Audi has confirmed that it will race in the Formula 1 World Championship from the 2026 season, with Audi Sport being responsible for the activity. As a consequence, the high-performance division is discontinuing its LMDh project for endurance racing but will continue with the RS-Q e-tron project for the Dakar Rally. It will announce the team partner by the end of this year.
Audi recognizes Formula 1’s high popularity in its key markets as well as with young target groups. It has particular interest in the sport because it is seen as ‘a spectacular platform for the most demanding electrified racing cars in the world ‘and the brand will be able to show its ‘Vorsprung durch Technik’ in this highly competitive environment.
Formula 1 is watched globally and one of the sporting events with the highest reach in the world. In 2021, more than 1.5 billion TV viewers watched the races. On social media, Formula 1 is now experiencing the highest growth rates among the world’s most popular sports.
“Motorsport is an integral part of Audi’s DNA,” said Markus Duesmann, Chairman of the Board of Management of Audi AG. “Formula 1 is both a global stage for our brand and a highly challenging development laboratory. The combination of high performance and competition is always a driver of innovation and technology transfer in our industry. With the new rules, now is the right time for us to get involved. After all, Formula 1 and Audi both pursue clear sustainability goals.”
The key to getting involved is the world’s most popular racing series is the clear plan to become more sustainable and cost-efficient. The new technical rules, which will apply from 2026, focus on greater electrification and advanced sustainable fuel, areas which Audi has been active in developing.
In addition to the existing cap on costs for teams, a cost cap for power unit manufacturers will be introduced in 2023. Formula 1 has also set itself the ambitious goal of being a carbon-neutral racing series by 2030.
“In view of these major technological leaps that the series is making towards sustainability in 2026, we can speak of a new Formula 1. Formula 1 is transforming, and Audi wants to actively support this journey. A close link between our Formula 1 project and AUDI AG’s Technical Development department will enable synergies,” said Oliver Hoffmann, Member of the Board for Technical Development.
For 7 years (until 2021), Audi Sport was involved in the Formula E series with the ABT Schaeffler team. The team was the most successful in the all-electric single-seater series with 14 victories out of 84 races.
From 2026, the electric power output for the power units, consisting of an electric motor, battery, control electronics, and a combustion engine, will increase sharply compared to today’s Formula 1 drive systems. The electric motor will then be nearly as powerful as the combustion engine, which has an output of about 544 bhp. The highly efficient 1.6-litre turbocharged engines run on advanced sustainable fuel – also a prerequisite for Audi’s entry into the series.
Audi Sport to develop power unit
The hybrid power unit will be built at Audi Sport’s Competence Centre Motorsport in Neuburg an der Donau, not far from Audi’s headquarters in Ingolstadt, Germany. “For the development and manufacture of the Formula 1 powertrain, we will build on the valuable expertise of our motorsport employees, continue to invest in our motorsports center, and also recruit highly specialized professionals,” said Audi Sport Managing Director Julius Seebacht.
The facility already has test benches for F1 engine testing as well as for electric motor and battery testing. Additional necessary preparations are currently being made in terms of personnel, buildings, and technical infrastructure, with everything essential to be in place by the end of the year. A separate company was recently established for the power unit project as a wholly owned subsidiary of Audi Sport.
The Audi S1 e-tron quattro Hoonitron to be driven by Ken Block has been completed and will make its North American debut at the Rolex Motorsport Reunion later this month. This is the first time the drift artist is working with Audi after having long associations with Ford and Subaru.
Unlike all previous cars that Block has used, the S1 e-tron quattro – to be used in the next installment of his famous Gymkhana series, ‘Electrikhana’ – does not run on petrol because it has no combustion engine. Instead, it has dual motors powered by electricity, and Block will show that even with electrification, extreme performance is still possible.
Design of the S1 e-tron quattro Hoonitron was inspired by the legendary quattro S1 (below) that set a new record in the Pikes Peak Hillclimb in the 1980s.
Inspiration for the design of the one-off car came from the legendary quattro S1 rallycar that sped up Pikes Peak in record time. The entire development, including the technology, of the S1 Hoonitron was conducted by Audi Sport.
