Audi

Communications

Scott Keogh

Rupert Stadler

Dr. Dietmar
Voggenreiter

Speeches

North American InterRede
national Auto Show 2016
January 11, 2016 | Detroit

Audi
Communications

Scott Keogh
President, Audi of America
Speech Audi Press Conference
North American International Auto Show, January 11, 2016

-Check against deliveryLadies and Gentlemen, for more than a century, Audi has stood for pioneering innovation and a lasting
spirit of success. Today, it is about both.
As you know, a few days ago, we recorded our sixth straight year of record sales by topping the 200,000
sales mark for the first time in America. After needing 40 years to achieve 100,000 sales in the U.S., we
recorded our second 100,000 in just five years. This couldn’t have happened without the best team in the
business. It is my pleasure to deeply thank and celebrate the entire team at Audi of America and the Audi
dealer network in the U.S. for investing so much heart and soul into our stunning gains.
We are on this arc of success precisely because Audi celebrates the pioneer, the innovator, the creative
mastermind. And because this is the spirit of our brand I am announcing today that Audi will return to the
Super Bowl with a new 60 second spot. We call this commercial “The Commander”. As this sneak peek
suggests, there is something shared between the Audi pursuit of mobility’s unfolding horizons and the
brave commanders who have explored the “final frontier.”
That’s why I am pleased to introduce a real “Commander” today to share why it is essential to “explore”
and cultivate a pioneering spirit. Forty-three years ago, this commander hopped into a visionary vehicle for
a radical drive and a new land speed record like nothing any of us had ever experienced since.
Please join me in welcoming the last man on the moon, from the legendary Apollo 17 mission in 1972,
Captain Gene Cernan.

[Scott Keogh dialogue with Apollo 17 commander Capt. Gene Cernan on pioneering spirit and the
importance of lunar exploration]
Captain Cernan, it’s safe to say you are a hero to many of us and I want to thank you for joining us.
Ladies and gentlemen, missions like Captain Cernan’s Apollo 17 only happened with the commitment, the
sleepless hours, relentless investment in innovation, the creativity of an entire network of believers.
That’s exactly how Audi success has been built. By staking out bold visions and hitting those targets.
And we aren’t done recording milestones for Audi in America.
2016 will be a big year of opportunity with all new models and technologies. To explain more about what
the future holds for Audi I would like to introduce our Chairman and CEO Rupert Stadler.
Thank you.
– End –

North American International Auto Show 2016 | January 11, 2016 | Detroit

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Audi
Communications

Prof. Rupert Stadler
Chairman of the Board of Management of AUDI AG
Speech Audi Press Conference
North American International Auto Show, January 11, 2016
-Part 1-Check against deliveryLadies and gentlemen, congratulations on your great success in the US. And also a big applause to our
dealers for breaking the 200,000 vehicles landmark. This is very encouraging as we move forward.
In 2015, we continued to pursue our worldwide journey for growth. Despite increasing volatility in key
markets, we achieved a new overall sales record of 1.8 million automobiles worldwide.
And please remember: We are now ahead of our strategy 2015 by more than 300,000 units.
In 2016, we will bring more than 20 models to the markets. This includes essential carriers of success such
as the new Audi Q7 and Audi A4 that will come to the US market shortly. Going forward within our strategy
2020, we will focus on future mobility technologies, products and solutions – all of them sustainable and
digital. So, how to start?
First, we will emphasize our electric mobility engagement. Within the next three years, we will launch
three additional plug-in hybrids: Audi A6 e-tron, Audi A7 e-tron and Audi Q8 e-tron.
In 2018, our first purely battery-electric SUV will come to our customers. And this is only the beginning –
there is more to follow.
Second, with piloted driving and parking, we demonstrate pioneering innovation. And we are ready for
volume production – the new Audi A8 sedan in 2017 will be the first series car to take over driving
functions. This will happen not only for customers in a single market like the U.S. but all across the world.
As we have shown in our Audi Urban Future Initiative and the award-winning concept for the BostonWashington region, traffic in the cities of the future will be about merging individual and public transport,
about piloted driving and parking, about self-learning cars connected to each other and the traffic
infrastructure.
While I would like us to focus on the future of mobility, there is one topic that was overlaying everything
last year: The exhaust issue. It has been an inflection point – for all of us at Audi and for everyone within
the Volkswagen Group. I would like to take this opportunity to confirm that we are 100 % determined to
get this issue thoroughly resolved. We are strictly committed to clarify any open questions and heavily
focused on quick, easy and sustainable solutions. That’s what we owe our valued customers, our
distinguished stakeholders and the authorities,
both in the US and around the world. While it is crucial to resolve this issue, it is a unique opportunity for
change and innovation. Honestly, I’m very confident we will leverage the momentum and turn our company
to the better.
Our mission for Audi is clear: We make the “Four Rings” shine on. In the following minutes, we give you a
flavor of what this means.
– End –

