Jan 2019

Audi unveils a new driving experience for the future at the 2019 CES

Audi unveiled its vision for the future at this year’s Consumer Electronics Show (CES) in Las Vegas, shining the spotlight on two in-car entertainment technologies of the future. Furthermore, Audi continues to break new ground with innovative concepts for individual mobility and how motorists can connect these concepts with the digital world.

Audi is breaking new ground— the brand with the four rings is developing innovative concepts for individual mobility and connecting these concepts to the digital world. The future self-driving Audi models will double as on-demand entertainment spaces that will grant their occupants a “25th Hour” in the day. The Audi Aicon, a “2+2” seater with fully electric drive, is one example of this. Due to the fact that they are even more connected, such cars will offer their users completely new ways to spend their time. At the CES, Audi will demonstrate how the journey from A to B can turn into an experience for all the senses.

In the “Audi Experience Ride,” Audi has transformed the car into a mobile amusement park. Backseat passengers will be able to immerse themselves more to experience movies, video games, and interactive content in the future using virtual reality glasses. Audi is also presenting a technology that adapts virtual content to the actual movement of the vehicle in real time. In order to bring this new form of entertainment onto the market as quickly as possible, a subsidiary of Audi, Audi Electronics Venture GmbH, has co-founded a startup named holoride GmbH, in which it holds a minority interest.

The “Audi Immersive In-Car Entertainment” project provides for plenty of action while the vehicle is stationary. The technology interprets the action in movie scenes and translates it into real vehicle movements. The result is a special kind of cinema—the blockbuster literally moves its audience and can be enjoyed with all of the senses. Viewers can also get an idea of how the car of the future will become more than “just” a car.

Audi will use a 1:3 model to illustrate and present how the interaction between a self-driving car and pedestrians in cities could take place in the medium term. The lighting technologies from Audi combine visual fascination and pure high-tech.