it. Full track and title listings are displayed on the sophisticated in-dash screen, and tracks can be scrolled through and selected in much the same way as they are using the iPod itself, earning the system plenty of plaudits already for its clarity, accessibility and ease of navigation.

Features available as part of the latest system also include DAB digital radio reception, analogue and digital TV reception and DVD playback, all through the large in-dash monitor.

The new high-tech hard drive has a total capacity of 40 GB, 10GB of which is given over to the 4,000-song ‘mobile jukebox’ facility that can be loaded using SD memory cards. It also holds satellite navigation data covering the whole of Western Europe, replacing the outgoing system’s already widely acclaimed DVD-based technology.

The new hard disk dramatically enhances the already high quality mapping offered by the Audi Satellite Navigation System Plus, significantly increasing the degree of detail and offering a new 3D ‘digital topographical’ view which gives a pictorial depiction of key landmarks to add even greater ‘context’. Wherever possible it even provides a choice of three routes to a chosen destination, including one that has been specifically calculated to require the least possible consumption of fuel.

The latest generation Multi Media Interface with HDD navigation is now fitted as standard to A8 models, and will be available as an upgrade for the Audi Q7, Audi Q5, A6, A5 and A4 ranges in the near future. The Audi Music Interface enabling iPod connectivity can be added to the system at extra cost. For the optimum listening experience, the new unit can be combined in many models with speaker systems from Bang & Olufsen offering up to 1,000 watts of music power.

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Audi Sets Loose New A4 Advertising Campaign

27th August 2008 7:36 pm Audi

In a new advertising campaign launching this month for the 2009 Audi A4, Audi of America demonstrates product superiority versus the perceived leaders within the luxury automotive segment with the introduction of the entirely new Audi A4. The campaign uses television, digital and driving experience platforms to make bold and declarative claims about the advantages of the 2009 Audi A4 and features the tagline “Progress is beautiful.”

Audi’s advertising agency, Venables Bell & Partners, created the broadcast ads. The 60-second “Living Room” made its debut in select cities during the opening ceremonies of the Olympics on August 8th. That spot highlights the Audi brand while the remaining spots are product focused and reinforced with verifiable claims. “Living Room” ran regionally during the Olympics telecast and both spots will run nationally during such high-profile events as the MLB playoffs, the NFL Sunday Night Game of the Week and other highly-rated shows, such as “The Office” and “Grey’s Anatomy.”

“Audi was already on a roll with the launches of the R8 and the A5 and we’re continuing that trend with the entirely new A4,” said Scott Keogh, chief marketing officer, Audi of America. “With the A4, we have a car that
is quicker, more fuel-efficient and roomier than the competition. This campaign sends that message in a clear and dramatic fashion. We used AMCI and EPA data to prove every claim we make in these spots. We simply reported the facts in an engaging fashion. We’re no longer content to be among the leaders in luxury, we want to be the leader.”

The new spots represent the continuing evolution of Audi’s “Truth in Engineering” campaign that launched last year. During the 2008 Super Bowl, Audi and its R8 sports car put the competition on notice by declaring itself the face of New Luxury. The Audi A5 launch followed, firmly establishing Audi and the A5 coupe as the new, better choice in luxury.

This third wave of work, focused on the entirely new Audi A4, includes two separate spots that maintain the campaign theme and are reinforced with real product proof points.

In “Living Room,” Audi reinforces the message that its brand represents a new era in luxury. In the spot, a traditional living room that features characteristics of an older luxury ideal morphs into a modern and luxurious, yet comfortable and approachable, new space.

As the living room evolves, keen-eyed viewers will notice that it actually takes on certain characteristics of the 2009 A4, including technology references like the Bang & Olufsen stereo system, craftsmanship cues such as the use of chrome, glass, lighting and the specific wood employed, as well as efficiency references represented by the recycling bins outdoors. The spot introduces the concept of progress and delivers the message that the all-new A4 embodies that concept. In the other two spots, the product benefits of the A4 take center stage and the claims become more specific.

“Separation” depicts a testing dramatization that captures a photo finish moment as the Audi A4 crosses the finish line before the other competitors in a 0-60 mph situation. The ad closes with a statement that this new A4 is not only the fastest, but also the most fuel-efficient with the most interior room in its class.

The 2009 Audi A4 2.0 TSFI travels from 0-60 mph in 6.9 seconds and is the longest and widest car in its segment, at 185.2 inches and 71.9 inches, respectively. That engine also achieves
21/27 MPG. Independent testing that verified the 0-60 mph claim against the 2008 BMW 328xi, Lexus IS 250 AWD and the Mercedes-Benz C300 4MATIC, was handled by Automotive Marketing Consultants Inc. (AMCI), the automotive
industry’s unbiased, third-party vehicle testing authority.

Audi’s new campaign will run exclusively on television and will be supported by unique online extensions that highlight the competitive nature of the campaign. Audi has created a series of banner ads that succinctly showcase the true product capability distinctions between the A4 and competitive models. Customers interested in testing Audi’s claims for
themselves can join Audi at a stop on the traveling Audi Driving Experience (ADE) Tour. At the ADE, consumers have the opportunity to try out the entirely new A4 against the competition in a closed-track test. Audi received over 8,600 registrants for this opportunity before the first event occurred. For more information on the Audi Driving Experience Tour, visit http://www.truthinengineering.com/audi-driving-experience/ .

Audi is further supporting the 2009 A4 launch with the first automotive OEM release of a dedicated iPhone application, as well as a supporting A4 iPhone experience web site. “Audi A4 Challenge” is a driving game that utilizes the iPhone’s accelerometer (motion sensor) to give players the opportunity to pilot the new A4 through a series of challenging courses. Customers who visit http://www.truthinengineering.com/a4/iphone on their iPhone will find a unique interface and content on the A4, specialized videos, an exterior color customizer, a dealer locator and a link to install “Audi A4 Challenge.” The application is now available free of charge on Apple’s iPhone Application store.

- Broadcast, digital and experiential are focus for the entirely new A4
- Audi takes on the competitors in the new Audi A4 campaign
- Audi A4 is the biggest, fastest and most fuel-efficient car in its class

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