_encounter, the audi brand magazine no. 7 (english, 2013)

7/27/2019 _Encounter, The Audi Brand Magazine No. 7 (English, 2013)

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The Volt-age Page 78

50 Years of Lamborghini Page 166

Orient Express Page 46

Chinese High Life Page 68

Terra di Motori Page 18

The Winds of Change Page 116

Air Time Page 154

LED it be Page 132

The Audi Technology Magazine2/2013


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Encounter Augmented RealityExperience video footage

with your iPhone, iPad or Android smartphone.

Scan the QR code in this magazine with your iPhone,iPad or Android device andexperience the Audi technologies in action!

The Audi Technology Magazine2/2013


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In our industry, today and in the years to come,it is about nothing less than the future of mobility.You could also say the mobility of the future.

Dr. Ulrich Hackenberg

Dear reader,

Welcome to the new edition of Encounter, our Audiechnology magazine. I have been linked to the Audi brand and tohe company for 28 years with two brief interruptions. I neverease to be impressed by the creativit y of our engineers and spe-ialists, who bring the Audi motto Vorsprung durch Technik tohe road in a constant stream of new ways and perspe ctives.

That was already the case in the years from 1985 until998. As part of the Audi team, the Technical Development func-ion and I developed back then a series of groundbreaking carsike the Audi 80, the Audi A4 and the Audi A2, A3, A6, A8 and TT

models, as well as a host of concept studies and show cars. From002 until 2007, we launched a total of ten new models, includinghe Audi R8 high-performance sports car and the Q7 luxury SUV.

This period also saw the creation of the modular long-tudinal matrix (MLB), an innovative platfor m concept. Today, Audi

makes exceptionally successful use of the MLB in its sedan andUV model ranges.

It pleases me greatly that, as Member of the Board of Management of AUDI AG for Technical Development with addi-ional responsibility for cross-brand development guidance with-n the Volkswagen Group, I can contribute to co ntinuing our suc-ess story. Today, and in the years to come, our industry faces far

more than the development of technically leading automobilesnd motorcycles that offer a dynamic, emotional and yet safe andomfortable driving experience. We will see to this with thrillingesigns, refined technology, new efficiency standards and ourursuit of perfection. However, beyond this, it is about nothingess than the future of mobility. You could also say the mobilityf the future.

Together with our subsidiaries Ducati, Lamborghinind Italdesign Giugiaro, we will provide creative answers to ques-ions that we see as being critical to success.

How do we operate against the backdrop of increas-ingly scarce resources and growing sensitivity for CO and fuelconsumption? How can an alternative drive think of our e-tronmodels with plug-in hybrid technology or efficient drive with syn-thetic Audi e-gas be sustainable, yet at the same time sporty,fuel-efficient and suitable for everyday use?

How do we use our expertise in lightweight design?What about our experience from three decades of quattro driveand two decades of sport y RS models? How do we bring quattrointo the next generation?

How do we ensure that we best fulfill the wishes of our customers on international markets? What can we learn, forinstance, from our 25 years in China, our largest single market?And how can we play our part in the creation of practicable trafficsolutions for the worlds major urban areas in Asia, in the USAand in Latin America?

With the highest investment program in our companyhistory to-date of eleven billion euros by 2015 and our currentlymore than 70,000 highly qualified employees, we are puttingeverything we have into becoming the number 1 premium brand.In other words we are showing customers, part ners and stake-holders what Vorsprung durch Technik means today and in thefuture.

This magazine offers you a glimpse of this.I hope you enjoy reading it.

Yours,

Prof. Dr. Ulrich Hackenberg Member of the Board of Management of AUDI AGTechnical Development

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Mindset.18Terra di MotoriCabrio trip to Ducati and Lamborghini

40Captain FutureDr. Ulrich Hackenberg a portrait

46Orient ExpressA visit to the Audi R&D Center Asiain Beijing 56High-Speed EditingInterview with Wu Zheng, publisher of auto motor und sport in China

58Sharing the FutureNew mobility concepts for commuters Audi Urban Future Initiative

Skills.68Chinese High LifeOn the Audi China Road Testup the Kunlun Pass

78The Volt-ageThe future of mobility starts here Audi A3 Sportback e-tron

90MagazineTechnology news from around the world 94Third DimensionComfort is not a luxury-class privilege the Audi A3 models

104Pleased to meet you: Nicolaus Otto.My pleasure: Rudolf Diesel.Two worlds of technology at Audi

114Ground WaveVision of the future wireless charging

116The Winds of ChangeThe Audi e-gas facility in Werlte

122All-Round TalentHi-tech and design at the wheel five examples from Audi

132LED it beThe future of light Matrix LED headlamps

136Track RecordRace sprinter Julian Reusvs. the Audi S5 Cabriolet

Passion.142Tools of the TradeThe key toolsof Audi Design

154Air TimeThe aerodynamics of Le Mans winner,the Audi R18 e-tron quattro

16650 Years of LamborghiniThe sports car with the bull brandcelebrates an anniversary

178GlossaryAn explanation of some of the termsused in this edition

180Imprint

Contents46

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390volts is the tension inside the battery of the

new Audi A3 Sportback e-tron when fully charged.

page 78

At Full PowerPlenty of driving pleasure and impressive efficiency,

innovative technology and unrestrictedusability: With the new A3 Sportback e-tron, Audi is making

electromobility suitable for everyday use.


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4,788Audi China Road Test

Three months and 20,000 kilometers throughheat and cold, desert and ice, dust, congestion and altitude.

No mercy is shown during road testing in China,to neither the cars nor their drivers.

meters above sea level: The Kunlun Pass isthe highest point in

Audis global testing program.

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High-Gloss Hi-TechSporty wheels are not just desirable design features,

they are also packed with innovative technology.

4.4kilograms of weight is saved by each one

of the new Aluminum TechnologyWheels against a comparable forged wheel.

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3:22.746Power Play

Despite an array of restrictions applied by the regulations,the Audi R18 e-tron quattros were once

again considerably faster at Le Mans in 2013 than the yearbefore thanks primarily to systematically

perfected aerodynamics.

minutes was the best lap time recorded by the Audi R18 e-tron quattroin Le Mans 2013.

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The Age of LegendsWith it, Ferruccio Lamborghini laid the foundation for

an outstanding series of automotive legends.After 50 years, Automobili Lamborghini is better and more

successful than ever. In a couple of years,the Urus super SUV will further enhance the lineup.

1963Ferruccio Lamborghini founded his sports car brand

in SantAgata Bolognese.

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M i n d s e t .

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h a t p u t A u d i a t t h e t o p .

T h e c o m p a n y w a n t s t o e x p a n

d i t s

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o f n e w

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18Terra di MotoriCabrio trip to Ducati andLamborghini

40Where others leave off Dr. Ulrich Hackenberg a portrait

46Orient Express

A visit to the Audi R&D Center Asiain Beijing

58Sharing the Future

New mobility concepts for commuters Audi Urban Future Initiative


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Through the Alps in the Audi RS 5 Cabriolet,this is a particularly pleasurable drive.

Italian style a glass of water, a strong coffeeand then onward through the sunshine. The Terradi Motori is a worthwhile destination.

Top down the southern sunshine makes fora full cabriolet experience.

Classic beauty the four-seater cabrio makes aconscious style statement with its fabric roof.

No clich old farmsteads pop up nowand then along the road. This region exudes alaid back feel that is highly infectious.

Bologna the home of Ducati and capitalof the Italian motorcycle industry.

Modena as well as Maserati, this isalso home to De Tomaso.

Maranello Ferrari builds its racing androad cars in this town.

San Cesario sul Panaro Horacio Paganihas been realizing his super sportscar dreams here since 1993.

SantAgata Bolognese the homeof Lamborghini, the brand with the bull.

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It doesnt take much encouragement totake the wheel in an Audi RS 5 Cabriolet a

igh-revving V8 with 331 kW (450 hp), permanent quattro drive,he dynamism, safety and comfort you expect from an Audi and,ot least, the cabrio roof even without anywhere particular to go,hese are all good reasons to push the start button.

But the blue RS 5 Cabriolet awaits us with two promis-s. The journey will take us across the Alps, in itself always a verypecial pleasure in an open-top car. And the destination is no lessttractive than the route a fascinating region, the name of whichs both melodic and seductive. We are heading for the Terra di Motori,his strip of land between the River Po and the Adriatic Sea, be-ween Piedmont and the Apennines.

In the Alps, which we cross via the old Brenner Pass, ahick layer of rain clouds still hangs between the mountains. Their is damp, as is the winding road. But then the southern sun winshe upper hand, dispersing the cover in a matter of minutes. Itisappears behind the rear seats, as we snake our way along theutostrada toward Bologna with a light purring in our ears.

Far removed from mighty Turin and the Fiat Group, the0th century witnessed the birth of a small, fine biotope for exqui-ite automobiles and motorbikes. The Emilia-Romagna with itsapital city Bologna has repeatedly attracted individuals fascinat-d by performance, technology and design. And thus its inhabit-nts also call this, the third wealthiest region of northern Italy after

Lombardi and the Aosta Valley, the Terra di Motori or EngineCountry.

