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Michael Taylor27 Jul 2015
NEWS

Audi A3 to get virtual cockpit

German car-maker's all-digital instrument cluster to spread down at least one more segment

Audi's all-digital Virtual Cockpit instrument display will reach down to the facelifted A3 due next year, sources at the German luxury brand have revealed.

The Virtual Cockpit, which made its debut in the TT last year and is now a feature of the new Q7, R8 and A4, is a fully adjustable dash layout that can be customised to suit each driver.

It has been seen as a premium piece of equipment, but Audi’s electronics head, Ricky Hudi, admitted to motoring.com.au this week that it will also slide in to next year’s facelifted A3 as an option.

“In the future, there are not so many cars that will not have it integrated, even into the smaller cars.

“Next year in the facelift of the A3, we will also integrate the virtual cockpit,” he confirmed.

While the take-up rate for the digital system, which is optional in all but the R8, is expected to be lower in the A3 sedan, five-door hatch and convertible than in the Q7 or A4, Hudi said it would still be significant.

“The customer who chooses the base A3 won’t choose this option. If they choose a higher engine or a higher, well-equipped car then they will choose it. No doubt.

“The price reduces very fast with more people using it and the virtual cockpit is an Audi signature now.

“With a well-equipped A3, like the RS 3, why should this customer not be willing to pay another 400 euros for a virtual cockpit? Or a Matrix LED headlight?”

Even though the system listed as an option on the A4 and the Q7, the take-up rate in the Q7 convinced Audi it could sell it in the smaller segment.

“The base car of the A4 has an analogue dash but I promise that you will see the same situation as the Q7, where nobody takes it.

“The prognosis for the installation rate for the Virtual Cockpit in the Q7 was lower from us, and now it’s gone through the roof. It’s only about 500 euros in Germany, and most Q7s are leased, so it’s inexpensive, really,” he insisted.

“The Q5 will have it, too. A4, the next A5, the next Q5 will have it all available.”

Hudi boasted that the system, combined with the NVidia-powered, high-resolution multimedia screen, was still a long way ahead of its premium rivals.

“If you look to the automotive world, we have so far 18 months with this and there is no other car-maker who even announced such a solution yet, so there isn’t another one in production.

“Look at the new 7 Series by BMW. They have no virtual cockpit and it’s the technical leader for them.”

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Written byMichael Taylor
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