Audi Design was brought in for the styling work only in December 2021. Typically for a project of this magnitude, designers and engineers would spend a year or more just developing the concept. However, in the case of the S1 e-tron quattro Hoonitron, an accelerated timeline of just 4 weeks was targeted at the Audi Sport facility in Germany.
After about a month of labour-intensive work, the S1 Hoonitron was finalized. Block flew over to provide his input and also learn how to drive an all-electric car sideways and in circles. “I’m familiar with a wide variety of cars using internal combustion engines and transmissions, but there were a lot of new things for me to learn. Spinning into a donut at 150 km/h directly from standstill – just using my right foot – was an all-new experience for me! Our work was focused on getting the car and I used to each other. My thanks go to the whole Audi Sport squad for their outstanding teamwork,” he said.
“The S1 e-tron quattro Hoonitron combines a lot of what Audi was already famous for in the 1980s,” added Block. “For instance, the car’s spectacular aerodynamics have now been translated into a totally modern form. I think it’s cool that the Audi designers have been inspired by their own past and uniquely transferred the car’s technologies and appearance into the present.”
The S1 e-tron quattro Hoonitron brings electrification directly to the performance car enthusiast’s doorstep. Besides powerful electric motors, there’s all-wheel drive, a carbonfibre chassis, and incorporation of the full suite of safety standards as dictated by the FIA.
From 1984 to 1987, Walter Rohrl, as a member of the Audi Sport team, drove the original Sport quattro S1 during the Group B era of rallying. Audi had gained an unfair advantage in the early 1980s when it used the quattro all-wheel drive system in its rallycars. The ‘unfair advantage’ propelled the success of the brand in off-road, pavement, and track competitions alike, with significant performance benefits.
Today, the Audi quattro system has evolved with the latest technologies and credentials adapted from the world of motorsports. The modern interpretation, the S1 Hoonitron, serves as a nod to this significant period, while remaining sharply focused on the commitment toward electrification.
The sale of electric vehicles (EVs) in high volumes began 12 years ago, when Nissan introduced its LEAF. Since then, the number of EVs in use has grown rapidly and the question of what to do with the batteries at the end of their life powering vehicles is becoming a serious matter. The batteries can still be used for other purposes and some manufacturers are exploring practical ways of reusing them.
One possible second-life use case is being tested in India by a German–Indian start-up called Nunam. The aim of the project is to explore how modules made with automotive high-voltage batteries can be reused by installing them in electric rickshaws.
“The old batteries are still extremely powerful,” says Nunam co-founder Prodip Chatterjee. “When used appropriately, second-life batteries can have a huge impact, helping people in challenging life situations earn an income and gain economic independence – everything in a sustainable way.”
3 prototypes The non-profit start-up based in Berlin and Bangalore is funded by the Audi Environmental Foundation. Nunam developed the three prototype rickshaws in collaboration with the training team at Audi’s Neckarsulm site which, in turn, benefits from the intensive intercultural exchange. This is the first joint project between both AUDI AG and the Audi Environmental Foundation in addition to Nunam.
The 3 electric rickshaws are powered by used batteries taken from test vehicles in the Audi e-tron test fleet. They will appear on Indian roads in early 2023 when the pilot project gets underway with a non-profit organization. Women in particular will be able to use the all-electric rickshaws to transport their goods to market for sale, all without the need for intermediaries.
Looking for new uses The start-up’s primary goal is to develop ways to use old batteries as second-life power storage systems, thus both extending their lives and using resources more efficiently. “Car batteries are designed to last the life of the car. But even after their initial use in a vehicle, they still have a lot of their power,” Chatterjee explained. “For vehicles with lower range and power requirements, as well as lower overall weight, they are extremely promising.”
“ In our second-life project, we reuse batteries from electric cars in electric vehicles; you might call it electric mobility ‘lite’. In this way, we’re trying to find out how much power the batteries can still provide in this demanding use case,” he said.
Reusing e-waste E-rickshaws have an ideal eco-efficiency. With a high-energy-density battery pack and comparatively low vehicle weight, the electric motor doesn’t have to be particularly powerful – especially since rickshaw drivers in India travel neither fast nor far. While electrically-powered rickshaws are not an uncommon sight on the roads of the sub-continent today, they often run on lead-acid batteries, which have a relatively short service life and are often not disposed of properly.