As far back as 1914, Maserati was founded in Bolognay five brothers, and still displays to this day its connection to thisroud city with the trident in the brand logo although the com-any actually moved to Modena in 1940 following its sale to the

Orsi family. To this day, the trident evokes memories of the Neptune

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extMichael Harnischfeger

PhotosUwe Fischer

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fountain in the center of Bologna, where three of the Maseratibrothers risked a new corporate beginning following their finalseparation from the company. Until 1967, they built successfulroad and race cars in the suburb of San Lazzaro di Savena under thename of OSCA (Officine Specializzate Costruzioni Automobili). Fastsports cars were also a fascination for industrialist Ilario Bandini.Starting in 1946, he produced a series of internationally successfulrace cars, with the last Bandini being produced in 1992.

Bologna was and is the capital of the Italian motor-cycle industry thanks to more than just Ducati. In 1930, AntonioMalaguti founded a company for the manufacture of motorcy-cles and scooters in nearby San Lazzaro di Savena. It finally closedits doors in 2011. Also in Bologna, 1959 saw motorcycle racerLeopoldo Tartarini commence production of motorcycles andscooters under the Italjet brand. After the war, at around the sametime as the Ducati brothers, Alfonso Morini also began producingmotorcycles in Bologna. Although Moto Morini disappeared fromthe market in 1991, the firm has lived on in another form since2004. A similar fate befell specialist motorcycle producer Bimota,founded in 1973 by Massimo Tamburini in the Adriatic city of Rimini. Bimota specialized in implanting powerful engines, pri-marily of Japanese origin, into elaborately manufactured spaceframes and equipping them with premium-quality suspensioncomponents. Having survived insolvency in 2002, Bimota was res-urrected in 2005.

Not far from Bologna is Modena, home to several bignames. In 1938, Vittorio Stanguellini, a successful Fiat tuner likehis father, built his first in-house race car, which was followed bya host of successful models until the company closed in 1956.In nearby Maranello, Enzo Ferrari began building race and roadcars in 1947. Twelve years later, Argentinean Alejandro de Tomasosettled in Modena. What began as a tuning workshop for race cars,

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Peaceful space the Emilia-Romagna aroundModena and Bologna is flat and green. Inthe distance, rise the peaks of the Apennines.

Lunch break in the Terra di Motori,a plethora of charming restaurants beckon.

SantAgata Bolognese the town is proud of its famous sports car brand.

Glass palace the Lamborghinifactory museum, opened in 2001 inSantAgata, is bright and airy.

Fast bend the Ducati factorymuseum presents the milestones in thecompany history.

Open or closed the Audi RS 5Cabriolet is at home on the roads of the Terra di Motori.

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developed into the birthplace of road-going sports cars driven pri-marily by large-displacement V8 engines of American origin. ADe Tomaso united largely uninspiring but solid high-volume tech-nology from the USA with Italian elegance. The most famous ex-ample is the De Tomaso Pantera with a body by Ghia.

Following some financially very difficult years, DeTomaso Modena S.p.A. entered bankruptcy in 2004 never to re-emerge. Even more spectacular than the De Tomaso models wasthe Cizeta Moroder V16T built in the early 1990s by engineerClaudio Zampoli and composer Giorgio Moroder in Modena. Amighty 16-cylinder mid-engine with 540 hp made the low-slungcoupe the fastest car of its time. The plan was to build 40 units peryear. However, this figure was never achieved and the companyentered bankruptcy in 1995. Zampoli now builds the Cizeta Coupeand Cizeta Roadster to order in the USA.

Also in the area around Modena, in the small town of San Cesario sul Panaro, Argentinean Horacio Pagani set to work in1993 realizing his lifelong dream of building his very own supersports car. He presented his first model, the Pagani Zonda C12, in1999. The latest model is called Huayra. 1989 also saw BugattiAutomobili SpA settle in Campogalliano, presenting just one yearlater a super sports car named EB 110. The ambitious project fellvictim to the challenging global economy in the mid-1990s according to reports only 88 units were ever built. A planned four-seater, the design of which originated from Italdesign Giugiaro,never made it beyond the concept stage.

Great strokes of technical genius, flashes of inspirationin the search for the perfect form all of that happened and stillgoes on in the Emilia-Romagna, this magical region that casts itsspell particularly in the warm evening light, with its miles of fieldsand picturesque architecture.

It seems more or less a given that this should alsobe home to Ducati and Lamborghini. The pursuit of captivatingdriving pleasure and perfect quality, of high performance in tech-nology and design connect the Audi brand with its beautiful Italiandaughters.

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Friends of Italian driving culture can find many worthwhile desti-nations in the Emilia-Romagna. Private collections and companymuseums offer glimpses into the motorcycle and automotivehistory of this region, where a hot heart beats beneath gentle, roll-ing fields. The Emilia-Romagna Tourism Association c urrentlylists the following museums. Some allow visitors only by appoint-ment or in groups. Entry is often free of charge.

With its display of motorized two-wheelers, the PiccoloMuseo della Moto, Via S. Giuseppe, 16/A, 42061 Guastella is dedi-cated to mass motorization in Italy from the end of the war untilaround 1965. In the Museo delle moto e dei ciclomotori DEMM, ViaMazzini 230/a, 40046 Porretta Therme close to Bologna, thesubject matter also includes sporty road and racing motorcycles.A visit to the Museo Nazionale del Motociclo, Via Casalecchio58/N, 47924 Rimini, on the other hand can be combined with a dipin the sea. Historic cars and motorcycles are the focal point of theMuseo dellAutomobile Scuderia San Martina, Via Barbieri 12,42018 San Martino in Rio. Around 150 classic motorcycles, tractors,engines and even gramophones await visitors to the CollezioneNello Salsapariglia, Via Lazzaretti 3, Pieve Rossa, 42011 Bagnoloin Piano. The Nigelli Collection, Via Giuseppe Venturi 3, 40050Monte San Pietro near Bologna concentrates on classic motor-cycles. On display are around 300 historic two-wheelers, includ-ing some impressive one-offs. The Collezione Vespa Mauri Pascoli,Via Faentina 175/A, 48124 Ravenna, on the other hand, is dedi-cated to the Italian cult brand.

For Ferrari fans, there are three addresses well worth visit-ing. The Museo Ferrari Maranello, Via Dino Ferrari 43, 41053Maranello is right next door to the factory. The Museo Enzo Ferrari,Via Paolo Ferrari 85, 41121 Modena illustrates the companyhistory in the house where the company founder was born. Alsoworth a look is the private Ferrari and Abarth collection of FabrizioViolati, the Maranello Rosso Collezione, Strada dei Censiti 21,47891 Falciano.

Maserati does not maintain a museum of its own. However,friends of the brand can admire 23 milestones in the companyhistory at the privately run Museo Panini, Via Corletto 320, AziendaAgricola Hombre, 41126 Cittanova (Modena).

The focus at the Museo dellAuto Storica Stanguellini, ViaEmilia Est 756, 41100 Modena is on historical race cars andsporty road vehicles, while the selection on display at the CollezioneRighini, Via Emilia 49, 40011 Anzola dellEmilia is consider-ably more broad based. Classic motorcycles, tractors and cars areexhibited here alongside heavy trucks and military vehicles.

Integrated within the factory is the architecturally impressiveMuseo Ducati, Via Cavalieri Ducati 3, 40132 Bor go Panigale(Bologna). All milestones of the company history from the firstsmall moped of the 1940s through the successful racing motor-cycles to the current superbikes are represented here.

The spectrum on show at the Museo Lamborghini, ViaModena 12, 40019 SantAgata Bolognese ranges from the firstseries-production car, the 350 GT, through race cars and prototypesto series-production milestones in the company hisory. Factorytours can be arranged on appointment. The Centro Museale FerruccioLamborghini, Strada Statale 342, 44040 Dosso (Ferrara), onthe other hand, focuses more on company founder Ferruccio.

For further information go to:www.emiliaromagnaturismo.it

Places to visit in theTerra di Motori



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The Ducati factory in the busy Borgo Panigalearea of Bologna is hard to miss. Stretching

long the road is the long white wall of a building, decorated withates and red motorbikes often at spectacular angles. They areeminders of heroic feats of motorcycle racing, where Ducati surely

holds a place among the most successful brands of all time. Thisas been company headquarters since 1935. However, its historyegan in the 1920s in the city center. That was where 19 year-oldhysics student Adriano Ducati succeeded in establishing a radioonnection to far-distant America. He and his brother had thentrepreneurial instinct to develop this into a business idea.

They began with the production of radio capacitors and,ight after market launch, secured a major contract from Buenos

Aires for 3,000 units. A host of other products followed, the num-er of employees grew and, almost ten years later, the Ducatirothers bought the 120,000 square-meter site on the Via Emilia,

which is now named for the brothers father, Cavalieri Ducati.Outside the assembly halls, where the current range of

motorcycles, Diavel, Hypermotard, Hyperstrada, Monster, Multi-trada, Streetfighter and Superbike, are assembled by hand, we are

met by two icons of recent history. They represent all that began in946 with the construction of the first Ducati moped. This was the

year in which the company that had grown into a major producerf electronics components and cameras switched over to the manu-acture of two-wheelers. And the first of those now stands in frontf us still held in high esteem to this day, it is the Cucciolo (Puppy)icycle with its 48cc auxiliary motor.

