The all-new Audi A8’s fancy autonomous tech debuts in these 'Spiderman' teasers
Monday 26/June/2017 - 10:31 AM
Audi is taking an unusual route in previewing the upcoming 2019 A8 sedan via "Spiderman"-themed TV spots، ahead of the fourth-generation car's debut on July 11. The ads offer the best official look at the next-gen luxury tank to date، or as much of a look as Audi permits the public at the moment. The purpose of the ads، one of which is amazingly long given the typical TV viewer's attention span، is to showcase the new sedan's safety and driver assistance systems. But we have a feeling Audi is saving the most impressive tech for the full reveal later in July ahead of the Frankfurt motor show.
The first ad previews the sedan's Audi AI، a Level 3 autonomous driver assist system offering eyes-off and hands-off autonomous driving in traffic jams، all the way up to 37 mph. The aim of this system is a little different than Tesla's Autopilot (which is nominally a Level 2 autonomous system when used in accordance with Tesla instructions)، with Audi AI offering speed-limited Level 3 operation in certain traffic situations. As the ad demonstrates، the A8 crawls along in rush-hour traffic، allowing the driver to take his attention off the road and his hands off the wheel.
The second ad previews more driver assist tech، including automatic parallel parking، and more of Audi AI traffic-jam assist system. The one system that the two most recent ads do not show is perhaps the most impressive: remote self-parking.
As you've guessed by now، "Spiderman: Homecoming" will feature a number of Audis، perhaps even the R8 that Tony Stark has been seen in and which kicked off Audi's participation in Marvel films. But it will only be the new A8 that makes its debut in the film itself، with the start of sales scheduled for next year as a 2019 model. (Yes، this is still product placement، but hopefully it won't come across as too forced.)
"The flagship of the premium brand makes a guest appearances in the Marvel blockbuster ‘Spider-Man: Homecoming،’ in theaters worldwide in July،" Audi said in a statement. "Therefore، movie fans will be the first to catch a glance at the luxurious sedan at the film premiere، which takes place in Los Angeles on June 28."