Audi Aims to Create More ‘Emotional’ Vehicles Similar to the R8, but Currently Has ‘Other Priorities’

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      The team at Ingolstadt clearly had a vision with the new Audi Nuvolari. While it might be seen as a temporary supercar, it serves as a testament to the fact that the brand has passionate engineers committed to creating emotionally resonant vehicles. Unfortunately for them, Audi is focused on relaunching nearly its entire lineup.

      This focus creates challenges when it comes to presenting passion projects. Currently, Audi is trying to maximize the resources at its disposal, and in this era of vehicles increasingly defined by software, that largely pertains to technology. Although a more affordable Nuvolari isn't on the horizon, we can expect its tech to influence Audi’s broader range of vehicles.

      Rouven Mohr, Audi's CTO and head of R&D, referred to the Nuvolari as the company's “North Star” during a Q&A session at Monterey Car Week attended by The Drive. This short-lived halo model is intended to steer Audi's overall product development.

      Which models could benefit from the Nuvolari’s specialized performance features? Audi is still contemplating this. Mohr stated the company aims to reconnect with car enthusiasts, but their current circumstances make any guarantees impossible.

      “You'll see other emotional products,” Mohr shared. “This does not indicate a definitive yes or no regarding the R8. That decision hasn't been made yet, as we have different priorities at this moment.

      “But you can be certain this won’t be the last emotional vehicle from Audi, as that’s something that [CEO] Gernot Dollner, Massimo, and I all advocate for,” Mohr continued. “We're all car lovers, and emotional appeal is crucial for a brand aiming to increase sales volume. An emotional connection is necessary.”

      Audi aims to apply insights gained from the Nuvolari to enhance the engagement of its other models. For instance, the programming from its innovative all-wheel-drive system will be incorporated into Audi’s more commonly available cars.

      “You will see a new approach in standard cars with the intelligent drivetrain, meaning torque distribution will be conducted based on a very intelligent and self-learning basis,” Mohr explained. “This will manifest in the future of Quattro, even in standard models, in two interpretations.”

      “One approach prioritizes traction and driving enjoyment,” Mohr explained. “However, this technology can also be utilized to create the most efficient four-wheel drive system based on self-learning capabilities.”

      According to Mohr, the former will be standard for RS models, while the latter will serve as the foundation for its non-enthusiast vehicles. This is now possible because Quattro is no longer solely determined by its mechanical parts.

      “Previously, it was always about the hardware, and the type of central differential used,” Mohr clarified. “Now, it's a blend of hardware selection and the type of functionality, as well as software intelligence utilized for operation.”

      But when it comes to physical components, there are still numerous constraints to address.

      “It’s clear that not everything is feasible in a typical car. For instance, we can't incorporate titanium aluminum rings within the carbon structure, as seen in the rear wing,” Mohr remarked.

      “However, I will say that the familiar click sound, the ideal blend of tactile elements and digital interactions, is something Audi has excelled in. You come in, close the door, and it has a solid sound; you sit in the car and feel at ease, at one with the vehicle. This is a hallmark of the Nuvolari and will also be evident in future Audi models,” he mentioned.

      According to Mohr, Audi connects best with drivers when it dares to stand out.

      “Like the first TT,” Mohr recalled. “People wondered, ‘What is this?’ Our story with Avant included various instances of going against the grain. Historically, Audi has thrived in such situations.”

      And don’t assume that Audi’s upcoming innovations will be limited to the European market.

      “America is very important for us, particularly right now,” Mohr stated. “We aim to bolster our presence in the U.S., as Audi has, sadly, lost some recognition in the past.”

      We’re eagerly anticipating what’s next—some of us with more patience than others.

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