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Audimagazine 02/2014 | SINGAPORE EDITION

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drive move inspireThe Audi A8: Art of Progress

Rahel Frey winsthe Audi R8 LmS cup

myAudiworld: Live the Audi life

Welcome to the latest issue of the Audi Magazine Singapore edition.

The new Audi A8 is here (Pg 14). It represents the pinnacle of everything at Audi, in terms of design, craftsmanship, sophistication, technology and sporty performance. Thanks to the latest Matrix LED headlight that comes standard on all versions of the Audi A8 in Singapore, you can say that it also “leads the way”.

The Audi A8 will be launched in Singapore at the Audi Fashion Festival (www.audifashionfestival.com). This is the sixth consecutive year that Audi is the presenting sponsor of the marquee event and we are very proud to have played such a role in bringing the top names in the world of fashion to Singapore, along with a host of home-grown designer brands. What a fantastic way to welcome Singapore’s best luxury car!

You can test drive the new Audi A8 at Audi Centre Singapore at 281 Alexandra Road now.

Owning an Audi is more than owning a car. It’s a lifestyle. myAudiworld is a program designed specifically for Audi owners. It gives access to a whole world of lifestyle, sports, arts and privileges exclusively for owners. Go to www.myaudiworld.sg and be a member today.

Yours, Jeff ManneringManaging Director, Audi Singapore

Editorial

T h e A r t o f P r o g r e s s .

004 Audi magazine

Contents

start

008 Immerse yourself in the world of Audi and discover the latest news from the brand.

drive

014 The Art of Progress Audi’s latest masterpiece: the new Audi A8.

021 The Essence of LuxuryTake a look at the unique character of the Audi A8 L W12.

024 Guiding lightSmart lights: The Audi Matrix LED headlights respond to situations on the road.

028 EA 888 global engineEfficient, powerful and extremely versatile – the Audi EA888 engine is a global success model

032 11.3 kilometersComparing the energy consumption of the Audi A3 Sportback e-tron to that of everyday electrically-powered devices.

036 Form follows VorsprungThe creative event Design Miami/ was the perfect platform for Audi to focus on perspective, space and design idiom.

move

044 Golfing with the pros Audi’s golf ambassadors, Qunicy Quek and Lip Ooi, offer useful tips for your golf game.

048 Racing Rahel Audi driver Rahel Frey wins a race at the Audi R8 LMS Cup in Shanghai.

056 Options GaloreAudi has opened the showroom of the future in Germany’s capital.

inspire

062 myAudiworldIntroducing your gateway to a whole new lifestyle: myAudiworld.

064 Flying highA luxurious evening for myAudiworld members at the MillionaireAsia Private Aviation Show.

066 In fine companymyAudiworld presents an unforge-table evening of wine and dine.

068 Fashion Reinvented Audi Fashion Festival 2014 promises an experience to remember.

070 The ten Our top ten design products for the individual.

072 Past Present Future Audi’s Ambassador, Dick Lee, with his many acheivements and legacy in show business, embodies the es-sence of Audi.

076 Why here?Stefanie Ulrich, HR director at the Audi Neckarsulm site, enjoying the Geddelsbach vineyards in the north of Germany’s federal state of Baden-Württemberg.

079 Police car done to perfectionThe social media column. In this is-sue: Two Audi R8 Coupé cars patrol-ling with the police in Dubai.

Key to symbols

These videos explore Audi models, events, personalities and reports.

Read more about a specific article online.

This symbol indi- cates additional information, pictures and videos in our Audi magazine App.

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006 Audi magazine Contents

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Discover our new Audi magazine App! The complete Audi magazine issue plus

extra information, pictures and videos are

also available as an app for the iPad and

iPhone in the App Store and as an Android

app in the Google Play Store.

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Information,

highlights

and events

from the

world of Audi.

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Audi is offering a limited special edition of its flagship model—the A8 Audi exclusive concept. The Audi A8, already makes a powerful impression with its uncompromising quality craftsmanship as a pro-duction series model. With the A8 Audi exclusive concept powered by a W12 engine—which is why it’s only available as a long wheelbase version—the four rings push the bar even higher. Wrapped in leather from Italian designer fur-niture maker Poltrona Frau, the interior is magnificently finished with beautiful touches. The limited production run of 50 units has been available since March. www.audi.com/a8

Audi A8 L fuel consumption urban/extra-urban/combined (in l/100 km): 15.7–6.2/8.7–5.2/11.3–6.0. CO2 emissions combined (in g/km): 264–146, EU6.

exclusive concept

The Audi A3 Sportback e-tron was put through its paces on the desert highways of California and in Los Angeles rush hour traffic. Alexander Pesch, technical project manager for the model range, tested the per-formance of the four rings’ first plug-in hybrid under real driving conditions. “The state of California is one of the most important mar-kets worldwide for hybrid vehicles. And virtu-ally nowhere else are there as many different traffic and climatic conditions,” says Pesch, explaining the choice of test site. The 150 kW five-door hybrid will roll off the assem-bly line and onto Europe’s streets this spring. www.audi.com/e-tron

The Audi A3 Sportback e-tron is not yet avail-able for sale. It does not yet have whole vehi-cle type approval and is therefore not subject to Directive 1999/94/EC. The following pre-liminary figures are available: Fuel consump-tion combined (in l/100 km): 1.5; CO2 emis-sions combined (in g/km): 35; energy consumption in pure electric mode (NEDC): 14.1 kWh/100 km; efficiency class A+.

To view the photo feature on the road trip in California, get the latest issue of the Audi magazine iPad app.

Electrifying

008 Audi magazine start

The Audi Urban Future Initiative steps out at CES, the international electronics expo in Las Vegas. What shape will urban mobility take going for-ward? This is the question at the heart of the Audi Ur-ban Future Award, which is conferred every two years. Although four interdisciplinary teams from four differ-ent cities on three continents compete, each team has a separate brief that takes its cue from the City Dossier Boston. The Dossier was compiled as part of a research project conducted by Audi in collaboration with Höwel-er + Yoon architects, the winners of the 2012 Audi Urban Future Award. The Audi Urban Future Initiative in part-nership with Höweler + Yoon used the Las Vegas high-tech expo CES as a platform to unveil an interactive city model that offers a sneak preview of the theme the U.S. contestants will be tackling—big data. The team chosen to represent the U.S. comprises Philip Parsons, urban planner and founder of Sasaki Strategies, and Federico Parolotto, a mobility expert and principal of Mobility in Chain. They will address the extent to which data can be used as a planning tool for urban mobility.

Future of mobility

More information on the Audi Urban Future Award can be found at www.audi-urban-future.com.

Audi delivered more cars to customers than ever be-fore in March.

With a count of an impressive 170,450 de-liveries worldwide, and a 15.4 percent year-on-year increase, March is the 51st consecutive month with global sales growth for Audi. The cumulative sales in-creased by 11.7 percent in the first quarter to around 412,850 units. This marks a milestone as its the first time that the company have exceeded the mark of 400,000 vehicles in the first three months of a year!

Luca de Meo, Member of the Board of Man-agement for Sales at AUDI AG, commented, “With new models like the Audi A3 Sedan the international-ization of our business is gaining momentum. In the first quarter we achieved substantial growth in all re-gions around the world and grew more strongly than the market in Europe.”

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The latest from Audi at the Geneva International Motor Show. Once again this year, Audi raises the curtain on automo-tive highlights in Geneva. These include the new Audi S1 and the Audi RS 4 Avant Nogaro Selection with Nogaro Blue paintwork. Twenty years ago, the Audi Avant RS2 debuted and the dynamic RS family was born. Now, Audi is presenting a special edition of the current model in its portfolio. The Audi RS 4 Avant Nogaro Selection will reach the market in spring. Also attracting plenty of attention is the newly launched Audi TT whose detailing and contours echo those of the R models. With its extreme propor-tions and fusion of design, technology and functional perfor-mance, the sports car has matured into an agile athlete. www.salon-auto.ch

Premieres

For more information and an abundance of visual materials on the Audi highlights at the Geneva Motor Show, get the Audi magazine app.

Audi S1 fuel consumption urban/extra-urban/combined (in l/100 km): 9.3–9.1/6.0–5.8/7.3–7.0. CO2 emissions combined (in g/km): 168–162, EU6. Audi Avant RS4 fuel consumption urban/extra-urban/combined (in l/100 km): 14.6/8.5/10.7. CO2 emis-sions combined (in g/km): 249, EU5.The new Audi TT is not yet available to buy. It does not yet have whole vehicle type appro-val and is therefore not subject to Directive 1999/94/EC. The following preliminary figures are available: fuel consumption (in l/100 km) 6.8-4.2, CO2 emissions (in g/km) combined 158-110.

010 Audi magazine start


Audi is lighting the way with innovative laser technology at the 24 Hours of Le Mans. The new Audi R18 e-tron quattro racer is equipped with a combination of LED and laser lights. At CES, the high-tech expo staged in Las Vegas in January, the four rings showcased for the first time the Audi Sport quattro laser light concept and a front section of the new Audi R18 e-tron quattro including the innovative head-lights, which marry the advantages of matrix LED tech-nology with laser light. “Laser light provides a much more homogenous and precise spread in front of the car,” says Chris Reinke, head of LMP at Audi Sport. “For us this tech-nology marks a milestone—it’s a reflection of the pio-neering spirit of Audi Sport.” www.audi-motorsport.com

Lasers for Le Mans

Audi driving experience The Audi driving experience is an event that many look forward to participating. Now being offered in Neuburg an der Donau, at the all new Audi driving experience center, ambitious drivers can dynamically ex-perience the Audi brand during driver and safety training courses both on-road and off-road. The new center consists of a vehicle dynam-ics area covering 30,000 square meters (322,917 square feet) and a handling course up to 3.4 kilometers long (2.11 miles), with an excit-ing off-road course and an eight-meter-high gradient hill, altogether promising an experience like never before.

“We are pleased to offer our customers and Audi fans an ex-traordinary driver training experience at our own facility for the first time. In Neuburg an der Donau, we have built a premium-class driving facility – with a handling course, a dynamics area and off-road track,” explains Klaus Demel, Head of Audi driving experience. “Fans then have the chance to experience the spirit of Audi Sport close up and in person,” adds Demel.

For the interested individuals, Singapore Airlines offers spe-cial offers to fly to Germany to attend the Audi driving experience. Log in to www.myAudiworld.sg now for more details!

International Edition:

Masthead

Publisher AUDI AG, I/VM-43, International Customer Marketing, 85045 Ingolstadt, Germany, www.audi.com

Responsible for AUDI AG Tanja Quenzler

Project Director Anja Weinhofer

Central Coordination and Editing, International Coordination Julia Risch, Fleur Cannas

Audi tv Angelika Schallerer

Publishing House & Concept loved gmbh, 20457 Hamburg, Germany [email protected], www.loved.de

Editor-in-Chief Sabine Cole

Creative Direction Mieke Haase, Rouven Steinke

Art Direction Julia-Christin Holtz

Editors Andreas Wrede (Consulting), Jan Strahl (Duty Editor), Hermann J. Müller, Christiane Tillmann, Timo Ahrens (Final Editing)

Authors Roland Huschke, Bertram Job, Thilo Komma-Pöllath, Tom Vanderbilt

Layout Kristin Eichmann, Alexandra Westphal

Publication Manager Peter Matz

Publication Coordination Ute Klemp (Hamburg), Daniela Sutter (Ingolstadt)

Picture Editor Penélope Toro

English Adaptation Burton, Münch & Partner, 40549 Düsseldorf, Germany, [email protected]

Singapore Edition:

PublisherAudi Singapore Pte Ltd, Marketing Department, 1 Kim Seng Promenade, #17-10 Great World City West Tower, Singapore 237994, [email protected] Editorial ConsultantBig Time Publishing Pte Ltd220 Tagore Lane, #03-01 Singapore 787600 ContributorsTim McIntyre, Melissa Cheng, Derryn Wong, Ben Chia, Jonathan Tan PhotographyAlbert Tan

Art DirectionEdroos Alsagoff

PrintingKHL Printing Co Pte Ltd

No responsibility will be accepted for unsolicited manuscripts and photos received. Despite careful selection of sources, no responsibility can be taken for accuracy. No part of this magazine may be used or reproduced in any manner whatsoever without written permission. 2011 Audi magazine. All rights reserved. 149/2104.00.18

011

014 Audi’s latest masterpiece: the new Audi A8.

021 Indulge in the unique character of the Audi A8 L W12.

024 The Audi Matrix LED headlights.

028 Efficient, powerful and versatile: the Audi EA888 engine.

036 The Audi installation at Design Miami/.

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Engineering, innovations,

design and the people behind

Vorsprung durchTechnik.

