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Audi

Communications

Scott Keogh

Rupert Stadler

Luca de Meo

Ulrich Hackenberg

Speeches

North American International Auto Show 2015


January 12, 2015 | Detroit

Audi
Communications

Scott Keogh
President, Audi of America
Speech Audi Press Conference
North American International Auto Show, January 12, 2015

-Check against delivery-

Ladies and Gentlemen,


welcome to the Audi Detroit Auto Show presentation. First, I'd like to acknowledge some special guests:
Prof. Dr. Martin Winterkorn, Chairman and CEO Volkswagen Group, as well as other Board Members and
Senior Executives from Volkswagen Group Brands.
A week ago, at the Consumer Electronics Show, Audi wrote history and in doing so confirmed our intent to
command clear technology leadership. A team of Audi engineers and five journalists accomplished the
worlds longest piloted drive 560 miles in an Audi A7* from Silicon Valley to Las Vegas. With this
groundbreaking test drive we showed that when Audi innovates it does so at the extremes.
Not in press releases, but in the real world. Its how we ushered in automotive revolutions with quattro,
with aluminum space frame, with diesel racing. And now at the fast moving frontier of automated driving
and electronics. In fact, it is technology that helps increase desirability and drives good business via higher
transaction prices.
When the J.D. Power APEAL survey asked luxury car buyers which brand held the innovative high ground
they chose Audi. Today you will see fresh evidence of how Audi is positioning itself for a new era of
innovation and momentum. One built on a broadened product portfolio and reinvigorated SUV offerings.
We are doing this because America will play an increasingly vital role in the growth of Audi worldwide.
Over the past few years you have witnessed the steady momentum of Audi here in America. In 2014, we
established our fifth straight record year here in the U.S. with sales of 182,011. Amid that growth we
have built and maintained a healthy business model anchored on lean inventories, transaction prices up
$9,600 on average and continual dealer investment to the tune of nearly one billion dollars between 2007
and next year. And we arent stopping. We expect to set another sales record in 2015. Audi is on the move.
So let us give you an impression of how that is happening worldwide.
End

Contact
Brad Stertz
Audi of America Corporate Communications
Phone: +1 703 364 7440
mailto:brad.stertz@audi.com

North American International Auto Show 2015 | January 12, 2015 | Detroit
* The collective fuel consumption of all models named above and available on the German
market can be found in the list provided at the end of this speech.

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Audi
Communications

Rupert Stadler
Chairman of the Board of Management of AUDI AG
Speech Audi Press Conference
North American International Auto Show, January 12, 2015
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Ladies and gentlemen,


it really is an accomplishment to grow almost three times as much as the US car market.
Audi of Americas great success goes hand in hand with the worldwide progress of the Four Rings.
We indicated already in Los Angeles, and now its certain: For the first time in our history, we delivered well
over 1.74 million cars in a single year in 2014 a plus of 10.5 percent. A big thank you to Luca de Meo and
his global sales team as well as to our nearly 3,000 Audi dealers worldwide. Lined up bumper to bumper,
these 1.74 million cars would cover the whole distance from Los Angeles to Detroit and back again. In all
world regions, we grew faster in 2014 than the respective market. And despite growing international
challenges, we intend to grow further.
Two more brands in the Audi group have great news to share: Lamborghini has significantly increased
sales: More than 2,500 luxury sports cars delivered in 2014. And Ducati, our Italian motorbike brand,
has recently delivered the one millionth motorbike. In 2014, sales have reached 45,000 units.
Ladies and gentlemen,
We sell more than 85 percent of our cars in our global markets. Thats why we are keenly following the
TTIP negotiations for a Transatlantic Trade and Investment Partnership. And thats not just a matter of
import duties. Whats even more important to us, is eliminating trade barriers such as differing technical
standards. In a global community, the transatlantic car trade has a unique opportunity to become less
complicated and less expensive!
We are committed to the important US sales market. Our contribution to the US economy will grow
significantly by 2017 as a result of increased sourcing activities in North America. Starting this year, we
produce cars in Brazil for the local market: first the Audi A3* and then also the Audi Q3*. And as of next
year, we will produce the Audi Q5* in Mexico for our global markets.
Both of our new sites on the American continent have one thing in common: They are part of our SUV
success story. Nearly every third Audi is a Q model. Q for many passengers thats more quality of life,
and Q indeed is qualified for wherever you go.
In a minute, my colleagues are going to reveal this years highlights: dramatic changes coming with two
very successful Audi Q models. Before that, I give you an outlook on the future of the luxury car segment.
We are going to introduce three additional top models until 2017. And one of these brand-new products
will be a Q model. So the Audi SUV story keeps rolling.