North American International Auto Show 2016 | January 11, 2016 | Detroit

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Audi
Communications

Dr. Dietmar Voggenreiter
Member of the Board of Management of AUDI AG,
Sales and Marketing
Speech Audi Press Conference
North American International Auto Show, January 11, 2016
-Check against delivery-

Ladies and gentlemen, this is the world premiere of a fascinating automobile: The all-new Audi A4 allroad
quattro. Thanks to the quattro drive system, the Audi A4 allroad quattro keeps moving where the paved
road ends: The allroad concept allows 34 millimeters more ground clearance compared to the Avant
version. This 2.0 TFSI now delivers 252 horsepower. Its new assistance and connectivity systems are
benchmark in safety and convenience.
The new Audi A4 allroad quattro is a perfect companion in every situation. It combines two great strengths:
off-road qualities of an SUV and the driving comfort of the Audi A4.
Ladies and gentlemen, for decades, the Audi A4 has incorporated our brand’s key innovations and
convinced our valued customers. Globally, every fifth Audi is an A4. In the U.S., Audi A4 customers are
significantly younger and have a higher household income, compared to the competition.
Together with the Audi A4 allroad quattro and the Audi A4 sedan, we are launching the new Audi Q7 in your
region. This means: two terrific new products for two of the most promising segments on the North
American premium market. Both the Audi A4 and the Audi Q7 will contribute strongly to the momentum of
Audi in America – and all over the world.
Thank you.
– End –

North American International Auto Show 2016 | January 11, 2016 | Detroit

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Audi
Communications

Prof. Rupert Stadler
Chairman of the Board of Management of AUDI AG
Speech Audi Press Conference
North American International Auto Show, January 11, 2016
-Part 2-Check against deliveryLadies and gentlemen, the Audi h-tron quattro concept: “h” stands for hydrogen, the chemical powerhouse
of the car. “quattro” stands for a vital part of our brand’s DNA: performance, sportiness, emotion. The Audi
h-tron quattro concept is our latest benchmark innovation in drivetrain technology.
Audi has more than ten years of fuel cell expertise. We thought Detroit 2016 was the perfect place for the
Audi h-tron quattro concept and its powerful fifth-generation fuel cell, for up to 110 kW performance.
Its lithium-ion battery is delivering a boost of up to 100 kW. The combined power of fuel cell and battery is
driving two electro motors, one at the front and one at the rear axle. This makes the car an electrified
quattro with excellent driving dynamics. The Audi h-tron quattro concept is as sporty as efficient.
Just imagine: Only four minutes to refill the tanks – like a gasoline car.
Once you look at the interactive model of the interior here at the Audi booth, you will experience our
second innovation focus next to efficiency: Digitization and connectivity. The Audi h-tron quattro concept
offers a spacious interior with latest Audi virtual cockpit including curved OLED displays, LTE connectivity
for fast internet access, OLED displays and tablets for rear-seat entertainment and a smart “butler”
software to organize the luggage compartment.
Forward-looking drivetrain and high-end human-machine interface – that’s the Audi h-tron quattro concept
or, as we call it “Vorsprung durch Technik”. This car is a great testimony of the unique premium experience
you may expect from every Audi model. Stay tuned.
Thank you.
– End –

North American International Auto Show 2016 | January 11, 2016 | Detroit

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Audi
Communications

Contact
Media Inquiries Speech Scott Keogh
Brad Stertz
Audi of America – Corporate Communications
Phone: +1 703 364 7440
mailto:brad.stertz@audi.com
Media Inquiries Speech Prof. Rupert Stadler
Jürgen De Graeve
AUDI AG – Corporate Communications
Phone: +49 841 89-34084
mailto:juergen.degraeve@audi.de
Media Inquiries Speech Dr. Dietmar Voggenreiter
Christine Maukel
AUDI AG – Corporate Communications – Sales and Marketing
Phone: +49 841 89-41573
mailto:christine.maukel@audi.de

North American International Auto Show 2016 | January 11, 2016 | Detroit

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