Audi

Communications

Scott Keogh

Ricky Hudi

Speeches

International CES 2016
Rede
Audi Press Conference
January 6, 2016 | Las Vegas

Audi
Communications

Scott Keogh
President, Audi of America
Speech Audi Press Conference
International CES 2016, Las Vegas
January 6, 2016

-Check against deliveryLadies and gentlemen, today we will share the Audi vision of mobility’s future. These technologies you will
see here today have dramatically transformed the very idea of mobility. This rapid transformation has also
transformed Audi.
It took Audi 40 years to achieve 100,000 sales in the U.S. market. Yesterday, we confirmed surpassing
200,000 sales in the U.S. for the first time. 202,202 to be precise. A doubling of sales in just five years.
This explosive growth built on the technological leadership Audi has shown here …
… like 2010 when we first showed how our partnership with Google Earth would transform automotive
mapping. Today Google Earth is a compelling feature in 425,000 Audi cars in the U.S. alone …
… or 2012 when we first introduced the innovative MIB infotainment architecture that allows our
engineers to quickly add rapidly evolving technologies. Later this year every new Audi will benefit from this
architecture..
… or 2013 when Audi was THE FIRST to demonstrate piloted driving AND parking here in Las Vegas … two
years ahead of everybody else.
And of course, we will always present breath-taking design. Let’s take a look at how the future of design
and technology are converging (video).
Audi is focused on efficient and sustainable mobility, as this stunning Audi e-tron quattro concept shows.
This direction is right for the times and right for the market. To many that simply means exchanging
batteries and electric motors for internal combustion engines and transmissions. To Audi, this means
chasing down every detail.
While this concept car is an SUV, it achieves a stunningly low point-two-five coefficient of drag. We all
know that electric vehicles are very spirited performers, but with three motors, this car will deliver
unprecedented driving dynamics to provide uncommon manuerability.
We are developing the battery packs and battery management in house, while forging tight relationships
with the leading battery manufacturers to ensure this is a lasting and sustainable strategic shift. This will
ensure a secure, technically advanced and high-quality supply chain for years to come. We further intend to
ensure Audi EV drivers can enjoy robust fast-charging networks across America and in Europe.
With this strategy we expect to get at least 25 percent of U.S. sales from vehicles with a plug in just 10
years. That’s on top of the efficient 48-volt technology also coming across the Audi line-up.
Audi intends to lead - with exceptional innovation and a superior business model.
– End –

International CES 2016 | January 6, 2016 | Las Vegas

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Audi
Communications

Ricky Hudi
Executive Vice President, Electronic Development
AUDI AG
Speech Audi Press Conference
International CES 2016, Las Vegas
January 6, 2016

-Check against deliveryLadies and gentlemen, the automotive industry is currently undergoing a radical transformation.
Digitalization will redefine the properties of the car as we know it. Electrification, connectivity and
autonomous driving are the trends shaping tomorrow’s vehicles, but this transformation will go further.
Data, cloud technology and new business models will be the major drivers of innovation and create an
ecosystem around our core product. The degree of this transformation will be incomparable to what we
have known since the invention of the automobile. A good example for future core assets is the vision that
we have for the company HERE, which Audi, BMW and Daimler acquired recently. The real-time maps and
location-specific data will be the basis for what we call the “location cloud”. Our goal is to take the
automobile to an entirely new level by providing a thoroughly end-to-end customer experience.
Ladies and Gentlemen, we do not only create a seamless ecosystem surrounding the car, we also integrate
all our key technologies in this Audi e-tron quattro concept. So, let´s have a closer look to the fascinating
solutions in the car:
Lighting Technology & Exterior Mirror: Our Matrix laser technology is the next step in the development of
automotive lighting. Hundreds of thousands of pixels illuminate the road in high resolution and unique
precision. Currently, we are also working on organic LEDs for the tail light leading to even more design
possibilities and increased safety. Safety and convenience are also enhanced by the virtual exterior mirror.
The images of the surroundings are shown on high-resolution OLED displays inside the car. And thanks to
the virtual mirror, we have been able to eliminate the vehicle’s blind spot.
HMI & Customer Experience including Connectivity: As a world premiere, I am delighted to present the
interior of the future. This is a totally new customer experience! We have advanced our successful Audi
virtual cockpit to the Audi virtual dashboard. OLED technology is now used for all displays. Within the
driver’s direct view lies the Audi virtual cockpit curved OLED.
The Audi MMI in the center console provides an impression of the digital future. The upper display is used
to control mainly classic infotainment content such as navigation and media. The lower display is also new
and integrates comfort functions, offers configurable favorites and recognizes the driver’s handwriting.
Both displays at the center are equipped with a revolutionary new technology - we call it “Audi MMI touch
response”. The main advantage is that it can be operated with minimum distraction while driving.
Our goal is to create a seamless connected experience in the car by increasing customer-centricity and
context-awareness. We create customer-centricity by using data about the driver’s habits, preferences or

