Audi is sending a visible signal that it treats the topic holistically, far beyond the electrification of fleet vehicles. That was also evident at the end of 2019 in the “Tilted World” advertisement and the Super Bowl commercial “Let it go” that ushered in the new global brand campaign in February 2020.
Audi during Covid 19
Audi has announced its ‘Salute to COVID-19 Warriors’ initiative in gratitude of the services rendered by essential workers. Audi customers who are leading the battle against the novel coronavirus from the front line can avail of a complimentary disinfection / cleaning of interiors, exterior cleaning and general check-up of their Audi, along with a courtesy car pick-up and drop.
Commenting on the announcement, Mr. Balbir Singh Dhillon, Head of Audi India, said, “As we continue to battle this unprecedented crisis, we are pleased to announce that all Audi India dealerships across the country will prioritize vehicle servicing for essential workers. The most important focus for us has been people safety and we are honoured to be able to serve Audi customers who are ‘COVID-19 Warriors’ and are tirelessly working on the front lines against this pandemic.”
The brand also announced an extension on extended warranty and service plans for its customers in India. All customers whose extended warranty or service packages were set to expire during the lockdown period (March 15 – May 03, 2020) were assured that they have the opportunity to extend their plans and receive seamless services for their Audi cars.
Audi as a brand is focused on leveraging the Audi attitude and creating a direct connect with customers. At the core of our brand lies Vorsprung. Believing in Vorsprung means believing in the future. Optimism and faith are part of our DNA. Taking this thought forward, they have developed the hashtag #AudiTogether that reinforces the messaging of “we are all in this together and together we are going to come out of it”.
The AUDI AG stands for sporty vehicles, high build quality and progressive design for “Vorsprungdurch Technik.” The Audi Group is among the world’s leading producers of premium cars.
To play an instrumental role in shaping the transformation into a new age of mobility the Company is implementing its strategy step by step. The history of AUDI AG extends back to the 19th century.
Four interlocking rings symbolised the merger of four automobile manufacturers based in the German state of Saxony: Audi, DKW, Horch and Wanderer became Auto Union AG. Here are brief details of the roots of today’s AUDI AG.
In the Laser Spots by Audi, this is made possible by hundreds of thousands of tiny mirrors that are organized much like the individual eyes (ommatidia) in the compound eye of a dragonfly. The difference to the dragonfly eye is that every one of these micro-mirrors can be individually controlled. When sensors recognize an oncoming car, lighting from the matrix laser literally shines around the vehicle. The driver isn’t blinded, yet the road is still ideally lit at all times.
Audi takes it a step further. In the Lighting Assistance Center in Ingolstadt, lighting is seen, more than ever, as a medium for communication and information. There, vehicles that communicate with pedestrians are no longer a futuristic idea — they are reality. The high-resolution lights allow information to be projected onto the street like a video projector. So the car could, for example, make a polite and well-lit request for a pedestrian to cross the road.
Audi is embarking on a great transformation. The company aims to reduce its carbon footprint by around 30 percent in just five years. Audi wants to be carbon-neutral by 2050. Rigorous electrification of vehicle fleets contributes to promoting decarbonization.
Research and Development Department is currently working intensely on introducing around 30 electrified models to the market by 2025; they are intended to make up approximately 40 percent of the brand’s sales.
Furthermore, Audi is banking on plug-in hybrids and, in the future, on the h-tron fuel cell drive system. Research and development activities pertaining to fuel cells are being conducted at the competence center in Neckarsulm, which has assumed the lead within the Volkswagen Group.
Thanks to the mild-hybrid systems, vehicles with combustion engines also emit less CO₂ than they did in the past. Once the driver takes his or her foot off the gas pedal, the drive management system selects from one of two options: Depending on the driving situation and the setting in the “Audi drive select,” the vehicle either recovers energy or it glides with the engine switched off.
The vision is to shape premium mobility in a manner that is both effortless and sustainable – from the time the car is purchased through its ownership and utilization phase and all the way to its resale.
Respecting and protecting human rights is of the utmost priority for Audi at all times – especially throughout the supply chains. In line with the requirements of a risk-based approach, Audi concentrates its measures on the supply chains that are associated with particularly high risks for negative impacts according to analyses. Among the significant challenges facing electric mobility is the sustainable extraction of the required raw materials.
#AudiTogether, the Audi brand review.