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Audi's Dr. Ulrich Hackenberg talks future innovation and CES

Tue, 07 Jan 2014

Last week, Audi Board Member for technical development Dr. Ulrich Hackenberg was meandering down the California coast, sampling red wines. Vacation over and on his way to Las Vegas for the Consumer Electronics Show, he popped by Stanford University's Volkswagen Automotive Innovation Lab to speak to students who'd just returned from winter break themselves. Before he took the podium, we sat down with him for a chat about the future of autonomous vehicle systems and in-car infoainment.

“For Audi,” Hackenberg asserts, “fun to drive is very important. At CES I will present a car; it's a plug-in coupe which will also have autonomous functions, but I will drive it on the stage by myself, because it has 700hp.” He says, “hp,” not “horsepower.” Germans verbalize “PS” for “Pferdest


By Davey G. Johnson