I could start by telling you that I've already driven the new Audi A8, the first car equipped with autonomous driving level 3 (no, Tesla is not in level 3, it's still in level 2) , because that was what motivated our trip to Spain. I'll save that first contact for an article to be published very soon, because before that, there's something I'd like to share...
I can lift the cloth slightly and tell you that the new Audi A8 is one of the best cars I've ever driven and where I was driven, whether in its “normal” version or in its “Long” version.
We might disagree on the style, but we'll have to agree that Audi has done a superb job in the interior and the rigor they put into the assembly, the state-of-the-art components available, the smallest details, the technology, but also the concern to provide a great driving experience , even though this is a car that promotes itself as the first with level 3 of autonomous driving. That first contact you will find him very soon here.
the strong man of audi
We were invited by Audi to join a select group that would participate in an informal conversation with Audi CEO Rupert Stadler. It's one of those invitations you can't refuse. Even to the astonishment of Audi members present, including the brand's CEO, because we are working on the Portuguese Republic's Implementation Day, a national holiday. But who is Rupert Stadler?
Professor Dr. Rupert Stadler has been CEO of Audi AG since 1 January 2010, and CFO of the rings brand since 2007. Among other positions he holds in the Volkswagen Group, Stadler is also Vice-Chairman of a football club. You may have heard of it: a guy from Bayern Munich.
His name was involved in some recent controversies, related to Dieselgate, from which he managed to emerge unscathed and with an apparently strengthened position within the Group. This position will allow him to lead Audi in the coming years. It is clear that Stadler and his team reacted to this dark phase with the inevitable response: it served as a motto for a change of course, accompanying the Volkswagen Group.
Here there can be no clubs. Responsible for 88,000 jobs, the Audi strongman had to put all the damage caused by the Dieselgate behind his back and move on, the brand and its officials continuing to collaborate with the authorities, of course. It was this man with “renewed vows” that I met in Valencia.
Two questions
No one would have noticed him if it weren't for 20 people in the room, including your scribe, who live every day very close to this industry. Sitting at the back of the room, drinking a beer, he patiently awaited the arrival of guests and their questions. During the informal conversation I was able to ask him two questions.What does Audi intend to do to improve its sales performance in Portugal?
the first question came after a statement that Stadler made about the Portuguese market - "Audi is not poorly positioned (in Portugal), but it could be better and we will try to find solutions that will allow, in the future, to improve the performance of the brand in that country."
The answer to our question was centered on the need to make available and reinforce the delivery of models of important segments for our market, it being common knowledge that Audi has difficulties in delivering models like the Audi Q2 not only in Portugal, but in all markets due to the high number of orders.
Rupert Stadler, CEO Audi AG.It wasn't a criticism! It was to point out an opportunity for the future. For me it's very simple. It depends on the product's segmentation, which in Portugal is very different from other countries. We see the success that the Audi Q2 is having and in the future, the new Audi A1, which will be launched in 2018, will be an opportunity for Portugal. And we also have to work on the sales of the A4 and A5, even though they are segments that have less penetration in Portugal.
Is this the last time we are going to see the W12 engine or the V10 engine in a car with the Audi logo?
Unfortunately it was not possible to get a direct answer to our second question , but we certainly managed to withdraw some conclusions and anticipate what will happen.
Rupert Stadler, CEO Audi AG.I can't answer that right now. Perhaps the next Audi A8 will be 100% electric, time will tell what happens! Now we are launching the car like this and it is what we consider to be the state of the art in the industry. What we've seen in recent years is a downsizing of engines, but not necessarily a decrease in performance.
Stadler added that “…consumer tastes are also changing, and attention to the interior and its details is gaining more importance than the engine, with little importance being a 12-cylinder or an 8-cylinder.”
“If you look at the European markets, with the exception of Germany, all roads are limited to 120/130 km/h. We have to keep up with the changing interests of our customers and start building our products, perhaps, with a different focus.”
Flying cars?
THE Italdesign, the Italian start-up, which Audi owns, is jointly developing a very interesting mobility project with Airbus. The “Pop.Up” was presented at the Geneva Motor Show in March 2017 and is an autonomous, electric car that can fly, as you can see in the images.
Rupert Stadler left us a notice regarding this project saying "Stay tuned" , warning that we have to look closely at its developments. Stadler, referred to the “great investment” that Airbus agreed to make in this proposal from Italdesign, also reinforcing that “…Audi is committed to making this proposal a reality beyond the prototype“.
At the end of the “informal” conversation, Audi's CEO invited us to the bar where we could continue the conversation. I thought: dammit, I have to ask you more questions about flying cars, when will I get another chance?!? (Maybe in March 2018 at the Geneva Motor Show, but there is still a long way to go…). I saw the Jetsons and thought it was brutal! Who saw the Jetsons?
Next to the bar, I started the conversation.
Diogo Teixeira (DT): Dr Rupert, it's a pleasure to meet you. Diogo Teixeira da Razão Automóvel, Portugal.
Rupert Stadler (RS): Portugal! We have to thank you for accepting our invitation on a national holiday!
DT: “About Italdesign's “Pop.Up” project, there is something I have to ask you. In the same way that when Man built the amphibious car, he managed to create a car that behaved like a boat on the road, and a boat that behaved like a car on water, which guarantees us that we are not going to do the same with the flying car?”
LOL: (Laughter) This question is relevant yes. When the guys from Italdesing showed me the concept for the first time I was reluctant. It was a flying car! But I told them: ok, we pay to see.
DT: Let's say a flying car implies a few things...
LOL: Exactly. Some time later the news came to me that Airbus wanted to join the project and I thought “look, this has legs to walk”. That's when “Pop.Up” appeared, in partnership with Airbus.
DT: Is it only the total autonomy of the vehicle that will make this type of offer viable? In other words, it will certainly be unthinkable to design a city environment where we manually fly from one place to another.
LOL: Of course that would be unthinkable. “Pop.Up” is completely autonomous.
DT: Can we expect news about this project soon?
LOL: Yes. We support these projects from a startup like Italdesign because we believe that with new and fresh ideas, there is always some that will be right. It is a bet we make to ensure that we are pioneers, as is the case with this “Pop.Up”.
This conversation served as an appetizer for what motivated our trip. Driving what is probably the most technologically advanced car on the market: the new Audi A8.
