Technologies
Innovation driven by Passion

Autonomous Driving

Autonomous Driving

Digitization

Digitization

Infotainment / Connectivity

Infotainment / Connectivity

User Interface

User Interface

Electrical Driving

Electrical Driving

End to End Architecture

End to End Architecture

Semiconductor-/Softwaretechnologies

Semiconductor-/Softwaretechnologies

Automotive Electronics

Automotive Electronics

R&D Processes

R&D Processes

Supervisory, JV´s, Equity

Supervisory, JV´s, Equity

Automotive Electronics

"The electronics in a vehicle is not an end in itself. It is supportive technology that remains out of sight (e.g. in the braking system or the airbag) but is fascinating technology where it can be seen (e.g. in the digital cockpit or also in lighting systems such as Matrix Beam).

With the exception of the car body itself, today’s automobile has nearly no innovation any longer that is not in direct or indirect connection with electronics or software.“ 

Ricky Hudi


From 2011 onward and together with my team, I was granted the opportunity to express this fascination at the annual CES (consumer electronics show) that takes place in Las Vegas in January, and to put forward the appropriate appearance. 

Unlike classic automobile trade shows, where the overall vehicle concept and its design tends to take the stage, the CES, as the world’s largest trade show for consumer electronics, is the perfect venue to present new developments and electronic trends, including the realm of the vehicle- and mobility industry.

While we at Audi, at the start of the North Hall of the Convention Center, tended to be considered more the exotics, while the big players of the semiconductor- and technology industry were more in the Central- and South Hall, it is interesting to now observe that the North Hall has become, in the meantime, the center of gravity for all themes associated with mobility and autonomous driving

Many of the OEMs as well as associated tech players rendezvous here since then.

From 2011 to 2016 we were able to present many of our innovations there, introducing them to the global public.

2011: Audi’s first CES appearance and thereby the first appearance of a premium manufacturer. The introduction of the electronics innovations in the Audi A8 (D4) and the outlook for themes related to connected car in the coming years. 

2012: World premier of the interior of the new Audi A3. Innovations relating to all aspects of infotainment, operating concepts and connectivity.

2013: As the first vehicle manufacturer in the world, Audi is granted a license to test autonomous driving in Nevada. Live demonstrations of piloted driving on the highway and piloted parking at the Mandarin Oriental Hotel. Overwhelming worldwide media response to the displayed technologies. 

2014: Audi is the first automobile manufacturer to present the opening keynote address on the evening before the CES. World premier of the interior of the new Audi TT and thereby the world premier of the new Audi virtual cockpit. Expansion of the presented electronics innovations (infotainment, connectivity, operating concepts, autonomous driving, electrification and lighting technologies). 

2015: World premier of autonomous driving in the Audi A7 from Silicon Valley to Las Vegas. To demonstrate the technological leadership in this field, journalists were permitted to sit behind the steering wheel live and “drive themselves” or “be driven themselves.” Worldwide media response to these presentations is again overwhelming. First outlook on design as well as technologies on the next Audi A8 (D5) with the "Audi prologue piloted driving" study.

2016: The "Audi e-tron quattro concept" study is Audi’s integrated answer to the megatrends of ”electrification, digitalization and autonomous driving.“
World premier of the future digital cockpit. Outlook on the interior concept of the future with operations based on the touchscreen.
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Electronic Innovations

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Megatrends in Automotive Electronics Part 1

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Megatrends in Automotive Electronics Part 2

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Speed of Light

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Lighting Innovations

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