North American International Auto Show 2015 | January 12, 2015 | Detroit
* The collective fuel consumption of all models named above and available on the German
market can be found in the list provided at the end of this speech.

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Audi
Communications

We will invest the impressive amount of 24 billion Euros or nearly 30 billion US-Dollars over the next
five years. The lions share of that money will flow into the exciting project of series release for piloted
driving, outstanding features like new standards in the connected car, an ambitious roadmap to reduce
CO2 emissions drastically and the further rollout of our new large-model initiative.
Thank you for being with us!
End

Contact
Jrgen De Graeve
AUDI AG Corporate Communications
Phone: +49 841 89-34084
mailto:juergen.degraeve@audi.de

North American International Auto Show 2015 | January 12, 2015 | Detroit
* The collective fuel consumption of all models named above and available on the German
market can be found in the list provided at the end of this speech.

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Audi
Communications

Luca de Meo
Member of the Board of Management of AUDI AG,
Sales and Marketing
Speech Audi Press Conference
North American International Auto Show, January 12, 2015
-Check against delivery-

Ladies and Gentlemen,


its great to be here at Detroit. And its great to present the US premiere of our new Audi Q3 today.
Things are going up: Economy in the US is booming. Audi sales here are increasing. And Audi dealers
in the US are investing a lot in our brand. Together, we make things happen. Together, we make
Audi a very hot brand.
Its a given that global SUV demand is growing three times as high as the general car market.
And we know: Americans love SUVs. Thats why the US is the perfect place for Audis Q models.
Back in 2006, Audi entered the SUV business. With the Audi Q7*. Since then, we have sold
more than 2 million SUVs worldwide. In 2014, we increased our SUV sales in the US by 15 percent.
And this success story goes on: In 2014, the Audi Q5 was our most-sold model on the US market:
42,400 cars delivered. Last September, we had a very good start with the Audi Q3 in the US.
Both, the Q3 and the Q5, are global market leaders in their segments.
And today? Here you see the new Audi Q3. It features a refreshed design: Its more distinctive. Its the
first Audi Q model with three-dimensional Singleframe grille. The new Audi Q3 also comes with a number
of technical innovations: New engines with more performance and lower fuel consumption. CO2 emissions
have been reduced by as much as 17 percent. The range of our Q3 engines is from 120 to 220 hp in most
markets right next to me you see our powerful Audi Q3 2.0 TFSI S tronic quattro with 220 hp.
By fall, the new versions will be introduced in the US.
Ladies and Gentlemen, to sum it up:
The new Audi Q3 is the perfect combination of agility and efficiency. Now its time for magic moments
made by Audi and time for another fantastic car. Lets watch how we sent our latest member of the family
on the long journey. Thank you.
End

Contact
Christine Maukel
AUDI AG Corporate Communications Sales and Marketing
Phone: +49 841 89-41573
mailto:christine.maukel@audi.de

North American International Auto Show 2015 | January 12, 2015 | Detroit
* The collective fuel consumption of all models named above and available on the German
market can be found in the list provided at the end of this speech.