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drive

014 / drive / Audi magazine

The Art Of Progress

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Constant progress is the only way forward. That’s the

Audi way, and the company’s latest masterpiece to

debut here is the pinnacle: the new Audi A8.

By Derryn Wong (copy) & Audi Singapore (photos)

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Audi magazine / 015

Some of the best paintings in the world appear simple. A watercolor by Monet, an oil by Da Vinci, an art print by Lichtenstein, or the enamel explosion of a Pol-lock. But we also know that these legendary artists were not simply born with such skills. While they may have likely envisioned early on the things they wished to put on can-vas, it took years, if not decades, of constant practice to execute the works they became best known for. It’s raw instinct paired with relentless progress that enabled them to execute their works in the best possible form. It’s very much the same in the case of Audi, and the new Audi A8.

These were not so different from the Audis we know today. After all they were luxury vehicles which used advanced engineering and technology to stand apart. Fast forward 93 years and the first Audi A8 appeared on the scene, but it was also distinguished even from birth, with the very first aluminum chassis in its class, the Audi Space Frame (ASF), paired with the dynamism and safety of quat-tro all-wheel drive. It was just the beginning of a new path of progress, the apex of which you see before you.

The New Audi A8: Illuminating Long and sleek, wide and low: The Audi A8 pairs strong, horizontal lines with just the barest hint of curve in all the right places. As an Audi it is inherently sporty, but doesn’t pretend to be a sports car. Presence needn’t be loud, as the more sculpted bonnet shows; all the better to set off the revised Audi Singleframe grille with contrasting, 3D-effect horizontal brightwork to give the front plenty of purpose.

What drivers can appreciate with their eyes, in more ways than one, is the new Audi Matrix headlamp sys-tem. With a combination of 25 individual segments made up of LED groups (hence the term ‘matrix’), the result is a cutting-edge light system that can dim, brighten or re-direct its beams to support the driver instantaneously, and even other road users, at all times. If specified with the necessary equipment, the Matrix LED lights can even detect the presence of pedestrians crossing the road and automatically flash a warning. At the same time, both the head and tail-lamps now have dynamic indicators which flash in sequence outwards, depending on the direction of the intended travel. A simple idea, but a clever one, and executed to the highest standards. Like Matrix technology, you won’t find these lights on any other car. It doesn’t hurt that the Matrix LED units bear a beautiful, two-tiered de-sign, and with clear, white illumination, appear almost like jewels set in the strong design of the car. Naturally, the only place you can find Matrix LED technology is in the Audi A8 and nowhere else.

Especially with a metallic paintwork option, the Audi A8 looks almost as if it’s been lathed from a solid block of metal — or aluminum, to be precise — since it continues the heritage of the first Audi A8 and Audi Space Frame technology.

Strong Instinct From The StartAudi Space Frame is at the heart of the Audi A8 and exem-plifies the Audi ultra philosophy that says the right stuff in the right places equals less weight, which spells more of everything good for a driver, and less of the bad. With the central frame made largely of aluminum, it’s 40 percent lighter, yet stronger and stiffer than one made of conven-tional steel. In this way, it adds multiple benefits such as less fuel consumption and pollution, as well as more dyna-mism in the car’s drive and increased safety.

Audi magazine / 017

To this strong base, add quattro all-wheel drive and a choice of three powerful engines, and the Audi A8 is able to entertain and delight those behind the wheel as well. The Audi A8 L 3.0 TFSI quattro, the Audi A8 L 4.0 TFSI quattro and the Audi S8 4.0 TFSI quattro all come with an 8-speed tiptronic gearbox and are not only more power-ful, but also more efficient and less polluting than before. The two V8 options, with the 4.0 TFSI engine, also utilize Audi’s cylinder-on-demand technology, which means they use less when cruising, but are able to muster full power the instant the situation demands it.

quattro, having a surfeit of power and torque, low weight and Audi’s TFSI turbocharging technology, means all variants of the new Audi A8 are able to deliver handling and performance that is hard to match, even in the pre-mium luxury limousine segment. This is especially true in the case of the high-performance Audi S8 4.0 TFSI quattro. With an astounding 382 kilowatts of power, it does 0-100 kilometers per hour in only 4.8 seconds — it’s almost as quick as flying by jet, and more comfortable.

Even if you have the pleasure of driving the Audi A8 for the long-haul, it works to make you even more com-fortable at the helm. New to this vehicle is the Audi Head-up display. Like radar and infrared technology on the Audi A8, it’s adapted from modern fighter jet planes. It projects a high-resolution display onto the windscreen that delivers key information to the driver such as speed, navigation or assistance and warnings, all without him or her having to take their eyes off the road.

High On Life While the Audi A8 delights those who like to take the wheel firsthand, it certainly doesn’t leave the rest of its oc-cupants wanting for much. It’s widely accepted that Audi makes some of the most inviting cabins around. Various elements from machine-milled, hand-worked components and inlays, plush carpets, inviting LED mood and accent lights and the Audi Multimedia Interface, all come togeth-er to deliver a top-flight experience of luxurious travel.

A wider choice of inlays, from wood veneers to technical materials such as carbon, is now featured. Fine grain poplar brown silver and ash natural gold brown are two examples, both finished beautifully but also with re-gard for the environment and sustainability, by wasting less veneer material through the new application of fin-ishes. Likewise, another feature of the Audi A8’s interior is opulent, but responsibly so. New to the cabin is a unique type of upholstery, Unicum leather, which offers increased comfort because it’s not only natural-looking, but feels soft to the touch and is very breathable. It’s also finished with fully-natural tanning agents, unlike older methods which produce hazardous by-products. The Audi A8 doesn’t just take care of what you feel, see and hear, but even what you breathe as well, as it now comes with an air ionizer to purify the atmosphere, removing airborne particles and germs.

Efficient and powerful, the Audi A8 4.0 TFSI engine features cylinder-on-demand technology


Even if you’ve the pleasure of

driving the Audi A8 for the long-

haul, it works to make you even

more comfortable at the helm.A new cutting-edge light system, the Matrix LED headlamps

Embrace the lightweight technology of the full aluminum Audi Space Frame

Audi Head-up display shows important information at a glance Warm, inviting interior of the Audi A8

Audi magazine / 019

Engines A8L 3.0 TFSI quattro V6 petrol engine A8L 4.0 TFSI quattro V8 petrol engine S8 4.0 TFSI quattro V8 petrol engine

Drive/transmission quattro permanent all-wheel drive, 8-speed tiptronic

Max. output in kW at rpm 228/5,200–6,500 320/5,100–6,000 382/5,800

Max. torque in Nm at rpm 440/2,900–4,750 600/1,500–5,000 650/1,700-5,500

Top speed in km/h 250

Acceleration 0-100km/h in s 5.9 4.6 4.1

CO2 emissions in g/km urban 246 299 318 extra-urban 148 169 171 combined 184 216 225

Displacement in cc 2995 (4) (valves per cylinder) 3993 (4)

Fuel counsumption in 1/100km urban 10.6 12.8 13.6 extra-urban 6.3 7.2 7.3 combined 7.9 9.2 9.6

In fact, you could say that the Audi A8’s best talent is putting you at ease, as another new feature is Audi Park Assist. With 12 ultra-sonic sensors and a 360-degree display, the system can identify a suit-able parking space for the car, then calculate and execute the parking maneuver automatically. It works for both reverse and parallel parking, and all the driver has to do is work the gas and brake pedals as prompted.

Progress Never EndsA luxury limousine used to be about getting from place to place with the least fuss and maximum style. We can confidently say that the new Audi A8 meets and far exceeds the brief for a limousine — it will bring you from salon to red carpet with great speed, in the highest comfort, in the safest manner possible. The true masters make everything they do look beautiful, but also deceptively simple, a product of strong instinct backed by considerable skill. It’s no different for Audi and its new flag-ship, the Audi A8 luxury limousine. At first glance it’s a lovely limousine, but as you have found out, it’s an Audi and that means a whole lot more both on, and under the skin. Just like those masters created new art and pushed the meaning of their pursuit further relentlessly, so to does Audi with cars. //


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Leow Ju-Len enlists the head of a highly

prestigious family for aid in illuminating the

true nature of opulence.

By Leow Ju-Len (copy) & Audi Singapore (photos)

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The Essence of Luxury

Audi magazine / 021

Perhaps it’s strange to ponder the nature of luxury while hovering above 200 kilometers per hour on a moder-ately crowded stretch of road. But it seems entirely appro-priate to do so when the road you are on happens to be a stretch of German autobahn, where drivers are disciplined enough to make such high-speed travel an orderly affair, and when you’re behind the wheel of the Audi A8 L W12.

This is the sort of motorcar for which speeds more than double the Singapore limit are a mere canter, after all. At 200 kilometers per hour, the engine is humming away at a mere 3,000 revolutions per minute, with much more to give if the driver should request it. It is, to be sure, plenty of engine. Displacing 6,299 cubic centimeters and breathing through two high-efficiency turbochargers, this twelve-cylinder powerplant produces 500 horsepower and can deliver 625 Newton-meters of torque at 4,750 revolu-tions per minute.

Thus endowed, the Audi A8 L W12 wafts effort-lessly from standstill to 100 kilometers per hour in only 4.6 seconds. The top speed of 250 kilometers per hour is electronically governed, leading one to wonder what this extraordinary car would be capable of if left unbridled.

Yet, it isn’t mere brawn that sets the Audi A8 L W12 apart from even the other members of the presti-gious Audi A8 family. It is not the engine’s performance that is remarkable, but its unique character. Its twelve cylinders seem to operate without any stress, maintain-


ing a restful silence at light loads, and never raising their collective voice above a cultured burble no matter how hard they are asked to work. This amazing marvel of engi-neering propels the luxurious Audi with such an air of ef-fortlessness that it embodies how an unruffled car makes for unruffled passengers.

Is it this layer of velvet over the remarkable might of engine that is the essence of luxury, then? There are some, after all, to whom luxury is mere ostentation, in-volving little more than a prestigious badge attached to an object of craftsmanship and fine materials. But the Audi A8 L W12 seems to rise above that prosaic approach to opulence. To drive one is to recognize that there are far less obvious reasons to derive pleasure from a motorcar. Such as the unique and innovative engineering solutions that went into its conception, for instance.

