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

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

Jen-Hsun Huang – Co-founder, President and CEO, NVIDIA

Well if we’re in the middle of the mobile computing revolution, then the car is the most advanced mobile computer. To build their amazing cars, Audi adopts the most advanced technologies at a lightning pace. They’re able to do this because of this visionary MIB modular computer system approach that they created. Let me show it to you.

It is so small it fits in my pocket. This is the MIB module. The same model with the scalable razor processors from NVIDIA powers a wide range of cars and a wide range of use cases from infotainment with Google Earth to the digital instrument cluster to the Z-Fast piloted driving system. Audi has repeatedly been the first to adopt our technologies – starting from the NVIDIA Tegra 2, the world’s first dual-core mobile processor to Tegra 3, the world’s first quad-core mobile processor to Tegra 4 last year.

And now with our new Tegra K1, a 192 processor core super chip that we announced just yesterday, Audi and NVIDIA will partner once again. Tegra K1 is built from exactly the same parallel GPU architecture that powers the world’s top 10 greenest supercomputers. Audi and NVIDIA engineers are going to put the supercomputing chip into your future car. I can’t wait to see what Audi does with Tegra K1.

Kunal Nayyar – Actor, The Big Bang Theory

Thank you. Thank you. I know advanced braking technology wasn’t on the agenda. So I’m sorry to have to stop you right there in order to keep us on track. But thank you. Thank both of you for your insight and the awesome things your companies make.

It’s not often these two mobile technology gurus find themselves inside the final product at least not without a shrink rate or something. But then again this is CES, so maybe we’ll be seeing that shrink rate pretty soon.

Let’s return to the present. Once again I give you Audi Chairman Rupert Stadler.

Rupert Stadler – Chairman, Audi AG

So with the most innovations in automotive engineering relying on electrics or electronics, as we heard from our partners at NVIDIA and AT&T, it becomes evident why it is just as important for us to be at electronics shows as it is to be at auto shows.

While the worlds of electronics and automotive are getting closer, the innovation cycles of our industries are very different. If you drive a 2012 model, remember that the engineers started to think about your car back in 2008. Seven years is not a lifetime for vehicles, but it’s several lifetimes for electronics, where the speed of innovation is much faster – and the time it takes to get that innovation to market. This sounds like a big challenge. And it is!

Although I would rather call it a big opportunity, an opportunity to redefine and synchronize the product development process both for automotive and electronics. And that’s why we are building on a global ecosystem of partners. In addition to the partners you just met, we are also working with Qualcomm, a leading supplier of innovative wireless solutions. They provide the hardware to bring high-speed LTE connectivity to our cars.

Thanks to this collaboration, in the summer of 2013, Audi became the first carmaker worldwide to bring fully integrated LTE services to the market.

Earlier I said that we listen carefully to what our customers tell us. One of the pieces of feedback we hear about automotive electronics is they are way too complex to handle, especially while driving. Our approach is simple and straightforward: More functions, less distraction. We accomplish this through a system we call “human machine interface”. It facilitates the dialog between driver and car and it has undergone a revolutionary change.

At CES, we see the electronics industry’s commitment to user experience. And we’ve been focusing on improving the user experience as well. So we launched the rotary pushbutton with touchpad in the Audi A8 in 2010, later for the Audi A6. In the meantime, we rolled out this concept to the compact segment. Today, you will find this feature in our Audi A3 family.

And thanks to our joint efforts with Google – when you buckle into your Audi, your interface will feel familiar, because your Audi is now more intuitive than ever. The touchpad responds to your handwriting. And with voice activation, you can interact with your car without taking your hands off the wheel. These systems are part of the Audi S3 we see here on stage – truly a broad variety of latest electronics in a compact car.

And the future is almost here. The virtual cockpit of the new Audi TT offers a unique operating and display concept. The display is customized for each driver. It automatically presents the most relevant information, depending on whether you are parking or stuck in a traffic jam. Information is easy to locate, speech functions are optimized and system performance is outstanding.

So let’s turn to Ulrich Hackenberg to learn more about it.

[Video Demonstration]

Dr.Ulrich Hackenberg – Chief Technical Officer, Audi AG

It’s a world premiere at the CES 2014. Ladies and gentlemen this concept car is our technological spearhead.

Let me give you a sense of the power we have on this stage. This car combines a powerful 110 kilowatt electric motor with a V8 engine. Together they perform at 515 kilowatts equivalent to 700 HP. In one body you have a muscle car and you have a very efficient plug-in hybrid. We use lightweight material such as aluminium, carbon fiber to help this car go more than 90 miles on a single gallon of gas. This is a bold step forward to CO2 reduction.

As a synonym for the innovation power of Audi, this concept car has everything you may expect from automotive electronics and from human machine interface system for safer and more convenient driving. Even more this car would be able to come on stage in a piloted driving mode thanks to the Z-Fast you’ve heard about as it is the brain of the car. The Z-Fast integrates the vehicle’s long-range radar, its mid-range radar, its video camera, its top view cameras, its laser scanner, data from the navigation system and other connected car technologies, and last but not least ultrasonic data from the front and the sides of the car.

This tells you about the tremendous technical complexity of Z-Fast. Given the extremely powerful drive-train of the car you can understand why I wanted to drive this baby by myself. It’s just fun to drive.

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