THE CHARGE: Audi e-tron World Premiere

It’s not about being the first. It’s about being the first to do things right. On 17 September, Audi launched its first fully electric SUV to the world’s media. And the location for the presentation was carefully chosen: San Francisco, the backyard of electric car pioneer Tesla. Now that’s what you call throwing down a gauntlet.

The event slogan was THE CHARGE, a well-chosen phrase whose dual meaning expressed two aspects of Audi’s approach. CHARGE, of course, means not only to load something with energy but also an attack.

The highlight of the show? Intel®-drones used the breathtaking San Francisco skyline as a backdrop for a spectacular multimedia show that used over 800 drones. The first 300 light-bearing flying objects welcomed guests from the water, speeding toward Richmond’s historic Craneway Pavilion. During the light show that followed, another 550 drones spelled the “e-tron” logo in the air to celebrate the birth of the first all-electric SUV.

In addition to the e-tron world premiere, Audi also presented an inspiring theme park showcasing developments in autonomous driving and digital business models that combined with the e-tron announcement to mark a new era for the German auto maker.