And then there is the legendary Ducati 916. Producedince 1994, it revolutionized the way sporty motorcycles are builthe world over. The slender superbike features the steel tube trellisrame that has been characteristic of Ducati since the 1970s andombines enormous flexural and tensile stiffness. Its steering-ead tube was one of the first to enable adjustment of the front-nd geometry without compromising the wheelbase, an importantactor for optimum set-up. If this were applied to car design, theutcome would be an affordable sports car with a suspension ge-metry that could be modified in many of its parameters in accor-

dance with the personal preferences of the driver or the demandsf the road or track in question.

We are immediately infused by a renewed sense of enthusiasm for the spectacular design of the 112 hp, 207 kilogram916. In its time, it kicked up quite a stir among fans and the mediaalike. What made the Ducati 916 the new benchmark was thechoice of materials, the surface finish and the fact that every tinydetail was not merely an end in itself, but possessed a distinct func-tional background and purpose. The exhaust end pipes, for in-stance, located for the first time beneath the seat, served not onlyto enhance the performance of the exhaust line, but also, in com-bination with the single swing arm, to optimize the aerodynamics.

Massimo Tamburini, former head of high-end specialistBimota in Rimini, dedicated six years to the development of the

916, and, in so doing, created a lightweight dream on wheels thatwas intended to preserve the core values of the brand and carry itstechnology into the 21st century.

This, of course, also applied to the engines. Even thesmall 125cc Ducati that Gianni Degli Antoni rode to class victory inthe 1956 Swedish Grand Prix was equipped with the desmodromicvalve control, which remains a signature of Ducati engines.

The secret of this valve control system, developed forDucati by Fabio Taglioni, is the complete absence of springs in theclosing of the intake and exhaust valves. The desmodromic sys-tem* in the cylinder head closes the valves as accurately as theyare opened via an extra closing lobe on the camshaft. This technol-ogy facilitates highly precise, secure valve closure, even at high revs,while at the same time increasing engine output and improvingexhaust quality.

The 916 (and its successor models, the 996, 998, 999,1098 and 1198) led the field in the design of sports bikes for years,passing its mantle on in 2011 to the Panigale range with its topmodel, the 1199 Panigale R, presented in 2013. The longitudinal

Short travel directly beneath the tank is wherethe air and gasoline come together to createthe mixture that delivers 143 kW (195 hp) from just 1.2 liters.

All real if it looks like carbon fiber, it is carbonfiber; including the elegant shield aroundthe adjustable spring struts.

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Ducati Motor Holding S.p.A.Fascination is V-shaped

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* see glossary, pp. 178 179

L-Twin engine, with its two cylinders set at a 90-degree angle isnow the norm for all production Ducati engines. The 1199 PanigaleRs lightweight titanium conrods and a reduced-weight flywheeldeliver highly responsive high-revving characteristics. The two-cylinders deep sound switches to a furious hammering as it soars

joyously all the way to 12,000 rpm, producing 143 kW (195 hp)from a displacement of 1.2 liters.

We cant tear our eyes away from this impressivelydesigned motorcycle. The use of lightweight materials like car-bon, and the integration of several functions into just one compo-nent push the weight of the Panigale R down to 165 kg. With a fulltank and all other operating fluids, the superbike tips the s calesat just 189 kg, putting its power-to-weight ratio on the right sideof what even super sports cars have to offer. Our Audi RS 5 Cabrio-let, parked outside alongside the many Ducatis owned by companyemployees, would have to have around 2,000 hp to achieve a com-parable power-to-weight ratio.

Like the 916 in 1994, the Panigale is not an evolution-ary bike, but a revolutionary one a prime example of functionalintegration. The secret star is a frame layout developed by theDucati Corse racing department that bears little resemblance tothe classic trellis chassis design. The actual frame consists of a smallaluminum monocoque only, which, positioned perfectly in the air-stream above the engine and directly beneath the tank, also servesas an airbox. This is the fastest way to bring together what belongstogether air and gasoline.

ABS, adjustable traction control and engine brakingcontrol, electrically adjustable dampers and a selection of ride-by-wire engine characteristics are combined into three easily switch-able Riding Modes, enabling every rider to create their optimumconfiguration.

From racetrack to road is not just a hollow marketingtagline, but a reality that has been lived and breathed for decadesin Borgo Panigale, Bologna. No wonder Ducati engineers so enjoytalking shop with their colleagues from Ingolstadt and Neckarsulm.They are bound by a passion for technology and quality.

Perfection to the tiniest detail the slendersteering damper lies parallel to the fork bridge.Despite a large amount of information, thedigital display is clearly arranged and easy tounderstand.

It has to be red like the RS 5, there are Ducatimotorcycles in all sorts of colors. The main one,however, is red, like the globally revered badge.

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Ducati CEO Claudio Domenicali on the essence of his brand and the role of the Italianmotorcycle manufacturer within the Audi Group.

Your top model, the 1199 Panigale R generates more than 195 hp at adry weight of just 165 kilograms. Is there any way that could be bettered?Domenicali: The 1199 Panigale R is the pinnacle of development in many

respects. Our closest competitor weighs ten kilograms more, which is a huge difference.But the innovation doesnt st op. We are still working on our core values like style, technol-ogy and performance. And performance is dependent first and foremost on weight. Weare making advances in assistance systems, too.

Ducati is the most successful brand in MotoGP. What does your racingcommitment bring to your production bikes?Domenicali: An enormous amount. For example, the frame of the 1199 Pani-

gale R made its debut in 2009 in our GP9 race bike. The intake tract of our four-valve enginewas also developed for racing. Or traction control in 2008, we were the first manufac-turer to put it into series production. Its software came from our racing bikes.

The desmodromic valve control system is one of Ducatis technicalfeatures. Why do you go to such leng ths?Domenicali: When it gets down to the last percentage points of power, all you

have is pneumatic valve control or desmodromic, and desmodromic also has c onsumptionand emissions benefits under partial load.

How important is simulation in the development of a motorcycle?Domenicali: Very important. The dialogue with our colleagues at Audi is ex-

tremely helpful in the validation, testing and development of predictive models. But wereust scratching the surface.

How can the Audi Group benefit from Ducati?Domenicali: We are expert in the likes of large cylinder bores. In the 1199

Panigale R, they measure 112 millimeters. In cars, the norm is 85 or 100 millimeters atthe most. It is quite an art to make that fit for high revs in racing we ru n at up to 17,000rpm. We therefore possess a great deal of competence in the field of friction minimizationand material selection. Our lightweight design expertise can also be helpful.

As a member of the Audi Group, will you be able to develop faster andmore efficiently in future?Domenicali: Definitely. But that is not our main aim. We simply want to de-

velop motorcycles that are even more amazing to ride. What we build is not merely a meansof transport; we build objects of desire. A Ducati will always be an aesthetic and techno-logical pleasure. Riding one should deliver as much fun and safety as possible. And, veryimportantly, the universal usability of our bikes will get even better. After all, cruising hasto be fun, too.

We buildtoys!

New on the job Claudio Domenicalihas been CEO of Ducati Motor Hold-ing S.p.A. since April. The mechanicalengineer has worked for the com-pany for 21 years.

Form follows function the exhaustpipes on the 1199 Panigale R endbefore the rear wheel, which runs ona swing arm; lightweight designwith aerodynamic benefits.

And then there was light the 1199Panigale R has dual headlamps infull-LED technology.

Beautiful lightweight design LEDsalso feature in the rear lights, whichare formed with the rear cladding tocreate air channels.

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Ducati has been part of the AudiGroup since July 2012. The Italiancompany is a globally renownedmanufacturer of sport motorbikeswith advanced technology, functionaland emotional design and com-pelling product quality. Ducatis tech-nical USP is the L-shaped two-cyl-inder twin engine with desmodromicvalve control, which uses a mechani-cal system instead of springs toclose the valves. The Ducati lineupcurrently comprises six model ranges from the Naked Bike to the fullyclad Panigale superbike range. In2012, Ducati produced 44,102 mo-torcycles (16 percent more thanin 2011) with a workforce of almost1,200. Ducati has been actively in-volved in motorcycle racing since the1950s. 2011 saw the company cel-ebrate the 300th victory of its his-tory in the Superbike World Champi-onship in which Ducati has won17 manufacturer and 14 rider titles

in the space of 21 years.This history officially began

in 1926, which is when brothersAdriano, Bruno and Marcello CavalieriDucati founded the Societ Scienti-fica Radio Brevetti Ducati in Bologna.The company manufactured radiocapacitors, then later radio antenna,intercom systems, electric shavers,cameras and film projectors.In 1946, the brothers switched tothe production of two-wheelers.Their first product was an auxiliarymotor for bicycles; shortly afterward,it started producing mopeds.