At the same time, rickshaw drivers charge their vehicles primarily with public grid electricity, which has a high proportion of coal-fired power in India. Nunam has a solution for this as well: The e-rickshaws charge using power from solar charging stations. The solar panels are located on the roofs of the local partner’s premises. During the day, sunlight charges an e-tron battery, which acts a buffer storage unit. And in the evening, the power is passed on to the rickshaws.
This approach makes local driving largely carbon-free. The benefit is that the electric rickshaws can be used throughout the day – and still be charged with green power during the evening and night. In India, where the sun shines all year round, placing solar panels on the roof is an obvious solution.
Open-source platform encourages imitators Nunam will continuously monitor the e-rickshaws’ performance and range. The social entrepreneurs make all the e-rickshaw data they collect available to potential imitators on the open-source platform. In fact, imitation is expressly encouraged.
“Initiatives like the one pioneered by Nunam are needed to find new use cases for e-waste. Not only in India, but worldwide. So Nunam shares its knowledge to motivate more initiatives to develop products with second-life components that can drive the eco-social revolution forward,” said Audi Environmental Foundation Director Rudiger Recknagel.
And even after the battery has spent its first life in an Audi e-tron and its second in an e-rickshaw, it has not necessarily reached the end of the road. In a third step, the battery could still be used for stationary applications such as LED lighting. “We want to get everything possible out of each battery before recycling,” said Chatterjee.
As reported earlier, the Audi business in Malaysia has come under PHS Automotive Malaysia (PHSAM), a subsidiary of Porsche Holding Salzburg (PHS) which is also involved in Volkswagen Passenger Cars Malaysia. PHS is one of the largest and most successful automotive distributors in Europe with a 75-year history.
For the Audi business in Malaysia, its dealer partner Goh Brothers Motor Sdn Bhd has reopened the Audi Centre Setia Alam. Strategically located in the heart of the Setia Alam in Selangor, Audi Centre Setia Alam will serve the community within the township and surrounding areas, including Shah Alam and Klang.
Based on the Audi Terminal architectural concept, the 4-storey outlet is a 4S facility, meaning it offers sales, vehicle maintenance, sales of spare parts, and also body and paint services. Customer facilities include a comfortable lounge with complimentary wifi service and a refreshed sales delivery area (for a personalised experience).
The 60,000 sq. ft. Audi Centre Setia Alam has a warm and inviting ambience. The finishes, furniture, and lighting add a modern touch to provide a timeless interior design. The showroom can accommodate 12 vehicles for viewing from all angles.
The Service Centre, situated on two upper floors, has 17 bays capable of servicing up to 34 vehicles cars a day. All personnel are experienced and trained to look after Audi vehicles. Audi owners can also request for the pick-up and delivery service if they require it.
“Customer satisfaction is at the forefront of everything we do, and this makes delivering an unforgettable ownership experience a priority for us. For this, it is important to work together with our dealer partners to ensure constant improvements in retail and aftersales for Audi owners. I would like to take this opportunity to congratulate Goh Brothers Motor on this expansion, and I wish them the very best,” said the Managing Director of PHSAM, Erik Winter.
To celebrate the occasion of reopening, Audi Centre Setia Alam invites owners who have not visited the service centre in the past 6 months to bring their vehicles in for a complimentary 20-point safety diagnostic and health check. This service is valued at RM300 and will be complimentary until August 31, 2022.
PHS Automotive Malaysia (PHSAM) has taken over as the official distributor of the Audi brand in Malaysia. Like Volkswagen Passenger Cars Malaysia (VPCM), PHSAM is owned by Porsche Holding Salzburg, a leading automotive retailer in Europe which also has operations in China, Japan, South America and Southeast Asia.
PHSAM will be involved in wholesale, marketing and aftersales activities for the Audi brand in the country. Currently, there are Audi Centres located in Juru (Penang) and Glenmarie (Selangor, and an authorised Service Centre in Ipoh. The Audi Centre in Setia Alam, Selangor will resume operations on August 1, 2022.
