Audi backs Aussie autonomous

The brand benefits of selling an autonomous car will be worth the effort of bringing it to market believes Audi Australia managing director Andrew Doyle.

While the technology is only a few years away from commercial launch, it will be expensive, the legislative approval to allow hands-off motoring will be a potential minefield and the amount of local buyer interest is currently a complete unknown.

But Doyle says Audi’s ‘Vorsprung durch Technik’ (Advancement through Technology) philosophy lends itself to marketing such a car.

“I would certainly think it’s the right thing in a brand sense to have that leadership,” Doyle said. “We talk about ‘Vorsprung’ (advancement) and that is something that would be good for the brand to put forward even in a very small sense.

“From what we have seen it could be something in the future, but in a country like Australia with not such a high density is it going to be a big thing?

“I don’t think it’s going to be a big thing too quickly. But if we can offer it then I think it would be good for the brand.”

At the Frankfurt auto show in September Audi global boss Rupert Stadler told motoring.com.au the next generation A8 limousine due in 2016 will be a “quantum leap” in terms of autonomous driving (LINK).

Also in Frankfurt, Mercedes-Benz revealed an S-class had successfully travelled 100km in Germany without human driver input.

Other manufacturers such as Nissan have confirmed their commitment to autonomous driving as well.

Autonomous driving is sold as way of overcoming the tedium of congested and boring traffic situations and making driving safer.

“I think we should look at it because it says a lot about the brand and the way forward,” Doyle added. “While as we sit here today it doesn’t seem it would be something of high demand or high interest I think those things are changing much, much quicker than we used to see.”

“If we can get over those first hurdles then I would say we go for it,” said Doyle.

Stadler predicted the cost of optioning an A8 with autonomous driving could double the price of the car such is the intricate and expensive technology required.

Doyle admitted cost along with legislative challenges and buyer interest (or lack of it) were all considerations.

“It’s hard to put a figure or a demand potentially on it… it probably would be something that would be of high interest to some people. The question will be how quickly and how much impact it will have.”

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