Automotive brands find themselves at a fascinating watershed in society’s evolution. As is typical of periods of dramatic change, this presents many opportunities and new innovations that communicate with their customers, says TREVOR HILL, Head of Audi SA.
Vehicle manufacturers have had to innovate in developing more integrated mobility solutions and invest heavily in technology and innovation across the entire automotive value chain. These new innovations form part of the digital revolution within the automotive industry.
As a global, premium and innovative automotive brand, Audi‘s digitalisation journey can be found in many areas of the business. The application of artificial intelligence opens up a new dimension of performance for both the product and the entire value chain. As a digital car company, Audi is digitising all processes at the company: from product development with virtual reality; creating a factory environment with intelligent robots and to retail showrooms with the latest digital technology.
Since 2003, Audi has been using virtually created 3D models as a firm element of its vehicle development process. The company is now also testing a so-called virtual reality holodeck so that the design of new automobile models can be virtually assessed at an early stage. With the VR holodeck, a realistic impression of the proportions of future Audi models is obtained and allows employees from development and production to virtually assess the structure of a vehicle before it goes into production.
Additional areas in which virtual-reality technologies are already applied at Audi include virtual training for employees in packing logistics and the Audi VR experience for customer advice. The latter allows potential customers to virtually configure their desired car and to experience all optional equipment in a realistic way.
These digital advancements have presented an exciting time for automotive companies who are prepared to rise to the challenge within the retail environment.
The process of purchasing a car, for instance, needs to be completely re-evaluated. The old ways of driving out to a showroom on the edge of town to ask a Dealer for his advice are numbered. Today, thanks to the internet, we can all educate ourselves about our options, our price range and our preferences before we even set foot into a Dealer showroom. The average customer is quite knowledgeable by the time he or she meets a sales person for the first time.
The role of company staff has thus changed from being providers of information, to being brand experience custodians.
At Audi, we know that when customers come to us, they already have som experience of our brand. Now they’re looking for a heightened level of engagement with us. They want to feel and live the brand. We learned some years ago that this can mean a lot more than going for a test drive around the block. An example of this is the Audi City showrooms or the Audi Customer Private Lounge concept.
These showrooms, currently in London, Beijing, Berlin, Paris, Moscow and Istanbul, are interactive experiences that reinvent how a customer goes about buying a car. The virtual, digital nature of these showrooms means that they can be located in the heart of central business districts, where space is at a premium, and can recreate every one of the hundreds of millions of designs combinations which Audi offers, as the client customises the car of his or her choice.
Floor-to-ceiling screens – called powerwalls – produce an immersive experience as the customer creates the Audi of their dreams in photo-real detail, selecting the model variant and every specific detail with the assistance of an Audi professional. Whether you want an Audi A5 with Java Brown paintwork, leather upholstery and red stitching, or a Vegas Yellow Audi Q2 with stylish wheels, you can create your dream vehicle on a tablet device, and then see it projected before your eyes.
Test drives can be arranged for a later date, but the power of the virtual brand experience is such, that a significant percentage of customers already choose to purchase their Audis without ever having driven a test vehicle!
At the Berlin showroom, we find that customers spend on average of 25% more on their purchases of Audi cars, as the showroom brings their custom specifications to life. The digital showroom concept has already been integrated into many of the Dealerships worldwide.
The idea is to move towards seamlessly integrated automotive shopping, buying and owning – across whichever channel the customer prefers. This all serves to enhance the brand experience, which has now been effectively separated or used to support the physical brick-and-mortar terminal.
The traditional Audi Dealership will also evolve and expand on as the brand prepares itself for the introduction of fully electric vehicles under the Audi e-tron umbrella. Dealerships would need to accommodate for charging station infrastructure and the subsequent storage facilities for the vehicles.
The rise of the sharing economy has seen an increase in ride-hailing and car-sharing services, which means – among other things – that fewer customers are feeling the need to own a car. Automotive manufacturers like Audi are also looking beyond traditional ownership models, and investing in “shared mobility” alternatives, what we term as Audi On Demand. In the future, the success of our companies will be measured in “kilometres travelled” as opposed to “vehicles sold”.
The digital revolution is tangible at Audi. For us, Vorsprung goes far beyond the car. With everything we do, we want to make our customers’ lives easier. We give them time, connect them with their environment, and offer them sustainable solutions and unique experiences.
