Introduction
Our journey with Audi had two significant phases. The first involved the official launch and international test of the all-new Audi Q3 Sportback, which you can read about here. The second phase was busier, as we visited Audi's booth at the 2019 Frankfurt Motor Show, which included an interview with Hildegard Wortmann, Member of the Management Board for Sales and Marketing, the unveiling of the Audi RS7, and a look at the Audi AI:Trail while speaking with Julius Seebach, Managing Director of Audi Sport.
The Importance of the Frankfurt Motor Show
While auto shows face challenges due to significant investments and coordination that yield limited returns, the Frankfurt Motor Show remains the most significant event. For the average reader, this is the annual occasion when brands showcase their latest advancements with pride. German brands participating in the show on their home turf must do everything possible to put forth their best efforts.
New Audi Technologies
Audi's Electric Vehicle Lineup
Audi introduced a remarkable technical lineup, showcasing their electric vehicles alongside conventional models, RS variants, and prototypes. This year, Audi made a statement regarding future electric mobility. For instance, they presented a preview of the upcoming electric vehicle, which will be fully revealed at the Los Angeles Auto Show in November, while also showcasing the e-tron Sportback during the press conference.
Traditional Audi Models
Almost all standard Audi models were present. However, the highlight was the Audi Q3 Sportback, which we had previously tested. As part of the Audi Sport division, the recently launched RS7 Sportback topped the list of all RS models.
Audi RS7 Sportback Details
The RS7 Sportback will arrive in the Middle East in 2020 as part of its second generation, featuring a modern design and increased power. It is equipped with a 4.0-liter V8 TFSI engine that produces 591 horsepower and 800 Nm of torque. This power combination allows the vehicle to accelerate from 0 to 100 km/h in just 3.6 seconds, reaching a top speed of 305 km/h with the "Dynamic plus" package.
Assistance Systems and Design
This car is designed for those who enjoy speed and the sound of V8 engines, offering over 30 assistance systems, including:
- Adaptive cruise control
- Lane departure warning
- Curb warning
- 360-degree camera
This stunning vehicle will be available in thirteen standard exterior colors and five matte options.
Interview with Julius Seebach
After our tour with the RS, we spoke with Audi Sport's Managing Director, Julius Seebach. Seebach was a friendly and youthful individual genuinely invested in building exciting and sporty vehicles for the road. He mentioned that we should expect the Audi RSQ8 to arrive in the Middle East soon. Although he did not delve into many details, I believe it will be an exceptional SUV, rivaling the Lamborghini Urus.
Audi AI:Trail
Now, let’s look towards the future. The German brand unveiled what they call the "future off-roader," the Audi AI:Trail. A day before the reveal, we conducted an exclusive interview with Hildegard Wortmann, the newly appointed Member of the Management Board for Sales and Marketing. She stated clearly that what they will showcase will be closely related to our region.
Design and Features of AI:Trail
The Audi AI:Trail is presented as a fully automated electric SUV equipped with four electric motors and Audi's Quattro all-wheel-drive system. With its futuristic design, I couldn't find a better way to describe it than what Marc Lichte, Head of Audi Design, said:
“With the AI:Trail, we are offering an experimental off-road vehicle with emission-free electric drive for an innovative driving experience away from paved roads. In line with this, we have designed the vehicle's basic structure with maximum glass to create a semi-physical connection with the surrounding areas. This embodies the concept of sustainable mobility when we need it.”
Final Reflections
I personally can't stop thinking about how amazing this prototype will look in the deserts of the Middle East.
Interview with Hildegard Wortmann
Now we come to the final touch of our coverage. We had an exclusive interview with Hildegard Wortmann, who is the first woman to join the board of Audi AG, overseeing sales and marketing. Honestly, it's refreshing to have someone kind, friendly, and intelligent as part of the board. Having previously worked at BMW and with over 20 years of experience in the automotive industry, Hildegard shed some light on Audi's plans for the near future. She emphasized that Audi will heavily invest in electric mobility and digital platforms for marketing its products.
On the digital front, Hildegard also mentioned how they benefit from continuous feedback and results provided by these platforms and how data analytics plays a significant role in shaping their products and services.