In 1948, the Ducati brotherssold their company to a state-owned holding company. From 1954,engineer Fabio Taglioni developedit into a manufacturer of lightweightsports motorcycles. In 1985, Ducatibecame part of the Italian CagivaGroup, and after two further changesof ownership, AUDI AG acquiredDucati Motor Holding S.p.A. in sum-mer 2012. At its company head-quarters in Bologna, Ducati currentlyemploys around 1,100 people, in-cluding the racing division DucatiCorse. A further 75 work at an assem-bly facility in Thailand.

About Ducati

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Ducati 916Manufacturer: DucatiMotor Holding S.p.A. Production period: 1994to1998 Class: Superbike Engine data: Liquid-cooled,two-cylinder,four-stroke,90VengineFour valvesper cylinder,electronic injectionDisplacement: 916cmPower: 83kW(112hp) at8,500rpmTorque: 92Nm at6,900rpmTransmission: 6-speedDrive: ChainBrakes: 2discsfront/ onedisc rearWheelbase: 1,410mmSeatheight: 790mmCurb weight: 201kgTopspeed: 255km/hAcceleration 0 100 km/h: > 3s

Ducati 1199 Panigale RManufacturer: DucatiMotor Holding S.p.A.Production period: since2013Class: SuperbikeEngine data: Liquid-cooled,two-cylinder,four-stroke90VengineFour valvesper cylinder,electronic injection,regulated catalystDisplacement: 1199cmPower: 143kW(195PS) at10,750rpmTorque: 135Nm at9,000rpmTransmission: 6-speedDrive: ChainBrakes: 2discsfront/ onedisc rear,ABSWheelbase: 1,437mmSeatheight: 825mmCurb weight: 165kgTopspeed: > 270km/hAcceleration 0 100 km/h: < 3s


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What is the I Maggi? A restaurant with afew guest rooms? Or a small hotel with a

arge restaurant that draws guests from as far as Verona, Modenand Bologna to SantAgata Bolognese with its legendary pizza?

Whatever it is, this is where we begin the second day of our GirodItalia, accompanied by the distinctive engine sound of passingLamborghinis. You see, I Maggi lies directly on the route used byLamborghini test drivers to put every new automobile from therand with the bull through its paces.

The factory built by Ferruccio Lamborghini in 1963 forhis new company Automobili Ferruccio Lamborghini S.p.A. on areen field between Bologna and Modena is close by. The Audi RS Cabriolet brings us there in just two minutes along two roads astraight as a die. Where the lads from Lamborghini once allegedly

kicked up quite a stir, todays test drivers pull away from the lightsn a more piano style, waiting until they are out of the villageefore loosening the reins on the engine. In the far more regulated

taly of today, they cant be completely certain of their immunitygainst speeding tickets if indeed such a thing ever existed.Parts of the old factory with the sweeping lettering on

ts flat roof are still standing. However, the former space of 50,000quare meters has now grown to 200,000. A new complex of build-ngs has been added, a photovoltaic installation on the roofs sup-lies electricity. Lamborghini was the first Italian automotive com-any to be recognized for its environmental management andnergy efficiency. Production should be CO-neutral by as soon as015.

Behind the factory, fields still stretch into the distance.According to newspaper reports, these are the fields on which theharmingly determined farmers son, with both feet planted firmlyn the ground and an occasionally direct and domineering manner,

watched some of the tractors he built at work. They brought himwealth and enabled the self-made millionaire to estab lish moreompanies. Life was good to him whatever he touched developednd flourished, allowing him to acquire exclusive toys from Maseratind Ferrari. But Ferruccio Lamborghini wants to do this better. Heuts together a team of engineers, builds the factory in SantAgata

Bolognese and thumbs his nose at Ferrari in 1963 with the originalLamborghini 350 GT.

The main reason for our visit, however, has little in com-mon with this elegant V12 front-engined gran turismo. We are hereo see the Veneno. This utterly extreme automobile is limitedo just four units (three of them are sold to customers at a pricef three million euros each plus tax, the fourth is going to the

Lamborghini Museum). It is a spiritual brother to the Murcilago,

he Diablo, the Countach and, above all, the Miura. It was this car

Upholding tradition the flowing lettering maylook somewhat out of place on the angular Veneno,but it already featured on the 350 GT from 1963.

Racing atmosphere the yellow central displaycould come from a sport prototype. On the centerconsole are toggle switches protected againstaccidental use.

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Automobili Lamborghini S.p.A.50 Years of the bull

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prototype, it also possesses its aerodynamic efficiency. Made fromcarbon fiber like the rest of the bodyshell the front end hasbeen constructed for optimum airflow and functions like a wing.The deep channels between fenders and bodyshell, also longtimefeatures of sports prototypes, likewise benefit the aerodynamics.They provide for stable airflow around the bodyshell, improvingthe temperature characteristics of both the engine and the enor-mous brakes.

It goes without saying that the underbody also servesan aerodynamic purpose. Its smooth surface prevents turbulenceand merges into a diffuser framing the four end pipes of an exhaustsystem from which the Veneno exhales with gusto. The cockpitis one of maximum functionality, dominated by lightweight ma-terials developed by Lamborghini such as Forged Composite* andthe woven carbon-fiber Carbon Skin as well as the large yellowcentral display.

The monocoque made from carbon-fiber reinforcedpolymer and the aluminum sub-frames front and rear use the com-panys expertise in the application of structural lightweight ma-terials as demonstrated in the Aventador. The safety equipmentwith ESP and airbags is there to ensure that the Veneno meets theregistration legislation of all relevant markets, and is not restrict-ed to raising its voice on closed race tracks alone. The exterior partsin carbon also fulfill all safety requirements. New tooling was made

for many of them, which, in view of the extremely limited produc-tion numbers, emphasizes the lengths to which development en-gineers went in constructing the Veneno. The doors, for instance,may look similar to those of the Aventador at first glance, but theyhave a new diagonal line toward the rear. This small design elementalone, which an observer may perhaps not even notice until histenth time around this driving machine, illustrates the uncompro-mising approach taken by the development engineers to mergingaerodynamic efficiency with the brands design language.

Combined with the increased power output of the 6.5-liter V12 to 552 kW (750 hp), this delivers a 0 100 km/h time of 2.8 seconds and a top speed of 355 km/h performance figuresworthy of a Lamborghini. The development of the Veneno frominitial computer sketches to production of Numero Uno shown herein prototype build took just six months. This, too, fits perfectlyto the spirit of the brand and to the excellent claim celebratingthe companys 50th anniversary 100 years of innovation in half the time.

that founded the era of the road-legal super sports car in 1966.And today, it is this car that is seen as the blueprint for all subse-quent Lamborghinis. Low, wide, with two seats and a mid-engine;always a little more powerful than the competition, with a cooldesign and a kind of elegance that is rooted in technology, and noshortage of unfettered drama.

The Veneno appeared to mark the 50th anniversaryof the firm that Ferruccio Lamborghini had already sold by 1973to raise money and make time for his other endeavors. Severalowners followed, including a group of Indonesian investors in themid-1990s. But these chapters have long since been consigned tothe history books. Since Audi became involved with Lamborghini,everything has been progressing solidly. The figures are great, asis the mood of the workforce.

But back to the Veneno, standing alone among all theGallardos and Aventadors awaiting transport or driving with a quietrumble through the factory. That its based on the Aventador LP700-4, of which more than 2,000 have been built since 2011, isperhaps most evident from the characteristic form of its wind-shield. Crowned by a mighty fin and a three-way adjustable rearwing, and with its largely grey paintwork, the shimmering black of its visible carbon-fiber structure and these truly sinful red stripes,the Veneno looks like a creature from the ocean depths. As if youwere snorkeling unawares in a blue lagoon and took a short detourinto this bay the one locals speak of so reluctantly. And then sud-denly it appears, this thing? completely filling the frame of yourdiving goggles. The first and only thought at this moment whennothing else matters is that you should perhaps have lived life abit more to the full

This look is not for show. Form follows function was themantra applied to its development, the results of which allegedlydrew some unprintable remarks from the Management Board.The form of the Veneno resembles not only that of a flawless racing

Anniversary gift the Veneno celebrates thecompany anniversary with dramatic forms in thestyle of a racing prototype.

Heading for the countryside in 1963, FerruccioLamborghini built his car factory in an area sur-rounded by meadows and fields. The company stillenjoys an idyllic setting to this day.

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* see glossary, pp. 178 17933 Encounter Technology2 Encounter Technology


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Maurizio Reggiani, Director of Research and Development, on the Lamborghini DNA andthe spectacular Veneno.

The Veneno is road legal, but is as uncompromising and extreme as athoroughbred race car. Is this how a Lambo rghini has to be?Reggiani: The Veneno is, of course, not a series-production car. We are building

only three of them for three special customers, and keeping the prototype ourselves. Forthe companys anniversary, we allowed ourselves to build something that has never existe dbefore. When the Management Board saw the initial sketches, they very quickly came tothe conclusion that this would be the perfect tribute to our 50 th birthday.