The Audi Space Frame that provides every Audi A8 with a skeleton of aluminum cannot be seen, but the agility that results from the weight it saves can surely be felt. And the Audi A8 L W12’s powerplant may express its preeminence with horsepower, but surely to the thinking man, there is reason to admire the fact that in spite of its enormous displacement, it is extraordinarily compact, measuring not much more than 50 centimeters in length. How satisfying to know, too, that it has been newly up-graded with Audi’s cylinder on demand technology, en-abling it to shut down half of its cylinders when it is ap-propriate to do so, thereby boosting efficiency.

A further innovation to savor is the Matrix LED technology that completely revolutionizes the very idea of how headlights should operate. With this new feature, the high-beam comprises 25 small, individual light-emitting diodes per unit that can be switched on and off or dimmed individually as needed. This enables the headlight system to react to oncoming or preceding vehicles by blanking out light with great precision while continuing to fully il-luminate the rest of the road. As much as they aid vision at night, perhaps it is something of a bonus that the Audi A8 L W12’s headlight clusters are gorgeous to look at in themselves.

Of course, there is nothing wrong with indulging in a more corporeal sense of luxury. For that, it is perhaps best to forsake the pleasures behind the wheel and slide into the rear of the Audi A8 L W12, where the reclining seat offers first-class luxury like that in an airplane. There, you can rest your feet on a power footrest that extends out from the back of the front passenger seat, and have your back massaged by ten air-filled pillows.

For that reason, it is a tough call as to whom amongst the occupants of an Audi A8 L W12 one should envy more. For the person behind the wheel there is an experience that transcends pedestrian notions of luxury, while those in the back are feted by a more traditional brand of lavishness, one that entails the ultimate in sump-tuous surroundings. Which is, in the end, the truer expres-sion of luxury? In the Audi A8 L W12, one has the freedom to be constantly torn between the two. Even above 200 kilometers per hour. //

Engine W12 cylinder petrol engine

Drive/transmission quattro permanent all-wheel drive, 8-speed tiptronic

Max. output in kW at rpm 368/6200

Max. torque in Nm at rpm 625/4750

Top speed in km/h 250

Acceleration 0-100km/h in s 4.6

CO2 emissions in g/km urban 365 extra-urban 204 combined 264

Displacement in cc 6299 (4) (valves per cylinder)

Fuel counsumption in 1/100km urban 15.7 extra-urban 8.7 combined 11.3

The compact Audi A8 L W12 cylinder petrol engine

Audi magazine / 023

Licht blick Guid-ing light

024 Audi magazine drive

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They switch to low beam, high beam and even

shine around corners—whatever is called for.

The new Audi Matrix LED headlights

respond brilliantly to any situation on the road.

By Hermann J. Müller (copy)

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Illu

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: AU

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Guid-ing light

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When Stephan Berlitz explains how the new Audi Matrix LED headlights in the Audi A8 work, he likes to compare it to the game of kings: “You have to imag-ine it like a game of computer chess,” says the Head of Development for Lighting Functions and Innovations at Audi. For example: “The camera says: bishop to h8. And the control system says: Okay, we’ll switch off there.” The analogy is easy to visualize, but how the system actually works isn’t quite so straightforward.

Behind the latest chapter in automotive lighting technology now being opened by Audi lies a highly com-plex system. It begins with the headlights, whose high beam units each consist of 25 individual LEDs with a light output of 100 lumens per watt. These are individually controlled, dimmable in 64 steps and in conjunction with reflectors and upstream lenses can illuminate a grid of 50 squares. According to Audi lighting engineers’ calcula-tions, this produces roughly a billion different options for optimum light distribution. Then there’s a camera that constantly monitors the road ahead. As soon as it detects a vehicle, a high-speed control unit crunches the data to determine the parts of the grid in which glare could oc-cur—and, in fractions of a second, dims or deactivates the associated LEDs. The system can pick out up to eight dif-ferent road users. Once the oncoming traffic has passed the grid square in question, the high beam reverts to full power, illuminating even the darkest roads to near day-light levels.

But Audi Matrix LED headlights can do a lot more. The LEDs also act as cornering lights by directing the fo-cus of the beam toward the bend even before the driver starts to turn the steering wheel. This is made possible

by predictive route data supplied by the integrated MMI navigation system: Unlike previous cornering light sys-tems, when driving through a quick succession of S-bends the new headlights illuminate not just the next bend but the one after as well. Another safety function is provided by the so-called marker lights, connected to the optional night vision assistant: As soon as pedestrians appear in a critical zone ahead of the vehicle, individual LEDs flash on and off three times, highlighting them and alerting both pedestrians and driver.

Mission-critical to the production of Audi Matrix LED headlights is the fact that they have no mechani-cal components. For the first time, the actuator motors and doors needed in conventional headlights have been replaced by intelligent software. Stephan Berlitz: “The actual distribution of the light is predefined by the grid of 50 squares; we optimized the function according to where, when and how much light is needed.” At the heart of the new system is an algorithm-based control unit, likewise developed by the Light and Visibility depart-ment, which is already capable of making the good old high beam switch redundant. Berlitz: “Theoretically, all the driver needs to do is set the light switch to automat-ic and the electronics take care of the rest.” But so far legislators have taken a different view—and Audi is way ahead of its time. Dr. Wolfgang Huhn, Head of the Light and Visibility department, explains the four rings’ lead in lighting technology with another analogy: “While the competition is still working with typewriters, we are us-ing a modern printer.” //

More on the story

A video showing how the Matrix LED headlights work can be viewed in the iPad app.

More information at www.audi.com/a8 Audi A8 fuel consumption urban/extra-urban/combined (in l/100 km): 12.8–7.3/7.2–5.1/

9.2–5.9. CO2 emissions combined (in g/km): 216–155, EU6.


Ph

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01 In high beam mode, Audi Matrix LED technology provides bright, consistent illumination of the road, even shining into bends. 02 As soon as pedestrians appear in a critical zone ahead of the vehicle, individual LEDs flash on and off three times as a warning, highlighting them clearly for the driver. 03 A camera determines the grid squares where glare could occur. As soon as oncoming traffic has passed the grid square in question, the high beam reverts to full power.

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It has four cylinders and has already won several international awards.

It’s powerful, quiet, light and a paragon of fuel efficiency.

The EA888 series engine is built in Hungary, China and Mexico.

The lowdown on a high flyer.

By Hermann J. Müller (copy) & Christoph Seeberger (photo)

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EA888g lobal engine


Innovative thermal manage-ment with fully electronic coolant control

Lightweight oil pan

Dual injection system FSI / MPI

Thin-wall crankcase

Sports fans with a keen memory may recall that the opening ceremony of the Olympic Games in Beijing began at a funny old time. The reason for this was the superstition of the organizers. As 8 is a lucky number in China, the Olympic spectacular began at 8:08 am on 8/8/2008. By contrast, only a few engineers in Ingolstadt can remember the launch date of one of the carmaker’s most successful engine generations: Ten years ago, when it was a question of finding a name for the project, one of them hit on the idea of adding to the usual letters EA (for Entwicklungsauftrag = development order) not one but three lucky numbers: 888. After all, the aim was for the engine to make it big in China as well.

So it’s possible the name has played a part in the powerplant’s success, though it’s doubtful the moniker on its own was enough to develop an engine that, in its career to date, has three times been voted “Engine of the Year” and four times one of the ten best engines in the world. The real answer lies in the original brief for the EA888 project, setting out all the specifications a state-of-the-art gasoline engine had to meet. It was to be a four-cylinder turbocharged engine with 1.8 and 2.0-liter displacement versions. As usual at Audi, it was to be not only powerful, economical and light, but also compatible with all future exhaust standards, alternative fuels and electrified powertrains. Then there were production-re-lated requirements: The unit had to be capable of being built at low cost at different sites around the world using a high content of common parts across different versions.

It had to allow transverse or longitudinal mounting. And it had to be suitable for use by other brands in the Group.

One further, rather complex requirement was contained in the subtitle of the EA888: It was to be a “global engine,” one that would be equally at home on German autobahns as in stop-and-go rush hour traffic in New York, Tokyo and Beijing. One that would cope easily with low-quality fuel such as in China and operate reliably both in hot, wet climates and at altitudes of 5,000 me-ters up in the Andes. It’s been a long journey from that original white sheet of paper to the current generation of engines installed in virtually the full Audi model range as well as in many Group vehicles. The launch in 2007 was followed just a year later by the second generation, al-ready fitted with the patented Audi valvelift system. The third generation made its debut in 2011 in the Audi A4 and Audi A5, reaching its latest high point in the Audi S3 engine with a strapping 221-kilowatt power output and 380 newton-meters of beefy torque.

All the engines share the same basic design in-corporating the Audi philosophy of downsizing and based on a crankcase with an extremely thin—and therefore lightweight—wall thickness of three millimeters. Further weight savings result from details such as the plastic oil pan, the balance shafts running in roller bearings, the op-timized crankshaft with only four counterweights and the use of aluminum bolts. One particular technical highlight is the water-cooled exhaust manifold integrated in the


Cylinder head with inte-grated exhaust manifold

Newly developed tur-bocharger with electric wastegate actuator

AVS (Audi valvelift system)

Dual camshaft adjustment (intake & exhaust) / maintenance-free chain drive

More on the topic

A 360-degree view of the engine can be found in the Audi magazine app.

cylinder head, which almost entirely eliminates the need for full-load enrichment and allows the engine to master even fast autobahn runs with relatively low fuel consump-tion. In addition, the grouping of the gas passages in the cylinder head enables an especially light, compact turbo-charger unit, which also boasts a number of impressive design features: Thanks to an electrically controlled wa-stegate and a lambda sensor positioned ahead of the tur-bine, fuel consumption and cold-start emissions can be reduced still further.

There’s also a special twist to air/fuel mixing in the latest EA888 generation. Whereas most engines draw their air/fuel mixture either via a conventional mul-tipoint injection system in the intake manifold (MPI) or via a modern direct injection system (FSI), here the two methods are combined in a dual injection system that uses the more efficient method of the two, or both in combination depending on load. Under partial load, the engine is supplied with fuel via the MPI valves, whereas under higher load and in the cold-running phase double or triple direct injection is used. It means the injection system also plays its part in achieving low fuel consump-tion levels and exemplary emissions figures meeting EU6 emission standards. At the time of its launch in 2011, the EA888 Gen. 3 was the first direct-injection gasoline en-gine to do so—four years earlier than required by law.

Another important part in ensuring maximum efficiency is played by the sophisticated thermal man-

agement system, ensuring optimum control of coolant temperatures under all engine loads for lowest-possible friction and maximum thermodynamic efficiency. Instead of the conventional wax thermostat, two electronically controlled rotary slides integrated in the water pump housing control engine thermal management in several steps. An independent heating circuit using waste heat from the cylinder head ensures rapid heating of the inte-rior after a cold start.

But the comfortable heat provided in the space of a minute by the EA888 is not the only benefit for driver and passengers. They also enjoy outstanding perfor-mance, low fuel consumption, exceptionally quiet and smooth running, plus the reassuring feeling of being transported by an engine that sets standards worldwide and is also built globally. More than five million units have been produced to date, and soon they will be joined by more than two million EA888 engines a year once the new production sites in China and Mexico reach full capacity to supplement the output of the Audi engine plant in Györ, Hungary. //

Audi A4 fuel consumption urban/extra-urban/combined (in l/100 km): 12.4–5.0/7.9–3.7/9.5–4.2; CO2 emissions combined (in g/km): 197–109, EU6. Audi A5 fuel consumption urban/extra-urban/combined (in l/100 km): 11.2–5.0/6.9–3.8 / 8.5–4.2; CO2 emissions combined (in g/km): 199–109, EU6. Audi S3 fuel consump-tion urban/extra-urban/combined (in l/100 km): 9.1–8.8/5.9–5.8/7.0–6.9; CO2 emissions combined (in g/km): 162–159, EU6.Ph

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11.3 km040 Audi magazin drive 041




Playing electric bass for one hour with a 1,600 watt amp:




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Electric driving in the Audi A3 Sportback e-tron consumes roughly

14.1 kWh per 100 kilometers traveled. We compared this mileage

with the power consumption of other electrical devices.