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Audi
Communications

even health data, of course only if the customer is willing to. We create context-awareness by using
information from outside the car, harnessing data delivered by other vehicles, cities and the internet.
However, the major information source will be our location cloud supplied by HERE. Ladies and Gentlemen,
thanks to all of these features, we will be able to carve out precious time for our customers in everyday life.
Infotainment: Not only our seamless connected experience is revolutionary, but also our approach to the
electronics architecture. Due to our close collaboration with NVIDIA, Audi has the ability to integrate
technologies quickly and run the same innovation cycle as the consumer electronics industry. Furthermore,
I am very happy to announce that Audi will also strengthen its partnership with QUALCOMM. From this year
on we will also be able to use Snapdragon technology in our vehicles. Now we have another very strong
partner at our side. Let´s welcome the Co-Founder and CEO of NVIDIA, Jen Hsun Huang and the Executive
Vice President and President of QUALCOMM, Cristiano Amon. Thank you Jen Hsun and thank you Cristiano
for this brilliant and trustful partnership we have! Thank you for that.
Ladies and Gentleman, this car is not only setting standards with regards to infotainment and customer
experience, it is also capable of driving fully autonomous. In recent years, Audi has been doing pioneering
work in this field.
Piloted Driving & Machine Learning: Every single year we are extending our expertise in piloted driving and
push the limits towards serial production. In 2013 the technology was still filling the entire trunk. In 2014
we were already using the central driver assistance control unit “zFAS” and took piloted driving closer to
serial production. Now the zFAS is ready for mass production and, being the brain of piloted driving, it has
become even smaller than a tablet computer.
And the second generation of this supercomputer with a multiple of the performance is already on its way.
All of this is possible, because we currently experience a breakthrough based on two pillars: a dramatic
increase in computing power and advancements in artificial intelligence algorithms. And the best thing is:
people will benefit from it! With piloted driving we can give back our customers an important asset: the
time in our cars can be used more effectively.
Beyond the perfection of the core product - bringing internal and external networking together:
Today, you have heard that we heavily invest in the development of both, our core product - the car - and
the infrastructure that enables new services and business models. Our core product will have enormous
computing power and the zFAS will be capable of continuously comparing the data from our sensor
systems with the model of the road space.
Imagine that every single mile driven by our cars will add value to our cloud and make using our vehicles
more attractive. The self-driving vehicles of the future will benefit from the accuracy delivered by our map
data. Every vehicle will have access to real-time data from the cloud and can plan and react to changing
conditions in a smart way.
With autonomous cars and a high-resolution location cloud completely new business models will evolve.
The car will know about your habits, your schedule and about POIs that are of interest to you.
All of this enables new customer functions like Smart Parking, Road Condition Detection and the link to
Smart City infrastructure to manage traffic flows in real-time.
To sum up, the orchestration of the features of our core-product with those of our ecosystem will create an
end-to-end customer experience never seen before.

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Audi
Communications

Ladies and Gentlemen, today, we develop the best cars in the world with regard to product performance
and quality. This is the one thing that will not change in the future. Our core product will be electrified,
fully connected and capable of driving autonomously.
However, to revolutionize an entire industry we need to go further: We need to build up an ecosystem that
takes the car to the next level enabling customer-centricity and context-awareness. The vehicle will become
a direct interface and we will be able to personalize and customize our product around the globe.
The result will be a fascinating end-to-end user-experience.
This is what our promise “Vorsprung durch Technik” comprises in the new era of automotive innovation.
– End –

Contact
Brad Stertz
Corporate Communications, Audi of America
Phone +1 703 364 7440
mailto:brad.stertz@audi.com
Stefan Moser
Communications Product and Technology
Phone: +49 841 89-32260
mailto:stefan1.moser@audi.de

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