But the Veneno is more than just for show.Reggiani: The designers and aerodynamicists have created the very best that

is possible with a road-legal car. It is a supercar in which every single line, every detailhas a function. Look at the separation between the fenders and the bodyshell youll findthat nowhere else. This is not just design, but function. These channels optimize both theaerodynamics and the engine cooling.

Its twelve-cylinder has extra hp, bringing it up to 750. With turbo-charging, wouldnt there surely have been a little more in there?Reggiani: If the law at some point demands it, we will build turbocharged

engines, too. But until then, Lamborghini stands for naturally aspirated engines. This isthe pinnacle of engine engineering.

The Veneno is built largely from carbon-fiber reinforced po lymer (CFRP*).Lamborghini is a pioneer in this field. Does th is apply toseries-production vehicles, too?Reggiani: Everything that we present has the potential for series production.

For the Aventador, we built the first monocoque made from carbon fiber. For the SestoElemento, we created the monocoque in Forged Composite, a CFRP material that is fasterand more economical to use than classic CFRP. We can now apply this to series-productioncars, too. On the Veneno dashboard, we have introduced the first Carbon Skin an innova-tive CFRP material that is as fine and soft as leather or Alcantara. We dont do anythingwithout testing it for use in series production.

Can the members of the Audi Group make use of this know-h ow?Reggiani: Of course. We talk a great deal with each other, and we all bring our

respective knowledge to the table. We provide information, for instance, on lightweightmaterials and extreme projects. Conversely, we can make use of Audis electronics com-petence or its expertise in system integration. We all improve through the work of others.

But Lamborghini remains the extreme brand. From a performanceperspective, it starts where most others stop.Reggiani: Extreme lines and innovative concepts are part of our DNA. Think of

the Miura, Countach, LM 002, Estoque. A Lamborghini is extreme and cool. The Venenocan only be a Lamborghini. This car would fit to no other brand.

Extremeandcool.

Fine tuning the pitch angle of the mighty rear spoiler can be adaptedto the route profile in one of threepositions.

The beauty of technology thesmooth underbody ends in a diffuserwith edges emphasized in red.

Aerodynamics and design thesetwo aspects defined the creation of the Veneno, says chief engineerMaurizio Reggiani.

Effective details the design of thefront end takes account of aero-dynamic requirements. A powerfulred tone sets small, effectiveaccents.

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With Automobili Lamborghini S.p.A.,the Audi Group includes one of theworlds most well-known namesin sports car manufacturing. The com-pany in SantAgata Bolognese closeto Bologna and Modena has seenits productivity grow steadily in recentyears. A total of 2,083 vehicles weredelivered to customers in 2012(against 1,602 in 2011). Around1,000 employees currently producethe Gallardo and Aventador mod-els in specialist, low-volume facili-ties. Both vehicles are available ascoupe and roadster variants and areequipped with permanent four-wheeldrive. The Chairman of the Boardof Management of AUDI AG, RupertStadler, recently announced the de-velopment of the Urus luxury SUV asa third model range. Lamborghinihas a tradition of building extremelyshort-run limited editions, the mostrecent of which being the Venenoin celebration of the companys 50 th

anniversary.Lamborghini cars are inex-

tricably linked to company founderFerruccio Lamborghini. Born in1916 into a farming family, he wentinto business for himself in 1946after studying engineering, initiallyproducing tractors. In the late1960s, Lamborghini Trattori S.p.A.was one of Italys largest producers of agricultural vehicles, with a dailyoutput of more than 400 vehicles. Ear-lier, in 1960, Lamborghini had al-ready established a second companyfor the manufacture of heating andair conditioning systems and, in1963, Automobili Lamborghini s.a.s.

With its very first series-pro-duction vehicle, the 350 GT, and par-ticularly with the Miura in 1966,Lamborghini set new standards inthe construction of super sportscars. In 1972/1973, the companysfounder stepped back from the auto-motive business. Following sev-eral changes of ownership, the com-pany was taken over by AUDI AG.

About Lamborghini

* see glossary, pp. 178 17939 Encounter Technology


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Lamborghini VenenoManufacturer: AutomobiliLamborghiniS.p.A. Production period: 2013 Class: Super sportscarEngine data: Liquid-cooled,twelve-cylinder,four-stroke60VengineFour valvesper cylinder,electronic injection,regulated catalyst Displacement: 6489cmPower: 552kW(750hp) 8,400rpmTorque: 690Nm at5,500rpmTransmission: 7-speed ISRDrive: all-wheel,permanent Brakes: Carbon-ceramic brakediscsall round, ABS,ESPWheelbase: 2,700mmLength /width /height: 5,020/2,075/1,172mmCurb weight: 1450kgTopspeed: 355km/hAcceleration 0 100 km/h: 2.8s Purchase price (Euro): 3,000,000plustax (sold out)


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Dr. Ulrich Hackenberg has been working for the Volkswagen Groupfor almost three decades. He has no w returned to Audi

as Board Member for Technical Development, Back home, as he calls it. His task is clear further expansion of Vorsprung durch Technik.

C A P TA I NF U T U R E

PhotosUlrike Myrzik

TextVolker Koerdt



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The man who never pushed himself to thefore, but whose exceptional skills have nevertheless puthim among the very top automotive engineers, is notsomeone who likes to make a big noise despite beingan excellent pianist. After playing away from home inWolfsburg for almost seven years, he is happy to beback in Ingolstadt once more. The Golf with the MQBwas surely the highlight and my masterpiece, but, forme, Audi means coming home again.

Hackenberg is also aware of the pressure,There are many people expecting an awful lot fromme. Yet the ensemble of Audi engineers greeted himalmost as a pop star with standing ovations, as if theywere delighted to have him there, setting the tone astheir conductor. You see staying with the musical meta- phor Audi is where the next great work will be created.It will be written in the new score for the MLB (ModularLongitudinal Matrix). And Hackenberg and his team willhave to pull out all the stops if the cars based on it areto be a hit. Vorsprung durch Technik is still Audis corebrand value, and one that we must continue to expand.Audi has developed technologies to justify this.

Hackenberg is in charge of almost 8,000development engineers worldwide, who are devisingabsolutely world-leading technology. Hes not only anoutstanding engineer, detail-obsessed and a real carguy no, hes also a team player. The people who workwith him like him, says an insider from Wolfsburg.Obviously, you need a top team, confirms Hackenberg.Describing the process chain, he continues, You haveto pick the right employees. The people who work withme have to know that I delve deep into the technology;that I ask a lot of questions. Hackenberg is an out-and-out perfectionist, constantly driven by the will to opti-mize. It is for good reason that he gets along so wellwith Volkswagen CEO Martin Winterkorn. They arespiritual brothers. Although their characters are com-pletely opposite, they complement one another per-fectly. Plus, Winterkorn and Hackenberg agree firmlyon two things they are committed to team buildingand nurture a no-blame culture. An error found in timeis something positive, as it is quickly resolved by thegroups immense skills base.

In spite of his calm demeanor, Hackenbergsfacial expressions speak volumes when it comes to er-rors or incorrect assumptions. If you ask the wrongquestions, you reap a slight smile. However, if you makean erroneous statement, the corners of his mouthtwitch energetically.

This is aptly demonstrated by an incidentthat took place around two years ago. It was during apanel discussion run by the ADAC on the future of theautomobile. Volkswagen had just taken over Porscheand the moderator received on stage the then Head of Development for Opel Rita Forst. He greeted her withthe question, I hear you have a coconut on your desk.Why is that? To which the engineer replied, Becausethey are supposed to be particularly difficult to crack,and I have a reputation for cracking every nut, camethe retort.

Hackenberg joined the stage shortly after-wards and the moderator asked him brightly, So whatare you going to do now with Porsche? Hackenbergthrew him off balance by answering, I thought youwere going to start questioning me on coconuts. Why?came the hesitant response, to which Hackenberg cool-ly replied, Because I am married to an Indian womanwho grew up on a coconut plantation, and I know thatcoconuts are very easy to crack. Fact is fact, and thereis no room for error in the mind of Uli Hackenberg.

Dr. Ulrich Hackenberg was born on May 12, 1950 in Herne(North Rhine-Westphalia). After studying mechanicalengineering at RWTH Aachen University, Ulrich Hackenbergwas active as an assistant at the Automotive Institutefrom 1978 until 1985. Among other tasks, he was head of the vehicle dynamics research area, developed the lec-ture program on motorcycle technology and gained hisdoctorate in 1985 on the stability behavior of the driver-motorcycle-road system.

In 1985, Dr. Hackenberg joined AUDI AG, where in 1989he was put in charge of Concept Definition and latertook over technical project management of the entire pro-duct range.

This included the models Audi 80, A3, A4, A6, A8, TT andA2, as well as numerous concept studies and show cars,the technical conception of the platform s trategy and thedevelopment of a simultaneous engineering structure.From 1998 until 2002, Dr. Hackenberg worked for Volks-wagen AG, where he was Head of Bodyshell De velop-ment and also assumed responsibility for Concept Devel-opment in late 1998.