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Audi
Communications

Prof. Dr.-Ing. Ulrich Hackenberg


Member of the Board of Management of AUDI AG,
Technical Development
Speech Audi Press Conference
North American International Auto Show, January 12, 2015
-Check against delivery-

Ladies and Gentlemen,


Audi is an expert in doing magic. Thats what this show act is telling you. And Im going to tell you now,
how we turn magic into reality: We bring this car to the streets of the world.
The new Audi Q7* is a world premiere for Detroit and a benchmark for the SUV segment - in terms of
diversified drivetrain technologies, intelligent multimaterial lightweight construction, pathfinding
efficiency, intuitive connectivity and comprehensive MMI and electronics features.
The new Audi Q7 is a car that will surpass the expectations of our customers. It is the most flexible and
most spacious SUV of the premium segment for up to seven passengers with an electrified third seat row.
And, it is the lightest SUV of its segment. Thanks to a smart multi-material mix with aluminum and steel,
we achieved a weight reduction of up to 325 kg. This is best-in-class and takes the new Audi Q7 to another
superlative. It is an extremely agile and sporty SUV with quattro drive and tiptronic transmission as
standard. This car is a dynamic on-roader with great off-road qualities. And it is a shining example of how
we harmonize performance, driving pleasure and efficiency.
The Audi Q7 is the most efficient SUV with best-in-class CO2 emissions. The 3.0 TDI diesel with 149 g/km
is our CO2 efficiency champion. In our strategy to electrify our entire product portfolio, we will introduce
the highly efficient Audi Q7 e-tron quattro later this year. In this car, we combine the best of two efficiency
technologies: The plug-in electric drive with a range of more than 50 km and the directly injected turbocharged diesel engine. It will be the first plug-in hybrid worldwide with permanent all-wheel drive that is
powered by a 6 cylinder 3l TDI diesel engine.
From leading efficiency to innovative lighting: The Audi Q7 offers the latest light technology with LED and
matrix-LED for increased safety and comfort. And finally, the Audi Q7 is the SUV with a very innovative
interior. Based on the second generation of our MIB2 modular infotainment kit, driver and passengers will
experience a new dimension of driving assistance and Audi connect features. Examples are natural voice
recognition, haptic MMI, Audi tablet with Android operating system, smartphone integration and stunning
3D sound.
All in all, the new Audi Q7 represents everything a true premium automobile stands for. Premium
performance, premium efficiency, premium connectivity and premium assistance systems. This is our
approach to shape the mobility of the future. Stay tuned for more exciting news to follow soon.
End

North American International Auto Show 2015 | January 12, 2015 | Detroit
* The collective fuel consumption of all models named above and available on the German
market can be found in the list provided at the end of this speech.

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Audi
Communications

Contact
Stefan Moser
AUDI AG Communications Product and Technology
Phone: +49 841 89-32260
mailto:stefan1.moser@audi.de

Fuel consumption figures of the models named above


Audi A3 family:
Combined fuel consumption in l/100 km: 8.3 - 1.5;
Combined CO2 emissions in g/km: 194 - 35
Audi A7 family:
Combined fuel consumption in l/100 km: 9,5 - 4,7;
Combined CO2 emissions in g/km: 221 - 122
Audi Q3:
Combined fuel consumption in l/100 km: 8.6 - 4.4;
Combined CO2 emissions in g/km: 203 - 114
Audi Q5:
Combined fuel consumption in l/100 km: 8.5 - 4.9;
Combined CO2 emissions in g/km: 199 - 129
Audi Q7 (first generation):
Combined fuel consumption in l/100 km: 10.7 - 7.2;
Combined CO2 emissions in g/km: 249 - 189
Audi Q7 (2015):
Combined fuel consumption in l/100 km: 8.3 - 5.7;
Combined CO2 emissions in g/km: 193 - 149

North American International Auto Show 2015 | January 12, 2015 | Detroit
* The collective fuel consumption of all models named above and available on the German
market can be found in the list provided at the end of this speech.

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