Audi A8

Audi A8 Preview Could Set Your Spidey-Sense Tingling

Spiderman fans will have the opportunity to see the latest in Audi AI technology next month when "Spiderman: Homecoming" debuts at a multiplex near you. Specifically, the new Audi A8 will showcase the carmaker's traffic jam pilot technology in some interesting ways.

Typically, you won’t find an automotive writer recommending a new movie, especially before that film has even opened. But, if you are a fan of Audi's and you want to see a fun film that is also very informative, drive over to the multiplex next month and take in “Spiderman: Homecoming.” As you watch the action, you’ll also see what the new A8 luxury sedan looks – and acts – like on the road.

According to Audi, moviegoers worldwide will receive an exclusive first look at the Audi A8 when “Spider-Man: Homecoming” debuts in theaters July 7.

Moviegoers will see latest in Audi tech

In the film, moviegoers will not only have a chance to see the A8 but will also view the latest in future Audi AI (Artificial Intelligence) technology. That technology includes Audi’s traffic jam pilot feature, used by Happy Hogan uses the feature as he chauffeurs Peter Parker (Spiderman), played by actor Tom Holland. In that scene, Happy takes his hands from the wheel as they move along in traffic, and, as if by magic, the A8 continues along on its own. (Under certain conditions, Audi says, the traffic jam pilot will allow the A8 to take over the task of driving for short periods when the feature is activated.)

As part of the Audi-Marvel partnership, the carmaker released a digital short entitled "Driver's Test" featuring Tom Holland and comedian J.B. Smoove. The short features Peter Parker preparing to take his driver’s exam with J.B. Smoove, the classically naïve instructor. As he goes through the test’s paces, Peter sees a bank robbery in progress. Quickly exiting the vehicle – An Audi prototype – Peter activates the AI feature to help him to fight crime. Meantime, the clueless instructor doesn’t realize the Spidey (Peter) is no longer behind the wheel.

Audi has been a familiar part of Spidey-land for some time. This movie features characters driving other models. For instance, Tony Stark pilots an Audi R8 V10 Spyder, a vehicle recognized for its sleek design, technology, and performance. The Audi TTS Roadster makes a brief appearance with Peter behind the wheel.

Partnership represents opportunity for Audi

Loren Angelo, vice president of marketing, Audi of America, was enthusiastic about the Audi-Marvel partnership and the opportunity it represents for the automaker. “With ‘Spiderman: Homecoming’ and our continued partnership with Marvel, we have the opportunity to reach the next generation of both superheroes and innovators.”

Continuing, the Audi exec explained that at “Audi, we are constantly redefining what superpowers are through our vehicles and this partnership.” The platform provided by the linkage provides “an organic way for us to showcase select current and future Audi Intelligent Technologies to that next generation audience that will be behind the wheel of our next generation models,” Angelo explained.

Source: Audi

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