Audi keeps consumers in control of the connected car

This event report discusses how Audi, the carmaker, is making sure it stays focused on the consumer as the digital tools and services promised by the "connected car" become an everyday reality in the US.

Audi keeps consumers in control of the connected car

Stephen WhitesideWarc

Few industries understand the power of fusing man and machine like the automotive sector, where getting behind the wheel and hitting the open road has long been at the heart of customer appeals. The arrival of "connected cars", and the chance to offer drivers a range of digital services while they are on the move, seemingly tilts the balance in favour of the mechanical and away from the human.

But if the technological imperative is undoubtedly propelling the category forward, brand-building will retain a key role, Anupam Malhotra,...

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