By Jan Strahl (copy) & Christian Lohfink (photos)

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2.1 km8.5 km

3.5 km 3.9 km

30 minutes vacuuming with a 1,000 watt vacuum cleaner:

15 minutes hair drying with a 2,200 watt hair dryer:

1 hour kneading dough with a 300 watt food processor:

1 hour working with a 1,200 watt hammer drill:

3.5 km 3.9 km

8.5 km 2.1 km


50 km50 km

What do Sting and an Audi A3 Sportback e-tron have in common? Answer: Both need electricity to fasci-nate people with their abilities.

To properly hear a bass line he’s composed, Sting not only has to pluck his bass strings, he also has to plug into an amplifier (for example, a 1,600 watt one). We’ve converted the energy he consumes playing bass for an hour into the distance in kilometers that the Audi A3 Sportback e-tron could travel with the same wattage. Its power consumption in pure electric mode is around 14.1 kWh per 100 kilometers, based on the New European Driving Cycle (NEDC).

But you don’t have to be one of the most famous bass players in the world to compare the performance of the Audi A3 Sportback e-tron with your own everyday ac-tivities. Vacuuming, hair drying, food processing or drill-ing—anything that requires power from a socket can be converted into a kilometer number (see left).

The Audi A3 Sportback e-tron can also be re-charged from a normal household socket. But for daily use, it makes more sense to install a dedicated charging unit such as a high-voltage CEE industrial socket where the vehicle is regularly parked. On request, Audi supports this in-stallation process after the purchase of an Audi A3 Sportback e-tron with a check of the buyer’s home power supply and subsequent installation, performed by a partner and ser-vice provider using certified highly qualified electricians. Alternatively, the customer can employ a local electrician to carry out the technical check.

In addition, under the Audi Energie label, Audi offers green electricity to power the vehicle. To meet the Audi tron objective of sustainable, CO2-neutral mobility, the electricity from the industrial socket has to come

from renewable sources. Audi Energie delivers certified electricity from these sources operated by experienced green power partners. These companies are not only specialized in producing energy for cars but also for hair dryers, vacuum cleaners, food processors—and even bass amps. //

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The pure electric range of an Audi A3 Sportback e-tron is up to:

Audi A3 Sportback e-tron

The Audi A3 Sportback e-tron is the first premium compact car with plug-in hybrid drive as standard. The combination of state-of-the-art TFSI technology and electric motor delivers miserly fuel consumption of 1.5 liters per 100 kilometers with CO2 emissions of just 35 grams per kilometer (combined) on the standard EU cycle. And it does so with a total range of up to 940 kilometers (up to 50 kilometers in pure electric mode). It’s unmistakably Audi A3 yet has its own design idiom—from the special grille to the pairing of sporty elegance with plug-in hybrid drive. The latter couples the ef-ficiency of the latest 1.4 TFSI engine with the torque and traction of an electric motor (330 newton-meters), providing an impressive total output of 150 kilowatts and 350 newton-meters.

The Audi A3 Sportback e-tron is not yet available for sale. It does not yet have who-le vehicle type approval and is therefore not subject to Directive 1999/94/EC. The following preliminary figures are available: Fuel consumption combined (in l/100 km): 1.5; CO2 emissions combined (in g/km): 35; energy consumption in pure electric mode (NEDC): 14.1 kWh/100 km; efficiency class A+.

More on the story

See and listen to more about the power consumption of the Audi A3 Sportback e-tron in the Audi magazine app.

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Twice a year, the international creative upper crust

gathers at Design Miami/, which is staged alternately

in Florida, U.S., and Basel, Switzerland, to get a

sneak preview of tomorrow’s aesthetics and celebrate

yesterday’s artistry.

By Eva Bolhoefer (copy) & Oriol Tarridas (photos)

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Form follows Vorsprung

036 Audi magazine inspire

New York architecture studio formlessfinder designed the Tent Pile pavilion at Design Miami/ 2013. The sand and aluminum installation responds to the cultural and geographic specifics of the city.

Form follows Vorsprung

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Munich-based architecture studio SCHMIDHUBER’s sculpture comprises myriad rhombuses that present the eye with a continually shifting view.


Miami is built on sand. Little defines the city to the same extent as this gritty sediment, which not only covers Florida’s kilometers of beach but also serves as a key raw material in concrete, roadworks, glass, cosmet-ics and microchips. Aside from air and water, there’s no resource that is processed in quantities comparable to sand. Another feature of Miami is the tropical climate that bathes the city in sunshine 360 days a year. Thanks to the never-ending summer, a distinctive architectural vernacular has flourished in public spaces around the city of 410,000. Structures in the striking Miami Modern style display cantilevered roofs floating free of enclosing walls.

These two phenomena inspired Julian Rose and Garrett Ricciardi of New York architecture studio form-lessfinder to envision Tent Pile—a gigantic sand pyramid that greeted the 50,000 visitors at the entrance to Design Miami/. “Tropical post-war modernism with its hybrid in-door/outdoor spaces was a major influence on our instal-lation,” explains formlessfinder co-founder Julian Rose. “Sand was an obvious choice of natural resource. Proper-ties in Miami are built on sand—which frequently makes life difficult for contractors when they lay foundations. Instead of having a destabilizing effect, the sand in our design in fact braces the structure.” Tent Pile’s trussed aluminum roof rests on a 500-plus-ton mound of sand that is buttressed by a retaining wall. On the other side of the wall, a seating area was created where the show’s visi-tors could take a breather. The intelligent and innovative approach of the formlessfinder duo’s solution is a prime example of the work done by a design vanguard who con-tinually seek to express old, familiar patterns and forms in progressive new ways. It’s at Design Miami/ that this elite comes together to participate in a creative exchange of ideas. >>

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“Audi stands for premium, innovative and

progressive. Events of this caliber attract the top

people in their respective fields, which at Audi translates into very innovative people in

this industry.”

Giovanni Perosino, Head of Marketing Communications at AUDI AG

More on the story

More on Design Miami/ can be found on the Audi magazine app. Further information can be found on www.designmiami.com


Audi is very much party to this artistic dialog. The Ingolstadt carmaker has not only acted as exclusive auto-motive partner to the show since 2006 but also stepped beyond the traditional bounds of sponsorship as an exhib-itor and trailblazer. Time and again, Audi has dovetailed technology and artistic form through collaborations with acclaimed designers and architects including Bjarke In-gels, Clemens Weisshaar and Reed Kram. Last year, the four rings’ showcase at Design Miami/ was a homage to the red rhombus—the Audi emblem for peak performance, technical precision and strikingly unconventional design. To that end, Munich-based architecture studio SCHMID-HUBER conceived an anamorphic installation comprising myriad individual rhombuses that presents a fresh face to viewers from every angle. The optical effect not only symbolized the four rings’ motorsporting successes, which encompass over 150 victories, but also gave three-dimensional expression to the brand’s cutting-edge, mul-tifaceted technologies. The installation was a backdrop for two athletic models—the Audi R8 Spyder and Audi R8 LMS ultra, which in turn also epitomized the symbiotic re-lationship between technology and design.

Giovanni Perosino, Head of Marketing Commu-nications at AUDI AG stopped by Design Miami/ 2013 to soak up inspiration in the creative hothouse. “As a leading marketer from Italy, you must have a special feeling for design. Timeless design is about form and proportions.

Design is about balancing form. It’s like a top athlete’s physique: not too much or too little, everything in propor-tion.” This philosophy is embodied by the Audi R8 Spyder and Audi R8 LMS ultra. The body design is an unequivo-cal statement, intended to stir emotions and suggest the car’s personality. What you see from the exterior offers clues to what lies beneath—the muscular body and dy-namic engine complement each other. What’s more, ev-ery last detail of the design is ahead of its time.

Numerous parallels between the Ingolstadt car-maker and the design show make Audi a perfect fit with the innovative atmosphere of Design Miami/. “If Audi were an event, which one would it be? It would take a shape very similar to Design Miami/,” points out Giovanni Perosino. “Audi stands for premium, innovative and pro-gressive. Events of this caliber attract the top people in their respective fields, which at Audi translates into very innovative people in this industry.” //

Audi R8 Spyder fuel consumption urban/extra-urban/combined (in l/100 km): 22.2–19.6/10.7–8.6/14.9–12.6; combined CO2 emissions in g/km: 349–294, EU5. Audi R8 V10 Spyder fuel consumption urban/extra-urban/combined (in l/100 km): 22.2–20.5/10.7–9.2/14.9–13.3; combined CO2 emissions in g/km: 349–310, EU5.

The Audi showcase at Design Miami/ was wholly devoted to the spirit of sportiness:The customer sport racing car, the Audi R8 LMS ultra (left), and its production counterpart, the Audi R8 Spyder, epitomize the successful fusion of design and technology.

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044 Improve your golf game with tips from two of Audi’s golf ambassadors.

048 Rahel Frey wins the Audi R8 LMS Cup in Shanghai.

056 Audi City Berlin has opened its doors.

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Always on the go

with the best in

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move

Ace that Putt!Practicing your strokes are important, but getting the technique right is essential. Golfers aim to get their ball on the green, but you need a good putt to finish. Audi golf ambassador, Professional Golfer Quincy Quek, gives you some putting drills that will help you save strokes on the green.

Scoring IntensityThe aim of this drill is to practice holing out clutch putts, which are putts that you should hole but may not be as easy to do when the pressure is on. You can even challenge yourself by having more tees on the ground, adding pressure to your practice session.

Putting Drill #11. Pick a hole on the practice green that is on a slight

slope, so that you can practice the four main breaks, which are straight uphill, straight downhill, left to right, and right to left.

2. At each of the breaks, put tees down to mark out distances of 3 feet and 6 feet.

3. Start at one side of the hole, for example, an uphill putt, and begin with the 3-foot putt, making sure you go through your full routine.

4. Once the putt is made from both 3 feet and 6 feet, then move on in a clockwise direction and attempt the next putt. Should you miss, return to your original starting point and start all over again.

5. Complete the entire drill.

Golfingwith the Pros–

Audi’s golf ambassadors give you valuable

tips to perfect your game in the second

installment of a four-part series for 2014.

By Melissa Cheng (copy) Albert Tan (photos)

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044 Audi magazine move

TEMPO TRAININGWith all aspects of the game, be it the long or short game, having a stroke with good tempo is important. For more consistency, use this exercise to practice striking the ball with the middle of the clubface, at the same time perfecting your stroke tempo.

Putting Drill #21. Pick a fairly straight putt on the practice green.2. At about 5 feet from the hole, put two tees down,

just wide enough so that your putter head can pass through, sort of like a gate.

3. Place the ball in the middle of the gate and take a stroke.

4. Focus on having a “1-2” tempo and make sure the putter head passes through the gate without hitting the tees.

5. With sufficient practice, you will gradually think less about the stroke and develop a smooth tempo with a consistent ball-strike.

