Audi Puts A1 Customers in the Picture With Interactive 3D technology

MILTON KEYNES, UNITED KINGDOM – Jun 2, 2010: Followers of the eagerly anticipated Audi A1 compact hatchback are now free to explore miniaturised 3D ‘virtual’ versions of the car in near ‘photo real’ quality in Audi Centres across the country, and even at home, long before the first full size cars hit showrooms.

Bringing to life the next best thing to the ‘physical’ A1, the first examples of which will reach the UK in the autumn, the innovative ‘Augmented Reality’ web-based recognition technology enables customers to interact with a 3D ‘photo-real’ version of the car. Users simply hold up a special ‘MagicSymbol’ printed in the A1 brochure or downloadable from the internet, and the technology recognises this and merges an A1 model into real footage in real-time. The technology has been developed by interactive 3D content specialist Inition, and is delivered via touch screen installations positioned in every Audi Centre.

The campaign is supported by an online version which enables users to download the application at home, print out the ‘MagicSymbol’ and use a webcam to interact with the A1. Users can rotate the car, expand or contract it, roll it forwards and backwards and pan right into the interior by simply moving the magic symbol pad in relation to the web cam.

The technology will enable customers to get a real ‘feel’ for the A1, which has been designed to deliver all that the Vorsprung durch Technik brand stands for in a concentrated form. The more compact and city-friendly three-door premium hatchback benefits from the same world renowned quality standards, sophisticated design details and leading edge technological advances found throughout the Audi range. SE, Sport and S line versions became available for UK order on May 6 priced at between £13,145 OTR and £18,280 OTR, and the first examples will reach Audi Centres in October.

Inside, as out, the look and feel of the A1 uses larger Audi models as a template, and it also employs much of their on-board technology. This includes the latest, ultra-efficient TDI and TFSI engines backed up by start-stop and recuperation systems, state-of-the-art ESP with a new electronic differential lock and convenience features such as the optional Multi Media Interface (MMI) infotainment system.