5 vehicles unveiled in German brand juggernaut

SINGAPORE — A month after the spectacle of the Formula 1 World Championship held in its pristine streets, this island-city state last week once more drew car lovers from all over as Ingolstadt-based carmaker Audi held a definitive, complete showcase of its considerable, compelling portfolio (plus concept vehicles) — highlighted by the regional launch/previews of five exciting new vehicles.

Held at the Marina Bay Sands Expo and Convention Center from Oct. 10 to 14, the Audi Brand Experience Singapore (ABES) 2018 was touted as “the largest Audi event ever in Southeast Asia.” Sprawled over 8,100 square meters of exhibit space (equivalent to more than one and a half football fields), the ABES consisted of four distinct “experiences.” Visitors were welcomed into a static display of all current models, including Audi Sport variants. Next came a choreographed 30-minute long product display of present and futuristic Audis. Running eight times a day, the live showcase could be likened to a fashion show, as more than 30 vehicles rolled onto a 20-by-20-meter grandstand with LED-lit flooring and backdrop for an impressive and comprehensive light-and-sound experience of the complete Audi collection. A grandstand-style seating accommodated up to 500 in comfort and with a perfect view of the action.

Meanwhile, an Audi A8 intelligent technology demonstration zone highlighted the active suspension feature of the flagship sedan. Running the car through a speed bump with the feature off and then engaged, participants could compare the visible stabilizing effect on the chassis as the suspension system ostensibly bore more of terrain change.

The future electric. “Audi in Latin means ‘listen,’ and listening to our customers and ensuring that we meet their needs is important to us. Today is the beginning of a new era, and you are about to meet the car that begins this new era,” said Alex von Waldenburg-Dressel, Audi AG overseas region director, at the presentation of the E-tron. Here he poses beside an Audi Elaine concept model.

Lastly, exhibitgoers were familiarized with the affinity of Audi with innovation (indeed, its longtime tagline has been Vorsprung durch Technik or Advancement through Technology). At the ABE, this boast was given most credence with a trio of impressive vehicles: the Audi Aicon, Audi Elaine, and Audi e-tron Vision Gran Turismo.

The Aicon is a “Level 5 Autonomous luxury sedan that embodies the brand’s vision for the future” — one that provides both comfort and freedom for occupants and drivers while promising efficiency. A step below it in autonomy is the Level-4 Elaine, which “combines… electric drive with Audi Intelligence to create a sports utility vehicle coupe that relieves the driver of as many operating inputs as possible while adapting itself constantly to better fit the driver’s behavioral patterns.” Finally, the Audi e-tron Vision Gran Turismo crosses over from best-selling Gran Turismo Sony PlayStation game into reality as “the first concept car of its range to be deployed into real-world racetracks as a fully functional vehicle.” The car aptly finds its place in Formula E events “to give guests a vivid impression of the future of electric mobility.”

Rounding out the ABES were a mini Audi driving experience for children, a test-drive section, and a gift shop full of Audi-branded merchandise from watches to espresso makers.

Launches

Of greatest significance though, is the five-model launch that climaxed the 30-minute presentation. Debuting in the region are the Audi A6, Audi A7 Sportback, Audi A8, Audi Q8, and Audi E-tron.

The A6 is the eighth-generation of Audi’s full-size sedan, and “brings numerous innovations from the luxury class to the full-size class.”

Conscripting the design of a coupé and melding it with sedan comfort and the “variability of an Avant” yields the A7 Sportback. A Gran Turismo styling is complemented with “systematic digitalization, a dynamic driving experience,” and lots of space.

Leading the charge of sedans is undoubtedly the A8, Audi’s flagship in terms of design, material choice and use, craftsmanship, and high technology.

Set to make its formal entry in the region “in coming months,” ABES attendees were nonetheless able to check out the first-ever Q8, said to “unite the elegance of a four-door luxury coupe with the practical versatility of a large SUV that can be used for both business and leisure.”

Speaking of SUVs, the E-tron is surely a significant signpost in the history of the German brand as its first all-electric SUV. Initially unveiled to the world last Sept. 17 in San Francisco (with a starting price of $74,000 there, in case you’re wondering), production has begun in Brussels, Belgium, and the E-tron is expected to be available in the region by the second half of 2019. There is no word yet if the Philippines will be among the territories the E-tron ships to. News reports have it that Audi has already received some 10,000 orders for the SUV.

“Audi in Latin means ‘listen,’ and listening to our customers and ensuring that we meet their needs is important to us. Today is the beginning of a new era, and you are about to meet the car that begins this new era,” said Alex von Waldenburg-Dressel, Audi AG overseas region director, at the presentation of the E-tron.

“The world as you know is changing rapidly… Digitalization, urbanization, and sustainability are driving the future. The proof of that is right here in this part of the world. Megacities are (demanding) new forms of mobility and we are completely connected to our environment and we need to ensure that our business remains sustainable.”

For Audi, it’s about forging and embarking on the a decisive path that weans us from fossil fuels. “The Audi E-tron is the first of many to come delivering on the promise of Vorsprung durch Technik,” maintained the executive. “Electric has gone Audi.”