INGOLSTADT, Germany --- Audi is developing its own virtual area, "Audi Space," so that consumers will be able to test-drive Audi's e-tron concept car through PlayStation Home.
The Audi e-tron, a high-performance sports car with a purely electric engine, was introduced at the International Motor Show (IAA). Starting in December, it will be available in the Vertical Run driving game within the Audi Space.
Racing enthusiasts will soon be able to view the Audi drive concept of the future in PlayStation Home, a 3D social gaming service for the PlayStation 3 community. Four motors -- one per wheel -- power the e-tron when it drives along the three-dimensional racetrack in Vertical Run. The game will be available exclusively in the new Audi Space within PlayStation Home.
"Most young people gain their first driving experience from video games," explained Kai Mensing, who is responsible for video games and virtual worlds in online marketing at Audi. "With the Audi Space, we can bring this target group into contact with our brand in a highly emotion-packed and interactive environment, and demonstrate our 'Vorsprung durch Technik' with the virtual e-tron race."
The goal of Vertical Run is to beat the competition in a multiplayer challenge by collecting enough electrical energy and avoiding driving errors in the e-tron, in order to reach the highest possible speed. While all PlayStation Home users will be able to access Audi Space -- with its centrally placed tower reminiscent of major cities like Shanghai and Chicago -- the Audi apartments located above the city will only be available to the best drivers.
"It was important to us to create an environment with Audi Space that differed from a classic showroom at an Audi dealership," Mensing said. "To achieve that, we got together with the architects at Allmann Sattler Wappner and developed an interactive concept where the focus is on selected Audi models, making it possible to experience the brand in a selective, interactive way."