Quincy Quek

Professional Golfer Quincy Quek, has been an ambassador of Audi since 2009. The Singaporean has participated in numerous tournaments across Asia and this young sportsman’s highlights include winning the Putra Cup (Team) in 2008, the Philippines Amateur Championship, as well as the Orchard Golf Champion-ship in Philippines during 2012. He is currently ranked 746th on the PGA reading. As part of Audi’s effort to support and inspire young athletes, Quincy is also offering exclusive coaching ser-vices to members of myAudiworld.

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Grip it right!The most important fundamental in a golf swing is to have a good grip and grip pressure. To have too much or too little grip pressure greatly affects your swing, as well as risks of injury. Audi golf ambassador, certified PGA Golf Instructor and Consultant Lip Ooi, introduces some exercises that you can do to keep your grip pressure in check.

Tight GripThis is a super-tight variety of grip which occurs frequently with most newbies, especially male golfers, where they tend to grip the club too tightly to keep it from slipping out of their hands.

To fix it, just follow these three simple steps in sequence:1. Close your eyes and swing the golf club. Concentrate

on using your sense of awareness and feel to focus on your grip pressure.

2. Feel as if you are gently caressing a little hamster or small club cover and maintaining the grip pressure throughout the swing. You will be able to feel your wrist hinging more at the top of your back swing.

3. Repeat the first two steps over 30 swings and then go ahead and hit a golf ball utilizing the same feel that you applied.

Too tight a grip causes an unnatural angle at top of swingX

Loose grip leads to overhang with excessive wrist hingeX


Lip Ooi

Certified PGA Golf Instructor and Consultant Lip Ooi has 30 years of golfing experience and has been inspiring golf enthu-siasts for 18 years. Trained by certified US & Australia PGA Golf Gurus in Golf Coaching, Lip aspires to use a holistic approach to teach his students to improve their golf game and build strong fundamentals to prevent potential golf injuries. Lip Ooi has been the Head Coach for Singapore Sports School Golf Acad-emy since 2012.

Loose GripA loose grip occurs in a small percentage of golfers, mainly female and junior golfers with weaker arms and grip strengths. There will be an excessive wrist hinge at the top of the swing, which will increase risk of strain in your back and wrists.

To fix it, focus on increasing pressure with the fingers, as though you were squeezing a stress ball. Strengthen your grip by squeezing an old tennis ball on a daily basis. This will allow better control of the club and a longer drive with more consistency in the long run. //

Practicing the proper grip pressure of

the club gives a more consistent swing

in time that will aid your game.

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01 Rahel Frey’s personal maxim is “Go fast and never ever give up!” In 2011 and 2012, the Swiss-born driver took the wheel for Audi in the DTM. As of 2011, her favorite set of wheels is the Audi R8 LMS. 02 The cover ensures that during transportation and before races, the paintwork and elaborate decals on the Audi R8 LMS are not damaged.

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The Chinese love their motorsport—a little bit

more with every passing year. And their drivers are

enjoying ever greater success, too. But it was a

female Swiss driver who took the top spot on the

winners’ podium after the tenth round of the

Audi R8 LMS Cup in Shanghai.

By Mark Andrews (copy) & Jan van Endert & Rouven Steinke (photos)

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Racing Rahel

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01 + 02 In a time of 29:28.661 minutes, Rahel Frey representing Castrol Racing Team claimed a lead of just under a second over her competitors. 03 The Shanghai International Circuit lies about 25 kilo-meters northwest of the city center. Since 2004, this track has been the venue for the annual Formula One Chinese Grand Prix, among other events.

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2014 Audi R8 LMS Cup

When it launched in 2012, the Audi R8 LMS Cup was staged ex-

clusively on Chinese circuits. A year later, the series expanded to take in venues abroad, with races in South Korea and Malay-sia. In 2014, the Cup will be contested in four Asian countries between May and November. The single-make championship still puts drivers in the cockpits of the eponymous Audi R8 LMS—a GT racer designed to GT3 rules and based on the Audi R8 road car. With its displacement of 5.2 liters, the V10 engine powering the Audi R8 LMS ultra produces up to 419 kilowatts.

2014 race dates Inje, South Korea May 3 to 4Fuji, Japan July 26 to 27Sepang, Malaysia August 16 to 17Guangzhou, China September 26 to 28Venue to be decided, China OctoberShanghai, China October 31 to November 1

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01 For safety reasons, the circuit designed by German racetrack architect Hermann Tilke has a broad format and features wide tarmac run-off areas. 02 Wheels and tires are cleaned thoroughly each time before use. 03 When the car crosses the finish line, the race engineers’ tense focus turns into celebra-tion. 04 Rahel Frey has made her mark—she is the first woman to win a race in the Audi R8 LMS Cup.

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01 Rahel Frey (center) with her rivals Alex Yoong (left, second place) and Marchy Lee (third place). Adderly Fong, who ultimately clinched the 2013 series, finished the race in fifth place.

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More on the story

Experience more of the Audi R8 LMS Cup with the Audi magazine app.

To view a video of the race, go to www.youtube.com/audi

Rahel Frey is really just a slip of a girl. She stands exactly one meter, sixty-three centimeters tall. But any-one who thinks that makes her a pushover is sorely mis-taken. The Swiss racing driver is not only tough, audacious and fast but in the tenth round of the Audi R8 LMS Cup event, she also proved she’s the best. That makes her the first woman to win an event in the single-make series. Former F1 pilot Alex Yoong together with subsequent 2013 Audi R8 LMS Cup winner Adderly Fong and local hero “Franky” Cong Fu Cheng had to content themselves with coming in as runners-up.“Rahel is an exceptionally talented driver and it was great to see her rewarded with a win today. Hopefully, this will inspire more Asian female drivers to participate in motorsport,” said a delighted Rene Koneberg, director of Audi Sport customer racing Asia. “It was a thrilling race and very entertaining for the spectators. I started from second on the grid but then fell back a couple of places in the unfavorable outside lane on the first corner. In the battle to make up lost ground, I got into an extended and punishing dogfight with Cheng. Our cars even came into contact a couple of times. But there was no foul play, just honest to goodness racing,” says Rahel Frey, describing her victory.

The race in Shanghai was contested on the For-mula One circuit under the Sports Car Champions Festival umbrella. Over the course of this event, the Audi R8 LMS recorded the fastest lap times ever achieved in any series. “This track is unique and technically very demanding. On some of the corners, there’s no room for error,” explains 29-year-old Franky Cheng, who went head to head with Rahel Frey. Laid out in a form reminiscent of the Chinese character shang, which also appears in the name Shang-hai, the circuit sees cars reaching top speeds of up to 275 kilometers per hour. Motorsport in China may still be in its infancy but it’s growing at a breakneck pace. “Over a decade ago, there were virtually no motorsport-ing events in China,” points out Rene Koneberg. When, in 2002, Franky Cheng wanted to advance beyond kart-ing, he had no other choice than to head off to Europe. Today, the landscape has changed. “Motorsport is a rap-idly expanding market in China. There’s been a race here on the Formula One calendar since 2004 and the German Touring Car Masters series is returning. Plus, the World Endurance Championship (WEC) is launching an event, in which the four rings will also compete with its Audi R18 e-tron quattro,” adds Koneberg.

The Audi R8 LMS Cup is making an important con-tribution to the market’s evolution. “The Cup provides an excellent platform for up-and-coming young Chinese drivers,” explains Franky Cheng, because it gives them an opportunity to go up against experienced European pros like Rahel Frey and to learn from them. There’s an open access data policy, which means that after each race, all the drivers have access to information that allows them to analyze the winners’ race performance. Koneberg sees customer races such as the Audi R8 LMS Cup as adding a third string to the Audi bow, alongside the brand’s other longstanding racing commitments to Le Mans and the DTM.

Gentlemen drivers make up half of the Cup en-trants and have a key role to play. “You need a good mix of amateurs and pros,” says Koneberg. The “gentlemen drivers” are usually successful entrepreneurs or business-men looking for an adrenaline rush unlike anything daily life can offer. Aspiring Cup competitors need an Audi R8 LMS and a racing license—which can be obtained by pass-ing the relevant driver training course. Don’t let that fool you into believing the amateurs are slow coaches. Quite the contrary. The weekend drivers often snatch valuable points from under the professionals’ noses and earn top ten placings. Jeffrey Lee, for instance, finished the 2012 season in sixth place overall and went on to compete as a professional for the Audi Chinese Taipei Team in 2013. “We have access to the video footage of the top drivers. So after each round, I analyze the recordings and com-pare them with the relevant data. Typically, novice racers get the hang of the slower corners sooner than the faster ones,” comments Alex Au, who topped the amateur rank-ings in 2013. A distinct camaraderie prevails between the amateurs and pros, who are happy to offer tips and advice—as long as the novices keep out of their way dur-ing training and don’t go too fast. Pro pilot Franky Cheng sees it as a “win-win situation” that makes for a far more convivial atmosphere.

“The series will continue its expansion in Asia and the driver field is also set to grow,” promises Kone-berg, who has notched up significant successes with the Audi R8 LMS Cup. Some 25,000 spectators attend the races and even more follow the live stream from the web-site. In fact, the number of visitors to the website dou-bled over the course of last year. According to Koneberg, “The Chinese fans are hooked.”

In 2014, a race will be hosted on the Formula One track in Fuji, Japan for the first time. Many high-caliber drivers have already confirmed their partici-pation in the upcoming series. After joining the field during the current season, Franky Cheng confirmed over the weekend of the Shanghai races that he will be extending his contract. “I didn’t win the series—which made my decision that much easier.” He re-gards the 2013 season as a learning curve but plans to make a decisive bid for glory in 2014. Alex Yoong and Marchy Lee will also be back again—which means we can look forward to nail-biting action in the season ahead. //

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More on the story

An overview of Audi City show-rooms worldwide is available with the Audi magazine app.

For further information, go to www.audi-city.com/berlin.

Visit us at Audi City Berlin Kurfürstendamm 195 10707 Berlin, Germany Opening hours: Mon–Sat 10 am–8 pm Phone: +49(0) 30/6 660 775 55


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The first of its kind in Germany, this is the world’s

biggest and smallest showroom rolled into one.

Welcome to Audi City Berlin and virtual reality.

By Sabine Cole (copy) & Pascal Rohé (photos)

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Options galore

“We are launching the flagship showcase for our premium customer concept in Berlin, one of the world’s most exciting cities.” With these words, Luca de Meo, Member of the Board of Management for Sales and Marketing of AUDI AG, greeted guests at the pre-launch event for Audi City Berlin on February 4. Two days be-fore the opening of the first digital Audi showroom in Germany, 300 invited guests got to experience up close and personal the dovetailing of real life elements with virtual reality. Located on Berlin’s premier boulevard Kurfürstendamm (known affectionately as Ku’damm), the cyber store covers 375 square meters of floor space, spread over two floors. In contrast to the Audi Termi-nal, a mere two models grace the tight confines of the presentation area. To make up for it, the 87-square-meter digital screen displays every imaginable option and pairing that the Audi model palette has to offer. After the warm welcome by Berlin devotee de Meo, Wayne Griffiths, head of sales Germany at AUDI AG, and Sven Schuwirth, Audi City Berlin project director, described in detail the practical ins and outs of the digi-tal sales concept.

Audi guides receive visitors and help them get their bearings. With the help of a tablet dubbed a “staff device,” they introduce visitors to >>

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Shades of the Berlin International Film Festival: Screened on the power-wall, a 3D clip from the movie Ender’s Game starring the Audi fleet shuttle quattro gripped viewers.

Actor Moritz Bleibtreu chilled and chatted with the guests. He also surprised Luca de Meo, Member of the Board of Management for Sales and Marketing of AUDI AG, with his flawless Italian.