Leading the PHSAM team are two Managing Directors – Erik Winter and Kurt Leitner – who also hold similar positions at VPCM. Together, they have played key roles in steering the success of the Volkswagen brand in Malaysia, including the expansion of its locally-assembled product line-up.
“The premium automotive landscape is extremely competitive, and we have plenty to do and multiple challenges to overcome, but we are fully committed to the growth of the Audi brand. Audi is one of the world’s leading premium brands and has a loyal local following that spans generations, so there is untapped potential in the Malaysian market,” said Mr. Winter.
“Our focus will be on strengthening the SUV, S line and quattro range, with electrification playing a major role in the Company’s future planned roadmap. With the strength of our team’s experience and backed by PHS’ global expertise, we are confident of sustainable growth for the Audi brand,’’ he added.
Management processes are already in place, with other priorities being expanding aftersales services and strengthening the existing dealer network to achieve profitable growth. “Customer satisfaction is top of the list for us, and we recognise the importance of a strong working relationship with our dealer partners to grow and reach our targets and enhance the ownership experience for our customers,” said Mr. Leitner.
The present product line-up for the Malaysian market. All Audi cars purchased authorised showrooms from July 1, 2022 will be offered with 3 years of free scheduled maintenance, 5 years unlimited mileage warranty and 5 years of complimentary roadside assistance.
The auto industry is rapidly ‘electrifying’ its products as part of its efforts to address climate change. While it has been producing and selling more and more electric vehicles (EVs), the network of recharging stations has not grown as quickly in some countries. In Malaysia, for example, the number of recharging stations can still be said to be limited and far apart.
Premium Charging Hub concept
In order to support their customers’ needs, some carmakers have worked with other companies to build up the networks. One approach that has proven to be successful is in Germany where Audi introduced a pilot charging hub last December. The concept, said to be a first in the world, is aimed at providing EV owners a recharging facility if they don’t have any charging opportunities at home. That’s a situation that is evident in urban areas with multi-storey housing and no place for installation of wallboxes.
“We want to use it to test flexible and premium-oriented quick-charging infrastructure in urban space,” says Ralph Hollmig, Audi’s charging hub project manager. “We’re going where our customers don’t necessarily wake up in the morning with a fully charged electric car and, at the same time, thinking about increasing charging demand in the future.”
Self-sustaining power supply
Cubes are the foundation of the Audi charging hub. The flexible container cubes can be assembled and disassembled again in existing areas in a few days. The cubes provide two fast-charging stations for each unit and can be combined in various constellations. Used and processed lithium-ion batteries packs function as energy storage systems. These are known as ‘second-life’ batteries taken from dismantled development vehicles previously used by the carmaker.
The approach reduces costs and resources, and makes complex infrastructure with high-voltage power lines and expensive transformers unnecessary. This means that there are also less procedures that would need to be obtained from authorities for laying cables to draw electricity from the power grid.
This system brings sustainable quick-charging infrastructure where the electricity grid is not enough. Up to six EVs can charge at one time at high speed. With a green power contract in place, the Audi charging hub only uses energy from sustainable resources, while solar panels on the roof provide up to 30 kW of additional green energy.
Positive feedback to pilot hub
The first such charging hub was installed in Nuremberg and feedback after 6 months has been overwhelmingly positive, according to Audi. It is evident that EV owners like the idea enough that repeat visitors accounted for some 60% of charging sessions.
Additionally, there is a lounge integrated in the facility with a terrace above the charging cubes. The comfortable lounge has catering as well. Vehicle owners can work and relax while waiting for their vehicles to be recharged. The status of the recharging can be followed on a large screen in the lounge. Frequent use was also made of additional services such as the exchange station for micromobility batteries and a grocery delivery service.
More charging hubs to be set up
Based on the insights gained in Nuremberg and the positive customer feedback, Audi is opening another version of the modular Audi charging hub system in Zurich in the second half of this year. This will have 4 roofed charging points at 2 power cubes The tighter space requirements tailored to suit urban locations are the perfect fit for Zurich’s banking and insurance district.
Additional advantages include short prep times for planning and implementation as well as a lack of any need for civil engineering work. An essential component of the adaptable, compact concept is the reworked swivel arm that ensures barrier-free charging of all the cars across the entire width of the individual charging points with up to 320 kW of power.
