Audi USA tasked our team with envisioning an Audi 20+ years in the future.
The resulting 2040 Quatroplex was received enthusiastically by Audi executives. So we moved forward with a plan to cultivate a market for the model.
Since the Audi 2040 target customers are children today, we researched whether childhood experiences can influence adult brand preferences. Studies show a correlation between play activities and later purchase patterns in the automotive category.
That insight led us to develop the AudiBahn experience. The AudiBahn app lets children customize a scale model Quatroplex and have it 3D-printed at Audi showrooms and/or events, allowing them to race their Quatroplex toy cars while giving them a taste of their 2040 Audi driving experience.