Wayne Griffiths (left), head of sales Germany at AUDI AG, and Axel Strotbek, Member of the Board of Management for Finance and Organization at AUDI AG.

Former Berlin resident, Luca de Meo, with actors Wotan Wilke Möhring and Den-nenesch Zoudé as well as German TV presenter Kai Pflaume (from left to right).

Sven Schuwirth, head of brand and sales development at AUDI AG, ex-plaining the cyber store concept to guests at the pre-launch event.


Audi City worldwide

Following successful launches in London and Beijing, the world’s third Audi City opened in Berlin at Kurfürstendamm 195. “Audi City is showing the way to the future of sales. We are combining new digital possibilities and even more personal customer consultation,” explained Luca de Meo, Member of the Board of Management for Sales and Marketing of AUDI AG. The next step in the evolution of digital showrooms opened its doors in Berlin in February. There, for the first time, visitors can experience the Audi virtual world in stereo 3D. Success vindicates the concept. In Beijing, some 8,000 customers per week stop by the attractive cyber store. That’s just under half a million visitors per year—roughly on a par with the number of new Audi cars sold in China in 2013. As an event location, Audi City Beijing is also a big hit. Since Audi City London opened in mid-2012, UK sales have shot up by 70 percent. In an especially gratifying development, six out of ten buyers were new customers. The site of the next Audi City planned will be Moscow. What’s more, selected technologies from the cyber store will be made available in the course of the year to a large number of Audi partners world-wide to round out existing sales formats with digital technology.

The staff devices act as remote controls for the whole of Audi City. Both the Audi guides and experts are equipped with these tablets.

It’s not just life-sized configured cars that can be displayed on the powerwall. It also shows spectacular films from the world of the Four Rings.

Siyamak Seyedasgari will soon be a father of twins. He chose to configure an Audi Q5, “because the double stroller will fit inside it.”

the technical options. If visitors are not just interested in immersing themselves in the brand but want to con-figure an actual vehicle, the Audi experts step in to lend a hand. Together with the customer, they configure the Audi car to the potential owner’s specifications on a multitouch table. The result can then be immediate-ly viewed as large as life on the Audi ultra powerwall. From rotating the car through 360 degrees, to opening the doors and looking inside and out, it’s all possible with the 50 gigabytes of processed data. The new S3D powerwall even gives you a dimensional feel for some of the models. Should the consultation turn into a sales discussion, the Audi expert and customer retire to the customer private lounge, which is also a studio with sample finishes. Here, paintwork, interior fabrics, ma-terials and trims from the Audi exclusive catalog can be experienced in their physical form. In this way, millions of configurations can be put together with breathtaking speed.

The customer and sales assistant work side by side on an interface. All choices are instantly displayed and corresponding changes in price can be transparently tracked. With so many new options at your fingertips, the real question is, why settle for only one Audi? The answer: Thanks to the flexible new Audi select package, you don’t have to. In future, Audi City Berlin customers can drive up to three different Audi models in a year. At the opening, Wayne Griffiths described the global chal-lenges facing dealerships in three words: “Urbanization, digitization, personalization.” In growing cities with their expensive downtown areas and lack of parking facil-ities, the traditional dealership format simply no longer works. The alternative solution that does work is a digital showroom. There are, however, some services that can’t be offered digitally. For this reason, test drives and de-liveries will be arranged in cooperation with local Audi Terminals. After all, driving remains a powerful physical experience for Audi City customers, not least in Berlin. //

Arctic Circle

Audi Q5 fuel consumption urban/extra-urban/combined (in l/100 km): 11.4-6.0/ 7.1-4.9/8.5-5.3. CO2-emissions combined (in g/km): 199-139, EU5/6.

059

062 myAudiworld: Live the Audi life.

068 Audi Fashion Festival 2014.

070 The ten: The best products and ideas to suit every personality.

072 An interview with Audi Ambassador, Dick Lee.

076 Why here? Stefanie Ulrich, HR director at the Audi Neckarsulm site.

079 Found on Facebook: Two Audi R8 Coupé cars patrolling with the police in Dubai.

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People and

ideas that

inspire us.

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inspire


myAudiworld–

Introducing your gateway to a plethora of

the finest experiences: myAudiworld.

By Melissa Cheng (copy) Audi Singapore (photos)

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“The purpose of life is to live it, to taste expe-rience to the utmost, to reach out eagerly and without fear for newer and richer experience.” - Eleanor Roosevelt

From creating luxury cars that spearhead in-novation and technology, to one-of-a-kind experiences that deliver the best in fashion, gastronomy, sports and culture, Audi strives to grow and evolve continuously. At Audi, the spirit of innovation drives the quest to excel in everything we do. With that goal in mind, the exclusive member-only club, myAudiworld, aims to enhance the lifestyles of Audi drivers with a new world of luxury and unrivaled experiences. Granting access to the unique Audi lifestyle, myAudiworld opens up a world of endless possi-bilities. The opportunity to mingle with like-minded indi-viduals is made even more enjoyable as members partake in the array of the finest experiences that myAudiworld has to offer.

myAudiworld ensures exclusive access to privile-ges handpicked for your enjoyment. Gourmet cuisine, the latest fashions, spa experiences and other lifestyle indul-gences that will entertain and inspire. Invites to exclusive events and experiences have been specially chosen and tailored to allow Audi owners a chance to relax and take a break from their hectic schedules. From indulging in fine food, to immersing in art and fashion culture, the best seats in the house will always be available. Also available to members is the chance to participate in the Audi Dri-ving Experience, where they can embark on unforgettable adventures with stunning landscapes, outstanding trai-ning grounds and best of all, experience the unmistakable power of Audi.

myAudiworld not only provides enriching activi-ties for leisure, but also recognizes the need to stay in the know for the intelligent Audi owner. The portal provides links to information and news on the latest happenings in Audi, as well as access to Audi Technology Portal and Audi Heritage. Stay on top of technology as members receive quarterly issues of Audi Magazine, and monthly editions of the Audi Enewsletter, which contain information on the latest Audi innovations and trends, thought-provoking interviews with Audi people and unique lifestyle stories that will bring you further into the world of Audi.

With the car as the main key to this exclusive membership, Audi’s aftersales care keeps your car in pri-stine condition, with Audi staff undergoing continuous and rigorous training to ensure the best standards are being applied during servicing. That, together with the highest quality components and equipment, combine to put your mind at ease as you let Audi pamper your vehicle. myAudiworld allows full management for Audi owners, allowing booking of the next service appointment, che-cking of last servicing record and offering tips and tricks to help maintain your Audi in the best condition.

To purchase an Audi, is not only to purchase an amazing machine for to travel in; it is to gain access to a whole new lifestyle; the Audi lifestyle.

To begin your journey with the Audi lifestyle, visit www.myAudiworld.sg now! //

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myAudiworld opens up a world of luxury including the 4th

MillionaireAsia Private Aviation Show, where myAudiworld

members enjoyed a wonderful evening of amazing cars, luxury

jets and fine company.

By Melissa Cheng (copy) & Albert Tan (photos)

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Flying High

Audi recently took part in the fourth Millionaire-Asia Private Aviation Show organised by MillionaireAsia. With Audi participating in this exclusive show, myAudi-world members were invited to attend this event among luxury private jets and top-of-the-range supercars.

Featuring event booths of many renowned luxury lifestyle brands, the show attracted many local and regio-nal invited guests. Attendees were treated to an evening of entertainment, fashion shows and event highlights, all contributing to the lively atmosphere in the private han-gar. A static private jet was on display as the main attrac-tion for viewing. The surrounding hangars were opened to show propeller planes and helicopters proudly parked inside. Test drives of much sought-after supercars and dis-plays of rare luxury watches provided much excitement.

For the evening, the Audi RS 6 Avant and Audi R8 were on display, and were available for test drives, along with the Audi S3 Sportback, Audi SQ5, Audi RS 5 Coupe and Audi A8.

The event is one of the many privileges offered to members of myAudiworld. For more information on up-coming luxury lifestyle events exclusive to myAudiworld members, visit www.myAudiworld.com.sg. //


In fine company–

myAudiworld presents an evening of Chef Stephan Zoisl’s delectable food, paired

exclusively with wine from St Hugo, as well as a chance for guests to chat with St

Hugo Chief Winemaker, Sam Kurtz.

By Melissa Cheng (copy) & Steven Foo & Pernod Ricard (photos)

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Chief Winemaker, Sam Kurtz and Chef Stephen Zoisl of MyPrivateChef

Jean Anthelme Brillat-Savarin once said, “A meal with-out wine is like a day without sunshine”. Truly, wine is a won-derful accompaniment to a wonderful meal. On 27 February 2014, Audi Singapore teamed up with Pernod Ricard to invite myAudiworld members to an intimate sit-down dinner prepared exclusively by professional chef Stephan Zoisl of MyPrivateChef, coupled with a tasting of one of Australia’s most sought-after wine labels, St Hugo.

Pairing the right food with the right wine can enhance the taste of both. Chef Stephan Zoisl spent hours designing a menu that would give the guests’ taste buds much pleasure. This was a challenge as both wines for the night were reds, namely St Hugo Barossa Shiraz 2010 and Coonawara Cabernet Sauvignon 2010, both full-bodied wines with exceptional flavor. Chef Zoisl said, “We have two really good wines for tonight, and I have de-signed a menu that lets the wine and the food bring justice to each other, without compromising value and flavor.” The final menu consisted of Beef Tartare with dijonnaise and sourdough croutons as an appetizer, Herb Crusted Lamb Rack and Lamb Ra-gout with potato crème, ratatouille complemented with thyme jus as a main course and a full Chocolate dessert with five dif-ferent cocoa percentages. This gourmet menu, paired with St Hugo’s wines, was met with delight by the discerning guests.

Specially brought into town for the occasion was Sam Kurtz, St Hugo’s Chief Winemaker, who made the evening even more enjoyable as he shared his expertise and knowledge, ex-plaining the specially chosen wine that was presented at the exclusive event. Having crafted wine for more than 15 years, Mr Kurtz has winemaking and appreciation in his blood. He is the sixth-generation winemaker in his family and still lives and works in the Barossa Valley. He is also the great-great-great grandson of Johann Gramp, the founder of the winery at which he now works. “Winemaking has been an integral part of my family’s way of life,” proclaims Kurtz, “I decided to specialize in red winemaking to fulfill my vision and uphold my family’s legacy; I have not looked back since.” Kurtz spent the evening mingling with the guests, answering their queries about wine and winemaking. “I feel very honored to be able to be here for this event and to be able to sample this menu that Chef Stephan Zoisl has created for our wines. To be able to allow people to fully appreciate the flavor of our wines, the right combination of tastes is very important, so as not to confuse the palate. The whole concept of this dinner is very appropriate for introducing our red wines; something that I feel makes the whole experi-ence feel more personal and intimate.”

Visit www.myAudiworld.sg for more exclusive details on upcoming events. //

067

Guests relax with the excellent wine and food from a specially crafted menu

Dessert to round off the scrump-

tious meal

activities we are involved in – including fashion. The theme of this year’s Audi Fashion Festival, ‘the Art of Progress,’ is a fitting parallel as we introduce the Audi A8 flagship to Singapore. It is the ultimate expression of what progress means for Audi. Its introduction will raise the level of luxury, craftsmanship and quality expected within the premium segment, and is certain to emerge at the top of its class.”

