Home » Audi Keynote at 2014 International CES by Prof. Rupert Stadler (Transcript)

Audi Keynote at 2014 International CES by Prof. Rupert Stadler (Transcript)

The second era was about taming the machine. Making it reliable. Making it work for people. Turning it from a novelty to an everyday life tool.

The third era is really the era from the time of this Horch until today – constant gains in safety, efficiency, technology, and luxury. Most cars, under the hood, were not too different from this Horch here.

Today, we see a period of major changes. And I believe the fourth era is one in which we are moving from refining the automobile, to redefining mobility.

Our customers around the world tell us what they expect from an Audi – and they talk about wanting: Mobility offerings that make sense in urban surroundings and match their individual needs; offerings that include navigating parking, traffic congestion and any other areas where driving pleasure is limited. And customers want offerings that allow them to be efficient while driving, commuting, and traveling.

This is a real mega-trend. No matter who we ask, no matter where they live, people want to be connected. So if mobility used to be about connecting places and people, it is now about connecting the driver – the driver with the car, the car’s surroundings, the traffic infrastructure, and all of the other connected elements of their life.

We are committed to constantly refining our automobiles so that they demonstrate, of course, best-in-class performance and efficiency, sporty and dynamic handling, safety and comfort, stunning design, premium fitting and top quality.

And we are equally committed to redefining mobility. That includes everything from how the automobile is powered with advances in electronics, hybrid-electrics, and advanced diesel technologies to closing the gap between consumer electronics and automotive electronics, closing the gap between how connected you are in your vehicle and how connected you are in your life, and closing the gap between science fiction and the reality on our roads. That is what we hope to highlight together with you today.

Our motto is “Vorsprung durch Technik.” To share with us what some of Audi’s most innovative engineers are working on, I would like to introduce our Chief Technical Officer Dr. Ulrich Hackenberg in his secret lab.

[Video demonstration]

Kunal Nayyar – Actor, The Big Bang Theory

Ladies and gentlemen, this is today’s piloted driving, and unlike the chauffeur with the funny hat, this Audi A7 does not need to take a lunch break.

Even better, all of the technology needed to pilot the piloted driving experience doesn’t take entire racks of servers like it used to just a year ago. In fact, I’m holding the entire thing right here in my hand. It’s what the people at Audi call the Z-Fast.

So what does this piece of electronics do? If this was a script of the Big Bang Theory I would say this is how under atmospheric conditions of normal humidity and temperature, ultrasonic feedback light emissions and describe polygons are united to achieve great object and infrastructure data fusion. But more simply, the Z-Fast is the brain of the piloted vehicle. It is fusing an incredible amount of information. It takes in 2.5 billion inputs per second and uses them to recognize surroundings, make decisions, then your vehicle’s trajectory and control it all so that the vehicle can take over for you when you are in traffic and park for you when you get where you’re headed.

You’ll hear a bit more about this Z-Fast in a moment. But suffice it to say that Audi engineers reduced a big engineering challenge to something a little bit smaller than an iPad.

Let’s go back to Professor Dr. Ulrich Hackenberg now.

[Video demonstration]

Kunal Nayyar – Actor, The Big Bang Theory

Now I get to welcome my third vehicular co-star today the Audi S3 Sedan. Equally or more exciting depending on your perspective is who it is carrying.

Please welcome Jen-Hsun Huang, Co-founder, President and CEO of NVIDIA and Ralph de la Vega, CEO of AT&T Mobility.

Now Ralph, I don’t want to turn you into the spokesperson for a car company. But this Audi S3 is the first car featuring embedded LTE. I heard you bring the fastest mobile communication standard into the car?

Ralph de la Vega – President and CEO, AT&T Mobility

Well CES is shaping up to be a big event for us, Kunal. And I think with the connected car is a major portion of it, so we’re so pleased to be a part of it here with Audi. Audi has always been on the cutting edge of technology and turned its focus toward that connected car long before most. Audi engineering provides the first ever on-board 4G LTE capability in the U.S. and thanks to the strength of the AT&T mobile network, we will be able to take your Audi driving experience to the absolute next level.

And today I can announce that we will power the Audi A3 family with AT&T 4G LTE.

You know that we have the fastest and most reliable LTE network in the U.S. and reliability is really important when you’re talking about your car. But we’re just not a network to our connected car partners. Some of you may have been aware that we announced this morning something called AT&T Drive. And we announced this at our developers summit.

In short, it’s a solution that we can take to automakers like Audi so they can innovate but still differentiate. We’ve got all the tools that an automaker needs to create an awesome connected car experience. But most important, we’re flexible. There’s no one-size-fits-all or a solution to the car today. Cars are different, drivers are different and innovators like Audi, they plan to offer something that’s different than the other guy. There may be no more exciting space to watch in wireless than the automobile and we’re driving innovation, so automakers can take 4G LTE speeds and take them to their customers. So thank you very much. We’re very honored to be a part of this.

Kunal Nayyar – Actor, The Big Bang Theory

Thank you. Thank you guys. Now let’s turn to our second guest on stage Jen-Hsun from NVIDIA.

Jen-Hsun, electronic devices for the computing industry are kind of different from what you see in the automotive business. What are the opportunities you see in working with Audi?

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