Two 55-inch screens draw customers’ attention to the broad services available at the hub. Besides food and fitness offerings as well as shopping, there are also e-bike sharing facilities nearby. More compact than the site in Nuremberg, the Audi charging hub in Zurich is also based on the same modular design that enables the construction of a variously sized charging hub with or without a lounge. “The system’s modular design lets us react flexibly to on-site conditions,” explained Hollmig.
After Zurich, Audi is planning additional charging hub sites in Berlin and Salzburg later in the year. These three sites are expected to help meet the increased charging demands in urban spaces starting in 2023. Additional sites are planned to open in other cities Germany in 2023 and mid-2024.
The third of Audi’s ‘sphere’ concept cars showing its idea of premium electric vehicles in future in three different segments has been unveiled today: the Audi urbansphere. Where the 2021 skysphere was a roadster GT concept and the grandsphere that followed was a luxury sedan, the urbansphere takes the form of an MPV.
urbansphere
skysphere
grandsphere
‘Co-created’ with Chinese customers
Designed by teams in China and Germany, the urbansphere has been conceived with Chinese customers involvement as well. For the first time, potential customers in China could also take part in the development process, contributing their own perspectives as part of a process known as ‘co-creation’. “In order to meet the demands of our Chinese customers, Audi’s design studios in Beijing and Ingolstadt worked together closely to jointly develop the Audi urbansphere concept car,” said Markus Duesmann, Chairman of the Audi Board of Management and responsible for the Chinese market.
It is the largest model in the sphere family and even of all Audi concept cars to date, measuring 5510 mm in length, 2010 mm in width and 1780 mm tall. The silhouette of the body features traditional Audi shapes and elements, combined to create a new composition featuring the signature Singleframe. The implied wedge shape of the vehicle body is emphasized by the large, flat windscreen.
At the front, the Audi Singleframe is shaped like a large octagon. Even though the grille has lost its original function as an air intake because this is an electric vehicle, it still remains prominent as an unmistakable signature of the brand. The digital light surface lies behind a slightly tinted, transparent visor that covers a large area of the front.
The 3-dimensional light structure itself is arranged in dynamically condensed pixel areas. The upper and lower edges of the Singleframe are still made of aluminium and the vertical connections are formed by LEDs as part of the light surface. The lighting units to the right and left of the Singleframe look narrow, like focused eyes.
These digital lighting units, known as ‘Audi Eyes’, echo the brand’s four rings as they enlarge and isolate the intersection of two rings to form a pupil – a new, unmistakable digital light signature. The illuminated surfaces – and therefore the expression of the ‘eyes’ – can be adapted to the traffic situation, environment, or even the mood of the passengers. As a daytime running light, the gaze can be focused or open, and the ‘iris’ can be narrow or wide. A digitally created ‘eyebrow’ also functions as a dynamic turn signal when required.
MPV of the future?
Though it may be considered an MPV by today’s definition, Audi feels that the urbansphere defies classification into conventional vehicle categories. The monolithic design shares commonalities with the other two concept cars, as do the sculpted, soft shape of the wheelarches. Despite the stately proportions, elegance, dynamism, and an organic design language should come to mind.
‘Third living space’
The 3.4-metre long wheelbase allows a spacious interior designed as a lounge on wheels, serving as a third living space during the time spent on the roads of densely populated cities like Beijing. It can also have a role as a mobile office in which occupants can have meetings or work while moving around. Four individual seats in two rows offer first-class comfort and the seating can also cater to passengers’ changing social needs in a variety of ways.
The interior of the urbansphere is not subject to the dimensional constraints nor limited by the physics of driving. The interior designers had what is the largest interior space in an Audi vehicle to date to prioritize occupant comfort. To this end, it can be a mobile interactive space that provides a gateway to a wider digital ecosystem.