This year’s festival signifies AFF’s first year as a fully independent fashion week as it moves away from five years of government support. Greatly adored on the runways, NARS continues to be the official makeup sponsor this year. For the first time, the festival opens with an Asian designer – Prabal Gurung. The Singapore-born, Nepalese-American designer will be presenting his Fall 2014 collection. With his luxuriously stylish yet incredibly wearable designs, the rising fashion star is a hit with leading ladies like Michelle Obama, with luscious red elements inspired by his ethnicity, together with paint-brush tapestry effects referencing abstract paintings by artist Cecily Brown.

The annual Audi Fashion Festival is an event that is marked on every fashionista’s calendar, and 2014 is the festival’s sixth consecutive year with Audi as the title sponsor. Further supporting the brand’s commitment to the fashion community and young design talents, the regional fashion design competition Audi Star Creation continues for the fifth year, kicking off the iconic fashion week in May.

Mr. Jeff Mannering, Managing Director of Audi Singapore, says, “Audi is a progressive brand. This is demonstrated in the design of our products, as well as the

Fashion Reinvented–

The iconic Audi Fashion Festival 2014 kicks

off with a host of exciting program lineups

that promises an unforgettable experience.

By Melissa Cheng (copy) & Audi Singapore (photos)

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068 / move / Audi magazine

Continuing the tradition of being the only fashion week in the world to host both emerging designers and world-renowned fashion names on the same stage, AFF 2014 sees five Singaporean labels showcase their creations with solo shows of their own. Among the talented group is Priscilla Shunmugam, who heads Ong Shunmugam and is known for her contemporary reinterpretations of traditional Asian wear; the label received the Grand Award at the Design for Asian Awards 2013.

Joining the likes of Carolina Herrera, Chalayan and Missoni, renowned designer Oscar de la Renta will be closing this year’s show with his Fall 2014 collection. The widely celebrated fashion designer boasts a career of more than four decades, and is one of the world’s most respected figures in the fashion industry. Expect to be blown away by his gorgeous gowns designs that are the highlight of every collection.

Audi Fashion Festival Singapore 2014 will be held on 14-18 May 2014 at the Tent@Orchard, Orchard Road. For more information, visit the Audi Fashion Festival 2014 website at www.audifashionfestival.com. //

Stars to watch out for:1. American actress, model and

singer, Kate Bosworth2. Nepalese-American designer,

Prabal Gurung3. Singaporean designer,

Ashley Isham 4. American fashion designer,

Oscar de la Renta5. Singaporean designer,

Priscilla Shunmugam

1.

3.

4.

2.

5.

Audi magazine / 069

1 For materialists. Philipp Bree has quality in the bag— and the new collection for his PB 0110 label is a material witness to the fact. He spent half a year driving around Europe to scout out the very best natural materials for his designs. His creations of the finest Italian leather and pure Belgian linen now grace the shoulders of material girls from Berlin to New York to Hong Kong. www.pb0110.de/en

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The best products and ideas to

suit every individual.

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The ten


Phot

os: P

R

9 For head-turners.If you want to get a head start on style and are into natural products, this conditioner by John Masters Organics is for you. Ingredients derived from citrus, wheat, soy and other naturals strengthen hair and enhance shine and volume. For healthy-looking, manageable hair. www.johnmasters.com

3 For technophiles.Since launching the iPhone over six years ago, Apple has sold some 356 million of the smart little devices around the globe. The iPhone 5s, available in gorgeous Gold, is a shining example of the brand’s aesthetic appeal. www.apple.com

2 Forfreshairchildren.Get ready for spring by adding this airy outdoor chair to your garden furniture collection. The Fast Rion model by Weishäupl is made of high-quality aluminum and is so comfortable you’ll never want to go indoors again. www.garten.ag

6 For dynamic digital natives.With the Ergometer SFE-009 and SFE-012, two stationary bike models by STIL-FIT, you can bring contemporary design aesthetics to your everyday home workout. The SFE-012 features a special innovation: It can be run with your tablet—iPad or Android—using a specially-developed app that stores and ana-lyzes your workout information. Now even your exercise routine gets up to speed with the digital age. www.stil-fit.com

8 For coat hangers-on.It’s not only one of Lt. Co-lumbo’s trademarks: Ever since Thomas Burberry introduced gabardine in 1879, the trench coat has been a classic. Nowadays no well-stocked closet should be without one. burberry.com

10 For cash dispensers.You don’t have to be made of money to be worthy of this elegant men’s wallet by Audi in cooperation with the Italian leather label Poltrona Frau. Crafted in genuine seat leath-er, it features two large compart-ments for bills and eight card pock-ets. There’s never been a better way to get your personal finances in or-der. Article number: 3141301800 shops.audi.com

5 For audiophiles.Electronic headgear for music to go: The BeoPlay H6 model by B&O PLAY makes sure modern no-mads can always get their favorite sounds in pristine quality. And with its clean Scandinavian design, it’s a treat not only for the ears but also for the eyes. www.beoplay.com

4 For easy riders.The British manufacturer Brooks has been keeping cyclists sitting pretty for over 140 years. The Cambium, made from vulcanized natural rubber enhanced by a thin layer of structural textile and organic cotton canvas, absorbs shocks from rough roads and helps you get the better of potholes and curbs in style. www.brooksengland.com

7 For pastry buffs.The cookbook Meimei’s Se-cret is really aimed at Chinese baking enthusiasts with a penchant for Western-style pastry traditions. But the Chinese-English edition will also appeal to European des-sert lovers. The book offers quick and sophisticated tips for home bakers everywhere. www.colette.fr

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Even after building a large body of work over the past

four decades, Dick Lee is not resting on his laurels.

Returning to his roots and exploring other passions, the

Mad Chinaman gears up for the next phase of his career.

By Rossara Jamil (copy) & Olive Tree Studio (photos)

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Past Present Future

Arriving in a crisp pink linen suit that is matched carefully with a floral Vivienne Westwood tie and leather wingtip shoes, Dick Lee, one of Singapore‘s best-known personalities, is not known to shy away from flamboyance. With his distinctive salt-and-pepper hair giving him a be-coming air, the multi-hyphenate charms with his youthful demeanor despite turning 58 this year.

Having been among the who’s who in Singapore’s entertainment scene for decades, Lee’s career is nothing less than illustrious. A musician first and foremost, the Cultural Medallion honoree has staged a string of success-ful musicals including Beauty World, Fried Rice Paradise and Forbidden City. Beauty World, his first musical, was staged four times over the years. In 2002 and 2010, he had the honor to be the Creative Director for Singapore’s National Day Parade, where he dazzled the small island with his expertise.

073

As we settle in for the interview at the gleaming, light-filled Audi Centre Singapore, Dick Lee, who is Audi’s new brand ambassador, begins with talking about his first Audi. With a wistful look, he fondly remembers the car, in a dark gold color, to be the very first Audi A7 that arrived in Singapore several years ago. The car he drives today is the Audi A7 too, this time with a Dakota Grey exterior and the same tobacco-colored leather interior that he loved in his previous Audi. “The first thing that struck me was how si-lent the car was. It was also very comfortable and smooth. Audi represents German technology with contemporary, stylish design. The cars that I drive, I mainly pick based on style,” he says. The Audi A7 not only comes with style, but also superior performance. Lee exclaims that it is not just a car with design, but also with substance; it is ultimately a car in line with his personality.

He muses about how Audi, despite being relatively new in Singapore compared to other German brands, has achieved a level of cool and aligned itself with lifestyle. It is an association that he is proud of. Of Audi‘s support of the arts and culture, Lee says, “Audi has a strong relati-onship with fashion. I’m tied with fashion. I am also very firmly rooted in theater. Audi has strong connections with the arts and all that I do, so it’s perfect for me.”

With this year being his 40th year in showbiz, you might think that Lee would be slowing down. But that is not the case. “As you get older, you start to try to do the things that you’ve always wanted. There’s a sense that time’s running out, so I’d better do them now,” he says with a laugh.

Jeff Mannering, Managing Director of Audi Singapore, hands over the keys of the Audi A7 Sportback to Audi Ambassador Dick Lee


Explaining that he’s also aware things happen in their own time, he adds that there were projects he wanted to do earlier but did not have the opportunity. It seems he’s also reaping the fruit of the efforts sown over the years. “It’s as if people out there are seeing me in a dif-ferent way. And they are approaching me to do things. I think that it’s something to do with longevity. Maybe I’ve proven myself and shown that I’m serious about my work,” he says. One other project he’s working on is a feature film called Sunshine Girls, a movie about breaking into the Chi-nese music industry.

He believes too that the inflow of projects has so-mething to do with staying active in show business. “The minute you sort of stop, you disappear from the scene. And then you’re perceived as having retired. But if you don’t do it, who’s going to do it for you? It’s a vicious circle,” he says. “The good side, of course, is that I get to do interesting projects continually. I want to challenge myself and I’ve always been restless creatively.”

This restlessness has not abated. As he wrote in his 2004 book, The Adventures of the Mad Chinaman, he cited Walt Disney as his ultimate hero for his “ability to dream dreams and make them happen”. You could say that Lee is no different, for pursuing his many passions and showcasing an admirable versatility over the years.

For now, Lee, who just opened The Modern Outfit-ters boutique in Tiong Bahru, has got his hands full. Aside from working on a second play, he’s planning to finish the remainder of the trilogy. In August, he will be restaging his 1996 musical Hotpants and, in September, Sunshine Girls is going into production. This year, too, he’ll be taking on the role of Creative Director for the National Day Parade.

Rattling off a list of upcoming projects and adding that he’s got projects committed up until 2016, he laughs as if surprised by the intensity of his schedule. Turning serious, he says, “Right now, the thing I’m trying to do is focus on what I’ve got going and do it well. I’ve basically covered everything I’ve wanted to do. And I don’t want to do something once. I want to do another art exhibition. I’ve pretty much decided that I want to focus on creating art especially. At this phase of my career, I want to create my best things.” //

The Mad Chinaman

Audi Ambassador Dick Lee, has been the Associate Artistic Director of the Singapore Repertory Theatre since 1998, and has recently opened the self-written play entitled Rising Son. The play is based on his father’s experiences during the Japa-nese Occupation and is part of a trilogy. Launching his first art exhibition at Galerie Belvedere last year entitled Imperfect Memory, the collection, that features 24 works on paper, has mixed media artworks with watercolour and pencil depicting movement, joy and nostalgia in bright colours. Some of the artworks portray his mother in her younger days. Lee often credits his mother, now 78, for developing his growth in art and music. With the collection taking him approximately eight months to complete, he divided his busy work week in half so as to pursue art in the unhurried manner it requires. With all his experience in the entertainment industry, as well as the ability to reinvent himself while holding true to his val-ues, Dick Lee is a perfect compliment of the culture and life-style that the Audi brand represents.

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Up close on very personal territory:

Stefanie Ulrich, HR director at the Audi Neckarsulm

site, enjoying the Geddelsbach vineyards in the north

of Germany’s federal state of Baden-Württemberg.

By Jan Strahl (interview) & Heinrich Völkel (photos)

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Why here ?


Totally at ease: Stefanie Ulrich enjoys a break sitting on the grass at the side of a road and even shares her refreshments with a horse.

Audi magazine: Why here, Ms. Ulrich?Stefanie Ulrich: It’s just so beautiful here. The

Geddelsbach vineyards are close enough to my current home that on summer evenings I can come out here to unwind after work. And for me, recharging my batteries means physical exercise. Given my background in human resources, I naturally take achieving a good work-life balance very seriously. And I believe you’ve got to walk your talk. What’s more, this place pretty much exempli-fies what makes this region so special—the countryside, little villages and wine.

Do you love the vineyards purely as a getaway spot or do you also enjoy what they produce?