In addition to his tasks at Volkswagen, Dr. Hackenbergwas appointed Member of the Board for Development atRolls Royce Bentley Motor Cars Ltd. and restructuredthe companys Technical Development. From early 1999until mid-2000, he was responsible for the concepts of the future Bentley models, as well as the launch of the Bentley Arnage Red Label, the Rolls-Royce Seraphlong wheelbase and the Rolls-Royce Corniche.

From 2002 until January 2007, Hackenberg moved backto AUDI AG to take charge of the areas of Concept Develop-ment, Superstructure Development and Electrics/Elec-tronics. During that time, he also developed the ModularLongitudinal Matrix.

On February 1, 2007, Hackenberg was appointed Memberof Volkswagens Brand Board for Development. Underhis leadership, the Modular Transverse Matrix was devel-oped and the Volkswagen brands involvement in motor-sport was restructured.

Since 2007, Hackenberg has been a visiting professorat Tongji University in Shanghai and is Chairman of theVolkswagen-Tongji Automotive Institute.

Dr. Ulrich HackenbergBiography

Dr. Ulrich Hackenbergreturned a few weeks ago to Audi as Board Member

for Technical Development. He previouslyworked for the company from 1985 until 1998

and from 2002 until 2007.

Volker Koerdt has been Editor-in-Chief of Cologne-based

motoring journal Auto Zeitung since 2002. In 2010, he also took over general

management of the publication.

It is a beautiful July day in Ingol-stadt, one of the hottest ever;

the thermostat is showing 38 degrees. The roads of theBavarian town look deserted. Some are escaping theheat, others are already on vacation. At Audi, too, theannual factory shut-down has just begun; but not forUlrich Hackenberg, the newly appointed Board Memberfor Development at Audi, who is also still responsiblefor managing group development for the entireVolkswagen Group. Theres a lot to do, he says as heshakes my hand, a friendly smile flitting briefly acrosshis otherwise deeply focused expression. He is knownas a very reserved man. He was born in 1950 in the coal-mining town of Herne in Germanys industrial heartlandin the Ruhr valley, which gave him his typically West-phalian temperament work hard and be thorough,precise and reliable.


Vorsprung durch Technik is stillAudis core brand value,

and one that we must continueto expand.



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He relaxes on the golf course or, when at theiano, loses himself in jazz or classical music perhapsaking a stroll into the world of Chopin, ornamentinghe harmonies of Keith Jarrett or simply doing a littlemprovisation. One of his passions is, of course, the mo-orcycle but, above all, its driving. I like to drive fast,s his motto. And the 63 year-old does indeed tear uphe asphalt at a dizzying rate not just in the name of peed alone, but to put the car through its paces. Youan optimize a vehicle only when you know its weak-esses, and to do that, you have to explore the edges of he envelope. Handling has always been important tohe engineer. Following his studies in Vehicle Tech-ology at the University of Aachen, he wrote his PhDhesis on the topic of Stability Characteristics of the

Rider-Motorcycle-Road System an expertise that canurely be of use to him at Ducati.

But Hackenberg also understands change.Connectivity, CO reduction, lightweight engineering,-mobility are the challenges of the future. Audi willaunch the A3 e-tron in 2014. This kind of plug-in hy-rid* will play a big role for us. When it comes to unre-tricted mobility, you cant beat the plug-in right now.

With zero-emissions city driving and great long-dis-ance range, its the best solution for the customer. Theustomer must have added value or he wont buy aroduct. But, alongside widespread electrification thatxtends to the e-up! developed under Hackenberg at

Volkswagen, the Volkswagen Group is well aware thathe internal combustion engine will still have a majorole to play in future with the task here, too, being toeek out further savings potential. Were in a goodosition in respect of engines, with diesel and spark-gnition engines being systematically developed. The

A3 with a consumption of 3.2 liters and CO emissionsf just 85 grams will be launched soon. Were pushingorward in downsizing* with projects such as the devel-pment of three-cylinder diesel and gasoline engines.

But there will always be a certain level of electrifica-on. This refers to the recuperation of braking energy,tart/stop systems and new high-voltage electrics. We

will see the advent of 48-volt vehicle electric systemso provide more electric power, continues Hackenberg.

The future will bring the likes of e-boosters a highlyfficient supercharger technology featuring electricompressors.

Electrification, downsizing, hi-tech forcednduction important terms against the backdrop of ighter CO legislation. Hackenberg makes a promiseo all fans of naturally aspirated engines, I can wellmagine that there will continue to be a high-revving,aturally aspirated engine for this clientele. But the

man from Westphalia is well aware that the develop-ment of sports engines is just a small part of the jobhese days. Even though its fun, as he says.

If you want to be successful today as a pre-mium manufacturer, you have to master all the notesn the keyboard of technical possibility. We will con-nue at Audi to push forward very hard with the con-ected world i.e. the networking of the whole world

with the car. And autonomous driving, too, has longeen a core topic for Audi basically, since the arrival of lectro-mechanical steering. The next addition is theemote function, whereby the driver no longer sits inhe car, parking instead by remote control. The legalramework, however, still represents a restriction tourther steps in piloted driving*.

A further issue mastered by Audi is light-weight design. Be it manufacturing in carbon f iber atLamborghini and for the Le Mans race cars, the mixed-

material approach at Ducati or in the Audi TT, or theAluminum Space Frame technology of the Audi R8 orthe recently redesigned A8 the tool box of lightweightdesign options is chalk full.

Also well sorted is the list of hi-tech solu-tions in the company flagship. The A8 has been exten-sively updated, including a new look for the hood, g rilleand new bumpers, as well as more efficient engines some with increased power and the Matrix LED head-lamps*, a new lighting technology. Here, 25 individu-ally controllable high-performance LEDs per lamp makeit possible to mask out oncoming traffic dynamically.The chassis has been modified to provide more comfortand improved handling in equal measure, the trunk inthe gasoline variants now holds 520 liters. Hackenbergis particularly proud of the new lightweight aluminumwheels that save 4.4 kilos per wheel. This is hugelybeneficial for the unsprung masses.

A great deal has changed in the automotiveworld since 1985, when he began at Audi as a youngengineer. You cant compare it any more. The world of cars has become so much more complex. You have to bepermanently on the ball and optimizing. Does it both-er him that he sometimes gets on peoples nerves withhis obsession for detail? No, that doesnt interest meat all. What matters to me is what happens in practice.I have to be convinced. I sit inside a car and analyze itthrough and through are the controls right, the pack-age? If something doesnt fit, its corrected. I ask a lotof questions, I manage things through technology. Afly-over via PowerPoint is not enough for me. The peo-ple in my team have to communicate everything in away I understand. And when I dont und erstand it, thenI take it apart piece-by-piece. The whole team has toevaluate a car extremely strictly, be able to push it to itslimits in all aspects and develop it to the very highestbenchmarks. The resulting competence is probably oursecret. Our strength is that we find every mistake. Westart where others leave off.


Our strength is that we findevery mistake.

We start where othersleave off.

W12 engine the highly cultivated twelve-cylinderpowers the top model with the long wheelbase.It generates 368 kW (500 hp) from a displacementof 6.3 liters and is now equipped with cylinder ondemand (COD).

Aluminum Technology Wheel produced using acompletely new process, the 20-inch wheelsweigh just 13.6 kilograms each. Compared withconventional forged wheels, they save 4.4 kilo-grams a-piece.

Trim inlays brushed aluminum and open-poreburl ash; authenticity is the new luxury.For the new A8, Audi designers have even devel-oped wood inlays with silver and gold dust.

Matrix LED headlamps the new A8 sets a mile-stone in headlamp technology. 50 small,individual LEDs produce its high beam. Switchingthem on and off provides extremely precisecontrol.

TechnologiesDr. Ulrich Hackenberg:

We have extensively updated the A8,including the area around the hood,

the grille, the bumpers and the headlamps.And we have given it more efficient

and powerful engines.

* see glossary, pp. 178 1794 Encounter Technology


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OrientExpress

C r e a t i v e s u r r o u n d i n g s

t h e n e w A u

d i C h i n a

b u i

l d i n g i s s u r r o u n

d e d b y a r t g a

l l e r i e s

a n d f a s h i o n c o m p a n i e s . T h e c o m p

l e x i s a l s o

h o m e t o t h e e n g i n e e r i n g o f

f i c e s a n

d s o m e o f t h e

w o r

k s h o p s a n

d l a b s o f t h e n e w

d e v e l o p m e n t c e n t e r f o r A s i a .

Audi R&D Center Asia in BeijingGlobalization at work people from 15 nations worktogether in the new development center in the Chinesecapital. They are building bridges between Audissecond home and its first.



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They handle not onlyheir defined projects,esting and conduct-ng classic engineering

work, but are alsoconstant mediatorsbetween distant coun-ries and completely

different cultures.

The location in the Beijing district of Chaoyang couldnt be any bet-ter. The area is called 751 D-Park, where the D stands for Design.

