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Coming up on Inside the Rings... the future is now.

A first-of-its-kind SUV takes a new angle on design.

Our newest in-vehicle innovations

set the tech world abuzz.

The all-new 2019 Audi A8

redefines the term "inner beauty."

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With the Q8, we did something completely new for Audi.

Something really outstanding.

My name is Sascha Heyde, and I'm working as an exterior designer

for Audi Design.

This is the first time I did an all-new model.

It was a big challenge to recreate a really new,

iconic look of the car.

It perfectly combines the attitude or the aesthetics of a

four-door coupe with the full functions of a sporty SUV.

I think the first eye-catching element

is the new grille architecture.

If you look at the front of the car, it's the Singleframe,

the new architecture, which is coming up in an octagon shape.

This octagon shape will be the next grille silhouette

for the whole range of upcoming Audi Q models.

There's another nice feature which is placed

next to the Singleframe, which is called the mask.

With this one we wanted to express also the quattro attitude;

the techniques below the skin because we want to make

the quattro attitude, the quattro technology,

visible in the design of the car.

There are a couple of technical revolutions behind the car.

For instance, we have very big wheels.

We have the biggest wheels so far we've ever had in Audi.

We have very big wheel arches.

Also, in the bottom, we have big air intakes, very sporty ones.

Seeing the car from its rear, there is one stunning element,

which I really love: It's our black panel beam.

Underlying the maximum width of the car,

it gives it a really nice, powerful standing.

The roofline is supposed to be a coupe, but it's different

to the shape of a normal expected coupe roofline.

So the outline is totally different, and we still keep

the appropriate headroom inside.

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The elegance that we have in the interior

is a complement from the exterior.

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My name is Mauricio Monteiro Dos Santos.

I am team leader from the Q8 interior design.

You start an interior with a vision.

The A8 is, for us, a direction.

And then we thought: OK how can we combine the success

from the Audi A8 in an SUV?

As soon as you see that the whole package and what we want

to get in the end, it was quite clear that this car needs

a completely new interior.

Inside of the car, you don't give up on nothing.

The idea was to communicate levels.

So the first level when you get in in the car, you see all the

usability in the car is surrounded by a black panel

and aluminum frame.

Then we have the second layer.

This is what we call mechanical wrap where we have

the decor parts in the car.

They're quite clear to see, and we have a very strong division

between these layers.

So you have to feel yourself very comfortable in the car.

And this is the soft layer surrounding the whole interior.

The interior from the Q8, is on the SUV segment for us, an icon.

We design like a diamond, so every face has to be polished.

It's an absolutely amazing situation

to have this kind of freedom.

I hope they fall in love with it like I did, immediately.

That was moments that we thought, this will never work.

But let's give a try, and we didn't give up.

We are never satisfied.

We will be wrong if we were satisfied.

It will be our new star in the SUV segment.

The name says it: It's the Q8.

It's the top of the Q.

I don't know any other company

that can do this better than Audi. (laughs)

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Progress isn't on the horizon.

Progress is already here.

Connecting us... Interacting with us... Enhancing us...

As this digital revolution sprints forward,

Audi stands at the forefront,

leading mobility into the future.

Just as we've done since the inception of the four rings.

Imagine artificial intelligence

that feels like second nature.

Take for example, Audi adaptive cruise assist.

A system that helps maintain distance to the vehicle

in front of you and helps keep the vehicle centered

in the lane, easing the stress of a long commute.

Audi makes awareness an act of progress as well.

Audi pre sense 360 can detect surroundings, alert drivers and,

when equipped with certain optional features, can even help

mitigate the severity of some side impacts.

And while these advanced systems help provide more peace of mind,

there is something they won't replace...

the thrill of the open road.

The cabin of an Audi vehicle is arguably one of the smartest

places you'll visit during your travels.

Our revolutionary Audi MMI touch response employs haptic

and acoustic feedback, along with gesture controls,

to give you intuitive command.

You can even customize the system per driver by saving

your most used functions to a profile.

And the vibrant, fully digital display of the Audi virtual

cockpit will forever alter your definition of a dashboard.

Our drive to innovate is inherent in our DNA.

It wasn't manufactured to win accolades.

But then again, progress rarely goes unnoticed.

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We don't take such honors lightly.

Instead, they further stoke our passion for progress

as humankind continues its unparalleled transformation.

And we're ready to drive the revolution.

Progress is here.

And with it comes the exhilarating spark

of things to come.

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Some years ago, we did a creative workshop in Paris.

I could afterwards define what this car should be in my eyes.

Paris is one of most advanced and prestigious cities

in the world, and it has a lot of history.

Prestige.

Luxury.

History.

This car should have all of it.

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My name is Maksymilian Nawka.

I'm an interior designer at Audi.

When talking about the interior design of the current A8,

prestige was the basis of developing the car.

How did we achieve this?

First of all is creating width, because width is, for us,

the definition of luxury in a car.

Then, of course, the black panel architecture, which integrates

seamlessly the screens in their dashboard

and in the center console.

As a design team, we said: Okay craftsmanship, this is what the

Audi customer knows and what he expects.

It's super nice leather.

Authentic wood.

Stitches that are, like, perfectly made.

And we were like, OK this, this craftsmanship,

we want to transfer it to the digital world.

On any screen, which you can see in the car; on any graphics,

there was a person sitting and defining it, and sketching it,

and looking after that we get these high-end,

high-definition graphics.

Overall, if you include the screens in the back,

six screens into the car.

They should not look like screens put somewhere on.

They had to be integrated seamlessly, giving a perfect

ergonomics to the customer, because the screens are coming

closer to the driver and the passenger,

and they're easier to reach.

This car should have something

which no other Audi is going to have.

And I think this is exactly what we made with the vents.

They are just coming out when you need them.

Even the movement itself;

it's the best in technology you can get.

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The back of the car, it's equivalent to the front row

because we integrated the design of the front center consoles.

We have the controller, which is like a piece

you can just take off, and you can control everything.

It's the screens; it's the sunshades; the seat heating;

the cooling; the massage.

The massage, by the way, is awesome.

The matrix reading light.

So this was a nice transfer from the technique we get from the

exterior because the headlights have this matrix light,

so this is pretty unique.

And it has to be really spacious.

We just invite you: Get into the car,

sit down in the back and just enjoy it. It's amazing.

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Since the beginning, we had the aim to create one interior,

and one room you really feel, no matter where you're sitting,

and you feel: Wow, this is a luxury car.

It's defining the DNA of Audi

every time a new A8 is coming onto the market.

We have to shift it into this digital environment

we are now living in.

And this car should not just match, it should define.

It's always cool to, like, make a big step.

This car is not an evolution; it's a revolution.

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