“To make e-mobility even more attractive, we think about it holistically and from the customer’s needs,” said Duesmann. “More than ever before, it is not just the product that is decisive, but the entire ecosystem. That is why Audi is creating a comprehensive ecosystem with services for the entire car. The Audi urbansphere concept offers everyone onboard a wide range of options to use that freedom to provide a highly-personalized in-car experience: communication or relaxation, work or withdrawal into a private sphere as desired. As such, it transforms from being strictly an automobile into an ‘experience device’.“
Customized infotainment offerings are available, such as the seamless integration of onboard music and video streaming services. There is a large-format and transparent OLED screen that pivots vertically from the roof area into the zone between the rows of seats. Using this ‘cinema screen’, which occupies the entire width of the interior, the two passengers in the back row can take part in a video conference together or watch a movie.
Wellness zone, suggested by Chinese customers
The urbansphere also qualifies as a wellness zone, thanks to digital options that emerged in no small part through input from the co-creation process with Chinese customers. Stress detection is a prime example – this adaptive program uses facial scans and voice analysis to determine how passengers are feeling and offers personalized suggestions for relaxation, for example with a meditation app that can be used via the personal screen and the private sound zone in the headrests.
Many of the materials in the interior, such as the hornbeam veneers, come from sustainable sources. This choice of material makes it possible to use wood that has grown close to the site, and the entire trunk can be utilized. No chemicals are used during the manufacturing process.
Audi Light Umbrella
As a special tribute to China, the designers provide a luminous accessory that passengers can take with them when they leave the urbansphere – the Audi Light Umbrella. This self-illuminating umbrella inspired by traditional Chinese umbrellas acts as a protective companion and multifunctional light source. The inner skin is made of reflective material, so the entire surface acts as a glare-free lighting unit.
Because the urbansphere has level 4 autonomous technology which frees its occupants of the need to be directly involved in its operation, it can pick up passengers at their home or office and independently takes care of finding a parking space and charging the battery.
Premium Platform Electric
The urbansphere is a concept and design study so much of what it shows are proposals for the future. However, the Premium Platform Electric or PPE is something that is already in use by Audi and Porsche. It has been specifically designed for battery-electric drive systems and the is a battery module between the axles. Audi has succeeded in achieving a flat layout for the battery module by using almost the entire base of the vehicle between the axles.
The battery module can store around 120 kWh of energy to power 2 electric motors capable of delivering a total system output of 295 kW/690 Nm. There is one electric motor on each of the front and rear axles which, by means of electronic coordination, implements the permanently available all-wheel drive as required. The motor on the front axle can be deactivated as required in order to reduce friction and thus energy consumption when coasting.
The powertrain has 800V charging technology which will make it possible for recharging with up to 270 kW at fast-charging stations in the shortest possible time. This will enable charging times to approach those of a conventional stop to refuel a car powered by a combustion engine. Just 10 minutes would be enough to charge the battery to a level sufficient to cover more than 300 kms. Audi expects that a fully charge battery module would be able to provide a range of up to 750 kms, even when used for more energy-intensive city and short-distance trips.
“These concept vehicles embody our brand strategy. They show how we imagine the near future of premium mobility,” said Henrik Wenders, Senior Vice-President of the Audi brand. For him, the future is a design space to offer people new experiences in ‘spheres’ during their journey.
Like many other carmakers, Audi too has firm plans on electrifying its range and within this decade, it will have a range of models running only on electric power. The models will come under the ‘e-tron’ umbrella which is the name Audi uses for its battery electric vehicles (BEVs). Some are already in the market, the first having been launched in 2018, and more are on the way.
Not just a design exercise
The A6 Avant e-tron concept shows what a future BEV stationwagon will be like and Audi says it is not just a simple design exercise. Its lines and proportions preview future Audi production models which Premium Platform Electric (PPE) platform developed jointly with Porsche. The lines are a consistent development in Audi’s contemporary formal language, and significant elements like the closed Singleframe and the continuous strip of lights in the rear link it to the other e-tron Audis.
The concept car appears monolithic, as if from a single mould – particularly when viewed from the side. The gently backward sloping roof arch with the slanted D-pillar is a typical feature of Avant window design; the D-pillar rises from the stable base of the vehicle’s back end in an especially streamlined manner. The eye-catching quattro wheel arches effectively accentuate the width of the body and are simultaneously integrated organically into the side surfaces.
The wheel arches are connected by the specially sculpted battery area above the rocker panel, which is highlighted with a black inlay – a design element that is now a hallmark of the Audi’s fleet of BEVs. Also typical of e-tron models are the sleek, camera-based virtual exterior mirrors at the base of the A-pillar.
