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The birth of the slogan

1969 saw the merger of Auto Union GmbH, headquartered in Ingolstadt, and Neckarsulmer NSU Motorenwerke to form Audi NSU Auto Union AG at the Neckarsulm location. The new company’s range of models spanned from the air-cooled engines of the rear-wheel drive NSU Prinz series and the water-cooled four-cylinder engines of the front-wheel drive Audi 60 and Audi 100 to the rotary engine of the futuristic-looking NSU Ro 80. The idea to communicate this technological diversity as a competitive advantage came in 1970 from Hans Bauer. The employee in the Audi NSI advertising department devised the slogan that people around the world would come to recognize: “Vorsprung durch Technik.”

The new slogan made its first appearance in a large-sized ad in January of 1971. Soon, customers also saw it in Audi NSU brochures. Audi 100, Audi 100 Coupé S, Audi 80 or Audi 50 – they all now represented “Vorsprung durch Technik.” The slogan was adapted over the years in many ways, including “Audi. A nice bit of technology.” or “Audi. Relaxed driving with perfect technology,” but the company soon returned to the catchy original. With the introduction of the Audi quattro in 1980, the slogan was used more frequently in advertising. The largest illuminated advertisement in Europe at the time was installed on a high-rise along the A9 Autobahn at the exit for Ingolstadt-Nord: the reddish brown Audi oval with the slogan “Vorsprung durch Technik.” The slogan became a clear part of the Audi Corporate Identity by October 1986, when it was also used in the sales brochures for the Audi 80. Today, fifty years later, it’s synonymous with the company.

Changing technology

In a new special exhibit titled “50 Years of Vorsprung durch Technik” Audi will show visitors to the Audi Forum Neckarsulm its passion for technology throughout the years. 

But which milestones laid the foundation for the fact that “Vorsprung durch Technik” continues to represent the drive for innovation at Audi and that the slogan is still used in all Audi advertising? Oliver Hoffmann, Member of the Board of Management of AUDI AG for Technical Development: “The most important milestone for me is quattro technology. Not only was it the foundation for our rally successes, it also represents the transfer of our experience from racing into serial production. Since then, quattro and Audi go hand-in-hand. Equally important was the first Audi A8 with Audi Space Fram technology in 1194, which helps us finally cement our place in the premium segment.”

The “decade of Audi” was kicked off in Le Mans in the early 2000s. With new technologies such as FSI, Turbo-FSI, laser light, Ultra technology and hybrids, the Four Rings dominated the renowned long-distance race as the unparalleled serial winner. The aluminum compact A2 1.2 TDI also made its debut: It was the first and, to this day, only four-door three-liter car.

The company made the next quantum leap in 2018 with the introduction of the Audi e-tron, the first fully electric Audi vehicle to go into serial production, boasting a range of 400 kilometers and blazing the trail for premium electromobility. Three years later came the market launch of the Audi e-tron GT, revolutionary in its design and proof that the future of e-mobility will be exciting. The new brand campaign “Future is an Attitude” underlines the future-oriented approach of Audi to continually question age-old views of mobility.

How does the RS Torque Splitter work?

The RS Torque Splitter makes active, fully variable torque vectoring between the rear wheels possible. Unlike the rear axle differential and the previous multiple disc clutch package on the rear axle, the torque splitter uses one electronically controlled multiple disc clutch each on the respective drive shaft. During dynamic driving, the torque splitter increases the drive torque to the outer rear wheel with the higher wheel load, which significantly reduces the tendency to understeer. In left-hand curves, it transmits the torque to the right rear wheel, in right-hand curves to the left rear wheel, and when driving straight ahead to both wheels. This results in optimal stability and maximum agility – especially when cornering at high speeds. When driving on closed roads, the torque splitter enables controlled drifts by applying all of the engine power at the rear axle to just one of the rear wheels – up to a maximum of 1,750 newton meters of torque. The exact distribution of drive torque always depends on the mode selected in Audi drive select and the respective driving situation.

Each of the two multiple disc clutches has its own control unit, which use the electronic stabilization control’s wheel speed sensors to measure the wheel speeds. Other influencing factors include longitudinal and lateral acceleration, the steering angle, the position of the gas pedal, the selected gear, and the yaw angle, i.e. the rotational movement around the vertical axis. In addition, the torque splitter is connected to the modular vehicle dynamics controller as a higher-level entity.

Why does the torque splitter improve driving performance?

