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A magical, disappearing ad for the hydrogen Audi A7 Sportback H-Tron

It's not quite Tupac appearing at Coachella with Snoop Dogg and Dr. Dre in hologram form, but it'll do for the gearhead set. Audi is looking to make a first impression for its A7 Sportback H-Tron hydrogen fuel-cell vehicle by making as little of an impression as possible. Like the car itself, Audi has, as it says in a video, "created ads that leave behind nothing but vaporized water." Pretty slick. Audi worked with German advertising agency Thjnk, on the campaign, which uses LED lighting and other bits of magic to first show an image of the sedan and then show it disappearing into a cloud of steam, according to Adweek. The publication posted Audi's 58-second video on the campaign (we've embedded a German version of the video for those looking to practice a bit of linguistics). The German automaker first revealed details about the A7 Sportback H-Tron late last year. The all-wheel-drive sedan can go as far as 31 miles on electricity alone. And the hydrogen fuel-cell drivetrain delivers almost 400 pound-feet of torque and a full (hydrogen) tank's range of 311 miles as well as a 0-62 mile per hour time of less than eight seconds and a top speed of 112 mph. Featured Gallery Audi A7 Sportback H-Tron Quattro View 83 Photos News Source: Adweek via Hybrid Cars Green Marketing/Advertising Audi Hydrogen Cars billboard adweek

The skinny on Delphi's autonomous road trip across the United States [w/videos]

Rolling out of an S-shaped curve along Interstate 95, just past Philadelphia International Airport, the final obstacle between the autonomous car and its place in history appeared on the horizon. So far, the ordinary-looking SUV had traversed the United States without incident. It had gone through tunnels and under overpasses. It circled roundabouts and stopped for traffic lights. Now, on the last day of a scheduled nine-day journey, it was poised to become the first autonomous car ever to complete a coast-to-coast road trip. First, it needed to contend with the Girard Point Bridge. Riding in a rear seat, "I saw that bridge coming, and I thought, 'Oh my gosh, this is going to be a grab-the-wheel moment," said Kathy Winter, vice president of software at Delphi Automotive. The car, an unassuming Audi SQ5 nicknamed Roadrunner, had been well-tested. Back in January, a few inebriated pedestrians fell flat in front of the car during a demonstration in Las Vegas. It was the quintessential worst-case scenario, and the car admirably hit the brakes. More than drunken louts, bridges present a sophisticated challenge for the six radar sensors that feed data to the car's internal processors. Instead of sensing solid objects, radar sensors can read the alternating bursts of steel beams and empty space as conflicting information. "They're a radar engineer's worst nightmare," said Jeff Owens, Delphi's chief technology officer. Girard Point Bridge, a blue skeleton of girded steel that spans the Schuylkill River, might be a bigger challenge than most. Traveling across the lower level of its double decks, the autonomous car's radar sensors had to discern between two full sets of trusses. Cross the Schuylkill, and Delphi's engineers felt confident they'd reach their destination: the New York Auto Show. For now, the sternest test of the trip lay directly in front of them. A Data-Mining Adventure Until that point, the toughest part of the journey had been finding an open gas station in El Paso, TX. Trust in the technology had already been established. The main reason Delphi set out on the cross-country venture with a team of six certified drivers and two support vehicles was to capture reams of data. What better way to do that than dusting off the classic American road trip and dragging it into the 21st century? They did exactly that, capturing three terabytes worth of data across 3,400 miles and 15 states.

Production 4.0: Audi plans for the smart factory

Automotive production is becoming more integrated and at the same time has to be more intelligent and more efficient. Flexible production of customized vehicles is one of the big challenges for the future, especially for a premium carmaker like Audi. How will the "Vorsprung durch Technik" brand meet its aim of offering premium quality with added custom flexibility? The company sees the "smart factory" as the key. Whether it's body-color moldings or light-alloy wheels in a special size, almost every car is ordered with some kind of customization, and the demands are increasing. This requires of course already a lot of flexibility. While the variety of models and quality demands are increasing, automotive manufacturers such as Audi are eager to make production sustainable. In an Audi interview, innovation management members Alois Brandt and Henning Loser talk about "production 4.0" and the upcoming "smart factory." How will Audi manage the production site with its very high standards of quality, efficiency, and environmental acceptability? Will the so-called "smart factory," which should be the intelligent factory of the future, only employ robots? Alois Brandt: "With a deep look into the production, I am convinced that our employees and not machines are the relevant working forces behind the Audi brand. Machines can be bought anywhere." Increasing digitalization is paving the way for the smart factory – the intelligent, digitally connected production facility. New high-tech solutions in manufacturing should further increase the high level of quality, while at the same time the assembly work should be easier and result in better ergonomics. Can you give us a clearer imagination of the "smart factory"? Alois Brandt: "There are a lot of ideas. But the big question at the moment is: Which one is really needed and leads into the right direction?" Can you tell us a little bit more about "production 4.0"? Alois Brandt: "The assembly line as we know it in the present will no longer play the same role. If it makes sense, it will be terminated and replaced by – let's call it – a virtual assembly line. The production will be more modular than before and the car will be directed to a production point – a so-called 'island of competence' – where it is needed." Henning Loser: "If the vehicle is to be assembled to the customer's wishes, it is obvious that efficient programming of robots and coordinating with the human workers is needed.