It’s the inner values that count

Audi invests know-how, innovative technology and a great deal of passion to generate a brand-typical product experience for its customers. Besides the exterior, sound and driving behavior, it is above all the design and functions of the interior that have a very decisive influence on this experience: it can be felt especially in the moment of silence that follows once the car door has closed, when the cockpit lights up and the driver’s hands feel the steering wheel.

The interior should be a place where drivers and passengers can feel at ease, while also being extremely functional. With its elegantly designed interiors focused on performance and innovation, Audi has proven for decades that both customers and the developers of the Four Rings have always attached particular importance to inner values, and will continue to do so. Now digitalization and sustainability are opening the door to new concepts and innovative solutions for customers.

“The first car radios? They were around from the late 1920s. But we at Audi Tradition date the start of the era of in-car entertainment – with more than just a radio and a pair of speakers – to the early 1970s,” says Audi historian Ralf Friese. The main reason for this development was a new medium that competed with vinyl records: the music cassette. Ralf Friese: “Occupants were now able to make their own playlists.”

The augmented reality head-up display in the Audi Q4 e‑tron family is designed for safety and comfort. Augmented reality (AR) means that the real world, the viewer’s visual perception, is supplemented by digital elements. The AR head-up display from Audi displays important information on the windshield in the driver’s field of vision. The information provided by selected assist systems and the turning arrows of the navigation system are visually superimposed in the corresponding place on the real-life outside world and displayed dynamically. They float virtually at a distance of about ten meters in front of the driver. The displays can thus be read in a flash and increase both driving comfort and safety, making them extremely helpful, especially in poor visibility conditions.

Audi is fully focused on connecting the vehicle with its environment (car-to-x services). In many new models, more than 10 invisibly integrated antennas transmit and receive audio, LTE, Bluetooth and GPS signals, enabling Audi to offer new services and functions.

For example, drivers can be advised of the nearest available parking space in the city center (on-street parking via Audi connect) or the nearest available charging station (Audi e-tron route service) or receive early warnings of dangers such as black ice (hazard alerts), since the vehicle can use the Audi fleet’s swarm intelligence.

The increasing digitalization of the model series also makes the service “functions on demand” possible, giving customers the chance to add selected optional extras in the areas of driver assistance, lighting or infotainment retrospectively and thus to respond flexibly to changing needs. In this way, they can upgrade the LED headlights to matrix LED headlights with intelligent high-beam control, for example. Among the assist systems that can be added is park assist, while the infotainment package includes the Audi smartphone interface.

The Audi smartphone interface ensures excellent and stable connectivity between cell phone and vehicle. The interface establishes a wireless connection to customers’ iOS and Android cell phones and places their Apple Car Play or Android Auto environment on the MMI display. Customers can then navigate the content conveniently via the vehicle’s controls. While the Audi smartphone interface allows the cell phone to be seamlessly integrated into the Audi infotainment system, the myAudi app turns the cell phone and car into a single unit on the smartphone. The myAudi app bundles the various Audi connect services.

With their platform strategy, the Volkswagen Group and the Progressive brand group are leveraging maximum synergies and thus reducing their development costs.The launch of the Premium Platform Electric (PPE) is the next important step for Audi – both in the area of fully electric drive technology and digitalization.

With the new E³ electronics architecture, which is being developed jointly with CARIAD, the PPE will bring a comprehensive digital premium experience to series production. The architecture places an even stronger focus on the digital needs of customers: by connecting to the Volkswagen Automotive Cloud for over-the-air updates so that the vehicle’s software is always up to date. By providing improved connectivity based on the 5G mobile communications standard for safety features (e.g., assisted driving, faster hazard warnings) and more efficient and relaxed driving (e.g., traffic light information). And by offering optimized performance, improved navigation functions and new UX/UI².

Looking into the future: in its concept cars, Audi breaks entirely with conventions that have been in place for decades. The space that surrounds passengers is being redefined: for one thing, electric mobility enables a previously unseen division of space due to the different drive components. For another, increasingly automated driving functions³ mean that the interior can be used more and more as a living and experiential space.

Our developers have designed the Audi urbansphere concept³ especially for megacities, for example. The concept car offers an extremely large interior with four individual seats in two rows: when conversing, passengers can turn to face each other on their swiveling armchairs. Meanwhile, anyone who wants some privacy can cover their head area with a screen mounted behind the head restraint. To share infotainment content – or participate in a video call – passengers can use a large-format OLED screen that swivels from the headlining into the space between the rows of seats. The Audi urbansphere concept³ is thus equally suitable for use as a luxurious rolling lounge³ offering first-class comfort and as a mobile office.

In the interiors of the concept cars, new digital features come into their own. Anyone looking around the Audi grandsphere concept³, for example, will discover neither dial instruments nor screens. Only when the vehicle comes to life at a simple touch of the finger do the controls integrated into the surfaces reveal themselves. They are not physically tangible, as they are projections on the surfaces below the windshield. All the information required is displayed there in ultra-fine resolution.
 

And in the Audi activesphere concept³, which celebrated its world premiere in January 2023, “Audi dimensions” creates a unique experience. At the heart of this new system are innovative mixed-reality headsets – available individually for all occupants at their seat in the car. It is an innovative operating concept that combines the physical and virtual worlds (mixed reality). The high-tech headset⁷ that is individually configurable for all passengers provides a view of the real environment, while simultaneously displaying 3D content and interactive elements in the field of vision. All data relevant to the driver – such as driving conditions and navigation – can thus be superimposed. The most important technical innovation in the Audi activesphere concept³ is the adaptation of augmented reality (AR) for mobility. “Audi dimensions” creates the perfect synthesis of actual surroundings and digital reality.

The Audi “sphere” concept cars show the Four Rings’ vision of sustainable premium mobility. Common to all vehicles is not only the electric drive, but also a consistent focus on the capability for automated driving. This technical layout gives rise to completely new designs, especially when it comes to interiors and opportunities for the people on board – they can use their time productively or simply enjoy the journey.