I’m no wine expert but I do enjoy the occa-sional glass. My interest in wine has increased since I moved to this region where it’s grown. It’s only when you live here that you realize how much time and ef-fort goes into tending the vines all year round before the final product is bottled. A lot of my colleagues in Neckarsulm come from wine-growing families. At harvest time, they also have to pitch in and we do our best to make that possible. As a result, I now consciously choose wines made in the region, even if that means leaving French or Italian labels out of my shopping basket.

As HR director for the Neckarsulm site, you have al-most 15,000 staff members under your care. With the constant back and forth of discussions, do you need quiet time with minimal communication?

Yes, that’s certainly true for me. When you spend the whole day interacting with others, the peace and quiet of nature is a great change of pace.

How many of your colleagues at the plant do you know personally, how many faces can you put names to?

By now it must be a few hundred. I’ve been sta-tioned here and when I started I hardly knew anyone. But I’m still constantly meeting new people and adding remarkable colleagues to my network.

In your job, you’ve probably interviewed your fair share of people. What is your opening question?

Actually, much the same way as you did with me: “Why are you here?” That’s my standard opener because it leads very naturally into a discussion of things such as motivation and qualification. And from there it’s just a hop, skip and a jump to “What makes you believe that you’re the right person for this job?”

You started your career with VW in 1990, having grad-uated with majors in German studies and political sci-ence—not exactly the traditional subject choices for a job with a carmaker.

Admittedly, they’re fairly unconventional. But it just goes to show how open-minded Volkswagen is as a

company—it has a long history of taking on staff with unusual career paths and giving those changing direction a chance. And it’s precisely this mixture of backgrounds that makes the company what it is and contributes to its overall success. While it’s true that we prefer candidates with qualifications in business or a technical field, you’d be surprised at the people on the payroll—social work-ers, priests, language specialists and philosophers. And how did you in turn come to decide that Volkswa-gen was the right place for you to start your career?

Back then, a hot topic that is now once again on everyone’s lips was the advancement of women in the workplace. >>

077077

VW had decided to commit to bringing about change by initiating a program to increase the number of women employed in the company. This was precisely what my political science studies focused on. Plus, I had already completed internships, so it made sense to apply to Volk-swagen for that kind of work. I didn’t know much about the automotive industry or the company itself. But a seasoned HR pro whom I met there gave me the oppor-tunity to get a feel for the company in a one-year train-ee program. On the whole, I really just struck it lucky.

Has there been progress in advancing women? What has changed over the last 20 years in the automotive industry?

When I started out at VW, we were still talk-ing about getting women’s toilets and showers built. Although we’re well past that stage now, we still can-not claim to have made a quantum leap forward. We aren’t succeeding yet in getting sufficient numbers of women interested in technology in order for the work-force to comprise 40 or 50 percent female employees in the medium to long term. While changes in the politi-cal arena and the working environment in general have borne fruit in advancing women in our industry among others, a barrier specific to automotive manufacturing still remains. Our findings show that you can’t get girls to take an interest in technology when they’re already in their teens. Traditional gender roles need to be cast aside from an early age both at home and at school for a love of technology to be instilled. There are, however, areas at Audi where women make a strong showing. In

the HR department-, for instance, we account for more than one in two staff members.

You were the first woman to join the top man-agement at Audi. Only one other woman has since ris-en to that level …

I’m confident that this state of affairs will change in the near future. It just takes time – and I’m a case in point—to reach the top of the corporate ladder. There is still a lot to do and we accept the challenge. Clearly, a lot that goes on within your sphere of activ-ity has a political dimension. Is HR ultimately about politics?

HR is a key driver behind a company’s internal pol-icies. In Neckarsulm, 15,000 individuals—as many as in a small town—come together and the human aspect plays out on an equivalent scale. The word “politics” has its roots in the ancient Greek polis, which refers to matters relating to the citizenry, including a community’s social standards and conventions as well as the distribution of power. In human resources, our job is to balance the scales—seeing that rules and regulations are adhered to but also looking after employees’ personal interests—within this complex social structure. And as is always the case when different people have to pull together, it’s best if everyone is willing to compromise, think long-term and be prepared to expand their horizons. Thank you for talking with us, Ms. Ulrich. //

Audi A1 fuel consumption urban/extra-urban/combined (in l/100 km): 7.5–4.4/5.1–3.4/5.9–3.8; combined CO2 emissions in g/km:126–99, EU6.

Stefanie Ulrich

After graduating with a degree in German studies and politi-cal science, the native of Stuttgart launched her career at the Volkswagen AG human resources department in Wolfsburg in 1990. There, she played an active part in the advancement of women in the workplace, training, personnel management and HR services. Ulrich also had a hand in founding Wolfsburg AG, a public private partnership between the town and VW geared to advancing the region’s economic and employment structure. In 2000, she was appointed head of HR at the VW Salzgitter plant before moving on to the position of HR direc-tor at the Audi plant in Brussels in 2007. In cooperation with the major Belgian trade unions, she developed new working-time models for putting the Audi A1 into production.On January 1, 2011 Stefanie Ulrich stepped up as HR direc-tor at the Neckarsulm site with its workforce of just under 15,000. In the middle of the same year, she became the first woman to join the top management at Audi.


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At the Dubai Motor Show, the Emirate’s police force pre-

sented two Audi R8 patrol cars to further reinforce their

already formidable fleet. The premiere

was showcased on Facebook Audi Middle East (photo).

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Police car done to p erfection

Well over a million fans meet on the German-language Audi Face-book pages, exchanging news and views about their cars and shar-ing their experiences. And there are some 20 million fans across the globe. For each edition of Audi magazine, the editors select a popular post and recount the story behind the image. If you, too, want to like the brand, comment, post a photo or video, then visit one of the Audi Facebook pages, such as www.facebook.com/audi.

Audi @social media

Dubai is a fabled city. And for gearheads, the local police force’s patrol cars certainly seem to come straight out of a modern fairytale. Including the two Audi R8 Cou-pé vehicles publicly unveiled for the first time at the 2013 Dubai Motor Show (photo on the Audi Middle East Face-book page), the stable of thoroughbreds alone will have commanded in the region of five million euros—and that’s not counting the cost of the conventional squad cars. In total, more than a dozen top-of-the-range dream cars, among them a Lamborghini Aventador LP 700-4, Bentley Continental GT and a Bugatti Veyron, have been put at the service of law enforcers. “We want to make a splash,” said Anas Al Matrooshi, deputy director of the General Depart-ment of Operations for Transport and Rescue, by way of explanation to the UK’s Daily Mail.“Dubai is a tourist city and we are deploying these cars specifically in sightseeing areas. What’s more, Dubai is a modern city and these cars take up its rhythm.”

Following their appearance at the Dubai Interna-tional Motor Show, the two Audi R8 Coupé super sports cars provided an escort for a scenic drive staged as part of an Audi driving experience.

The reality is therefore that very few officers will have the pleasure of getting behind the wheel of a super-car. “I couldn’t believe it when I was assigned a Ferrari FF as a patrol car,” says Mariam Ahmad, “I had never driven a sports car before.” Let’s just hope that there isn’t a sudden spike in arrests in Dubai since,“ People literally beg us to bust them for any reason so that they go for a ride in the cars,” adds Ahmad. //

Audi R8 Coupé fuel consumption urban/extra-urban/combined (in l/100 km): 22.2-19.3/10.6-8.4/14.9-12.4; combined CO2 emissions in g/km: 346-289, EU5.

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Take your pick from the wide array of

Audi Genuine Accessories available for

your Audi.

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Audi Genuine AccessoriesKeeping your Audi running and looking in tip-top condition is the main priority at Audi. Using only genuine Audi parts guaranteeing longevity of component life, Audi-trained specialists will service your car to ensure the highest standards. Audi gives you a chance to completely immerse yourself in this unique experience, by indulging in the finest accessories that Audi has to offer.

Audi Genuine Accessories are the right mix of ex-cellent functionality and flawless design. Enhance your Audi with smooth side sills or a sporty rear diffuser and blade. With the Audi A4 aerodynamic styling kit, experience the thrill everyday with in-creased drivability with increased aesthetic value.

Description:Aerodynamic styling kit - $3,638 SGDWheel Set - $5,350 SGDComplete Set - $8,500 SGDRemarks: Prices are inclusive of parts and labor with 7% GST. Not applicable for S line models

The perfect accessories for your perfect ride


The Audi Entertainment mobile system turns the backseat of your Audi into a personalized entertainment centre. Watch movies, listen to music or flick through pictures on a larger-than-normal 9-inch TFT monitor or your iPad. And with option of having the Audi Bluetooth headset, you can ensure that other vehicle occupants are not disturbed. When you get to your destination, simply slide the Audi DVD player or your iPad out of the brackets and continue to enjoy your entertainment on the go.

Starting package price: $1,456 SGD with 7% GST

Transform your Audi A3 with the accented curves of the front spoiler with blades. Race through the streets with gorgeous top-of the-line wheels, or jazz it up with sporty tailgate trims for the extra edge. What’s more, paint them in any colour of your choice. The possiblities are endless.

Description:Aerodynamic styling kit - $4,000 SGDWheel Set 18” - $3,500 SGDComplete Set - $7,500 SGDRemarks: Prices are inclusive of parts and labor with 7% GST. Not applicable for S line models

Even if it will still be a few years before the youngsters are driving themselves, the child seats ensure that the little ones have just as much fun on the journey as the grownups.

Suitable for child 12 to 48 monthsStarting package price: $907.36 SGD Remarks: Prices are inclusive of ISOFIX Base with 7% GST

Drive an Audi. Before you even learn to walk

Turn your car into a powerful statement

Make every drive more entertaining

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Scooter BikeYoung Audi fans will be delighted. Thanks to its frame design, this balance bike can be transformed in a few moments into a scooter. The lightweight aluminum frame was produced in a special “hydro-forming” process and features an integrated brake. This brake guarantees safe operation both as a bal-ance bike and as a scooter. SGD 599.20 inc GST

quattro for juniorThe Junior quattro legends in Audi Sport look promises plenty of driving fun for the little ones with its func-tioning LED daylight running lights. Includes black tires and genuine com-petition kit legends racing sticker. Batteries for LED lights included with delivery. SGD 342.40 inc. GST

Stainless eleganceThe ultra-flat casing is made from 316L grade stainless steel and the brushed face enhances the timeless attractive design. With date display and a synthet-ic strap in anthracite.SGD 385.20 inc. GST

Card, cash and coinWallet in horizontal format. Two large compartments for notes, coin compartment, flap with 10 pockets, net pocket for ID card.SGD 211.86 inc. GST

Ready for takeoffMetal-framed aviators with lenses made from high-quality polycarbonate with sun protection filter level 3 and “quattro” logo embossed on the left temple arm. SGD 190.46 inc. GST Carry all

Make sure you cut a good figure while playing sports — with this water-repellent and spacious sports bag. The large main com-partment with padded base-plate offers plenty of room for your sports kit. The flat zipped compartment, the two zipped side pockets and the inside mesh pocket are best suited for small items. With five elongated stud feet. SGD 181.90 inc. GST

Power upAround the world with Audi: this travel adapter with six country adapters guaran-tees a safe power connection for two and three-pin appliances in more than 150 coun-tries on every continent. Moreover, two USB appliances can also be charged when using the Audi adapter. Featuring integrated fuse and Audi rings logo. SGD 142.31 inc. GST

For more enquiries on Audi Genuine Parts and Accessories, call 65-6366 2323 or email [email protected]

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Treat yourself to some

especially delightful lifestyle

accessories from Audi.

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quattro lifestyle


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