Audi expects in-car electronics to become as valuable as horsepower

Posted on 5/27/2015 4:02:12 PM

Audi AG expects electronics and digital functions will become as important as sheer force horses to automakers worldwide, as they prepare for a fundamental change in the industry and new competitors and potential allies emerge.

"In 2020, 50 percent of value creation is based on applications, software, electronics and digital services", and the opportunities are "infinite" Luca de Meo, head of sales at Audi, said Sunday in the text in a speech prepared for the Consumer Electronics Show in Shanghai. "This will totally change our industry and our offer."

Audi said last week it is open to other automakers join a group bidding for the digital division HERE map of Nokia Oyj in competition with technology companies. The automotive industry has been grappling with how to integrate electronic functions such as connectivity in the car and the automated driving.

Volkswagen AG, Audi owner, created a working group last year to accelerate the adaptation of technology in new models. VW said on Friday that its system-Car Net package applications for use on board smartphones or tablets pilots operating in the Android software Google Inc. Auto or carplay Apple Inc. and including speech recognition.

At the fair of electronics, Audi offers a car driven 5 miles in a sedan Audi A7 in the area of the Expo Shanghai Bund riverside district of the city to show the technology. Audi has also developed new connectivity functions with Baidu Inc. and its Tablet PC Q7 SUV renewed that customers can operate by gesture.

"Never before in nearly 130 years of automotive history has changed our industry as quickly and as completely as now: How do we design our cars, how we produce, how a new model where we sell, we sell our cars to and with presents who work in the future, "said the CEO of Audi, Rupert Stadler in Shanghai.

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