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Editorial We never stay put. We transform.
Photos: Melissa Golden / Redux Pictures
“Status quo” is a dirty word here at Audi of America. It’s because we believe that, if you aren’t moving forward, you’re actually falling behind. That’s why, when we were putting together this edition of Audi magazine, we wanted to pay special attention to how Audi transforms. As a carmaker, as a brand, as part of the culture, we do what others say can’t be done in order to transform the dynamic between our cars and our customers. In ways both large and small, transformation is the Audi stock and trade. Just look at how we’ve gone from a niche German company to a global luxury automotive leader. At the same time, we’ve done the big things by focusing on the small things—like using more aluminum in our vehicles. Sometimes the difference is just a pound here or there, but losing those pounds from the frame or the engine block helps your Audi handle with greater precision, or makes acceleration just that much quicker. Aluminum is a transformational metal, one we adopted earlier than the majority of other automotive brands, and is one of the pillars of the ultra® lightweight technology program. We take a closer look at aluminum in one of the stories in this magazine. In this issue, in the story about the Audi e-tron®, we also look at evolution. The A3 e-tron is a fully evolved plug-in hybrid that combines pure electric driving range with hybrid engine versatility. It will bring a premium Audi driving experience to the PHEV market, and we couldn’t be more excited for it to arrive. We also focus on how transformation has helped define the four rings throughout our long history. A special section tells the stories of signature Audi transformations. How our brand marque changed, how our engines evolved, how the shape of a roofline from the famed Audi 100 Coupe helped us reshape stylish luxury with the Audi A7. These are a few of the highlights that show how our ambition sails past the status quo.
Innovative transformation is also at the core of other stories we want to share with you. As in the story about how the great old city of Boston has been revitalized by the Big Dig and its centerpiece Zakim Bridge, which was named after Leonard Zakim, an inspiring, transformational person in his own right. As always, we love to hear from you, our readers and our customers, so please don’t be shy. Tell us what you might like to transform about Audi, and what you would like to see more of in Audi magazine.
Scott Keogh, President, Audi of America, Inc.
WWW.CARL-F-BUCHERER.COM
800.395.4306
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GREAT MUSIC DESERVES BANG & OLUFSEN BEOLAB 18
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Black Toro Patented Perpetual Calendar. Self-winding movement. 18 ct rose gold case with ceramic bezel. Water-resistant to 100 m. Also available on leather strap.
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