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Addressing journalists gathered to experience the latest Audi models and technologies, de Nysschen affirmed that Audi has an abiding commitment to bring sustainable automotive technologies to the world's motorways. In particular, he noted several projects that increase the efficiency of existing internal combustion technology and could serve as effective bridges to a future that can deliver solutions to limitations found today on matters such as battery technology, energy production and well-to-wheel environmental impact. These technologies ensure that Audi will be the standard bearer of progressive luxury and the modern automotive industry.
Specifically, de Nysschen discussed the company's clean diesel TDI engines which drastically reduce the need for petroleum products, light aluminum body designs, vibration dampeners to ensure the car effectively uses all energy it develops and smaller, high-performance engines that require less fuel to perform. Together, these systems ensure that the automotive industry will maintain until the next generation technology is more viable.
"Yes, we spend a lot of time ensuring that our owners drive something better," said de Nysschen. "We and our consumers also want to drive at something better - a more sustainable future."
Intrinsically tied to these sustainable developments, de Nysschen argued, is the need for the old concept of luxury to "recede into the rearview mirror" in favor of the "progressive luxury" that Audi strives to represent. He acknowledged that people of means will reward themselves for hard work with status symbols, but that those purchases must square "with the ethos of an era that has been called the end of excess." To that end, Audi is providing products that are considerately-crafted inside and out — demonstrative of success without excess.
"This is the type of luxury that announces itself in aggregate. Everything just feels flawless, inside and out," de Nysschen said. "You realize (that) when you get into an Audi, it's not only the engine that moves you."
Among the key quotes from de Nysschen's speech (which is available in its entirety at www.audiusanews.com):
About Audi of America
Audi of America Inc. and its 270 dealers offer a full line of German-engineered luxury vehicles. The Audi lineup is one of the freshest in the industry with 23 models, including 12 models launched during model years 2008 and 2009. Audi is among the most successful luxury automotive brands globally. In selling one million vehicles worldwide in 2008, Audi AG recorded its 13th consecutive record year for sales growth.