This means that neighbors to the new Audi China building include fashion firms, graphicartists and web designers. The next cross-street is where the 798 Art District starts, nowglobally renowned as an important location for artists, creatives and galleries. And theD-Park has another special feature the rest of the historical industrial buildings on thesite were not flattened as usual, but instead conserved and integrated into new buildings for China, a very rare connection between the recent past and the future.

This kind of environment is unfamiliar for automotive engineers, as they usu-ally work in carefully guarded, double-fenced environments. But for employees at Audisnew development center for Asia, these creative surroundings are important. These indi-viduals are not just technicians, they are also trend scouts. They handle not only theirdefined projects, testing and conducting classic engineering work, but are also constantmediators between distant countries and completely different cultures. They build abridge between the enormous and still rapidly growing number of Audi customers in China,

Japan and South Korea and the heart of the brand, beating far to the west in Germany. TheResearch & Development Center Asia in Beijing, whi ch opened at the start of 2013 , is thusan important milestone for the internationalization of the Audi brand.

2012 was the first year in which Audi delivered more than 400,000 cars to itscustomers in China, says Lorenz Fhrlinger, head of the new development center. Thatmakes this country, which has long become Audis second home, the most important salesmarket for the brand anywhere in the world. Audi has been gathering experience in Chinasince the 1980s and has obviously made good use of it, as indicated by its clear lead atthe top of the premium car market.

But Audi also has a major responsibility here, stresses Fhrlinger. TheChinese customer wants to be enthused and he wants to feel that he is understood.Continued success in Asia also in a considerably tougher competitive environment iskey to the brands development, and for employees in Ingolstadt and Neckarsulm, in Gyrand in Brussels.

China is an extremely dynamic market, with rapid growth and even fasterchange. The country is living through massive transition. New customer groups areemerging all the time and this brings with it the growth of new demands. This tempo isextremely hard to gauge from the outside. This is why Audi decided to use the develop-ment center in Beijing to listen even more closely to this country, and to integrate themessages into all the phases involved in creating new models.

TextHermann Reil

PhotosManfred Jarisch

Jingwen Wu is a designer.

Intakhab Khanheads up the Infotainment Tech Center.

Adelaida De Miguel Moreno heads up developmentsupport in the Total Vehicle andHomologation function.

Hoai An Nguyen is responsible for project coordination inElectronics Development.

Hans Ouyang supports the Head of the DevelopmentCenter as a technical assistant.

P a s t a n d

f u t u r e

i n 7 5 1 D - P

a r k i n t h e B e i j i n g

d i s t r i c t o f C h a o y a n g

, o l d i n

d u s t r i a l

u n i t s

h a v e

b e e n i n t e g r a t e d i n t o a m o d e r n a m

b i e n c e

s t i l l a r a r e o c c u r r e n c e i n C h i n a .



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There is a great dealof openness herefor new gimmicks andfeatures in all areasof technology. This canmake Asia a pioneer-ng region for a great

many inno vations.

But what does that mean? Will every Audi be more Chinese in future? Or willhere be completely standalone models for China? Neither nor, stresses Fhrlinger. Every

Audi is a global product and remains in its heart a German car. At the end of the day,German engineering is one of the highest values we possess here. But there is, of course,oom for specific adaptations to meet customer wishes in Asia and in China in particular.We were the first on the market with the long-wheelbase version of the Audi A6 and A4or use as a chauffeur-driven limousine or as a spacious family car. And we are the mosthorough with the adaptation of our infotainment systems. This is a lead we intend to buildpon.

The rapid market introduction and local production of the Audi Q3 in China isnother example cited by Fhrlinger. The compact SUV is the perfect fit for a booming

market segment, and is proving a runaway success from the start. SUVs are seen as styl-sh in China and are often driven by women. The frequently young age of customers in theop segments is also unexpected. Many buyers of the Audi S8 arent even 30 years old.

And the price list for the sporty flagship sedan starts at a not insubstantial 1,983,000RMB, equating to around 250,000 Euro. That said the average age of all Chinese mil-ionaires is just 38.

Fhrlinger sees another megatrend in the strong desire to demonstrate indi-iduality. The Porsche in pink or the A4 in neon yellow may still be exceptions, but the eraf streets dominated by dark-colored sedans is definitely over. Driving fun is the big thing

even if the term often carries a very different definition here than in Europe. Fhrlingerlso sees in China a huge enthusiasm for new assistance systems and service concepts.

There is a great deal of openness here for new gimmicks and features in all areas of tech-ology. This can make Asia a pi oneering region for innovation. As one example, Fhrlingerdentifies the Audi connect Call Center, which supports Audi customers with all sorts of ervices. It also fits perfectly to the Chinese service culture.

China can also very quickly become a global driver of electromobility. Here,oo, the initial euphoria now being tempered by reality, says Fhrlinger, but the rules of he game can change quickly in China as a result of legislation and restrictions and then

Audi will be among the frontrunners. For Fhrlinger, the plug-in-hybrid* offers benefits,s range and self-reliance are also extremely important to Chinese customers.

Chun Fu works as an engineer on driveelectrification.

Blanca Xu is an assistant supporting the Headof Electronics Development.

Ines Schenzinger is Technical Assistant to the Head of TotalVehicle Development.

Helmut Sponer is Head of Chassis Development.

Friederike Wesner coordinates building projects.

T e s t c a r s

v e h i c

l e s a r e p r e p a r e d i n a

b a s e m e n t

l e v e

l o f t h e R & D c e n t e r

. S h o w n

h e r e a r e a n A u d i A 1 e - t r o n a n

d a n A u d i Q 5

h y b r i d

.

* see glossary, pp. 178 1790 Encounter Technology 51 Encounter Technology


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And the head of the R&D Center is certain of one more thing. We are enteringa decade that will see design trends heavily influenced by China as was previously thecase with Europe, the USA or Japan. Design inspiration usually comes from places undergo-ing change Fhrlinger is already impressed by the young Chinese designers workingalongside the Europeans in the still modest Audi Design function in Beijing. One or twoof them come from families that didnt even own a car. And now, they are already workingon concept ideas that are impressing their co-workers in Ingolstadt.

The first phase of the R&D Center in Beijing employs a total of around 300people. All the Technical Development functions that exist in Ingolstadt are also repre-sented here. The most established of those is currently the electronics department. Wehave been in China since 2005, says its manager Gerhard Wagner, offering a simple rea-son. Everything is different here; different standards, different technologies, differentproviders. Entertainment, navigation, communication everything has to be done fromscratch in and for China. And the Audi team has this down to a fine art all the way to thehand-written entry of Chinese characters on the MMI Touch*. We are developing thecomplete systems here independently.

And the test equipment, too. For instance, a huge number of handwritingsamples are required in order to test character recognition on the touchpad. This was notavailable for sale anywhere, so Audi software developers worked with a department storechain to create a little video game that required the input of handwritten characters. Thiswas rewarded with small prizes and Audi got itself 70,000 handwriting samples forsystem testing. Since then, we know that our MMI touch has an amazingly high recog-

nition rate, says Wagner. A new game has now been commissioned, this time callingfor place names to be spoken in a wide variety of regions and dialects for testing voicerecognition.

Mingyu Yangis an engineer in ElectronicsDevelopment.

Weiyan Zou is an attorney handling the issueof patent law.

Wouter Kets is a designer.

Marco Isliker is a project engineer in Chassis Development.

Lorenz Fhrlinger heads up the entire development center in Beijing.

We are entering a decadethat will see designtrends heavily influencedby China. Design inspi-ration usually comes fromplaces undergoingchange.

* see glossary, pp. 178 1792 Encounter Technology 53 Encounter Technology


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Thomas Urban is also already working with a fairly large team. As Head of TotalVehicle Development, he is responsible not only for the China Road Test, but also the testrogram with alternative drives. As a plug-in hybrid model, the Audi A3 e-tron must provetself in the urban jungles of Beijing and Shanghai just as much as the Q5 and A8 hybrids.

For this reason, Beijings D-Park is also home to engine engineers, as well as bodyshellesigners and chassis development engineers.

The R&D Center has a further overall and equally important task systematicechnology scouting. China has long been one of the most prolific patent-producing na-ions and has long been publishing a large volume of highly relevant scientific work oftenn topics that should be monitored and followed. Right now, 500,000 students from

China are undertaking foreign study courses somewhere in the world. They are combiningheir culture with the mentality and views of other countries. That gives them enormoustrength, says Lorenz Fhrlinger.

A major piece of globalization has been created here, in the Audi China buildinglose to the Art District people from 15 nations are working here on the success of theour rings. The development center in Beijing has further expanded Audis internationalootprint, says Lorenz Fhrlinger.

Right now, 500,000students from China areundertaking foreignstudy courses somewherein the world.

Max Spuling works as an engineer invehicle safety.

Henrik Faernstrand is also an engineer working in the field of vehicle safety.

Trong-Trung Huynh is an engineer responsible forvirtual validation.

Hannes Kerrer works as an engineer in Chassis Testing.

Songnian Chua works as an analytical engineerin vehicle testing.

