Unveiled in all its glory last week at the Frankfurt Motor Show, the Audi R8 e-Tron Concept is once again poised to make sparks fly (sorry, couldn’t resist) with the release of Vertical Run. Developed exclusively for the Play Station 3, Vertical Run is a video game that allows players to simulate the experience of actually driving the Audi e-Tron while simultaneously sating their lust for virtual hooning (think: Need For Speed on an electric grid). “Most young people gain their first driving experience from video games,” explained Kai Mensing, 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.”
Although it might seem puzzling that Audi’s target audience probably isn’t even shaving yet, given the obstacles currently plaguing the EV industry, this is undoubtedly a wise move. By the time Audi has refined the e-Tron’s technology enough to produce it, the nerdy kids who spent many a sunny afternoon feverishly racing Vertical Run’s digital highways will have matured into nerdy men with booming dotcom’s and massive bank accounts. Impressive use of foresight Audi, very impressive indeed.