Our trip with Audi had two significant stages. The first was the international launch and test drive of the all-new 2020 Audi Q3 Sportback, which you can read here. The second stage was busier, as we visited the Audi stand at the 2019 Frankfurt Motor Show, which included:

An interview with Hildegard Wortmann - Member of the Board for Sales and Marketing
The reveal of the Audi RS7
The reveal of the Audi AI:Trail
A round table discussion with Julius Seebach - Managing Director of Audi Sport

The Importance of the Frankfurt Motor Show

While motor shows face challenges due to the massive investment and coordination required, the Frankfurt Motor Show remains the most significant event of the year. It is the moment when brands showcase their latest updates. Hosted in Germany, it seems imperative for German brands to excel at this show. If you’ve never attended, the Frankfurt Motor Show is massive, where brands construct pavilions instead of stands. To avoid a long walk between each pavilion, cars are available to drive attendees around.

Audi's Showcase at the Show

Audi presented a tech-savvy setup featuring their EVs, standard models, RS models, and concepts all together. This year, Audi made a statement regarding future mobility and electrification by showcasing what will be their next EV in the brand’s lineup. Although it will be fully revealed during the LA Motor Show this November, they offered a glimpse of the e-tron Sportback during the press conference.

Standard Models and Highlights

Nearly the entire brand’s lineup was present at the show, with the highlight being the previously tested 2020 Audi Q3 Sportback. As part of the Audi Sport division, the recently launched RS7 Sportback took center stage among the RS models. This second-generation model will arrive in the Middle East by 2020, featuring:

A refreshed design
A V8 4.0 TFSI engine producing 591 horsepower
800 Nm of torque
Acceleration from 0 to 100 km/h in just 3.6 seconds
A maximum speed of 305 km/h with the Dynamic plus package

This powerful vehicle is equipped with over 30 assist systems, including adaptive cruise control, lane change warnings, curb warnings, and 360-degree cameras. It will be available in thirteen standard exterior colors, with options for gloss black Audi rings and RS logos.

Round Table with Audi Sport Management

During a round table discussion, we met with Julius "the RS boss" Seebach, who aims to build exciting and sporty cars for the road. Get ready to meet the Audi RSQ8 in the Middle East soon, which is expected to be a cost-effective yet exhilarating alternative to the Urus.

Introducing the Audi AI:Trail

Shifting focus to the future, Audi presented the "Off-Roader of the Future" - the Audi AI:Trail. Prior to the reveal, we had an exclusive interview with Hildegard Wortmann, who confirmed the relevance of their showcase to our region.

The Audi AI:Trail is a fully electric automated off-roader with four electric motors and Quattro drive, featuring a futuristic design. Marc Lichte, Audi's head of Design, described it as:

“With the AI:TRAIL, we are showing an off-road concept with an emissions-free electric drive for an innovative driving experience away from paved roads. Consistent with this, we designed a monolithic basic vehicle body with maximum glazing to create an intense connection to the surroundings. A concept for sustainable mobility on demand.”

I can only imagine how well this concept will perform in the deserts across the Middle East.

Exclusive Interview with Hildegard Wortmann

Lastly, we had an exclusive interview with Hildegard Wortmann, the first female member of the board of management for Audi AG, overseeing sales and marketing. It was refreshing to engage with such an approachable and knowledgeable figure in the automotive industry. With more than 20 years of experience, she discussed Audi's plans for the near future, emphasizing the brand's commitment to investing heavily in electric mobility and digital marketing channels.

Hildegard highlighted the importance of leveraging feedback from digital platforms and the significant role of data analytics in shaping Audi's products and services.

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