V i r t u a l w o r l d

w o r

k i s c a r r i e

d o u t o n v e

h i c l e p r o j e c t s u s i n g t h e

l a r g e p o w e r w a l

l

a n d a u g m e n t e

d r e a l i t y t e c h n i q u e s .



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High-Speed EditingHow does that work? Is communication between customersreally that fast?

Sure, the market is not yet developed; the need for in-dividuality is becoming increasingly dominant. There are a greatmany young customers, wealthy men and women, who want todifferentiate themselves. And this is what is driving this rapid rateof change.

So the notion of luxury is changing, too?Before, it was all about looking as big and as expensive

as possible. Now, luxury is becoming more the expression of indi-vidual personality. For instance, the smaller vehicle segment isgrowing. Young people are buying a car, not for the family, butfor themselves. And its okay for it to be expensive. Therefore, pre-mium brands also have to offer a broad range of models and coverall conceivable niches. This is another weakness on the part of thedomestic brands they are not in the position to offer such a broadlineup.

Audi is now offering its first RS models in China. Do customersunderstand this kind of high-performance vehicle?

There certainly arent very many of them right now, butthat will grow quickly. Manufacturers shouldnt look at the salesfigures alone. These kinds of cars are extremely important forbrand image and positioning.

What I dont see at all on the roads here are modern stationwagons like the Avant models. Is this trend on its way?

I doubt it. Friends of mine who have lived abroad drivea station wagon. I have had one myself. But, overall, we haveskipped this genre. In Germany, the path went from sedan, via sta-tion wagons to SUVs. In China, drivers jump straight to SUVs. It hasthe functionality of a station wagon, plus better status.

What will have changed if we were to speak again in two years?There will be a lot more car models, but far fewer domes-

tic brands. Of course, there will also be new Chinese brands, butpeople are realizing that its a lot easier to think up a name than it isto make it a success. If the quality isnt right, it wont work. TheChinese customer is simply very demanding. In Beijing, for instance,where it is hard to register a vehicle, the domestic brands have virtu-ally disappeared.

Manufacturers can no longer afford to make mistakes in China.Deception leads to disappointment. Failures and prob-

lems are publicly denounced by many customers. New media andsocial networks in China are far more efficient in this respect thanin Europe. It can make life extremely difficult for a company.

When will we see mass entry into electromobility in China?That is more a matter of political decision-making than

technical progress.

You know motoring journalism in China just as well as youknow it in Germany. Do their approaches differ?

There are no major differences among the classic trade journalists. We have developed a great deal of expertise in vehicletesting over the last 13 years. Many of my people were trained inGermany. But many young people, especially in the online media,lack this professionalism. They think they are bringing a breathof fresh air to the topic, but the reality is that the quality is verypoor. There are some motoring journalists that dont even havea driving license.

Mr. Wu, we Europeans have a longmotoring tradition. We all grew up with

a great many experiences of different products and brands.China, on the other hand, is a very young car-driving nation;many customers are buying their first car. How do brandimages evolve here?

Its really not that different from Germany and Europe just with dramatically shorter timeframes. Lets not forget, theera of product diversity began just ten years ago. Before that, therewas the Santana, Jetta and Citron, and before that, the Red Flag.Today, on the other hand, we have more than 300 models on themarket from more than 70 brands, including a large number of small Chinese manufacturers. Its become a real jungle and a chal-lenge for customers. They often lack experience; many are buyinga car for the first time. They rely on recommendations from friends,look for role models; they try to inform themselves then getthings all mixed up. Brand images remain somewhat blurred.

Buyers of premium brands, however, are a very differentmatter altogether. Many are extremely successful; their demandshave exploded demands on the product, on the equipment, onthe quality, but also on the service. And this is where image alsohas a major role to play.

Lets stay with premium brand customers. How important aretechnology and product features to them?

They are absolutely crucial to this group of buyers.Most Audi customers are not buying their first car; they are alreadyexperienced. Perhaps they arent able to explain every single fea-ture, but the feeling that they are getting the very latest technol-ogy is critical to the purchasing decision.

What are the most important aspects?Comfort and entertainment are still at the very top of

the wish list for Chinese premium car buyers, followed by engineand performance. Safety has also become a big issue, while envi-ronmental considerations are becoming increasingly important.

SUVs are enjoying a real boom at the moment, right?Recent years have seen a big change in brand percep-

tion, particularly that of Audi. Whereby Audi was previously oftenan official car, a company car, the brand is now seen as extremelysporty and that has developed considerably through the SUVmodels. The Q5 and Q3, as well as the Q7, are highly successful inChina and are considered to be exceptionally dynamic. Of course,cars like the TT, A3 and the RS models have also been importantcontributors to this change. An image can alter very quickly in ourcountry, and a brand has to be constantly aware of that. Audi is acool brand today. Many of the young people in our company drivean Audi.

There is a booming SUV culture in China, but there does notappear to be a real sports car culture.

Last year, I would have agreed with you. But that, too,is growing very rapidly now. Sports cars and tuned vehicles havegained an enormous amount of importance in recent months inthe major cities, at least. Audi is a pioneer in the field of motorsportwith the likes of the R8 LMS Cup. The group of people who reallyknow anything about motorsport may still be extremely small, butthat, too, is changing rapidly. This pioneering role is very good forAudi, because when you are the first, the assumption is that youare also the leader.

Does that mean that a product trend here is measured not inyears, but in months?

It really does happen very quickly indeed. And this callsfor enormous flexibility on the part of the manufacturers, who haveto react immediately to these kinds of demands.

TextHermann Reil

PhotoManfred Jarisch

ExperiencedWu Zheng publishes the Chinese version of German car magazine auto motor und sport

and is one of the most experienced motoring journalists in the country. Audi received ten awards in theBest Cars 2013 readers poll run by ams China more than any of its competitors.

The new individualityChinese journalist Wu Zheng talks about the

demands of car buyers in his country and the rapid changes taking placein the market.



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More than 330,000 commuters stream every day into the UScity of Boston. Its a commute that takes an average of one hour perday. But working hours, routes and means of transport change.What will commuting be like in future? With the City Dossier Boston,the Audi Urban Future Initiative is braving a look forward tothe year 2030.

Sharingthe Future

Megalopolis BosWash More than 53 millionpeople live in the region between Bostonand Washington D.C., making it a perfect testbed for the Audi Urban Future Initiative.

s, bridges, tunnels Cities arers of mobility. What can automakersfrom them?



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Monday morning, 6:30 a.m., Eric Hwelers alarm clock rings. Aquick shower while the coffee is brewing, an album by his favorite

band playing through the speakers; he plans his day over breakfast. His diary appears onthe kitchen table, which serves as a digital screen today, he needs flexibility, so he optsfor the car. He pays his road toll and parking space directly via the screen. Normally, he canmanage the trip to the office by car in half an hour, but the screen is showing a traffic jamon his usual route. It recommends that he plan on taking 20 minutes more today timeto get going. While Eric Hweler throws on his coat, his car is already driving itself out of the garage to his front door. When he opens the drivers door, he is greeted by the sametune that was just playing in the kitchen.

Because it is networked with his mobile calendar, the car knows exactly wherethey are headed without the need to load it into the navigation system. For the ride intotown, he selects the comfort mode, which takes advantage of traffic-light green phasesat an even speed. In stop-and-go traffic, Eric Hweler activates the autopilot and is ableto go through his paperwork in peace. The smartphone rings again the train his colleagueis on has been delayed and he wont arrive on time for the first meeting in the office. Theroute changes immediately and directs him to a small caf close to the station. Instead of postponing the meeting, the spontaneous decision is to hold it there instead. This savesEric Hweler and his co-worker 20 minutes.

A short time later and back in the car, the route to the office is clear. Becausethe traffic data is up-to-the-second, route guidance is always based on the prevailingconditions the car navigates its way around congestion and c onstruction. As Eric Hwelerapproaches his destination, the Smart Parking function automatically takes over thesearch for a parking spot and heads directly for a mobility hub, where long-distanceexpress trains and buses stop. In front of the doors, loaner bicycles and electric scootersawait car drivers, allowing them to cover the last few meters to the office quickly and flex-ibly. Alongside parking spaces, the hub also offers fuel pumps and charging stations forcars, as well as a fitness studio and a restaurant for drivers on the roof terrace. They offera pleasant way to spend wait times and provide a sensible combination of different trans-portation options.

Time-saving Optimized transportconnections, making sensible use of waittimes; this is what commuters want fortheir journey from A to B.

All in one The vision of Hweler + YoonArchitecture is a mobility hub that links variousmodes of transport.

Last mile How do we cover those last metersof our route quickly and flexibly? The AudiUrban Future Initiative is looking for answers.

Long distances Be it on foot, by car, in thetrain or on a bike, commuters cover longdistances every day travelling between homeand work.

TextStefanie Kern

The Audi Urban Future Initiative is bringing together tw o worlds that haveactually belonged together for a l ong time the car and the city.

Route planning Should I take the cartoday or the train? The decision ismade simple at the web-capable tablet table.


7/27/2019 _Encounter, The Audi Brand Mag

_encounter, the audi brand magazine no. 7 (english, 2013)

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