Tag Archives: Audi

News

Audi’s Turning Your Car into an Arcade – and It’s Brilliant

Forget cupholders, panoramic roofs, and massage seats – the new battleground for carmakers is fun. And Audi, never one to be left lurking in the slow lane, has just driven headfirst into the in-car entertainment game. Literally.

Meet AirConsole, a gaming platform designed for passengers to unleash their inner Mario Kart champion without actually terrifying the driver. Available via the Audi Application Store, it lets you play a growing library of games right on the central MMI touch display – or, in fancier models, the MMI passenger display. Your phone becomes the controller, connected via a QR code that pops up on screen, while the car’s infotainment becomes the arena.

It’s a clever trick: no fiddly Bluetooth pairing, no extra hardware, just your smartphone and a slightly competitive streak. Even better, in models with Dynamic Privacy mode and shutter tech, the passenger can frag enemies or draw questionable Pictionary sketches without the driver ever catching a glimpse.

And the game list? A proper mixed bag. Family classics like UNO® Car Party and Who Wants to Be a Millionaire?, chaotic fun like Overcooked, and solo chill-outs such as Snowboard Buddies. There’s even a 40th anniversary special edition of Pictionary™ Car Party exclusively for Audi passengers until the end of 2025 – perfect for anyone who’s ever wanted to guess “spaceship” from a drawing that looks suspiciously like a potato.

Of course, the tech under the bonnet matters too. AirConsole runs on Audi’s latest PPC and PPE architectures, so you’ll see it first in cars like the all-new 2025 A5, Q5, A6 e-tron, and Q6 e-tron. You’ll need a myAudi account, an active Audi connect PLUS subscription, and a healthy 4G or 5G signal. Because nothing kills the vibe faster than lag in the middle of a GoKart Go! showdown.

But this is bigger than a novelty feature. In an era of electrification – where charging stops are inevitable – turning your car into a rolling gaming lounge makes perfect sense. Whether you’re parked at an e-tron charger, killing time in the school pick-up line, or halfway through a road trip rest stop, Audi has just made sure boredom isn’t invited along for the ride.

Sure, purists might grumble that “cars are for driving, not gaming.” But let’s be honest: passengers have been glued to screens since the Walkman. This is just the next level – literally.

So next time you’re sat in an Audi A6 e-tron with 20 minutes to kill, don’t scroll mindlessly. Grab your phone, scan the code, and show everyone in the backseat that you are, in fact, the reigning champion of Burnin’ Rubber.

Game on.

Source: Audi

News

Inside the New Audi Q3: Where Design Meets Innovation

Audi has long been known for creating interiors that feel as premium as they look, and the new Q3 raises that bar once again. Here, form and function don’t just coexist—they merge seamlessly, creating an environment that is as intuitive as it is indulgent.

Step inside, and the first thing you notice is the horizontal sweep of the dashboard, extending fluidly from the doors to emphasize space and width. Clean lines dominate, from the uncluttered console layout to the carefully placed cup holders and charging tray, each detail designed with Audi’s “visual clarity” philosophy in mind.

At the heart of the cabin sits the digital centerpiece: an 11.9-inch Audi virtual cockpit plus paired with a 12.8-inch MMI touch display in a driver-oriented, curved design. An optional head-up display keeps key information in your direct line of sight. The gear selector has migrated to a stalk on the steering column, freeing up valuable real estate in the center console for additional storage, dual cup holders, and a height-adjustable armrest. Tech touches abound—wireless charging delivers up to 15 watts of power, and multiple USB-C ports ensure everyone stays connected.

As the sun sets, the Q3’s personality truly comes to life. The optional ambient lighting packages transform the cabin into a curated light installation, with soft, indirect illumination tracing the dashboard and center console. The showstopper? The front doors’ laser-cut panels—over 300 diamond-shaped cutouts backlit for a dynamic, almost kinetic effect when unlocking or locking the vehicle. With 30 color options, personalization is as simple as a touch.

Audi’s commitment to the senses extends to sound. The available SONOS premium audio system, with 12 high-performance speakers and 420 watts of power, offers immersive surround sound tailored to each seat through intelligent signal processing. From concert-hall clarity to rich, lounge-like warmth, four preset profiles—and a customizable option—let drivers fine-tune their listening experience.

Sustainability also plays a starring role in the Q3’s design. Wood trim comes from fast-growing, renewable sources, while seat fabrics and microfibers are made from 100 percent recycled polyester. Even the floor mats are crafted from Econyl, a regenerated nylon derived from discarded fishing nets and other waste materials. This isn’t just premium—it’s premium with a conscience.