Advanced lighting units
The lighting units at the front and rear are technologically advanced. Digital Matrix LED and digital OLED technology make it possible to achieve maximum brightness and a wide range of features even with a minimal surface area while, at the same time, offering customizable light signatures.
Three small, high-resolution LED projectors are built into each side of the body, transforming the ground beneath them into a stage when the doors are opened – small, extended, dynamic lighting effects greet the occupants with messages in their own language. The projectors also display warning symbols on the ground to warn a bike rider that the car door is about to open, for example.
Another four high-resolution LED projectors – inconspicuously integrated into the corners of the vehicle – generate turn signal projections. The design of these projections can be modified to address different markets and approval regions as required.
The Digital Matrix LED front headlights deliver almost cinematic quality. If, for example, the car is parked in front of a wall during a break to recharge the battery, the driver and passengers can pass the time playing a video game projected onto it. Instead of on a small screen in the cockpit, they’ll see their current game’s virtual landscapes projected onto the wall in XXL format – and all this via the Digital Matrix LED headlights.
The rear end of the concept car features a new generation of digital OLED elements that, as a continuous strip of lights, act as a display for various digital light signatures and even dynamic lighting displays. The 3-dimensional architecture of the digital OLED elements – adapted to the shape of the body – makes it possible to perfectly integrate the night design into the overall look. This makes it possible to experience the dynamic light show not only in two dimensions – as was previously the case – but with an impressive, 3D spatial effect.
Cd of 0.22
Aerodynamics have always played a key role in Audi’s designs. The cd value of the 100 (C3) sedan at 0.30 was the lowest in its day back in the early 1980s. Now the electrically-powered Avant e-tron concept has a value of 0.22, said to be unprecedented in the electrified C-segment. This means greatly lowered aerodynamic drag, which initially translates into lower energy consumption to help extend range.
As this is a concept car, performance numbers quoted can be taken as targets: 700 kms of range with an 800V system, with 2 electric motors are capable of delivering 350 kW (469 ps) of total output and 800 Nm of torque to go from 0 to 100 km/h in less than 4 seconds.
High degree of variability inside
The Avant concept has the high degree of variability that has been a hallmark of this line of models since 1977. ‘Avant’ is a term derived from avant-garde and a 1995 Audi ad slogan. Measuring almost 5 metres in length and almost 2 metres in width, the A6 Avant e-tron is certainly a large and long car. It will not only provide comfortable accommodation but also take lots of cargo, just like the other Avant models past and present.
Since the introduction of a radio in the car about 100 years ago, in-car entertainment or ICE has been evolving as new technologies were developed and then miniaturised and ruggedised for use in cars. Tape-players and CD-players allowed motorists to bring their own favourite music with them, and then with connectivity to portable devices, the capability expanded.
And then came digital displays that meant movies could also be viewed, and before long, being able to connect to the internet meant that a whole new world of entertainment became available inside the car. Whatever you can enjoy in your home can now also be enjoyed while travelling.
Moving into virtual reality
The next step in ICE is virtual-reality (VR) entertainment and Audi is the first carmaker in the world to enable passengers to immerse themselves in games, films and interactive content using holoride. They will enjoy this by using VR glasses which will make a car ride a multimodal gaming event.
The immersive experiences
The holoride technology adapts virtual content to the car’s driving movements in real-time. For example, if the car is taking a right turn, the spaceship in the imaginary world will also fly to the right. If the car accelerates, the spaceship speeds up too. Initiated by Audi, development of this innovative VR or XR (extended reality) technology is being advanced and commercialized for different manufacturers by the tech entertainment start-up.
With this approach, the 4-year old German start-up has established a completely new media category that they call ‘Elastic Content’ – content that adapts to driving movements, journey time and driving route. The result is immersive experiences with a previously unknown level of quality.