Why sports cars make us feel good
Forget romance, fine dining or an epic boxset binge – new preliminary research reveals that driving a sports car on a daily basis is among the best ways to boost your sense of wellbeing and emotional fulfilment.
The study measured “buzz moments” – peak thrills that play a vital role in our overall wellness – as volunteers cheered on their favourite football team, watched a gripping Game of Thrones episode, enjoyed a passionate kiss with a loved one or took an intense salsa dancing class. Only the occasional highs of riding a roller coaster ranked higher than the daily buzz of a commute in a sports car.
Working with neuroscientists and designers, Ford brought the research to life with the unique Ford Performance Buzz Car: a customised Ford Focus RS incorporating wearable and artificial intelligence technology to animate the driver’s emotions in real time across the car’s exterior.
Watch the video here https://youtu.be/AFpt6jziFsU
“A roller coaster may be good for a quick thrill, but it’s not great for getting you to work every day,” said Dr Harry Witchel, Discipline Leader in Physiology. “This study shows how driving a performance car does much more than get you from A to B – it could be a valuable part of your daily wellbeing routine.”
Study participants who sat behind the wheel of a Ford Focus RS, Focus ST or Mustang experienced an average of 2.1 high-intensity buzz moments during a typical commute; this compared with an average of 3 buzz moments while riding on a roller coaster, 1.7 while on a shopping trip, 1.5 each while watching a Game of Thrones episode or a football match, and none at all while salsa dancing, fine dining or sharing a passionate kiss.
For the research, Ford took one Focus RS and worked with Designworks to create the Buzz Car:
From concept, design and installation to software development and programming, the Buzz Car took 1,400 man-hours to create. Each “buzz moment” experienced by the driver – analysed using a real-time “emotional AI” system developed by leading empathic technology firm Sensum – produces a dazzling animation across almost 200,000 LED lights integrated into the car. The Buzz Car also features:
- High-performance Zotac VR GO gaming PC
- 110 x 500-lumen daylight-bright light strips
- 82 display panels with 188,416 individually addressable LEDs
Driver state research
Researchers at the Ford Research and Innovation Center in Aachen, Germany are already looking into how vehicles can better understand and respond to drivers’ emotions. As part of the EUfunded ADAS&ME project, Ford experts are investigating how in-car systems may one day be aware of our emotions – as well as levels of stress, distraction and fatigue – providing prompts and warnings, and could even take control of the car in emergency situations.
“We think driving should be an enjoyable, emotional experience,” said Dr Marcel Mathissen, research scientist at Ford of Europe. “The driver-state research Ford and its partners are undertaking is helping to lead us towards safer roads and – importantly – healthier driving.”
|Activity||Buzz Moments *|
|Game of Thrones||1.5|
* Average number of high-intensity buzz moments per participant
Car that sees round corners
Jaguar Land Rover is leading a £4.7 million (approximately R79 million) project to develop self-driving cars that can ‘see’ at blind junctions and through obstacles.
Britain’s biggest carmaker is leading a project called AutopleX to combine connected, automated and live mapping tech so more information is provided earlier to the self-driving car. This enables automated cars to communicate with all road users and obstacles where there is no direct view, effectively helping them see, so they can safely merge lanes and negotiate complex roundabouts autonomously.
Chris Holmes, Connected and Autonomous Vehicle Research Manager at Jaguar Land Rover said: “This project is crucial in order to bring self-driving cars to our customers in the near future. Together with our AutopleX partners, we will merge our connected and autonomous research to empower our self-driving vehicles to operate safely in the most challenging, real-world traffic situations. This project will ensure we deliver the most sophisticated and capable automated driving technology.”
Jaguar Land Rover is developing fully- and semi-automated vehicle technologies, offering customers a choice of an engaged or automated drive, while maintaining an enjoyable and safe driving experience. The company’s vision is to make the self-driving car viable in the widest range of real-life, on- and off-road driving environments and weather.
AutopleX will develop the technology through simulation and public road testing both on motorways and in urban environments in the West Midlands. Highways England, INRIX, Ricardo, Siemens, Transport for West Midlands and WMG at the University of Warwick join the AutopleX consortium, which was announced as part of Innovate UK’s third round of Connected and Autonomous Vehicle Funding in March 2018.