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they were out saving the universe as an “Avenger.” Extended reality is the key term here. The technology matches virtual content to the movements of the car in real time, the real and virtual worlds becoming one. Audi developed the interactive experience together with Disney Games and Inter­ active Experiences and presented it in January 2019 at the CES technology show in Las Vegas. To commer­ cialize the technology behind it, the subsidiary Audi Electronics Venture GmbH co-founded the startup holoride. The goal is to introduce this new entertain­ ment format on the market across manufacturers as an open platform. The showcase is an example of how new digital business models covering all aspects of the car are being developed: The vehicle is becom­ ing a digital platform. But premium mobility will also become digital in the future beyond just interactive entertainment. Customers’ daily lives are networked – and they expect their cars to be inte­ grated seamlessly. Through its digital services

the past shows: the interior experience has always continued to evolve. More and more functions are now being added – for passengers as well. And the pace at which new innovations are being developed is increasing. The latest feature is holoride.² If desired, it transforms every ride in a wide range of Audi models into an action-packed experience for passengers. The beginnings of in-car entertainment go back such a long way that some of the audio carriers and players have almost disappeared by now. Ralf Friese, Audi historian, Audi Tradition Audi Urquattro:¹ It left its mark on the 1980s with its spectacular design. ¹ Vehicle is no longer offered for sale. ² To enjoy the holoride experience, passengers need the “Pioneers’ Pack” starter package and a holoride-capable Audi vehicle from the A4, A5, A6, A7, A8, Q5, Q7, Q8, Q8 e-tron model lines (electric power consumption (combined) in kWh/100 km: 24.4–20.1 (WLTP); CO₂ emissions (combined) in g/km: 0*), Audi e-tron, Audi e-tron Sportback and Audi

Kössler retired as planned on February 1, 2022, and turned over his position to Gerd Walker. The entire company thanks him for his exceptional achievements and great personal commitment to the Four Rings and will remember him with respect and gratitude. 5 Il lu st ra ti o n s: C 3 V is u al L ab S trateg y P ro d u cts & S ervices O p eratio n s & In teg rity V alu e C reatio n & P ro d u ctio n E m p lo yees & S o ciety A p p en d ix In tro d u ctio n Outlook for 2022 From inventions such as Holoride, which offer customers a whole new experience in their Audi, to the launch of new platforms and the expansion of the model range in China: 11 Audi employees describe their major projects for the coming weeks and months. “ This car reinterprets the Audi DNA” Anke Even, Project Manager in Technical Development “The first time I opened the driver’s door and took a seat in a development vehicle for the future Audi Q6 e-tron – that was a very special moment for me. I’ve been working on this project