Due to the difference in propulsive forces, the car turns into the curve even better and follows the steering angle more precisely. This results in less understeer, earlier and faster acceleration when exiting corners, and particularly precise and agile handling – for added safety in everyday use and faster lap times on the racetrack. The torque splitter also compensates for oversteer by directing the torque to the wheel on the inside of the curve or, if necessary, to both wheels.

How is the torque splitter integrated into the driving dynamics system?

Audi drive select modifies the characteristics of the torque splitter and thus the car’s handling depending on the selected mode. Five characteristic curves – Comfort/Efficiency, Auto, Dynamic, RS Performance, and RS Torque Rear – are saved in the system. In this context, engine power is distributed to all four wheels in the Comfort/Efficiency modes, with priority given to the front axle. In Auto mode, torque distribution is balanced, which means that the RS 3 prototype neither understeers nor oversteers. Dynamic mode, on the other hand, tends to transmit as much drive torque as possible to the rear axle – for maximum agility and increased dynamics. This is taken to perfection in RS Torque Rear mode, which allows drivers to perform controlled drifts on closed roads. The highly rear-heavy distribution of the engine power leads to oversteering behavior, with up to 100 percent of the drive torque directed to the rear ending up at the wheel on the outside of the curve. In addition, Audi has adjusted the engine and transmission characteristics. This specific setup is also used by RS Performance Mode, which is designed for the racetrack. It is specially tuned to the Pirelli P Zero “Trofeo R” performance semi-slick tires. In this mode, the torque splitter delivers a particularly dynamic, sporty ride along the longitudinal axis with as little understeer and oversteer as possible. This results in fast acceleration out of corners and thus better lap times.

What role does the modular vehicle dynamics controller play?

The modular vehicle dynamics controller (mVDC) ensures that the chassis systems interact more precisely and more quickly. To do so, this central system captures data from all the components relevant to lateral dynamics. The mVDC synchronizes the torque splitter’s two control units, the adaptive dampers, and the wheel-selective torque control for high-precision steering and handling. All in all, it increases the agility of the entire vehicle, especially on dynamic stretches of road.

“Tradition meets innovation: premium offerings, progressive concepts, and strong roots connect Audi and the Salzburg Festival. For the 25th anniversary of this strong partnership, we are presenting a look forward into the future of our in-car entertainment via virtual time travel back to milestones in the festival’s history. Just as the festival surprises and inspires its audience anew each year, Audi is also continuously creating advancement’ that excites its customers,” says Hildegard Wortmann, Audi Board member for Sales and Marketing.

In the Audi e-tron, passengers experience historical scenes from the festival’s past via VR glasses. Musical milestones are at the center of the three-dimensional animated VR journey through Salzburg. This virtual time travel also includes a look into the future. The immersive technology combines the indicated content in real time with relevant data points from the car, like acceleration and steering as well as navigation information on the travel route and time. This not only responds to the passenger's visual and acoustic senses, but the driving dynamics and the car’s acceleration are also integrated into the experience.

More opportunities for learning and working are in progress

Audi initiated the development of innovative VR technology and tech entertainment startup holoride pushed it forward. In the future, the increasing automation of car travel will not only make new forms of entertainment offerings possible while driving – it will also open up more possibilities for learning and working along the way.

Additionally, the movement-synchronized journey through virtual worlds reduces the motion sickness that often accompanies conventional consumption of visual media in the car. holoride has set its sights on establishing this technology as a new, sustainable entertainment format, together with partners from the automotive and media industries. Audi is one of holoride’s co-founders.

With the further expansion of car-to-X infrastructure, traffic events could also become part of the experience over the long term: stops at traffic lights would be unexpected obstacles in the plot or educational software would be interrupted with a short quiz.

Audi provides the festival’s fleet

Creativity and advancement push the Salzburg Festival and Audi forward. Their lasting, vibrant partnership has existed since 1995. As a leading sponsor, the company helps the festival to offer art one a world-class level. Audi also provides the festival’s fleet of cars that take artists to rehearsals and performances. Additionally, about 2,500 guests use Audi’s shuttle service every year during the festival, which has already consisted of fully electric models in years past. This year, festival visitors can choose between the Audi e-tron Sportback, the Audi RS e-tron GT1, and the Audi Q4 e-tron.

Audi has a strong tradition of cultural commitment. With the establishment of the Audi Wind Philharmonic by employees more than 50 years ago, Audi became aware of the need to promote cultural activities in the long term, thereby fulfilling its social responsibility. Audi's cultural program includes its own formats such as the Audi Summer Concerts or the Audi Youth Choir Academy, as well as sponsorship of high-caliber cultural institutions such as the Salzburg Festival Games. Culture at Audi stands for creative dialogue with classical music, theater, jazz, electro, pop or the visual arts. This self-image is brought to life individually at all Audi locations.

