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Audi CEO says brand's EVs are almost as profitable as its other cars

After, oh, a hundred years or so of building vehicles primarily powered by internal combustion engines, automakers around the world have been and still are pumping billions of dollars into the development of electric vehicle technology. Everything from platforms and batteries to motors and the software to control it all requires untold hours of development, and that takes time and money. Fortunately, it's not going to take long for that massive investment to start paying off, at least according to Audi CEO Markus Duesmann, who told Reuters in an interview that "The point where we earn as much money with electric cars as with combustion engine cars is now, or ... next year, 2023. They are very even now, the prices." As a brand, Audi contributed more than a quarter of overall profit for the massive Volkswagen Group, which has such powerhouse brands as Volkswagen and Porsche among others. Under the Audi umbrella are Lamborghini, Bentley and Ducati, and it seems those high-end branches aren't going anywhere, at least for now. "These brands ... are very valuable very profitable brands, where we can even expand the synergy level in the future," Duesmann said in the interview. "There are no plans whatsoever to get rid of them." Despite the overall profitability of the brand, the ongoing global chip crisis is causing headaches. "We had a very strong first half in 2021. We do expect a much weaker second half," said Duesmann, who added, "We really have trouble." In fact, so serious is the trouble that the brand is forced into "a day-to-day troubleshooting process" to limit the chip-shortage damage. The good news for the automaker is that Audi has been able to boost its profit margin from 8% prior to the pandemic in 2019 to 10.7% in the first half of 2021. The bad news is that various chip shortages aren't expected to get a whole lot better over the rest of the year. Related video:

Audi looks at the future of transportation for Ender's Game film

The forthcoming science-fiction movie Ender's Game, starring Harrison Ford and Ben Kingsley, takes place in a high-tech world. So if movie-watchers are to be fully immersed in the story, every detail counts. That's why the computer-generated special-effects company assigned to the movie, Digital Domain, enlisted the help of Audi to design a future car that would fit seamlessly in the film's world - part of its $17.2-million investment in the movie.
Audi went all out, with Head of Audi Exterior Studio 1 Frank Rimili and designer Björn Wehrli assigned to the Audi Fleet Shuttle Quattro's design, which is so thorough and cohesive that we wouldn't be surprised to see cars like it on the road three-quarters of a century down the line. Rimili doubts that, but is "absolutely sure" Audi will still be around in 2088.
Watch the making-of video below to see all of the work that went into designing a car that will never see the light of day - in the real world, that is. If you're a fan of science fiction or the novel on which the movie is based, head on over to a theater to watch Ender's Game, which opens on Friday.

Audi will have an autonomous car in 2020 using NVIDIA tech and AI

Audi and NVIDIA have been working together for a while, with most of the results being fancy infotainment systems like the current version of MMI and Audi's Virtual Cockpit display setup. Now the two are partnering to build autonomous vehicles that will leverage NVIDIA technology. Audi has a demonstrator now and promises a fully autonomous car for the year 2020. The tech underlying these new self-driving vehicles is NVIDIA's DRIVE computing platform. It uses the latest in artificial intelligence concepts, including neural networks, which are basically computer science's way of modeling decisionmaking after the way the human brain works. The network is able to learn and improve as it goes by making new connections. Machine learning tasks being handled by neural networks include computer vision, which can use a combination of sensors and cameras to help a computer, in this case the car, figure out what's going on in an environment to navigate through it. The companies are already demonstrating a version of DRIVE, the DRIVE PX 2, in the autonomous Audi Q7 shown above. The crossover is able to figure out its own path and can sense and drive on different types of surfaces, including pavement, grass, and dirt, plus it can navigate the cones of a simulated construction zone while reading dynamic detour signs. In 2018, Audi will expand testing of its autonomous vehicles on California public roads. The manufacturer has been permitted to test cars in the state since 2014. In announcing the expansion, Audi makes a point to mention it intends to follow applicable laws to the letter, which seems like more than a veiled reference to the trouble Uber found itself in recently when it didn't quite meet testing requirements in San Francisco. Audi has also promised Level 3 autonomy from the 2018 A8, which will feature a system called Traffic Jam Pilot to control the steering, throttle, and brakes at speeds below 35 mph. The company's previous autonomous work includes a self-driving RS7 track car named Bobby, which our own Jonathan Buckley got to race against in the Translogic episode below. Related Video: