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Audi displays the Power of Four at IAA

The Frankfurt International Motor Show (IAA) is coming up soon. All of the German automakers bring their absolute best displays to IAA, showcasing their latest automobiles and technologies in the most extravagant of ways. For 2015, Audi has decided to build a separate building on the premises of the exhibition. This building will house four different interior sections, dedicated to four different key themes of the Audi brand, Audi Sport, Quattro, Audi Technologies and Audi Ultra. The four themes idea showcases how each of Audi’s core principles embody each and every Audi vehicle.

Upon entering this Audi-dedicated building, there will be an “entrance walk” which will encircle the entire showcase. This 100 meter walk will take visitors through each and every Audi theme. “We’ve never developed an exhibition presentation that was as thematically stringent as this one. Never before have we been able to describe the innovations from Audi in such great detail. At the 2015 IAA we will be offering our visitors more of an experience than ever before. This is a unique combination,” says Luca de Meo, Board Member for Sales and Marketing at AUDI AG.

Playboy Audi RS 5 DTM #27 (Audi Sport Team Abt), Adrien Tambay
Playboy Audi RS 5 DTM #27 (Audi Sport Team Abt), Adrien Tambay

The Audi Sport display will showcase Audi’s Motorsport heritage and current success and how the lessons learned from Motorsport make their way into current Audi production automobiles. It will also show how Audi’s Motorsport pedigree will make its way into the new Audi Sport subbrand. The Audi Technologies showcase will have on display a variety of Audi’s latest and greatest innovations, such as laser-lighting and the Virtual Cockpit. Audi’s Ultra display will showcase Audi’s latest efficiency technologies and the Quattro display will tell the success story of Audi’s famous all-wheel drive nameplate. The Quattro display will have a minus-21 degree Celsius ice room to show how the all-wheel drive system works in the most treacherous of climates and the Audi technologies display will have a holographic window that uses augmented reality to connect digital information about the Audi technologies with the physical automobiles on display. In the center of these displays will be the upcoming B9 Audi A4, sitting on a rotation compass of sorts. The rotating platform will point the new A4 at each display, showcasing the application of each Audi theme into the new A4.

Also on display will be Audi’s e-tron Quattro concept, which will likely become the future Q6 e-tron. This sporty EV SUV provides an outlook on Audi’s first fully electric production car. Visitors will be able to experience the e-tron Quattro concept for the first time at the 2015 IAA Frankfurt Motor Show.

The operating and display concept is deeply integrated into the plastic, driver-oriented architecture of the cockpit. Because the electric drive has no propshaft, the center console seems to float.
Audi e-tron Quattro Concept Interior sketch

While most German automakers, including BMW and Mercedes-Benz, will also have incredibly impressive displays of their own, it seems safe to say that Audi’s might be the most impressive. With its own building, four separate themed showcases and an Audi A4 servicing as a compass to Audi’s brand themes, this Audi showcase seems like one you cannot miss if you’re in attendance. Audi is making a push to become the biggest and best luxury car maker in the world and this extravagant showcase just might help give people a better education of what makes Audi worthy of that title.

Nico DeMattia

I've been in love with cars since I was a kid, specifically German cars. Now I get to drive them talk about them on the internet.