Holoride-capable Audi models
The models that will be holoride-capable with the third-generation modular infotainment toolkit (MIB 3) and the latest software cluster will be the A4, A5, A6, A7, A8, Audi Q5, Q7, Q8, e-tron and e-tron GT quattro. They will initially be available for the European and North American markets as well as Japan and China.
holoride was first presented at CES 2019 (the Consumer Electronics Show in Las Vegas), in cooperation with Disney Games and Interactive Experiences. It implemented a VR game experience from the Marvel Universe for cars. In addition to other activities and showcases, during a roadshow through California from Los Angeles to San Francisco in 2021, holoride visited other production and game studios to demonstrate the technology’s possibilities to potential partners.
In the future, the progressive automation of travel by car will not only make new forms of entertainment possible while driving but will also open up increased opportunities to learn and work on the road. When drivers also no longer have to concentrate on driving in the future, they can turn their attention to other things – work, reading, watching films, or gaming. The motion-synchronized voyage through virtual worlds with holoride also reduces the common phenomenon of motion sickness often experienced by passengers reading a book or enjoying audio-visual media on electronic devices such as tablets.
For users, the interior will become their personal free space, and for designers, it will become the new design centre. After all, the design process begins with the question: who will be sitting in a new model and what will people want to do there? In the future, designers will no longer design cars from the outside in, but from the inside out – and therefore customers will literally become the centre of attention.
Ken Block is well known for his thrilling, heart-stopping gymkhana series of videos where he has pushed Fords and then Subarus to extreme limits to entertain viewers. Earlier this year, he parted company with Ford and teamed up with a new carmaker – Audi. So he can now say he’s worked with American, Japanese and now German carmakers… maybe one day with Chinese or Korean too?
A new Hoonitron
His move to Audi is going to see him drive not just another specially prepared car with a powerful engine. In fact, it will be a major change for him as he will be doing his driving sideways using electric power. Audi has developed a special S1 e-tron quattro ‘Hoonitron’ for the American drift specialist and with this car, a new video (the working title is ‘Elektrikana’)will be produced which we will see sometime in the first quarter of 2022.
New interpretation of Pikes Peak car
The entire development, including the technology, of the S1 Hoonitron was conducted by Audi Sport at its own facility. Audi Design was responsible for the styling, which has been anything but a run-of-the-mill job for the design team. The challenges were tremendous as they aimed to create a modern, all-electric interpretation of the legendary quattro S1 Pikes Peak car. This car, evolved from the successful World Rally Championship-dominating cars, raced to the summit in the famous Pikes Peak Hill Climb in America, boosting the level of performance in the event much higher.
The S1 Hoonitron has two powerful electric motors and all-wheel drive, a carbonfibre chassis, and the full safety standards as prescribed by the FIA. How Audi Sport has boosted output from the motors to give Block the kind of power he will need for his tyre-smoking stunts remains a secret.
A new experience going electric
Last month, he got to know the car for the first time. “Audi gave me the opportunity to test it for a few days in Germany,” he revealed. “I’m familiar with a wide variety of cars using internal combustion engines and transmissions, but there were a lot of new things for me to learn here. Spinning into a donut at 150 km/h directly from standstill – just using my right foot – is an all-new experience for me! Our work was focused on getting the car and I used to each other. My thanks go to the whole Audi Sport squad for their outstanding teamwork.”
“The S1 Hoonitron combines a lot of what Audi was already famous for in the 1980s,” added Block. “For instance, the car’s spectacular aerodynamics have now been translated into a totally modern form. I think it’s cool that the Audi designers have been inspired by their own past and uniquely transferred the car’s technologies and appearance into the present.”
“The collaboration with Audi is a very special partnership for me. The brand and its passion for motorsport motivated me to get into rallying,” Block revealed. “That Audi has now developed this car for me and my team, and has joined us in our next project, has made a dream come true for me. The Hoonitron is writing the next chapter in our history and taking our Gymkhana story into the future.”
The Audi S1 quattro racing up Pikes Peak in 1987 with Michele Mouton at the wheel.
We’re certainly looking forward to seeing the new video and wonder if Audi will be able to convince the German authorities to allow him to do his spectacular driving in the carmaker’s home city of Ingolstadt. With his Fords, he’s burnt rubber on the streets of cities like London and Detroit, right in front of the police (who blocked off roads just for him).
Insane action from Ken Block’s Gymkhana series of videos with Ford (above) and Subaru (below).