Article source: www.audi-mediacenter.com

Audi R8 LMS GT3

Lead in the standings extended ahead of the finale: The Audi customer team IMS is on course for its next title success in New Zealand. After the tradition-steeped squad already clinched a total of five championship victories with the Audi R8 LMS in 2016, 2018 and 2019, the driver duo Neil Foster/Jonny Reid achieved a decisive success in the third of four endurance races in the North Island Endurance Series. The two New Zealanders secured their second consecutive victory of the season on the Taupo circuit. Having previously been tied on points, the Audi privateers as sole leaders of the standings now have a five-point advantage. The title decision will be made at Pukekohe on June 27. Initially, the title contenders from Aston Martin took the lead in the three-hour race but a safety car period caused their advantage to shrink. After Gentleman driver Neil Foster handed over the Audi R8 LMS to Jonny Reid, the Audi privateer overtook the Aston Martin, increased his lead confidently and eventually even lapped it. With Andrew Fawcett/Sam Fillmore, a second Audi driver team managed to make it onto the podium. The two privateers finished third in their R8 LMS. Two more trophies from Taupo were brought home by two Audi teams in the one-hour competition. Anthony Leighs crossed the finish line in second place, followed by Geoff and Martin Short in another first-generation Audi R8 LMS.

Second place in Austria: Team Rutronik Racing by TECE was the best Audi squad at the second round of the ADAC GT Masters. Audi Sport driver Dennis Marschall and his teammate Kim-Luis Schramm had secured the best starting position for the second race at the Red Bull Ring: Marschall clinched the first pole position of the season for Audi in this racing series and the first ever for the R8 LMS on the mountainous circuit in Styria. For the 24-year-old junior driver, it was already the fourth time to have clinched the best time in qualifying in his career in the ADAC GT Masters. Marschall lost his advantage over the eventual winners from Callaway Competition on the starting lap. In the end, the Audi driver duo was just 0.824 seconds short of victory. Marschall and Schramm were thus the best juniors in the field of 27 competitors on Sunday, as they had been the day before.

Two podium places in Norway: At the second round of the Norwegian Racing NM series, Audi customer Wiggo Dalmo recorded two podium finishes. In the first sprint at Rudskogen, the Norwegian privateer finished third in the Audi R8 LMS, in the third sprint he recorded second place.

Audi RS 3 LMS (TCR)

First victory of the season in Poland: The Audi RS 3 LMS recorded its first success in the Central European TCR Eastern Europe race series on the third race weekend. Pole Bartosz Groszek, who competes for the Horňák-Aditis team, came up on top at his home race in Poznán. Last year’s winner of the TCR Eastern Europe SIM Racing Series proved that he is also as fast in the real race car as he is in the computer game. He started from pole position in the second sprint thanks to the reversed starting grid of the best eight drivers from the first race. Initially, Groszek maintained a one-two lead for Audi with his compatriot Łukasz Stolarczyk but Stolarczyk retired after contact with an opponent on lap 6. Bartosz Groszek crossed the finish line after 16 race laps with an advantage of 1.8 seconds. An Audi RS 3 LMS also competed in an endurance race at the same event in Poznán. Adam Bougsiaa/Adam Puciata finished third overall in the fastest touring car of the race amid GT sports cars in the GT3, GT4 and GT Cup classes.

Class victory in France: Team AC Motorsport celebrated a class win at the second round of the Ultimate Cup Series. Stéphane Perrin and Mathieu Detry won the TCR class in the Audi RS 3 LMS on the demanding rollercoaster track at Dijon with a one-lap advantage.

Success in Assen: Frenchman Pierre Arnaud Navarro, German Lucas Waltermann and Italian Roberto Nale won their class at the fourth round of the 100 Series by BGDC at Assen. The international driver trio piloted an Audi RS 3 LMS in the Belgian gentleman’s race series. After 200 minutes of racing, they had established a lead of three laps in their class.

Third place in the Netherlands: At the third round of the DMV NES 500 grassroots racing series, the State Energy Racing Team clinched a trophy. The two Danes Jesper Henriksen/Frederik Vodder finished third in their class in the Audi RS 3 LMS after three hours of racing at Assen.

Podium in British club racing: Simpson Motorsport scored a trophy in the Britcar Endurance Championship. Hugo Cook/Sacha Kakad drove the Audi RS 3 LMS to third place in their class in Saturday’s one-hour race at Oulton Par

Article source: www.audi-mediacenter.com