The new Audi Q3 isn’t content to merely transport you. It seeks to engage every sense—sight, touch, sound—while doing so responsibly. In an era where interiors can make or break a driving experience, Audi has crafted a cabin that feels less like a car and more like a personal lounge on wheels.

Source: Audi

News

Audi’s Biggest Transformation Yet: Will It Pay Off?

Audi AG is navigating a turbulent 2025 with a blend of strategic transformation, electrification momentum, and international expansion—even as the company contends with intensified global challenges, including U.S. import tariffs and restructuring costs.

In the first half of the year, Audi Group revenue rose by 5.3% to €32.6 billion, while operating profit dropped sharply to €1.1 billion, down from €2 billion in the same period last year. Net cash flow stood at €0.9 billion, impacted by both lower earnings and the acquisition of Sauber Holding AG.

“The situation continues to be very challenging,” admitted Audi CFO Jürgen Rittersberger. “In addition to intense competitive pressure, the drastically increased U.S. tariffs and our own transformation expenses have clearly impacted our performance.” Nonetheless, Rittersberger underscored the necessity of these transformation efforts, highlighting Audi’s Performance Program as key to improving long-term profitability.

Electrification Fuels Growth

Despite a dip in total deliveries—down nearly 6% to 794,088 units across the Brand Group Progressive (Audi, Bentley, Lamborghini, and Ducati)—Audi’s electric offensive is paying dividends. Fully electric vehicle (BEV) deliveries surged 32% year-over-year, surpassing 101,000 units globally in H1. Standout performers include the Audi Q4 e-tron (approx. 45,000 units) and the new Audi Q6 e-tron (36,000 units).

Markets such as France (+196%), the Netherlands (+86%), and Germany (+76%) reported especially robust BEV growth, reinforcing Audi’s commitment to electrification. Incoming orders for all-electric models in Western Europe climbed an impressive 70%.

CEO Gernot Döllner emphasized the significance of the brand’s current momentum: “By the end of 2025, we will have the youngest model portfolio in the premium segment. Electrification is central, but our realignment also includes optimizing our team structure, processes, and strategic focus.”

Audi plans to launch ten new plug-in hybrid models by the end of 2025, further diversifying its electrified lineup.

Regional Performance: Mixed Results

Europe saw stable performance with EV growth (+46%) cushioning a 4% overall decline. Germany stood out with a modest 1% increase in total deliveries, driven by nearly 21,000 electric units sold.

China, Audi’s largest market, proved more challenging. Deliveries fell 10% to under 288,000 units amid fierce local competition. However, Audi is gearing up for a product push in the second half of the year, including the China-exclusive Audi Q6L e-tron and A5L variants.

North America also faced headwinds. Deliveries declined 9%, with BEVs down 4%. The delayed impact of Audi’s model initiative and macroeconomic conditions weighed on performance.

Brand Group Highlights: Lamborghini Holds, Bentley and Ducati Down

While Lamborghini remained a steady performer with 5,681 units sold (+2%), Bentley saw an 11% decline to 4,876 vehicles. Ducati also posted a 5.7% dip in motorcycle deliveries. Despite the drops, all three brands continue to contribute positively to the Group’s financials, with Lamborghini maintaining a strong 26.6% operating margin.

Financial Outlook: Adjusted but Ambitious

Audi has revised its full-year guidance amid ongoing restructuring and geopolitical friction. Revenue is now expected to land between €65 billion and €70 billion, with an operating margin of 5–7%. Net cash flow is forecast at €2.5–3.5 billion.

The Group’s financial result fell 24.3% to €593 million, partly due to lower returns from China. Profit after tax also slipped 37.5% year-over-year to €1.35 billion.

Still, optimism remains. Audi recently secured the 2025 AutomotiveINNOVATIONS Award for most innovative premium brand—a testament to the brand’s focus on future mobility and technology. In partnership with American EV maker Rivian, Audi is also co-developing next-gen software-defined vehicle (SDV) platforms, signaling a push to enhance digital infrastructure and long-term tech leadership.

The Road Ahead

Audi is clearly in a state of transformation—one marked by tough financial trade-offs but driven by a clear vision: sustainability, innovation, and global competitiveness. With a pipeline full of new electric and hybrid models, ongoing investment in software capabilities, and a leaner operational structure, the brand is preparing not just to weather current storms, but to thrive in the next era of premium mobility.

Source: Audi