Audi presents: the sound of luxury

With the new Audi A8 Product Improvement arriving to the Middle East region, visual changes on the German premium car manufacturer's flagship will be discovered by an attentive eye only, as the true improvements are of a more subtle nature.

Ernst Hasbach explains at the Audi press conference, 'Just as in the proverb, Audi did not try to change a winning team, we have perfected it.' In the process, the Audi A8 with its timeless sporty design has become the quietest saloon in the world. But not only the cabin noise level has been brought down to barely perceptible without any weight gain to the car, the sound of luxury is also expressed through the improved suspension that limits disruptions to the passenger cabin to a minimum, as well as the much heralded Bang & Olufsen Sound System, which was especially developed to suit the acoustics of the Audi A8. The sound of luxury further extends to the luxurious touch of fine surfaces in leather, wood and aluminium and the extensive technological highlights featured in the car.

At the Dubai Motor Show Audi also showcased previews of two new models coming to the region in mid 2008: the new Audi A4 and the Audi A5 alongside with its currently most sought after product, the Audi R8. Special exhibit was the Q7 6.0 V12 TDI (500 bhp and 1,000 Nm of torque) - the most powerful diesel passenger car in the world.

The Motor Show was also the framework for the launch of the second stage of the Audi Experience - the Audi DrivingExperience. The Audi DrivingExperience is designed to make drivers more confident and capable on the roads. To learn these skills, the drivers are placed outside their normal comfort range in a variety of exercises designed to improve skills and reactions in emergency situations.

Over the coming months and years Audi aims to become a regular item on the event calendars across the region in four different areas of interest: the Audi LifestyleExperience, which contains the After Work Lounges and other lifestyle events, the Audi ArtExperience and the Audi SportExperience, which kicks off with the Audi Middle East quattro Golf Cup in January.

The four pillar program unites high quality entertainment with public engagement in the areas of culture, sport, road safety and charity. Regionally Audi is planning to invest USD 10 million in the program over the next two years.

'In 2008 we will place a very strong local focus on the individual countries to further consolidate our activities in the areas of training, after sales and our new models; especially the A8 will contribute to our growth ambitions. The Audi Experience on the other hand will enrich the lives of our customers and allow for an out of the ordinary brand experience at the same time. It is our way of using Audi values for the benefit of the community,'

comments Ernst Hasbach, Managing Director of Audi Middle East.

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