By Elmir Arnautovic, Communications Director for Audi in the Middle East
The automotive industry is entering a new era. An era marrying digitalization with electrification, on a path to a more sustainable future for people everywhere. At Audi, we believe that the future is more than just an attitude and aspire to seek possibilities where others see impossibilities. By adopting this progressive mindset and aligning with like-minded partners, we have been able to emerge as a leader in the premium mobility segment during this crucial time.
Premium mobility is and has always been a part of our identity. The four rings have served as a timeless, universal, and multicultural symbol of progress, and this is something we aim to showcase with our partnership with the Museum of the Future, aptly described as the most beautiful building in the world.
This first-of-its-kind museum presents Dubai’s vision of a hopeful and brighter future, focusing on creativity, imagination, technology, sustainability, and innovation – a place where history will be made, rather than displayed. This partnership offers a fascinating symbiosis of design and experiences, reflecting what the mobility of the future could look like.
It will allow us to combine the vision of automated driving and revolutionary new digital ecosystems to provide answers to the questions around mobility of the future, serving as a place for visitors to experience Audi’s vision of tomorrow for the first time in the Middle East, at the “Tomorrow Today” exhibition.
This is where my role as Communications Director for Audi in the Middle East offers me such a great opportunity. My team and I are committed to ensuring we have the right strategies and campaigns in place to connect with our audiences. Already, two showcars that embody our plans for tomorrow have been exhibited. The Audi AI:ME, a concept that holds a vision of an automated driving experience for the megacities of the future; and the Audi Skysphere, the first in a family of Audi concept cars developed with one goal: to envision an automotive future where the car is an experience device. The electric two-door roadster combines the vision of automated driving, a revolutionary new interior design, and a fully integrated digital ecosystem.
A third exhibit, the A6 Avant e-tron concept, has just made its way to the museum as well and is testament to how our brand will make an evolutionary leap into the e-tron era. It is a precursor to tomorrow’s electrically driven Audi A6 family and is evident in tiny details such as revolutionary light technology, a brand-new Premium Platform Electric (PPE) technology platform, and sleek design language.
With our history in mind and an eye looking forward, these concepts embody what Audi stands for as a brand, and what we aim to accomplish. A complete reimagination of what the future of mobility could look like for generations to come – for citizens of the UAE, the region, and the world.
The museum partnership is a statement of intent for us as a brand, our electrification strategy, and the e-tron brand. For Audi, the future is electric and we have a clear plan for the transition toward electromobility. 400% year-on-year sales growth in our region further underlines this commitment.
Production of the last new model with a combustion engine will begin in 2025, while all other Audi models to be launched on the global market from 2026 will be fully electric.
Through this partnership, we want to change the way customers in the Middle East experience or interact with Audi. We also want to give people a glimpse into the future as we anticipate it, promising a better tomorrow. We want to create experiences that are priceless, powerful, and most importantly progressive.
I invite you to visit the Museum of the Future and join us on our journey to tomorrow.