Audi AG Shows Mixed Feelings on Autonomous Driving


Two articles in the same publication, released a couple of years apart, show the fine line that auto companies generally -- and Audi AG particularly -- are walking when it comes to autonomous vehicles. There are some great possibilities for the new Audi vehicles at Audi Valencia, and one very important thing we don’t expect to change any time soon.

The articles in question appeared roughly two years apart in Ad Age, the bible of the advertising industry. The first article explored how emerging autonomous driving features would change the face not only of how we drive, but also of how cars and SUVs themselves are marketed. We’ll return to that article shortly.

The second article appeared more recently, and in part concerns a recent TV ad released by Audi AG. In it, a man laments the passing of person-driven cars and reminisces over the thrills and simple pleasures of driving a succession of Audi cars. 

What this adds up to is some serious mixed messages. On one hand, Audi cars -- like those from most other manufacturers -- benefit from the research into autonomous vehicles. After all, that’s the backbone of the advanced safety features found in your Audi Q7 and Audi A3.

On the other hand, we can’t deny that the pleasure of driving is the biggest draw to Audi vehicles. Yes, the safety is a strong selling point. But is anyone really looking forward to a future in which you’re required to answer work emails or attend virtual meetings during your commute?

Which brings us back to that first article. In it, Ad Age quotes Loren Angelo, Vice President of Marketing at Audi of America. At the time, he said, "We believe that as a brand, it's part of our positioning," he said. "We know our owners and the people who love our brand love to drive."

So if you’re buying a car with driving in mind, don’t fret just yet. All indications are that even as the Audi brand becomes more advanced, the drive -- and the driver -- will still be front and center for Audi car dealers. To see what that feels like from the driver’s seat, visit Audi Valencia at 23923 Creekside Rd.

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