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It is a rather atypical partnership that has just been announced between two renowned multinationals. Indeed, the German automaker Audi will join the American giant Disney in order to offer a new form of media. This project is still very mysterious, but the two brands will specify their common ambitions next January.
We owe this announcement to Nils Wollny, who is in charge of all the digital business part at Audi. He explained that the company he represents had signed an agreement with The Walt Disney Company in order to conceive a new form of media To autonomous vehicles. This technology will be unveiled with great fan Consumer Electonic Show, which will take place in Las Vegas from January 8 to 12, 2019.
Look for ways to entertain the driver who will not have to worry about the road anymore
As CNET says, automakers are now looking for ways to occupy the driver who will soon have to worry about driving on board autonomous cars. Thus, brands want to find a way to consume people in the cabin, whether with food or with the media. That's when an entertainment monster like Disney comes in.
Wollny confirmed that this partnership was born more than 18 months ago: " You may know their Imagineering division (Walt Disney Imagineering), they are focused on designing experiences for consumers. They were very interested in what will happen with cars in the future ". To seal this union, a small trailer has even been produced. The slogan " Audi Meets Disney "(Audi meets Disney) is put forward.
Audi expresses its vision for the project, Disney has not said anything yet
Without specify the nature of this new mediaNils Wollny made it clear that the ultimate goal is to offer something to consumers. It's not just a research program between the two companies. A real planning is already in place and the real kickoff will take place during CES 2019.
However, Wollny indicated one last element for this project: " I call this a new type of media that does not exist yet and that uses all the advantages of being in a vehicle […]. We have created something new together and this media will be entirely focused on new technologies ". Thus, it is impossible to know if this innovation will be directed towards video games, cinema, navigation, augmented reality or anything else. For the moment, Disney has not pronounced on this partnership.
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