Can Audi really have too much technology?

A little while back, we put out an article about Audi using too much technology. Yours truly is the one who penned such a piece, complaining about the excess of technology and gadgetry in modern Audis. However, I must recant because, up until recently, I had been more uneducated in Audi than I’d like to admit. After learning more about the brand and looking into its products and history, I can safely say that Audi’s level of technological advancement is exactly what the brand needs, regardless of any so-called numbness that seems to stem from it, according to so many automotive journalists. Allow me to explain.

Audi’s slogan is Vorsprung durch Technik, which is German for Advancement Through Technology. It’s right there in front of our faces, what Audi’s intentions are and how it plans to create automobiles, yet we condemn Audis for the very thing thing their supposed to be — technologically advanced machines. It’s likely not possible for an Audi review to appear without some sort of complaint about the “vagueness” of it.  I used to be one of those complainers. However, I’ve changed my tune.

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Audi A4 B9
Audi A4 B9 Virtual Cockpit

It’s okay for Audis to be a bit more numb than BMWs or Mercedes or Cadillacs. The idea is that the Audi will be the more advanced machine of the bunch. It will have the best technological features currently available in that segment and will use them to out-perform everything else available, even if that means losing some of the old-school feel that’s so idolized in the industry. This is the Audi way and you either like it or you don’t. But like it or not, Audi shouldn’t change and make cars more like BMW, or anyone else, because Audi makes the cars it wants to make.

Mercedes-Benz recently changed the approach to which it made cars, specifically performance cars. The goal used to be to beat BMW at its own game and try to create lightweight, lithe performance machines. But recently, that approach has changed and now every Mercedes seems to air on the side of luxury over performance, even performance models like the AMG C63 S. The reasoning behind this is that Mercedes-Benz is going to make Mercedes-Benz’s, whether you like it or not. Its cars will have their own distinct style and aren’t going to try to be something they aren’t. The same goes for Audi. And that’s a good thing, because cars should have identity, whether the majority of people like it or not. Too many car companies are losing their identities to try to appeal to different brand audiences (looking at you, Cadillac). It’s refreshing to see companies like Audi and Mercedes sticking to their guns.

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Audi e-tron quattro concept
Audi e-tron quattro concept

Audi is a car company that makes cars as technologically advanced as possible. It’s advancement through technology. Innovation is the name of the game for Audi. So for people who complain that they don’t like all of the variable gizmos and adjustable doodads, they don’t understand Audis. I used to be one of those people. But after realizing that technology is Audi’s goal, using the latest and greatest technological innovations to make the best car possible, I have been able to see Audi through new eyes. Vorsprung durch Technik.

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.